How to reverse engineer a successful campaign

Now that you know what to look for in your competitors’ campaigns, I’m going to show
you how to dig up all this awesome information.
Step #1: Where Are Your Competitors (Both Direct AND Indirect)? Right now,
your customers are where your competitors’ customers are. So, that’s where you need to
start looking. You have two types of competitors: direct and indirect. A direct competitor
is a person or company selling something very similar to yours. In the supplement
business, anyone else selling the same type of supplements is my direct competitor. We are
trying to sell basically the same thing to the same people. We’re going to do a direct
competitor analysis in a moment.
There are also indirect competitors. These are people or companies selling something
different than you, but to the same demographic. When I started studying indirect
competitors, it was a huge eye-opener for me. I remember one day I found this cool
supplement company selling weight-loss products to an older demographic. They were an
indirect competitor because we were selling different products (weight-loss supplements
for them and nerve pain supplements for me), but we were both going after the same
demographic. I put their website into the tool I’m about to show you, and it opened up a
whole new world of places to advertise and types of ads to try. Competitive research is
awesome because it can open up new opportunities you never knew about before. For me,
each new profitable website I find can be worth tens, if not hundreds, of thousands of
dollars a month! So you can see why I spend so much time searching for this buried gold.
The first step is to make a list of your direct and indirect competitors and their landing
page URLs. If you don’t know who your competitors are, then just go to Google and start
typing in search phrases you would want people to type in if they were searching for you.
If you’re in the weight-loss niche, for example, you’d just type in phrases like “how to
lose weight” or “losing weight quickly.” Look for the paid ads (usually on the right hand
side) and start clicking on those ads. This will give you a good idea of who your
successful competitors are. Now that you have your competitors’ website URLs, let me
show you how simple it is to find out exactly WHERE they are already advertising,
WHAT ads they’re running, and WHERE they are sending their traffic. Using this simple
strategy, you’ll quickly be able to figure out all five of the variables in each of the
competitors’ campaigns.
Step #2: What Are They Doing? There are a few products on the market that will do
what I’m about to show you. At the time of my writing this book, my favorite is called
SimilarWeb.com (SW). Because I want this book to stay evergreen, I will post a video
showing you how to use SW here: www.DotComSecretsBook.com/resources/similarweb,
and if my team ever finds software we like better, or if SW stops working, we’ll give you
the most up-to-date information on that page.
So, the first step is to put in your competitor’s website URL. For this example, I will
enter one of my own websites for you to see.
From here, I can quickly see each of the paid traffic sources that the competitor is
using.
As I start clicking on some of the other options on the side of the page, I can see the
demographics of the traffic that is coming to that website. I can dig deeper into the traffic
sources and actually see what sites my ads are running on, when they were first seen, and
the duration each ad has been running. (Hint: longer duration=ad that is working.)

I can also see the landing pages the competitor is pushing the majority of traffic to
and a whole bunch more. Do you see how in less than five minutes I can learn
EVERYTHING I need to know about a competitor’s campaign? I’ve just shown you how
quickly you can grab the five variables we need to be successful:

Demographics
Offer
Landing page
Traffic source
Ad copy

The last step is actually to purchase my competitor’s product so that I can see the
upsells and downsells. What email does this company send to customers? What else
happens after the initial purchase? Armed with this information, you now have everything
you need to start building out your own successful sales funnels in that niche.
Isn’t it amazing? You can literally reverse engineer everything your competitor is
doing in less than ten minutes. Just plug in the website and go where they have already
gone. Sell to the customers who have already shown interest in this type of product or
service. Redirect them to buy your products!

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