lurker intro ppc_seo_2011
TRANSCRIPT
09/29/2010 – Copyright by Rebel Rouse
SEM COMPETITIVE RESEARCH SOFTWARE
2slide
We are...
Hungarian full service communication agencyMostly with online focusFrom 2010 member of WPP (MindShare
Hungary)
Zita Pavláthclient service
director
Eszter Vándorinnovative
mediadirector
Tamás GerhátSEO and UX consultant
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To be on the lurkCollection of data: Monitoring search marketing advertisements with data collection on an hourly basis and next day updates
Data service:Quantitative value
name and number of advertisersnumber of creativesimpression shareadvertising positionsadvertising keywordslist price spending (beta)(data evaluated with a specific algorithm)
Quantitative value
creative conceptsadvertising strategy
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Reporting
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Lurker Features
Identify Competitors
AdWords Ad Overview
Competitor comparsion
Trend analysis
Ad History Data
Competitors’ SEM strategy
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What else?
Customised keyword groups
Flexibile monitoring periods
Updated database on daily basis
SEM advertising strategies
Competitors, keywords, brands, ranking list
SEM spending in list prices (beta)
SEO module
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Number of advertising domains
England Canada France0
20
40
60
80
100
120
140
FridgeWashing Machine
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England Canada France1
2
3
4
5
FridgeWashing Machine
England Canada France0
0.5
1
1.5
2
2.5
FridgeWashing Machine
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LG Avg. position
LG Strengths by IS
Numberreverse order!s are in
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Top 10 advertisers ranked by IS – England, refrigerator
johnlewis.c
omLG
.com
Argos.c
o.uk
PriceR
unner.co
.uk
ASDA.co
m
Dixons.c
o.uk
Crowdsto
rm.co
.uk
Currys.c
o.uk
pixman
ia.co
.uk
ebay
.co.uk
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
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Top 5 advertisers ranked by avg. pos – France, refrigerator
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Sample ad copies of Whirpool – Canada, refrigerator (total: 45)
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What makes Lurker unique?
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SEM competitor softwares
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Many different softwares can be found some has followingdisadvantages:
Developed mostly for US marketLanguage and character barriersData collected from limited version of GoogleFixed report viewsLimited keyword databaseUnclear system upgrade possibilitiesRare data updates
Lurker handles all issues above and provides extra features!
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Google site links
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SITE LINKS
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Ads on ‘left’ side(high quality)
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UTF8 - Kanji letters
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UTF8 - Accentuated letters
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UTF8 - Cyrill
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Data collection from any Google domains
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...Lurker collected from google.com.hk
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Unlimited keyword number
One of our competitor...
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Software
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Status
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Present:1.Data collection2.Raw data in excel sheet3.Interface only for administrator
Future:4. Online front end for clients5. Report center and graph drawer6. Design
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Campaign administration
Details of keywords
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Campaigns and keywords
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Data report - time
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Data report - campaign
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Competitors
Details of ad copies
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Ad copies
HeadlineDescription URL
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Keyword view
Keywords
Advertiser for selected keyword
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Ad copy for one keyword
premium percentageposition
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SEO monitoring module
Monitors client’s organic rankingIdentifies competitors (to support PPC
strategy)Temporary checks domains - existing or not
and in which positionOnly URLs (no title or description)Measurement launched manuallyPositions from 1st to 30th place can be
investigatedThe analyzing process is made by human (it is
not automatized!)
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It’s not a keyword research toolIt collects data about SEM competitors in Google
Why is it interesting for you?
-The software is not finished, could be developed to fit to the needs
-We are part of the GroupM – it could be in-house SEM software
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Summary
