Turning Competitor Data into Actionable Visuals - SMX West 2018 - Maddie Cary

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Information about Turning Competitor Data into Actionable Visuals - SMX West 2018 - Maddie...

Published on March 15, 2018

Author: MaddieCary

Source: slideshare.net

1. #SMX #33B @MaddieMarketer TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) TURNING COMPETITOR DATA INTO ACTIONABLE VISUALS Maddie Cary, VP of Client Service | Point It Digital Marketing

2. #SMX #33B @MaddieMarketer Hi, I’m Maddie! • VP of Client Service at Point It • US Search Award Winner: Best PPC Agency • Lead awesome multi-channel service team • 4th year in a row speaking at SMX

3. #SMX #33B @MaddieMarketer LET’S WALK THROUGH A SCENARIO…

4. #SMX #33B @MaddieMarketer Kevin gets an email from his boss

5. #SMX #33B @MaddieMarketer WHAT DOES IT ACTUALLY MEAN? TRENDS OPPORTUNIT Y STORY

6. #SMX #33B @MaddieMarketer The brain processes visual information 60,000 times faster than text

7. #SMX #33B @MaddieMarketer

8. #SMX #33B @MaddieMarketer

9. #SMX #33B @MaddieMarketer In the words of the great Olivia Newton John… LET’S GET VISUAL, VISUAL!

10. #SMX #33B @MaddieMarketer WHAT WE’LL COVER TODAY VOLUME how many total competitors are in your auction over time? 1 FREQUENCY how consistently is a competitor in your auction? 2 MONITORING how do you stay ahead of sudden auction changes? 3

11. #SMX #33B @MaddieMarketer COMPETITO R VOLUME

12. #SMX #33B @MaddieMarketer Quarter Avg Impr Share Number of Competitors Q1 2015 86% 8 Q2 2015 84% 8 Q3 2015 85% 7 Q4 2015 93% 4 Q1 2016 87% 8 Competitor Volume = Your Avg Impr Share vs. # Competitors in Your Auction PIVOT CHART Your Avg Impr Share Your Avg CPC # of Competitors: =COUNTIF(range,criteria)

13. #SMX #33B @MaddieMarketer Competitor Volume = Your Avg Impr Share vs. # Competitors in Your Auction PIVOT CHART Your Avg Impr Share Your Avg CPC # of Competitors: =COUNTIF(range,criteria) Quarter Avg CPC Number of Competitors Q1 2015 $4.89 8 Q2 2015 $3.42 8 Q3 2015 $3.12 7 Q4 2015 $2.10 4 Q1 2016 $3.54 8

14. #SMX #33B @MaddieMarketer COMPETITO R FREQUENCY

15. #SMX #33B @MaddieMarketer Day Display url domain Impr. share Avg. position Overlap rate Position above rateTop of page rateOutranking share 1/1/2016 Competitor 1 83.87% 1 83.87% 0.00% 96.15% 100.00% 1/2/2016 Competitor 1 47.37% 2.2 49.54% 0.00% 64.81% 95.61% 1/3/2016 Competitor 2 50.66% 2.2 52.38% 1.30% 74.03% 96.05% 1/4/2016 Competitor 2 51.59% 2.2 53.74% 1.27% 59.26% 92.99% 1/5/2016 Competitor 2 44.03% 2.2 44.16% 0.00% 70.00% 96.86% 1/6/2016 Competitor 2 39.31% 2.6 39.58% 0.00% 70.18% 99.31% 1/7/2016 Competitor 3 44.44% 2.2 44.44% 0.00% 75.00% 100.00% 1/8/2016 Competitor 3 37.58% 2.3 37.58% 0.00% 66.07% 100.00% 1/9/2016 Competitor 3 43.75% 2.1 43.75% 0.00% 61.22% 100.00% 1/11/2016 Competitor 3 52.74% 2.1 53.10% 0.00% 70.13% 99.32% 1/12/2016 Competitor 3 48.65% 2.7 49.51% 0.00% 55.65% 86.97% 1/13/2016 Competitor 3 51.41% 2.7 52.49% 0.00% 55.26% 85.79% Competitor URL Days In Auction Competitor Frequency You Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor Frequency = # of Days Competitor In Auction # of Days in Pulled Date Range DAYS IN AUCTION: =COUNTIF(range,criteria) DAYS PULLED: 90 Days Competitor URL Days In Auction Competitor Frequency You 90 100% Competitor 1 90 100% Competitor 2 84 93% Competitor 3 5 6% Competitor 4 5 6% Competitor 5 56 62%

16. #SMX #33B @MaddieMarketer Competitor URL Days In Auction Competitor Frequency Average Impr Share Threat? You 90 100% 89% - Competitor 1 90 100% 34% Take Action Competitor 2 84 93% 16% Monitor Competitor 3 5 6% 16% Monitor Competitor 4 5 6% 14% Monitor Competitor 5 56 62% 13% Monitor =IF(AND Comp Frequency > 50% AND Avg Imp Share > 25% IF TRUE = “Take Action” IF FALSE = “Monitor” Conditional Logic =AVERAGE(IF Range, Criteria, Avg Range Average FormulaConditional Formatting DATA BAR Gradient Fill

17. #SMX #33B @MaddieMarketer COMPETITO R MONITORING

18. #SMX #33B @MaddieMarketer • Estimated Traffic & Spend • Domain vs. Domain • Keyword Overlap • Ad Copy Comparison • First & Last Seen Ad Dates • Top Performing Ads • Ad URLs with tracking params • Top Competitors (Paid vs. Organic) • Shopping Overlap • Banner Pulls So many free tools!

19. #SMX #33B @MaddieMarketer NEW ADWORDS UI AUCTION INSIGHT VISUALS

20. #SMX #33B @MaddieMarketer POWERBI + AUTOMATED DATA

21. #SMX #33B @MaddieMarketer Share these #SMXInsights on your social channels! #SMXInsights  Identify issues faster with visualization  Leverage simple Excel formulas to measure competitor volume & frequency  Use Competitor Tool data directionally  Dump or import raw auction insight data into Power BI to create richer visuals

22. #SMX #33B @MaddieMarketer THANK YOU! TWITTER: @MaddieMarketer WANT TO WORK WITH US? info@pointit.com FREE EXCEL TEMPLATE: bit.ly/lets-get-visual-visual

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