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.

1. How to Outsmart Your PPC Competition
Jon Lisbin – Founder
Maria Nikishyna – Sr. Client Manager
December 16th, 2009

2. About Point It
Presentation Agenda
• 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

3. Competitive Intelligence
Presentation Agenda

4. Today’s Agenda
Presentation Agenda
• Bidding on Branded Terms: Yours and Theirs
• Google, Yahoo, Bing Trademark Policies
• Whitehat, grayhat, blackhat PPC
• Tools we recommend

5. Your Branded Terms
Presentation Agenda
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

6. Branded TermsAgenda
Presentation - Mispells

7. Presentation Agenda
Search Engine Trademark Policies

8. How Does it Look?
Paid Results
Organic results
Page 8

9. Do you want their branded terms?
Page 9

10. What your competitors may do
Page 10

11. Google Local

12. Blackhat PPC Examples

13. Competitive Tools
Presentation&Agenda
Coverage Rank
Jan 09

14. Competitive Tools
Presentation&Agenda
Coverage Rank
Feb 09

15. Competitive Tools
Presentation&Agenda
Coverage Rank
Mar 09

16. Competitive Tools
Presentation&Agenda
Coverage Rank
Apr 09

17. Competitive Tools
Presentation&Agenda
Coverage Rank
May 09

18. Competitive Tools
Presentation Agenda
Budget Comparison

19. Competitive Tools
PresentationSEO
PPC VS
Agenda

20. Competitive Tools
Presentation Agenda
Spyfu KW Overlap

21. Competitive Tools
Presentation Agenda
Spyfu KW Overlap

22. Competitive Insights
Presentation Agenda
Compete.com

23. Competitive Insights
Presentation Agenda
Compete.com

24. Competitive Insights
Presentation Agenda
Google Apps for Salesforce

25. Competitive Tools
Presentation Agenda
GA Network Location Report

26. Competitive Tools
Presentation Agenda
GA Network Location Report

27. 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.

28. 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

29. Q&A
Jon: JonL@pointit.com
Maria: MariaN@pointit.com