7 Quick Steps to Decoding Your Competitors' SEM Strategy
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Gene Glaeser of 360 Partners presents on how to analyze your competitors' strategy. Topics include: -Deciphering a company’s search strategy or lack thereof -Understanding the strengths and weaknesses of your competitor -Defining the gaps in your own search strategy -Improving visibility
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7 Quick Steps to Decoding Your Competitors' SEM Strategy
- 1. 1 7 Quick Steps to Decoding Your Competitors’ SEM Strategy
- 2. 2 • Refining Strategy • Budgeting for Marketing Org • Where to spend what? • SEM – spend more? less? same? 2016 SEM Plan & Budget
- 3. 3 • Allows me to understand a cohort quickly • Compare/contrast practices • Understand competitive strategies – Leverage weaknesses/strengths • Make data driven decisions Competitive Intelligence – Important Data Point
- 4. 4 • Softlayer - <$1B • Rackspace - $2B • Internap - $300MM • Codero - $100MM 4 Cloud Hosting Companies
- 5. 5
- 6. 6 Competitive Intelligence – The Chart Organic Paid Ad Copy Traffic KWS Branded Traffic KWS Spend Punct – CTA Friction KWS Growth Softlayer Decline Decline 95% Erratic Up Rising Rising Good/Mixed Improve Yes Rackspace Rising Rising 68% Down Down Down No/None Good Internal Internap Rising Stagnant 67% Decline Decline Steady No/Good Good Yes Codero Decline Decline 11% Decline Decline Down Good/Weak Improve Yes
- 8. 8 • Ad agency specializing in direct response, online marketing – SEO – Pay-per-click (search, Facebook, display, retargeting etc.) • Data driven culture focused on return on investment – “We do marketing with Excel not Photoshop” • Deep experience in lead generation • Founded in 2005 – 50 employees – Located in Austin, TX What we Do
- 9. 9 4 Differentiators Focus “Thanks for letting me join today. I just wanted to let you know that over the last few years I have been on a lot of agency/client calls and I can confidently say the 360partners approach was the strongest I have been privy to. Their tactical approach and attention to the foundational aspects was refreshing.” Google Rep Metrics “I truly believe we’ve left no stone unturned – 360Partners has diligently and thoughtfully positioned us in the PPC space better than any other provider has, or in my opinion could have done.” Client Experience Our founder, Jim McKinley, a serial entrepreneur, started working heavily in paid search in 1999. Over the next 6 years Jim developed the founding principles and practices for what became 360Partners in 2005. At this point, he assembled a team of SEM experts. Clarity In the constantly changing world of SEM, our clients want to know not only what we are doing (transparency), they want to know why (clarity).