#SMX #34A @mvanwagnerMatt Van Wagner, President Find Me Faster

COMPETITIVE INTELLIGENCE

#SMX #34A @mvanwagner

Paid Search Competitive Analysis

You can't outrun a hungry bear

Study Your Competitors What they are doing now What they are likely to do When they will likely do it

Understand Your Competitors Know their weaknesses Know their strengths

Eat Their Lunch Before they eat yours

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PPC Competitive Analysis

Go Beyond the Obvious Questions:• "What keywords are they buying?"• "Why are they always positioned above

us?"• "How much are they bidding?"

How We Use Competitive Analysis• Benchmarking• Forecasting• Forensics

Ask More Strategic Questions:• "How big is our opportunity?"• "How profitable are our competitors?"• "How much more can we invest in paid

search?"

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Tools We Use for Paid Search

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What Are Competitors Spending?

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What Keywords Are They Buying?

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What Ads Are They Running?

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How to We Compare to Other Companies

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The Question We Really Want to Answer:

What are they likely to do next?

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What Is Happening Now?

AdsPress ReleasesSocial Media PostsTwitter Facebook

A Year Ago

A Few Months

Ago Now

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What Were They Doing in the Recent Past

Registering DomainsBuilding Out WebsiteFiling Trademarks

A Year Ago

A Few Months

Ago Now

AdsPress ReleasesSocial Media PostsTwitter Facebook

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What Were They Doing in the Recent Past

Registering DomainsBuilding Out WebsiteFiling TrademarksGetting FDA Approvals

A Year or More Ago

A Few Months

Ago Now

AdsPress ReleasesSocial Media PostsTwitter Facebook

Getting PatentsRegistering Trademarks

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Creating a Competitive Intelligence Baseline

Identify Intellectual Property and Digital Assets

Domains, Trademarks, PatentsClassify by ImportanceMonitor Existing and New ActivityAnalyze and Profile Behavior Reporting

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Trademarks

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Patents Issued and Applied For

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Domain Portfolio

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Tracking: What Are They Doing to their Properties?

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Is this Site Important?

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See What Actual Changes They Are Making

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SEC InfoForms: 10-Q, 8-K

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Court Records

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#SMX #34A @mvanwagnerSEE YOU AT THE NEXT #SMX

THANK YOU!