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Recently, I’ve been teaching my 7 year old son how to play chess, which is a lovely experience as a parent. It’s been an interesting teaching someone a game that has many layers of complexity to it.

One of the (many!) concepts I was explaining to him was the concept of actually playing 2 games at exactly the same time:

  1. Your own strategy and plan to get the King
  2. Watching and figuring out your opponents strategy to get your own King.

No doubt, a challenge for a 7 year old. I guess they don’t call chess ‘mind gymnastics’ for no reason!

 

But it actually really made me realise that it is quite similar to the PPC landscape and general online marketing world.  

And by this, I mean, you have to have your own strategy but at the same time, you also have to know what your competitors are up to as well.

Now, it is worth mentioning that I am a huge advocate of playing your own game, sticking to your strengths and not adopting a ‘me too’ kind of strategy. After all, marketing is all about standing out from the crowd and if you just adopt a ‘me too’ strategy, you are only going to blend into the background with all the other noise.

But at the same time, it would also be naive of you to ONLY do this.

In a rapidly changing online marketing world, it is crucial to keep a close eye on what your competitors are doing.

But the good news is that one of the perks of online marketing is that you can pretty much reverse engineer your competitor’s strategy. That is, with the help of a few tools up your sleeve, which we are going to delve into now. And yes, this process does require a bit of detective work.

And the even better news is that we are going to cover free tools that you can use.

So, would you like to know how to reverse engineer your competitors online marketing strategy?

Would you like to know how to do it using only free tools?

If so, read on….

Free Tools For Competitor Analysis

The benefits of competitor analysis is best explained through an example. This way, you will really understand the power of it and therefore, the need and importance of doing it. 

And it is also worth mentioning that this is an ongoing task. Once you do it once, doesn’t mean you never do it again. You should be revisiting this every 3 months or so. This is something we do for all our clients, as it is such an essential part to strategy, and you will see why.

Let’s take the weight loss meals niche as there is a lot of competition. Instinctively, people don’t like competition and are scared of it. But we like competition as it shows that the niche has a pulse and there is a market there.

#1: Similar Web

To get a good overview of your competitors overall web presence, one of the tools we use is Similar Web (www.similarweb.com). Whilst there is a paid component, you can get a huge amount of information for free.

The best thing about Similar Web is it is kind of like a way to get inside your competitors Google Analytics account. Very powerful and you will see why.

Run Your Own Website Through It

You can first start by putting in your own website URL to see what information comes back. Whilst you can get a lot of this information in your Google Analytics account, what Similar Web will help with is:

  1. Understanding where the traffic goes AFTER they leave your site
  2. Audience information – audience categories and other websites that your audience visit (not straight after they leave your site, but generally).

This information will give you additional ideas of where you can advertise or target since if those websites have your audience, it is worth trying to capture more of your type of audience.

Competitor Website

Next, put in the URL of one of your competitors and this will give you a HUGE amount of valuable information.

Using our niche topic, we ran Lite N’ Easy through this tool and here is some of the information you want to look for.

1. Where They Get Their Traffic From

This will obviously tell you what traffic channels they are focusing on and pouring their effort into. That is, assuming website traffic = sales, which is not always true.

But let’s look at the big picture:

liteneasy_com_au_traffic_sources

What does this tell us?

Apart from direct traffic, search engines provide a huge chunk of their traffic.

Let’s look at the big picture of a couple of different competitors, Hello Fresh and You Foodz:

hellofresh_com_au_traffic sources

Hello Fresh Traffic Sources

hellofresh_com_au_traffic sources

You Foodz Traffic Sources

So, big picture, this tells us, search is a critical component to their overall traffic. Interestingly, social doesn’t take up much of a percentage, but I actually don’t think that it is entirely accurate. Being in the industry, I do know that sometimes ‘social’ can be classified as Direct or Referral. So, that’s another thing to note, use a healthy amount of scepticism here. These numbers are very rough.

2. How Much Of Their Traffic Is From Search

This will tell us how much of their overall traffic comes from search – paid or organic (i.e. SEO).

Here is another screenshot for Lite N Easy

liteneasy_com_au_search_stats

Here we have some crucial information which tells us.

Firstly, about 40% of their traffic is from search engines. This is a huge proportion and a traffic channel which can’t be ignored.

Even though the keywords given are just brand traffic, there are 50 more keywords which we aren’t seeing. So, big picture, it tells us that people are searching for this type of stuff. Important.

Secondly, it also tells us what keywords they are bidding on! Gold information and directly applicable to implement in your own AdWords campaigns. More on this later, with a different tool.

Thirdly, the proportion of paid search – at 24%, it is not huge, but significant enough to not ignore.

Fourth, I can see that they are bidding on their own brand name. Good strategy – they know what they are doing.

3. Referral Traffic – Where The Traffic Is From and Going To After

Below is a snapshot of where Lite N’ Easy is getting their top referral traffic from and also the top sites that people go to after they leave their site.

liteneasy_com_au_referrals

Why is this important?

It tells us a 2 things:

  1. Websites that their audience visit overall, that we can target later on.
  2. Where they might be advertising or doing some form of guest posting or content marketing (top referring sites). Could be an opportunity for us later.

4. Are They Doing Display Advertising?

liteneasy_com_au_display_advertising

Once again, valuable information presented here.

  1. Their main sources of display advertising is from Google as well as Outbrain. If they are using Outbrain, they are utilising content marketing, so that is interesting to note.

Let’s look at a different competitor (Hello Fresh) to compare.

hellofresh_com_au_display_advertising

Hello Fresh Display Advertising

More valuable information.

  1. They are also using Google and Outbrain, with the majority from Outbrain. Ok, maybe we need to look into Outbrain.
  2. Top publisher is mail.google.com – this tells me they are doing Gmail ads which is a relatively new initiative by Google. We’ve had good results with Gmail ads with many of our clients, so this is interesting.

5. Social

In todays world, social is impossible to ignore.

As we mentioned above, social traffic can sometimes be categorised as either referral traffic or direct, so I don’t pay attention to the total social traffic amount. Best to assume it’s important.

But what we are interested in here, is WHICH social channel.

liteneasy_com_au_social

What does this tell me?

Facebook is dominating. No surprise.

It also tells me that they have videos! Ok, let’s go and look at their channel. Here is what I saw:

lite_n_easy_-_YouTube

I notice a few things here:

  1. They have 134 videos – they are really using video as a powerful medium.
  2. They have 510 subscribers – these people will get notified each time they upload a new video.
  3. They were last active 2 weeks ago – so they are actively working on their channel.

But I also notice that Instagram is not on there. This is a wasted opportunity in my opinion.

Let’s look at the social component for some of their other competitors

Hello Fresh Social Traffic

Hello Fresh Social Traffic

You Foodz Social Traffic

You Foodz Social Traffic

What do I see from looking at all 3?

  1. Facebook, Facebook, Facebook. The place in this niche.
  2. Reddit – perhaps this is worth some attention
  3. Instagram hardly features – once again, could be an opportunity to capture market share where my competitors are not
  4. Video is important

6. Audience Interests

Next, we want to see what our competitors audience is interested in and Similar Web will help with this.

liteneasy_com_au_audience_interests

The categories our audience is interested in is helpful to understand them a bit more. As is also the actual other websites they visit.

Why? If they allow ads on there, we can put a direct placement on there. And, we could also use this in our Facebook advertising.

#2: SEMRush

Since search is a such a big component to their traffic, let’s explore this further.

We can do this with a tool called SEMRush – semrush.com (affiliate link). Once again, a paid tool but still it provides a lot of information for free.

We know that Lite N’ Easy are paying for search ads, so wouldn’t it be great if we knew all the keywords they were bidding on!

Good news – SEMRush will tell us that!

liteneasy_com_au_semrush_paid_search

This is just a snapshot of the results, just to give you an idea. But doing this will help you think of keyword ideas, that is, if you are going to run paid search traffic.

And it also tells us the ad position they are in as well as the CPC.

This report will also show us all the different ad copy they use! And also which keywords use which ad copy.

liteneasy_com_au_-_Ad_Copies

 

This is helpful to give us ideas of messaging that our competitors are using as well as ideas of how you can differentiate yourself.

SEMRush will also give you a snapshot of additional competitors, that you can then run reports on.

liteneasy_com_au_-_Paid_Competitors

This is of course, just a snapshot of this information.

SEMRush will also show us the landing pages people are running!

#3: Alexa.com

Another paid tool which has a free component.

It has a bunch of information, but one thing interesting is the referral sites:

hellofresh_com_au_Site_Overview

With Outbrain and Taboola in the top 5 spots, this tells me content promotion works in this industry and should be worth looking at.

 

Reality is, we could go on as there are a number of paid tools we use in our agency, but as we have outlined, these free tools are worth looking at as well.

And I’m sure by now, you can appreciate the power in doing this.

As we said before, every business should be doing this every 3 months or so. So if you’ve never done this, just follow what we have done and you will be well on your way.

If you are interested in learning more about this and getting fully up to speed on being an AdWords ninja, sign up for our AdWords Masterclass – you can read more about it here.

 

 

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About Ilana

Hi, I’m Ilana Wechsler, former data analyst, turned Pay Per Click (PPC) marketing expert.

I discovered the world of PPC about 10 years ago when I left the corporate world as a data analyst.

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Privacy Policy

We are committed to protecting your privacy, and this policy explains how we collect and process personal information about you when you use our products and services (our “Services”), or when you otherwise do business or make contact with us by visiting all of the Sites and services owned, hosted, or operated by Altolana Pty Ltd t/a Green Arrow Digital (collectively “we,” “us,” or “our”), including greenarrowdigital.com, greenarrowdigital.com.au, ilanawechsler.com and any other site that we have owned or operated, do own and operate or may own or operate in the future including social media sites (collectively, the “Sites”). Unless we say otherwise, all references to the Sites in this policy include all such Sites.

Should we ask you to provide certain information by which you can be identified when using our websites, then you can be assured that it will only be used in accordance with this privacy statement.

Green Arrow Digital may change this policy from time to time by updating this page. You should check this page from time to time to ensure that you are happy with any changes. This policy is effective from 24/05/2018.

What Type Of Information We Collect

We may collect the following information when you register to use our Services, subscribe to our newsletters, respond to a survey or offer, make an enquiry through our websites, or contact us in any other way:

  • Name, email, address, phone number
  • Job title, organisation information
  • Usernames and passwords
  • Billing details (Payment card details are processed and stored via one of our contracted third party service providers. We encrypt your payment card details in your browser and securely transfer this data to our relevant third party payment provider to process a payment.)
  • Transaction data for of products and services you have purchased from us.
  • Demographic information such as postcode, preferences and interests
  • IP address and your use of our websites
  • If you register for a course the information is used to to track your preferences, and to keep you informed about the course and related events
  • Copies of your communications with us

How We Use The Information We Collect

The personal information we collect from you may be used in one or more of the following ways to help us understand your needs and provide you with a better service :

  • To deal with enquiries, requests and technical support (your information helps us respond to your individual needs)
  • To create and administer records about any online account that you register with us
  • To provide you with information and access to resources that you have requested from us
  • To improve our websites (we continually strive to improve our website offerings based on the information and feedback we receive from you)
  • For website and system administration and security
  • For general business purposes, including to improve customer service (to effectively respond to your customer service requests and support needs), to help us improve the content and functionality of our Services, to better understand our users, to protect against wrongdoing, to enforce our Terms of Service, and to generally manage our business
  • To process transactions and to provide Services to our customers and end-users
  • For recruitment purposes, in the event you apply for a job with us
  • To administer contests, promotions, surveys, or other content across our sites
  • To send periodic transactional emails. The email address you provide to process your order and purchase a product will only be used to send you information and updates pertaining to your order. Where it is in accordance with your marketing preferences, we will send occasional marketing emails about our products and services, which you can unsubscribe from at any time using the link provided in the message.

Your Rights With Respect To The Data We Collect

Under the General Data Protection Regulation (GDPR), you have the right to access, rectify, port and erase your data, as well as the right to restrict and object to certain processing of your data. This includes:

  • where you have agreed to direct marketing, the right to object to our processing of your data for that purpose, which you can exercise by using the “unsubscribe” link in such marketing communications; and
  • the right to object to our processing of your data where we are pursuing our legitimate interests or those of a third party which you can exercise by requesting us to delete your details at any time by sending a written request via email to: support@greenarrowdigital.com

You can contact our Data Privacy Officer (DPO) and dedicated compliance team at any time by emailing us at support@greenarrowdigital.com and we’ll be able to assist with your data inquiries, requests and data protection issues.

Controlling Your Personal Information

You may choose to restrict the collection or use of your personal information in the following ways:

  • Whenever you are asked to fill in a form on our websites, look for the box that you can click to indicate your preference regarding receiving further marketing correspondence from us
  • If you have previously agreed to us using your personal information for direct marketing purposes, you may change your mind at any time by emailing us at support@greenarrowdigital.com
  • We will not sell, distribute or lease your personal information to third parties unless we have your permission or are required by law to do so. We may use your personal information to send you promotional information about third parties which we think you may find interesting if you tell us that you wish this to happen.
  • You may request details of personal information which we hold about you. If you would like a copy of the information held on you please email your request to support@greenarrowdigital.com
  • If you believe that any information we are holding on you is incorrect or incomplete, please email us as soon as possible, at the above address. We will promptly correct any information found to be incorrect.

Email newsletters:

If you subscribe to receive one or more of our email newsletters, you will need to register an account with us. We provide newsletters to you free of charge.

Our newsletters may contain promotions or advertisements relating to goods or services provided by us and associated third parties. If at any time you wish to unsubscribe from an email newsletter you may do so by following the unsubscribe instructions on the newsletter or by emailing us at support@greenarrowdigital.com.

Cookies:

The website automatically gathers certain information such as IP addresses and the number and frequency of visitors to the website and individual web pages. This is collected using cookies and is used by us for security and monitoring purposes, to manage the website, to track usage, to improve the website and to improve the website services.

Cookies are pieces of information that are stored by the browser on the hard drive of your computer. The website also uses cookies to enable us, and any person who advertises on the website, to provide features such as remembering certain information about you and your preferences so that we and they can deliver targeted material which will be of most interest to you.

Cookies can be deleted from your hard drive or you can configure your web browser so that it rejects cookies. Rejection of cookies will not prevent you from using most of the features on the website. If you experience any problems deleting cookies, you should contact the supplier of your web browser.

Information sharing:

We only ever share your personal information with third parties with your permission.

If any third party organises or manages on our behalf a promotion, competition, survey or poll run through the website in which you wish to participate, we may ask to disclose your information to that third party to enable them to do so. They will be prohibited from using your information for any other purpose unless you have given them specific consent.

Note that if you upload or post any information to a public part of the website, we may use it in accordance with our Terms and it may be viewed and used by others.

Forums and Blogs:

Please be aware that when you post information to any forums, chat rooms, blogs, or message boards on or through the website, that information can be accessed by the public and used to send you unsolicited communications.

Data Retention

Your information is collected and stored on servers on behalf www.greenarrowdigital.com. We may keep your information for a reasonable period for the purposes set out in this Policy.

We may retain your personal information as long as you continue to use the Services, have an account with us, or for as long as is necessary to fulfil the purposes outlined in the policy. You can ask to close your account by contacting us at the details at the bottom of this document, and we will delete your personal information on request.

We may, however, retain personal information for an additional period as is permitted or required under applicable laws, for legal, tax, or regulatory reasons, or for legitimate and lawful business purposes.

Security:

We adopt appropriate security procedures to help prevent unauthorised access to your information. www.greenarrowdigital.com shall not be liable for any attempt to hack or crack or otherwise gain access to any part of this website including any of your information.

Use of details:

In order to make use of some services provided through the website such as the forums, email newsletters, competitions and polls, you will need to register an account with us. When you do so, you will provide us with information about yourself and you will be able to choose to receive our newsletter. You can log in to your account and update your preference at any time in the membership details section of your profile. We will only use your information in accordance with your instructions and as set out in this policy.

By providing us with telephone numbers or an email address, you consent to being contacted by these methods for these purposes. If you do not want to receive marketing information from us, you can notify us as part of the registration process, you can stop receiving this information at any time by following the unsubscribe instructions on the correspondence you receive, by amending your account preferences, or by emailing us at admin@greenarrowdigital.com giving your username and password plus details of the information you no longer wish to receive.

If you wish to take part in any poll or survey run through the website, we will also use your information for the purposes specified in the poll or survey. We may also disclose non-personal, aggregated information we collect through the poll or survey to third parties.

If you wish to take part in any promotion or competition run through the website, we will also use your information for the purposes specified in the promotion or competition, to make sure you are eligible to enter the promotion or competition, to contact you if you have won a prize and for publicity purposes.

Governing Law

This policy and the use of this Site are governed by the laws of Australia exclusively. If a dispute arises under this Policy we agree to first try to resolve it with the help of a mutually agreed-upon mediator in the following location: Sydney, Australia. Any costs and fees other than attorney fees associated with the mediation will be shared equally by each of us.

If it proves impossible to arrive at a mutually satisfactory solution through mediation, we agree to submit the dispute to binding arbitration at the following location: Sydney, Australia. Judgment upon the award rendered by the arbitration may be entered in any court with jurisdiction to do so.

Green Arrow Digital is controlled, operated and administered entirely within Sydney, Australia. This statement and the policies outlined herein are not intended to and do not create any contractual or other legal rights in or on behalf of any party.

The application of the United Nations Convention on Contracts for the International Sale of Goods, as amended, is expressly excluded.

Other sites:

The website contains links to third party websites. We may, on occasion, disclose non-personal aggregated information to the owners or providers of those third party websites.

We link to a wide variety of other websites and we display advertisements from third parties on our website. We are not responsible for the content or privacy policies of these websites or for third party advertisers or for the way in which information about their users is treated. In particular, unless expressly stated, we are not agents for those sites or advertisers nor are we authorised to make representations on their behalf.

Once you have used these links to leave our sites, you should note that we do not have any control over that other website. Therefore, we cannot be responsible for the protection and privacy of any information which you provide whilst visiting such sites and such sites are not governed by this privacy statement. You should exercise caution and look at the privacy statement applicable to the website in question.

Information use:

We may use your information as set out in this privacy policy and in any other manner you expressly consent to us doing so, we may also use your information for any purpose if we are required to do so by any law or other regulatory or government authority, to enforce our terms or to protect the safety of others. In particular, we may collect and use personal information for the purposes of investigating and, if necessary, removing any content about which we receive a complaint.

Policy changes:

By using the website you agree to the terms of this Policy and our Terms. We may amend this Policy and the Terms from time to time. If we do so, we will post an updated version on the website. You will be bound by the new terms upon your continued use of the website.

Altolana Pty Limited trades as Green Arrow Digital

ABN: 72 141 554 047

If you have any questions you may contact us at:

Green Arrow Digital

PO Box 562

Rose Bay

Sydney 2029

Australia

support@greenarrowdigital.com

Terms and Condition

Introduction

Green Arrow Digital regards customer privacy as an important part of our relationship with our customers. The following privacy policy applies to all Green Arrow Digital users, and conforms to Internet privacy standards. If you have questions or concerns regarding this statement, you should first contact Ilana Wechsler at (02) 8060 7311.

Collection of Information

In order to use the Green Arrow Digital website, we may require information from you in order to provide the best service possible. All correspondence may also be collected and stored, particularly in regard to sales, support and accounts, including Email. Any information collected by Green Arrow Digital is collected via correspondence from you or your company. This may be via the telephone, Email, mail, fax or directly through our website.

Use of Collection Information

Any details collected from Green Arrow Digital customers is required in order to provide you with our products and/or services, and a high level of customer service. Correspondence is recorded in order to provide service references, and to assist in our staff development.

Storage of Collected Information

The security of your personal information is important to us. When you enter sensitive information (such as credit card numbers) on our website, we encrypt that information using secure socket layer technology (SSL). When Credit Card details are collected, we simply pass them on in order to be processed as required. We never permanently store complete Credit Card details.

We follow generally accepted industry standards to protect the personal information submitted to us, both during transmission and once we receive it.

If you have any questions about security on our Website, you can email us at ilana@greenarrowdigital.com

Access to Collected Information

If your personally identifiable information changes, or if you no longer desire our service, you may correct, update, delete or deactivate it by emailing us at ilana@greenarrowdigital.com.

Orders

If you purchase a product or service from us, we may request certain personally identifiable information from you. You may be required to provide contact information (such as name, Email, and postal address) and financial information (such as credit card number, expiration date). We use this information for billing purposes and to fill your orders. If we have trouble processing an order, we will use this information to contact you.

Communications

Green Arrow Digital uses personally identifiable information for essential communications, such as Emails, accounts information, and critical service details. We may also use this information for other purposes, including some promotional Emails. If at any time a customer wishes not to receive such correspondence, they can request to be removed from any mailing lists by emailing us at ilana@greenarrowdigital.com. You will be notified when your personal information is collected by any third party that is not our agent/service provider, so you can make an informed choice as to whether or not to share your information with that party.

Third Parties

Green Arrow Digital may at its discretion use other third parties to provide essential services on our site or for our business processes. We may share your details as necessary for the third party to provide that service. These third parties are prohibited from using your personally identifiable information for any other purpose. Green Arrow Digital does not share any information with third parties for any unknown or unrelated uses.

Legal

We reserve the right to disclose your personally identifiable information as required by law and when we believe that disclosure is necessary to protect our rights and/or comply with a judicial proceeding, court order, or legal process served on our Website.

Links

Links on the Green Arrow Digital site to external entities are not covered within this policy. The terms and conditions set out in this privacy statement only cover the domain name of www.greenarrowdigital.com

Changes to Privacy Policy

If we decide to change our privacy policy, we will post those changes to this privacy statement, the homepage, and other places we deem appropriate so that you are aware of what information we collect, how we use it, and under what circumstances, if any, we disclose it. We reserve the right to modify this privacy statement at any time, so please review it frequently. If we make material changes to this policy, we will notify you here, by Email, or by means of a notice on our homepage.

Green Arrow Digital Security Policy

Green Arrow Digital uses the eWAY Payment Gateway for its online credit card transactions. eWAY processes online credit card transactions for thousands of Australian merchants, providing a safe and secure means of collecting payments via the Internet. All online credit card transactions performed on this site using the eWAY gateway are secured payments.

– Payments are fully automated with an immediate response.

– Your complete credit card number cannot be viewed by Green Arrow Digital or any outside party.

– All transactions are performed under 128 Bit SSL Certificate.

– All transaction data is encrypted for storage within eWAY’s bank-grade data centre, further protecting your credit card data.

– eWAY is an authorised third party processor for all the major Australian banks.

– eWAY at no time touches your funds; all monies are directly transferred from your credit card to the merchant account held by Green Arrow Digital

For more information about eWAY and online credit card payments, please visit www.eWAY.com.au

Delivery Policy

After ordering online, you will receive an email confirmation from eWAY containing your order details (if you have provided your email address). We will normally confirm receipt of your order within a few minutes of ordering. We will attempt to send your software/license/access code via email within 2 working days.

If you wish to query a delivery please contact us at ilana@greenarrowdigital.com.

Refund Policy

If for any reason you are not completely satisfied with your purchase we will give you a 7 day money-back guarantee from the time you receive the goods. Please email us at ilana@greenarrowdigital.com within that time if you are not satisfied with your purchase so that we can resolve any problems.

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