how to outsmart your ppc competition
DESCRIPTION
http://www.pointit.com - This presentation covers the elements of piloting a successful PPC campaign while getting ahead of your competitors. You'll learn how to bid on branded terms, trademark policy issues, and tools we recommend.TRANSCRIPT
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How to Outsmart Your PPC Competition
Jon Lisbin – Founder
Maria Nikishyna – Sr. Client Manager
December 16th, 2009
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Presentation Agenda About Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• PPC & SEO
• 12 team members, 40+ yrs of SEM experience
• Servicing clients across all verticals and revenue models
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Presentation Agenda Competitive Intelligence
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• Bidding on Branded Terms: Yours and Theirs
• Google, Yahoo, Bing Trademark Policies
• Whitehat, grayhat, blackhat PPC
• Tools we recommend
Presentation Agenda Today’s Agenda
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Why bid on your branded terms?
• Drive other listings lower on the page
• Ensure you have the correct messaging
• Drive traffic to the right landing page
• Capture misspells
• Avoid Affiliate Arbitrage
• Branded terms are usually cheap
Presentation Agenda Your Branded Terms
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Presentation Agenda Branded Terms - Mispells
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Presentation Agenda Search Engine Trademark Policies
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How Does it Look?
Organic results Paid Results
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Do you want their branded terms?
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What your competitors may do
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Google Local
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Blackhat PPC Examples
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Presentation Agenda Competitive Tools
Coverage & Rank
Jan 09
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Presentation Agenda Competitive Tools
Coverage & Rank
Feb 09
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Presentation Agenda Competitive Tools
Coverage & Rank
Mar 09
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Presentation Agenda Competitive Tools
Coverage & Rank
Apr 09
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Presentation Agenda Competitive Tools
Coverage & Rank
May 09
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Presentation Agenda Competitive Tools
Budget Comparison
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Presentation Agenda Competitive Tools
PPC VS SEO
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Presentation Agenda Competitive Tools
Spyfu KW Overlap
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Presentation Agenda Competitive Tools
Spyfu KW Overlap
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Presentation Agenda Competitive Insights
Compete.com
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Presentation Agenda Competitive Insights
Compete.com
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Presentation Agenda Competitive Insights
Google Apps for Salesforce
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Presentation Agenda Competitive Tools
GA Network Location Report
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Presentation Agenda Competitive Tools
GA Network Location Report
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Free Tools
Google and Yahoo Alerts – Competitor insights that you may have otherwise overlooked and not been aware of.
Keyword Typo Generator – Great for creating misspells of branded terms.
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Paid Tools
• Compete.com – Free Trial, Pricing starts at $199/month.
• AdGooroo.com – Depends on the # of keywords you monitor. Trademark monitoring is more expensive.
• Spyfu.com – Monthly Subscription $59.95, Annual $395