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Maximize Your Marketing Strategies With the Ultimate Spying Toolkit
9th July 2023 • The Google Ads Podcast • Solutions 8
00:00:00 00:08:38

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In this episode, Kasim talks about a crucial topic for anyone in the market or starting a new campaign: spying. Yes, you heard that right! Spying on your competitors can give you a wealth of information and insights that can help you improve your own marketing strategies. But with so much information out there, it can be overwhelming to know where to start. That's why Kasim is here to share his favorite spy tools to help you see what other players in your industry are up to.

Some of these tools are designed to help you uncover your competitors' top-performing pages, which means you get to see their offers, sales funnels, one-time offers, upsells, and where their traffic is coming from. With this knowledge, you can improve your strategies and stay ahead of the game. Whether you're focusing on Google Ads, Facebook Ads, YouTube Ads, or any other platform, these advertising tools can be instrumental in guiding your strategy toward success.

So if you're ready to take your marketing game to the next level, watch this video until the end. You don't want to miss out on these amazing spy tools that can give you the edge you need to succeed in today's competitive market. Discover your competitors' winning strategies with Kasim's must-have spy tools!

Links to mentioned tools:

SEMrush: https://www.semrush.com/

iSpionage: https://www.ispionage.com/

SpyFu: https://www.spyfu.com/

PPCAdLab: https://ppcadlab.com/


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0:00 The Ultimate Spying Toolkit

2:06 SEMrush

3:47 iSpionage

5:48 SpyFu

6:47 PPCAdLab



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Transcripts

Kasim:

I love to spy.

Kasim:

I love it.

Kasim:

I don't understand why anybody would approach any market, any industry, any

Kasim:

offer, any new campaign without first looking at what's already working.

Kasim:

And it's so accessible.

Kasim:

It's so accessible.

Kasim:

There's so much information out there.

Kasim:

That's actually what makes it hard, there's an overwhelming

Kasim:

delusion of information out there.

Kasim:

So what I wanna do today is I'm gonna go over my best, most favorite of

Kasim:

spy tools with you, for you that you can use in order to see what other

Kasim:

people are doing in your space now.

Kasim:

A quick note about the paradigm to assume.

Kasim:

The first one is don't just look at your straight middle of the road competitors.

Kasim:

should start there probably just to see what they're doing and maybe more

Kasim:

importantly what they're not doing.

Kasim:

and there's wisdom here, by the way, because there's something about

Kasim:

creativity that kills us all very often.

Kasim:

That great idea that you just can't believe nobody else has had.

Kasim:

It's been had tried and failed multiple times.

Kasim:

the very firm opinion, and this isn't my quote, it's on Ngal.

Kasim:

He says that marketing is not a creative endeavor.

Kasim:

Marketing is a data driven endeavor with creative elements maybe that repels you.

Kasim:

I don't care.

Kasim:

I don't care because my way makes money.

Kasim:

So you can be Don Draper glass Scotch sitting around white boarding things all

Kasim:

day till you're blue in the face, fine.

Kasim:

But unless you allow for data-driven influence, you are always

Kasim:

going to be at a disadvantage.

Kasim:

And what that means is looking at what other people are doing

Kasim:

and what's working for them.

Kasim:

And so take what your competitors are doing and start there.

Kasim:

Can you improve upon it?

Kasim:

Iterate it go tangentially Better than it, yes.

Kasim:

But the minute you start doing things that are massively far afield, I

Kasim:

think you're putting yourself at a significant disadvantage unless.

Kasim:

It has to do with your business model, unique selling proposition.

Kasim:

there's the whole Henry Ford thing.

Kasim:

If I gave people what they wanted, I would've created a faster horse.

Kasim:

Fine, fine.

Kasim:

But if you're selling horses, don't go advertising the automobile.

Kasim:

Make sense?

Kasim:

Cool.

Kasim:

In order to see what's working with your competitors you wanna

Kasim:

start using some of the software tools that are available to you.

Kasim:

The first, not the best, but the first one that I would bring up is

Kasim:

SEM Rush, s e m, rush sem Rush is more expensive than I like to pay

Kasim:

unless I'm using it on a daily basis.

Kasim:

That said, it has more information than any tool.

Kasim:

In existence as far as competitor analysis, as a matter of fact, it's

Kasim:

massively overwhelming and you really have to go learn how to use S scm Rush

Kasim:

in order for it to be usable for you.

Kasim:

Now, s Scem Rush is often u looked at as organic first, which I don't know

Kasim:

that I disagree with, but it has an amazing list of tool sets that can be

Kasim:

utilized by paid advertisers in order to see what competitors are doing and

Kasim:

more importantly how they're doing it.

Kasim:

And I like to not only look at.

Kasim:

Add copy creative, which is fine, but that's just the first step.

Kasim:

I like to look at destination URLs.

Kasim:

I like to see where people are driving traffic.

Kasim:

And SCM Rush does a really good job at this.

Kasim:

You can see competitor top performing pages, and when you can

Kasim:

see somebody's top performing page, you, you get to see their offer.

Kasim:

You can see their funnel.

Kasim:

You get to maybe funnel hack, you get to see their one time offers.

Kasim:

TLS upsells.

Kasim:

I like knowing where traffic is going after the fact because the ad, I hate

Kasim:

to say this, but I feel like it's true.

Kasim:

That's the easy part.

Kasim:

and it's getting easier now that Google's actually writing our ads for us.

Kasim:

So SCM Rush amazing tool worth playing with.

Kasim:

They've got a great free trial.

Kasim:

go mess around with it.

Kasim:

They also have a feature set that , It's not just breadth, it's also depth.

Kasim:

So I'm a pretty big fan of TM Rush.

Kasim:

Next up on my list, ice espionage.

Kasim:

Now the ice espionage data is massively unreliable.

Kasim:

Massively unreliable.

Kasim:

When I was spending 20 grand a month, ice espionage says we were spending 200.

Kasim:

Now that I'm spending.

Kasim:

$200,000 a month is espionage says we're spending 20 and they never get it right.

Kasim:

Ever for me or any of my clients, I have 200 clients and I can pipe to

Kasim:

pipe in any one of those clients.

Kasim:

And, and the spend data that is espionage offers is not just

Kasim:

wrong, but it's not wrong in a way that allows for consistency.

Kasim:

If I'm like, oh, is espionage is always, 10% of the truth or

Kasim:

half of the truth, whatever.

Kasim:

Well then I can factor in what the truth really is, but my experience so far has

Kasim:

been that they're just massively off.

Kasim:

That said, I really like the market trends.

Kasim:

Information that they offer, because that does seem to be a little bit closer.

Kasim:

They have a better sense as to, generally speaking, when industries are moving

Kasim:

or what's happening or what's changing.

Kasim:

like some of the screen grabs that you get from competitor ads.

Kasim:

They're obviously going against Google's terms and service.

Kasim:

There's no way Google wants them doing this.

Kasim:

But they have this ad effectiveness index algorithm and they're telling

Kasim:

you what they think ads are working.

Kasim:

And I think it's probably based off of how long that ad has been running

Kasim:

and how much market share it's capturing because money's intelligent.

Kasim:

Nobody will be spending massive amounts of money on ads unless they were performing.

Kasim:

And so ice spinach has a proprietary algorithm that'll tell you what ads

Kasim:

are working the best, you can see your competitors best performing ads which

Kasim:

should help inspire your own creative Espionage has massive blind spots.

Kasim:

There are industries that you're like, man, this is a really small industry.

Kasim:

Why do you know this much about, vegan leaf blowers and let's just

Kasim:

like a whole crazy library of nothing but vegan leaf blow blowers.

Kasim:

And then on the other end you're like, why do you know nothing about car insurance?

Kasim:

where is this?

Kasim:

can't speak to that.

Kasim:

It obviously has to do with their own internal system.

Kasim:

But for all of its failings, it's a great tool, super inexpensive, really worth

Kasim:

playing with, really worth looking at.

Kasim:

Next up, SpyFu SpyFu, the founders are actually right here in Scotsdale, Arizona.

Kasim:

Homegrown and spite food's a lot like s scm, rush and espionage.

Kasim:

it's something of a Me Too software.

Kasim:

The thing that I really like about SpyFu though is it has look back

Kasim:

capabilities that the other products either, don't have or don't have.

Kasim:

Well, and it has historical data on certain markets that goes back years.

Kasim:

So what's really cool is when you can see what somebody's been doing for years,

Kasim:

you can see a trend in their iteration.

Kasim:

Which means you can see them starting, I threw spaghetti into the wall and

Kasim:

then I started to figure out what works.

Kasim:

And I think that those iterative trends, if you're really paying attention and

Kasim:

you're doing the work in the deep dive, they can be massively, massively helpful.

Kasim:

So check out SpyFu specifically for the look back.

Kasim:

It's not applicable to every industry.

Kasim:

You have to go see if SpyFu has data on your industry.

Kasim:

And if they do, great, and if they don't, you're sol.

Kasim:

Last but not least PPC Ad Lab.

Kasim:

It's owned by my buddy Rob Warner.

Kasim:

This thing is cool, not an affiliate.

Kasim:

I should be Rob.

Kasim:

You should be paying me money, bro.

Kasim:

What is going on?

Kasim:

Why are you not sponsoring my YouTube channel?

Kasim:

Let's talk just kidding.

Kasim:

But really PPC ad Lab is cool because it allows you to monitor specific

Kasim:

search terms in specific geographic regions on a daily and or hourly basis,

Kasim:

and then you literally screen grab what's happening within that analysis.

Kasim:

It's unbelievable.

Kasim:

So like every hour, you know, I'm betting on arborists in New Jersey, so I wanna

Kasim:

screen grab everybody who's going after any of these arborist search terms

Kasim:

every hour in this specific geography.

Kasim:

And now I get to see a sense of the competition, who's offering what and when

Kasim:

they're getting the most competitive, which again lets me know when they think.

Kasim:

The most effective time to bid is, especially because for older school

Kasim:

industries, people are optimizing based off of dimension, which I

Kasim:

actually think is a flawed model, but knowing what your competitors

Kasim:

are doing in that arena can't hurt.

Kasim:

PPC AdLab, super cool piece of software.

Kasim:

It has a bunch of other features too that I don't even know about it.

Kasim:

I know he is been adding lists, but the competitor analysis for

Kasim:

me is worth the cost of admission.

Kasim:

It's crazy cheap.

Kasim:

And what's cool is, You don't just get to see their ads.

Kasim:

PBC AdLab shows you their landing pages, which again, I think is more

Kasim:

important than the ads themselves.

Kasim:

some spy tools.

Kasim:

Google also just rolled out their Google Ads Transparency Center.

Kasim:

I shot another video on that.

Kasim:

That should be live in our YouTube channel shortly if it's not already.

Kasim:

So you should check that one out too.

Kasim:

But I would love to know from you, what tools do you use

Kasim:

to spy on your competitors?

Kasim:

Anything that I haven't mentioned here, drop it in the comments.

Kasim:

I'd love to hear about it.

Kasim:

Always need more tools and other than that, I'll see you tomorrow.

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