Jamie Smith, co-Founder, Engine Ready, Acting VP of iSpionage Competitive PPC Data How To Get a Nearly Unfair Advantage with Competitive Data Jamie Smith is the co-founder of Engine Ready, and acting VP of Growth for iSpionage. Jamie has more than 15 years of Internet marketing experience. He is an author for popular blogs and frequently speaks at industry conferences around the world. Jamie has been quoted in the New York Times, Wall Street Journal and other publications as a leading technology and marketing thought leader. In 1998, Smith began his venture on the island of Martha’s Vineyard offering Internet Marketing services. Under his tenure, Engine Ready grew from a local marketing firm into a full service Agency which was sold last year. Jamie now focuses on strategic marketing software including competitive intelligence, call analytics, data visualization and reporting automation. A few clients over 15 years that help develop these strategies Strategies you can use today with competitive PPC data Competitors Keywords Ads Landing Pages. Components to measure / 3 C’s Visibility Creative Continuity Conversion Know my business, customers & how to measure strategy Visibility (Impressions) Creative, Continuity, Conversion Know The Enemy Where do you get this data? Competitive Analysis Tools WHERE DO I START? #1 Using Keyword Research to Quickly Find Profitable Keywords 1 Keyword Research & Analysis Start Research using Search Suggestions Adwords Keyword Planner Tool New Adwords Keyword Planner Tool (Est. Conv. & CPA) Competitive Intelligence = Quicker Insights Research Tool = Quicker Insights Keyword Effectiveness Index (KEI) helps find Profitable Keywords Competitor using 1. How long has this keyword been used? 2. Was it used recently? 3. What is the average position? Narrow Keyword List Using Filters Keyword Filter #2 Keyword Position & Bidding Strategy for Maximum Profit 2 Why do you change bids? Adwords Bid Simulator Click & Cost Estimate #3 Uncover Competitor’s PPC Strategy with Domain Research 3 Find Competitor URL’s using Auction Insights Campaign, Adgroup or KW Auction Insights PPC Auction Insights Spend, Keywords, Ads & LP’s Not using BING/YAHOO Look into competitor strategy Reverse Engineer Keyword Groupings & Account Structure Keyword Grouping #4 Stand Out from the Crowd with Unique Ads, Offers & Landing Pages 4 What Ads & Offers are Being Shown? What Ads & Offers are Being Shown? What Ads are Working for my Competition? Ad Effectiveness Index (AEI) 1. How long has this Ad been used? 2. Was this Ad used recently? 3. What is the average position? Competitor top Performing Ads (AEI) Top Performing Ads, Offer & Landing Pages #5 Guard Profitable Keywords & Gain Unfair Advantage by Monitoring Comp

1. Jamie Smith, co-Founder, Engine Ready, Acting VP of iSpionage
Competitive PPC Data
How To Get a Nearly Unfair Advantage with Competitive Data

2. @ThueLMadsen #KISSwebinar
Join the conversation on Twitter

3. Jamie Smith - iSpionage - @JamieSmithNow
Jamie Smith is the co-founder of Engine Ready, and acting VP of
Growth for iSpionage. Jamie has more than 15 years of Internet
marketing experience. He is an author for popular blogs and
frequently speaks at industry conferences around the world.
Jamie has been quoted in the New York Times, Wall Street
Journal and other publications as a leading technology and
marketing thought leader.
In 1998, Smith began his venture on the island of Martha’s
Vineyard offering Internet Marketing services. Under his tenure,
Engine Ready grew from a local marketing firm into a full service
Agency which was sold last year. Jamie now focuses on
strategic marketing software including competitive intelligence,
call analytics, data visualization and reporting automation.

4. @JamieSmithNow #KISSwebinar
Join the conversation on Twitter

5. 1
2
A few clients over 15 years that help develop these strategies

6. 1 5 Strategies you can use today with competitive PPC data
Competitors
Keywords
Ads
Landing Pages
2 How to monetize data / market research / alerts & monitoring
3 Case study, new Adwords features + Q&A
AGENDA

8. Inspiration
Daughter & Sun Tzu

9. 1
2
3
4 Components to measure / 3 C’s
Visibility
Creative
Continuity
Conversion

10. 1
2
3
Know my business, customers & how to measure strategy
Visibility (Impressions)
Creative (CTR, Offer)
Continuity (Bounce, CR)
Conversion (Revenue, CPA)

11. Know The Enemy

12. Where do you get this data?

13. Competitive Analysis Tools

14. 1
2
3
WHERE DO I START?

15. #1 Using Keyword Research to
Quickly Find Profitable Keywords
1

16. Keyword Research & Analysis

17. Start Research using Search Suggestions

18. Adwords Keyword Planner Tool

19. Adwords Keyword Planner Tool

20. New Adwords Keyword Planner Tool
(Est. Conv. & CPA)

21. Competitive Intelligence = Quicker Insights

22. Research Tool = Quicker Insights

24. Keyword Effectiveness Index (KEI) helps
find Profitable Keywords Competitor using
1. How long has this keyword been used?
2. Was it used recently?
3. What is the average position?

25. Narrow Keyword List Using Filters

26. Keyword Filter

27. TAKEAWAY:
Keyword Research & Competitive Intelligence
tools shorten time to find profitable keywords

28. #2 Keyword Position & Bidding
Strategy for Maximum Profit
2

29. Why do you change bids?

30. Adwords Bid Simulator

31. Click & Cost Estimate

32. TAKEAWAY:
Use bidding strategies that allow you to target
positions that get the highest volume of sales
for the lowest cost per acquisition

33. #3 Uncover Competitor’s PPC
Strategy with Domain Research
3

36. Find Competitor URL’s using Auction Insights

37. Campaign, Adgroup or KW Auction Insights

38. PPC Auction Insights

39. Spend, Keywords, Ads & LP’s

40. Not using BING/YAHOO

43. Look into competitor strategy

44. 1
2
3
Reverse Engineer Keyword Groupings & Account Structure

45. Keyword Grouping

46. TAKEAWAY:
Use Competitor Domain Research to uncover
their strategy so you know who you are up
against including:
• Spend
• Keywords
• Ads
• Landing pages
• Adwords structure

47. #4 Stand Out from the Crowd with
Unique Ads, Offers & Landing Pages
4

48. What Ads & Offers are Being Shown?

49. What Ads & Offers are Being Shown?

50. What Ads are Working for my Competition?
Ad Effectiveness Index (AEI)
1. How long has this Ad been used?
2. Was this Ad used recently?
3. What is the average position?

51. Competitor top Performing Ads (AEI)

52. 1
2
3
Top Performing Ads, Offer & Landing Pages

53. 1
2
3
Top Performing Ads, Offer & Landing Pages

54. 1
2
3
Top Performing Ads, Offer & Landing Pages

55. TAKEAWAY:
Only 2-3 seconds to capture user attention
Write compelling ads by studying SERP’s &
competitor’s ad copy.
Create unique landing pages to increase
conversions by analyzing competitor’s offers

56. #5 Guard Profitable Keywords &
Gain Unfair Advantage by
Monitoring Competitor Changes
5

57. Manually Monitoring is Time Consuming
1) Monitor SERPS
2) Monitor competitor new ads / new KW’s
3) Evaluate competitor new landing pages
4) Any new competitors?

58. Manual vs. Tools
1) Go back in Time to see when SERP changes
2) Alerts when new competition bidding on KW’s
3) Competitor Alerts: New Keywords, Ads & LP’s

59. Competitor Alerts / New Ideas / Changes

60. Competitor Alerts

61. Email Alerts: New KW’s, Ads or LP’s

62. Setup Daily Keyword & Competitor Monitor

63. Daily Competitor Monitoring (Case Study)

64. Keyword Monitor: Imp share & Position

65. Keyword Imp Share & Position

66. Imp Share, Position, New Ads & LP’s

67. Landing Page Change Monitoring

68. Keyword SERP Analysis

69. Keyword SERP Analysis

70. SERP Monitoring Example

71. Keyword Ads & SERP Monitoring

72. Keyword SERP Monitoring

73. TAKEAWAY:
Monitor SERP results as they frequently
change and can effect how your ads look.
Gain unfair advantage by using tools to
monitor competitor changes & guard profitable
keywords.

74. How do you win the battle?

75. How do you win the battle?
Operation Camouflage

76. 1 5 Strategies for keyword research, competitor analysis & alerts
Competitors
Keywords
Ads
Landing Pages
2 Using technology to shorten time to insights
3 10 PPC Mistakes & How to fix them iSpionage.com/kissmetrics
SUMMARY & Gift “10 Common PPC Mistakes”

77. THANK YOU
Jamie Smith
@JamieSmithNow