How to Get One Step Ahead of Your Advertising Competitor
Source: Pace Lattin
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Performance marketing is nothing if not competitive. We did not invent anything. We do not have a patent on the offers we run. In most cases, the same offers are being run by some pretty heavy hitters . . . but knowledge is power and with the relevant information, we can get ahead of our competitors.
Running blind wastes time and money. We need to be armed with powerful resources that will show us what others are doing and expose how others are making money. The good news is that competitive intelligence tools are available to give you the knowledge you need. The bad news is �C they are available to your competitors too. Use them wisely to get one step ahead of your competitors �C before they get one step ahead of you.
AdClarity is a media intelligence tool that is revolutionary in its approach and the insights it offers. There is a free webinar on Wednesday, Jan 29 that will explain how to:
Find your competitor’s clients and fully expose their activity including the details you need to attract them to your offering.
For example, if your offers run through a certain ad network, how convenient is it to see the campaigns your competitors run on your network? You can see the placements that work for them and demand the same. You could also take note of competitors running offers on different ad networks �C and assess their success rate. Perhaps you will find new networks to partner with. Media intelligence can often provide you with the ammunition you need to go for the kill- that means being able not only to track down your competitors, but also getting detailed information about their activity and collaborations. Then, of course, you can do it better and improve your ROI.
Uncover the traffic sources that work for your competitor and leverage them for your own benefit, while also understanding which traffic sources do not work and avoiding them.
For example, you can view which traffic sources run your competitor’s offers. After analyzing the trend of his various campaigns on his list of publishers, you can see which ones are converting well for him and begin running your campaigns on them, and avoid the publishers that were unsuccessful test publishers.
Expose relationships your competitor has with different publishers and networks, investigate which ones are effective, and lower your own costs of collaborating with these partners.
For example, if you expose that your competitor is currently running a certain campaign on a certain publisher through an Ad Exchange, you might find out that the specific Ad Exchange actually has another network that mediates between him and the publisher. With this information, and with the personal contact information divulged by the system, you can instantly contact the right person at the Ad Network directly, this way cutting out the middle man and the cost that your competitor doesn’t even know he’s bearing.
Examine your competitor’s creative designs and landing pages and discover what works and what doesn’t �C then duplicate the success.
For example, you can find the creatives and landing pages of your competitor and analyze the campaigns with the highest Share of Voice, compare them to his creatives that had the lowest share of voice, and then reach your conclusions about the factors that caused a certain creative to work and others not. Then, optimize your own creatives with this powerful knowledge.
There is no question about it �C the top performers are using media intelligence to get (and stay!) ahead of their competitors. Register for the webinar to get the techniques that are driving today’s media intelligence.
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