5 Spying Strategies to Stay Ahead of Your Competition

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5 Spying Strategies to Stay Ahead of
Competition

Chief Customer Officer,
LeadSquared
Prashant Singh
Lead Content Marketer,
LeadSquared
Meenu Joshi
Panelist Introduction

What Strategies can Be Spied Upon 05
The Starting Point – Look Inwards 06
Strategy 1 – Competitors’ Keyword Analysis 15
Strategy 2 – Run Better Display Ads using Competitors’ Referral Data 41
Strategy 3 – Run Better Display Ads using Competitors’ Destination URL Data 41
Strategy 4 – Analyze Competitors’ SEO 50
Strategy 5 – Set Alerts for Change in Competitors’ Strategies 53
Some Extra Tools 56
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What’s covered in this Webinar?
5 Spying Strategies to Stay Ahead of Competition

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Display
Advertising
SEO
Social Media
Marketing
PPC Marketing
Email marketing
Retargeting
CRO on your
Website
Marketing / Lead Gen Strategies you are Involved In01
Buying leads
from 3rd parties
Referrals:
Relationship
Building

05
Display
Advertising
SEO
Social Media
Marketing
PPC Marketing
Competitors’ Marketing / Lead Gen Strategies you can Spy On02

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The Starting Point – Look Inwards03
Who is your Target Audience?A
How is your visibility on search?B
How good is the CTR on your Ads and Organic RankingsC
How are your Traffic to Lead ConversionsD
Use Adwords/Webmaster tools to find keyword ranks
Use Google Adwords and Analytics
Use Google Adwords for paid, Analytics
for Organic if you have set up Goals,
and LeadSquared

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Average ranking and CPC of your ad for paid keywords – In AdwordsA

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Average organic ranking for search queries getting you traffic and CTRs – in WebmastersB

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The Starting Point – How’s your Visibility
Keyword Identification – Would help youA
▪ Rank organically in search
▪ Show up for the best search queries in search network
▪ Using them as hashtags in social would help you get found on Social as well
How do you get visibility on search?B
▪ Find the right keywords
▪ Organic: Optimize your website/blogs for them
▪ Paid: Bid on them in search
This will get you Impressions

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The Starting Point – Your Creatives
▪ Your ad copies – To the point (no cute wordplay)
▪ Creative for the display campaigns
This will get you Clicks
The Starting Point – Message Match
▪ Keyword Targeted + Your Ad Copy/headline + Landing Page Headline, must all be in line.
Must convey the same message.
This will get you relevance, thus conversions

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The Starting Point – Conversion Metrics
▪ Your Cost per Click
▪ Cost per Conversion
▪ Cost per Acquisition
This will help you dissect and efficiently reallocate budgets

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Spying on the Competition – Available Tools04
1. iSpionage
2. SpyFu
3. Similarweb.com
4. Ahrefs.com
5. Keyword Spy
6. WordTracker

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Benchmark Metrics for You Against Competition05
You Your Competitor 1
1. No. of PPC keywords
2. No. of Ranking SEO Keywords
3. No. of 1st Page Google Rankings
4. Google Backlinks
5. Indexed Pages on google
6. Social Mention
7. Impression Share
8. No. of Ads
9. Conversion Rates

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Strategy 1 – Paid Keywords for Competitors06
1. iSpionage (if you are targeting mainly in US/UK/Canada) / Keyword Spy (If you target in India, or
other specific regions)
You can identify:
a) Search Volume
b) Cost per Click
c) Main Competitors
d) Their Ad Copies
e) No. of days they have been advertising

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Strategy 1(a) – Find the Best Keywords to Bid On07

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Much better keyword to bid on

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Strategy 1(b) – Keyword Effectiveness Index08

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Your Keyword
Top Advertisers
Their Monthly Budgets
Click this
MagicBricks is spending quite a bit on PPC

You get the summary for your top competitor here
Check the PPC keywords they are bidding on
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Their top keywords The Keyword Effectiveness Index
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To-do
1. Look at the best keywords – high KEI (Keyword Effectiveness Index)
2. High Search Volumes
3. Low CPC
Bid on these keywords, if you aren’t already doing it!
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Good Keyword to bid on – high search volume, comparable CPC, good KEI

Additional Inputs – Ads running for the keywords
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Additional Inputs – Ads running for the keywords
Ads running for the keyword
Effectiveness Index of the Ad
– Ad 1 working much better
(maybe better landing page?)
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To-do
1. Look at the landing pages (urls are available), and ad copies
2. See what’s better in LP 1, and what’s lacking in LP 2, and which ad copies are working better
3. Create landing pages, and ad copies keeping your new learnings in mind
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Keyword Spy – Alternative if you run ads in specific
regions like India (let’s look at analysis for a keyword)
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Find out the Best Keywords to Bid on09
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Find out the Best Keywords to Bid on09 Your Keyword
No. of Competitors
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PPC Competition Analysis using Keyword Spy

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PPC Competition Analysis using Keyword Spy

Organic Competition Analysis using Keyword Spy
As they are competing
against Yahoo
Answers, they can put
in some effort to
answer queries there
and redirect traffic
back to their site
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To-do
1. Enter a keyword to find the top rankers
2. Look at the other keywords they are bidding on
3. Bid on these keywords based on low CPC, high searches, high KEI, and low competition
4. Look at the organic competitors;
5. See if any of the competitors (like Yahoo Answers/or some other site on the Display Network)
can be used for your benefit
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Cost Considerations
Tool Cost
iSpionage 53$/month to 89$/month (if you
buy for 6 months)
Keyword Spy 90$ to 140$/month based on
requirements
SpyFu 79$ to 999$/month (based on
usage)
All of them have free plans, with restrictions on the number
of reports you can generate everyday
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Strategy 2 and 3 – Monitor the Referrals and Destination
URLs for you and your Competitors
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For a particular keyword that you are bidding on (look into Adwords), use iSpionage/keyword
spy/SpyFu to find the advertisers ranking highest for it. Then put this url into a tool called Similar
Web, and you would get their search data:
1. Where is the traffic coming from (location and source)
2. Top referring sites
3. Top destination sites – where are they going; you can run display ads in those sites, if the
people don’t convert
You can do this for yourself + your competitors

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(In Real Estate Industry)

Much better engagement
than MagicBricks.
Something here to learn
for MagicBricks. They
should look at 99 acres
and analyze the
engagement
elements/navigation etc.
to replicate the success for
themselves
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MagicBricks is doing much better at Referrals than
99 Acres – 99 Acres should find out what are the
referral sources for MagicBricks
MagicBricks can use some PPC Intelligence from
99Acres. They can do this as shown in strategy 1
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Let’s help 99 Acres by finding the referrals for MagicBricks
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Referral data for MagicBricks - MagicBricks might
be doing some decent display advertising. 99
Acres can take a cue.

Better Display Advertising using the Destination Sites
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This data is for 99Acres
When they know the
top sites visitors are
going to after their
website, and
competitors’ website,
they can run display
ads on those sites to
get the traffic back)

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Do you see what’s
wrong? Considerable
bounces from 99Acres
are going to
MagicBricks. What is
the problem there? You
don’t want your
bounces to land on
your competitors’
website

To-do
1. Look at the top referrals for your competitor using SimilarWeb.com – Run display ads there
2. Look at the top destination urls for you/your competitors, and run display ads there
Result – Better Referral Traffic, and Returning Visitors, if they did not make a purchase (you can set
exceptions also, so that the people who have converted are not shown the ads again)
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Cost Considerations
Tool Cost
SimilarWeb 199$/month to $4999/month
Free Plan – (The insights that I
showed you were in the free
plan)
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Strategy 4 – Analyze Competitors’ SEO using ahrefs.com11
1. Use normal Google Search or a tool like iSpionage to find the top organically ranking website
for a keyword of interest
2. Use ahrefs.com to analyze the SEO data (meta-description, meta-titles etc.) of that
competitor
3. You would get to know what keywords they are using for their meta data.
4. Now, analyze your own website, and see what meta-data are you missing, and fix the
problems
5. There are other tools like MOZ Toolbar that would help you do this.

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Cost Considerations
Tool Cost
Ahrefs.com 0$/month to $499/month (based
on the usage)
Once again the free plan has restrictions on the number of
reports you can generate
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Strategy 5 - Set up Competitor Alerts12
1. Once again if you are targeting an international audience, iSpionage will help you a lot,
because, you can simply setup the urls of your competitors there, and you will get alerts
everytime a new keyword gets added, a new ad gets created etc.
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1. Once again if you are targeting an international audience, iSpionage will help you a lot,
because, you can simply setup the urls of your competitors there, and you will get alerts
everytime a new keyword gets added, a new ad gets created etc.
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2. Use Google Alerts for Competitor Insights. You can find out if
a) Your competitor publishes new content – Organic Search benefit
b) They get mentioned in any news site/they receive any reviews etc.
Best Practice
a) Use a new Gmail Account, otherwise your other email would drown in the alerts.
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Other Competitive Intelligence Tools13
Tool Helps In
1. AdBeat Find out the Display Network publishers your
competitors are advertising on
2 AdGooroo PPC Competitor Insights
3 MixRank PPC Competitor Insights
4. WhatRunsWhere PPC Intelligence + Help in running PPC Split
Tests
5. OpenSiteExplorer This can help you find domain authority,
backlinks etc. (SEO stuff)
6. Mention Set alerts (using your competitors’ names to
see how they being mentioned on Social
and web in general)

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Other Competitive Intelligence Tools13
Tool Helps In
7. Social Mention Find real-time alerts by putting in keywords
in the search bar – Social Monitoring
8. TalkWalker Google Alerts Alternative
9. Topsy Find out what is being said about you and
your competitors on Twitter
10. Who’sMailingWhat Spy on your competitors’ email marketing
strategies
11. Ghostery To check the tools competitors are using,
whether they are running ads on
Google/Facebook etc. (Free)

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