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Cannibalization reporting
This is more of a post for those with experience outside of SEM.
In the shortest way possible: I work internally (primarily SEM/SEO) for a company that is mainly owned by a venture capitalist firm. The CEO has joint ventures with other companies that own other companies. Because a lot of these businesses have a similar audience there is a lot of crossover and a lot of cannibalization. He wants me to run an audit with 3rd party tools to see how much we are bidding against each other in SEM. No problem for me, I have done that before. It will be tedious but I am sure I can paint a picture across the SEM landscape.
The issue is he wants to go beyond SEM and across all paid platforms. It’s easy to see if people are paying for the same keyword, but is there a tool to see if people are targeting/competing against each other for the same audience on other platforms?
Just not sure how a 3rd party tool could say “well these companies where both bidding against each other for these users that are a part of the same interest audience?”
It’s my first time interacting with with him and I am not afraid to say that it’s impossible to know how much internal competion there is for companies on a platform like FB, for example. He seems like a rational guy who would understand.
But is there anyway of doing something similar outside of SEM?
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1 Reply
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Hey,
Not sure if it is what you are looking for, but nevertheless, here’s what you can do:
1. List down keywords related to your audience segment.
2. Use Ad repository tool such as AdSpyder to find out what ads are running for these keywords. You can use this for non-SEM platforms also (like Facebook, LinkedIn etc)
3. Get the list of domains (Competitors) that are operating these ads. You can further focus your search for a given location, date and other filters.
Hope this helps.
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It’s definitely challenging to track cross-platform competition beyond SEM. While precise tracking on FB and other platforms might be tricky, using a tool like Intelis can give you an edge on Google Shopping by automating pricing optimization and competitor analysis. For broader visibility, combining platform-specific insights might be the way to go.
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