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Como	
  analisar	
  a	
  concorrência	
  
Search	
  Masters	
  Brasil	
  
Adriano	
  Nadalin	
  
Gerente	
  de	
  Web	
  A...
Análise	
  de	
  Concorrência	
  
•  Mercado	
  de	
  Busca	
  e	
  Agrupamento	
  de	
  Palavras	
  
•  Análise	
  Quan:t...
Análise	
  Compe::va	
  
Ferramenta	
  de	
  Concorrência	
  -­‐	
  Precisão	
  dos	
  Dados:	
  
Mercado	
  e	
  Agrupamento	
  de	
  Palavras	
  
Levantamento	
  e	
  Agrupamento	
  de	
  Palavras	
  Chaves	
  
Hotel&
Nomes&de&
Hoteis&
Hotel+Ponto&
de&Interesse&
Hotel...
Levantamento	
  e	
  Agrupamento	
  de	
  Palavras	
  Chaves	
  
Hoteis	
  em	
  Fortaleza	
  
Hotel	
  São	
  Paulo	
  
H...
Priorizando	
  as	
  Intenções	
  de	
  Busca	
  
Volume'De'
Busca'
• Adwords'Keyword'
Planner'
• SEM'Rush'
• Hitwise'
• A...
Análise	
  Quan:ta:va	
  
Informação	
  de	
  Leilão	
  
0	
  
1	
  
2	
  
3	
  
4	
  
5	
  
6	
  
7	
  
0.00%	
  
10.00%	
  
20.00%	
  
30.00%	
  
...
Informação	
  de	
  Leilão	
  
Trabalhem	
  com	
  listas	
  e	
  grupos	
  de	
  palavras	
  que	
  também	
  reflitam	
  ...
Click	
  Share	
  -­‐	
  Hitwise	
  (Nomes	
  de	
  Hoteis)	
  
0.00%	
  
5.00%	
  
10.00%	
  
15.00%	
  
20.00%	
  
25.00...
Cobertura	
  de	
  Posicionamento	
  -­‐	
  Adgooroo	
  
Fonte:	
  SEM	
  Insights	
  -­‐	
  Adgooroo	
  
Adgooroo	
  
Fonte:	
  SEM	
  Insights	
  -­‐	
  Adgooroo	
  
Sobreposição	
  de	
  Palavras	
  –	
  SEM	
  RUSH	
  
Fonte:	
  Adver:sing	
  Research	
  -­‐	
  SEMRush	
  
Sobreposição	
  de	
  Palavras	
  –	
  SEM	
  RUSH	
  
Fonte:	
  Adver:sing	
  Research	
  -­‐	
  SEMRush	
  
Sobreposição	
  de	
  Palavras	
  –	
  SEM	
  RUSH	
  
Fonte:	
  Adver:sing	
  Research	
  -­‐	
  SEMRush	
  
Sobreposição	
  de	
  Palavras	
  –	
  SEM	
  RUSH	
  
Fonte:	
  Adver:sing	
  Research	
  -­‐	
  SEMRush	
  
Sobreposição	
  de	
  Palavras	
  –	
  SEM	
  RUSH	
  
61%	
  
54%	
  
43%	
  
24%	
   22%	
  
41%	
  
32%	
  
21%	
  
11%...
Benchmark	
  –	
  Análise	
  de	
  concorrência	
  
Fonte:	
  Análise	
  de	
  Concorrência	
  –	
  Aba	
  Oportunidades	
...
Mapeamento	
  da	
  concorrência	
  
Mapeamento	
  da	
  Qualidade	
  da	
  Campanha	
  
Obs:	
  Apenas	
  trip	
  advisor	
  trabalha	
  apenas	
  com	
  cont...
Mapeamento	
  da	
  Concorrência	
  
Obs:	
  Apenas	
  trip	
  advisor	
  trabalha	
  apenas	
  com	
  conteúdo	
  100%	
 ...
Monitoramento	
  de	
  Preço	
  
Monitoramento	
  de	
  Concorrência	
  
Análise	
  periódica	
  de	
  Click	
  Share	
  
0.00%	
  
0.01%	
  
0.02%	
  
0.03%	
  
0.04%	
  
0.05%	
  
0.06%	
  
0.0...
Alertas	
  de	
  Monitoramento	
  
Alertas	
  de	
  Monitoramento	
  
Oportunidades	
  Além	
  da	
  Busca	
  
Ranking	
  –	
  Share	
  de	
  Visitas	
  -­‐	
  Brasil	
  
Ranking	
  –	
  Share	
  de	
  Visitas	
  –	
  R.	
  Grande	
  do	
  Sul	
  
Clickstream	
  Industries	
  –	
  Carros	
  na	
  Serra	
  
Termos	
  de	
  Busca	
  	
  -­‐	
  Carros	
  na	
  Serra	
  
Busca	
  pela	
  Marca	
  -­‐	
  Brasil	
  
Busca	
  pela	
  Marca	
  –	
  R.	
  Grande	
  do	
  Sul	
  
Busca	
  pela	
  marca	
  e	
  volume	
  de	
  acesso	
  direto	
  
0	
  
10	
  
20	
  
30	
  
40	
  
50	
  
60	
  
70	
  ...
Busca	
  pela	
  marca	
  e	
  volume	
  de	
  acesso	
  direto	
  
0	
  
10	
  
20	
  
30	
  
40	
  
50	
  
60	
  
70	
  ...
Taxa	
  de	
  conversão	
  -­‐	
  	
  Branding+Direto	
  vs	
  Non-­‐Branding	
  
0%	
  
20%	
  
40%	
  
60%	
  
80%	
  
1...
Outros	
  Formatos	
  
GDN$
Outras$
Mídias$
Remarke3ng$
Oportunidades	
  GDN	
  –	
  R.	
  Grande	
  do	
  Sul	
  
0.00%	
  
5.00%	
  
10.00%	
  
15.00%	
  
20.00%	
  
25.00%	
  
30.00%	
  
35.00%	
  
40.00%	
  
45.00%	
  
Clicks	
  WebM...
Oportunidade	
  em	
  outras	
  mídias	
  
0.00%	
  
10.00%	
  
20.00%	
  
30.00%	
  
40.00%	
  
50.00%	
  
60.00%	
  
70.00%	
  
80.00%	
  
90.00%	
  
0.00%	
  
0.1...
OBRIGADO	
  
Adriano	
  Nadalin	
  
adriano.nadalin@i-­‐cherry.com.br	
  
@anadalin	
  
h?p://br.linkedin.com/in/adrianona...
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Como analisar a concorrencia (SEM - PPC e SEO) - Search Masters Brasil 2013 - Adriano Nadalin

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Como analisar a concorrencia (SEM - PPC e SEO) - Search Masters Brasil 2013 - Adriano Nadalin

  1. 1. Como  analisar  a  concorrência   Search  Masters  Brasil   Adriano  Nadalin   Gerente  de  Web  Analy:cs  e  PPC   adriano.nadalin@i-­‐cherry.com.br   @anadalin   h?p://br.linkedin.com/in/adrianonadalin    
  2. 2. Análise  de  Concorrência   •  Mercado  de  Busca  e  Agrupamento  de  Palavras   •  Análise  Quan:ta:va   •  Mapeamento  de  Campanha   •  Monitoramento  de  Concorrência   •  Oportunidades  além  da  busca  
  3. 3. Análise  Compe::va  
  4. 4. Ferramenta  de  Concorrência  -­‐  Precisão  dos  Dados:  
  5. 5. Mercado  e  Agrupamento  de  Palavras  
  6. 6. Levantamento  e  Agrupamento  de  Palavras  Chaves   Hotel& Nomes&de& Hoteis& Hotel+Ponto& de&Interesse& Hotel+& Caracterís5ca& Hotel+Tipo& de&Público& Hotel+Cidade& Hotel+Bairro&
  7. 7. Levantamento  e  Agrupamento  de  Palavras  Chaves   Hoteis  em  Fortaleza   Hotel  São  Paulo   Hoteis  em  São  Paulo   Hoteis  Rio   Hotéis  RJ   Hotel  Rio  de  Janeiro   Hotel  Copacabana   Hotel  Jardins  São  Paulo   Hotel  Batel  Curi:ba   Hotel  em  salvador   Hotel  Campinas   Hoteis  Brasilia   Hotel  BH   Hotel  Belo  horizonte   Hotel& Nomes&de& Hoteis& Hotel+Ponto& de&Interesse& Hotel+& Caracterís5ca& Hotel+Tipo&de& Público& Hotel +Des5no& Internacional& Hotel +Des5no& Nacional&
  8. 8. Priorizando  as  Intenções  de  Busca   Volume'De' Busca' • Adwords'Keyword' Planner' • SEM'Rush' • Hitwise' • Adwords'(Sua' Campanha)' %'de' Conversão' • Web'AnalyGcs' • Adwords' Concorrência' • Adwords'Keyword'Planner' • Hitwise'
  9. 9. Análise  Quan:ta:va  
  10. 10. Informação  de  Leilão   0   1   2   3   4   5   6   7   0.00%   10.00%   20.00%   30.00%   40.00%   50.00%   60.00%   70.00%   Você   Concorrente   1     Concorrente   2   Concorrente   3   Concorrente   4   Concorrente   5   Concorrente   6   Concorrente   7   Concorrente   8   Concorrente   9   Concorrente   10   Parcela  de  impr.   Taxa  da  parte  superior  da  página   Posição  méd.   0.00%   10.00%   20.00%   30.00%   40.00%   50.00%   60.00%   Concorrente   1     Concorrente   2   Concorrente   3   Concorrente   4   Concorrente   5   Concorrente   6   Concorrente   7   Concorrente   8   Concorrente   9   Concorrente   10   Taxa  de  sobreposição   Posição  acima  da  taxa   Fonte:  Informação  de  Leilão  Adwords  
  11. 11. Informação  de  Leilão   Trabalhem  com  listas  e  grupos  de  palavras  que  também  reflitam  o  mercado  e  não  a  sua  conta!    
  12. 12. Click  Share  -­‐  Hitwise  (Nomes  de  Hoteis)   0.00%   5.00%   10.00%   15.00%   20.00%   25.00%   30.00%   Paid  Clicks     0.00%   1.00%   2.00%   3.00%   4.00%   5.00%   6.00%   7.00%   8.00%   9.00%   Booking.com   Apontador   Google  Maps   Brasil   Trip  Advisor   Brasil   Decolar   MSN  Brasil   YouTube   CVC   MalaPronta.com   Paid     Organic   Fonte:  Search  Inteligence  -­‐  Hitwise  
  13. 13. Cobertura  de  Posicionamento  -­‐  Adgooroo   Fonte:  SEM  Insights  -­‐  Adgooroo  
  14. 14. Adgooroo   Fonte:  SEM  Insights  -­‐  Adgooroo  
  15. 15. Sobreposição  de  Palavras  –  SEM  RUSH   Fonte:  Adver:sing  Research  -­‐  SEMRush  
  16. 16. Sobreposição  de  Palavras  –  SEM  RUSH   Fonte:  Adver:sing  Research  -­‐  SEMRush  
  17. 17. Sobreposição  de  Palavras  –  SEM  RUSH   Fonte:  Adver:sing  Research  -­‐  SEMRush  
  18. 18. Sobreposição  de  Palavras  –  SEM  RUSH   Fonte:  Adver:sing  Research  -­‐  SEMRush  
  19. 19. Sobreposição  de  Palavras  –  SEM  RUSH   61%   54%   43%   24%   22%   41%   32%   21%   11%   6%   0%   10%   20%   30%   40%   50%   60%   70%   Booking   Hotel  Urbano   TripAdvisor   CVC   Hoteis   Grau  de  Concorrência   Potencial  de  Expansão   Fonte:  Adver:sing  Research  -­‐  SEMRush  
  20. 20. Benchmark  –  Análise  de  concorrência   Fonte:  Análise  de  Concorrência  –  Aba  Oportunidades  do  Adwords  
  21. 21. Mapeamento  da  concorrência  
  22. 22. Mapeamento  da  Qualidade  da  Campanha   Obs:  Apenas  trip  advisor  trabalha  apenas  com  conteúdo  100%  do  usuário  
  23. 23. Mapeamento  da  Concorrência   Obs:  Apenas  trip  advisor  trabalha  apenas  com  conteúdo  100%  do  usuário  
  24. 24. Monitoramento  de  Preço  
  25. 25. Monitoramento  de  Concorrência  
  26. 26. Análise  periódica  de  Click  Share   0.00%   0.01%   0.02%   0.03%   0.04%   0.05%   0.06%   0.07%   7/28/12   8/28/12   9/28/12   10/28/12   11/28/12   12/28/12   1/28/13   2/28/13   3/31/13   4/30/13   5/31/13   6/30/13   Organic   Paid  
  27. 27. Alertas  de  Monitoramento  
  28. 28. Alertas  de  Monitoramento  
  29. 29. Oportunidades  Além  da  Busca  
  30. 30. Ranking  –  Share  de  Visitas  -­‐  Brasil  
  31. 31. Ranking  –  Share  de  Visitas  –  R.  Grande  do  Sul  
  32. 32. Clickstream  Industries  –  Carros  na  Serra  
  33. 33. Termos  de  Busca    -­‐  Carros  na  Serra  
  34. 34. Busca  pela  Marca  -­‐  Brasil  
  35. 35. Busca  pela  Marca  –  R.  Grande  do  Sul  
  36. 36. Busca  pela  marca  e  volume  de  acesso  direto   0   10   20   30   40   50   60   70   80   90   Player  1   Player  2   Google  Trends    -­‐          200,000      400,000      600,000      800,000      1,000,000      1,200,000      1,400,000      1,600,000     Player  1   Player  2   Tráfego  Direto  
  37. 37. Busca  pela  marca  e  volume  de  acesso  direto   0   10   20   30   40   50   60   70   80   Player  1   Player  2   Player  3   Google  Trends   0   1000000   2000000   3000000   4000000   5000000   6000000   7000000   Player  1   Player  2   Player  3   Tráfego  Direto  
  38. 38. Taxa  de  conversão  -­‐    Branding+Direto  vs  Non-­‐Branding   0%   20%   40%   60%   80%   100%   120%   140%   160%   180%   0.00%   0.50%   1.00%   1.50%   2.00%   2.50%   3.00%   3.50%   Player  1   Player  2   Branding   Non-­‐Branding   %  
  39. 39. Outros  Formatos   GDN$ Outras$ Mídias$ Remarke3ng$
  40. 40. Oportunidades  GDN  –  R.  Grande  do  Sul  
  41. 41. 0.00%   5.00%   10.00%   15.00%   20.00%   25.00%   30.00%   35.00%   40.00%   45.00%   Clicks  WebMotors   Clicks  iCarros   Player  1   Player  2   Oportunidade  em  outras  mídias  
  42. 42. Oportunidade  em  outras  mídias  
  43. 43. 0.00%   10.00%   20.00%   30.00%   40.00%   50.00%   60.00%   70.00%   80.00%   90.00%   0.00%   0.10%   0.20%   0.30%   0.40%   0.50%   0.60%   0.70%   0.80%   MSN  Brasil   Universo  Online   iG   Globo   Yahoo  Brasil   Clicks  June  2013   New  Visitors   Oportunidade  em  outras  mídias  
  44. 44. OBRIGADO   Adriano  Nadalin   adriano.nadalin@i-­‐cherry.com.br   @anadalin   h?p://br.linkedin.com/in/adrianonadalin    

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