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Opportunity score

43

CPC (real)

$28

Active Google advertisers

2

LinkedIn advertisers

0

Pixel advertisers

1

Avg ad tenure

4.3 yr

Incumbent ad spend/mo

$356k

Spend momentum

+955%

SEO difficulty

79

Avg incumbent funding

-

Incumbents (4)- genuine category specialists - cross-listed generic tools excluded

ProductRatingFundingAd spend/moGoogle adsLinkedInChannelsAuthority
ESET Endpoint Security
4.7(1,169)-$350k4.6y-265
Heimdal Email SecurityAd
5.0(1)-$6k4.0y--52
ContentCatcherAd
4.9(12)------
condignum
5.0(3)------

PPC playbook- keywords the incumbents bid on - copy these (bidders = how many incumbents compete)

KeywordCPCBiddersSample landing page
edr$28.782heimdalsecurity.com/enterprise-security/endpoint-detection-and-response-edr-software
vulnerability scanning$22.191heimdalsecurity.com/enterprise/patch-management-software
mdr$58.051www.eset.com/us/business/mdr-protection/
heimdal$7.001heimdalsecurity.com/
antivirus software$6.731www.eset.com/us/home/protection-plans/
vulnerability scanner tools$21.781heimdalsecurity.com/enterprise/patch-management-software
cybersecurity services$24.451www.eset.com/us/business/mdr-protection-solution/
endpoint detection and response$28.781www.eset.com/us/business/small-and-medium/
linux patch management software$17.551heimdalsecurity.com/enterprise/patch-management-software
endpoint security software$98.101www.eset.com/us/business/solutions/security-management/
manageengine alternative$35.661heimdalsecurity.com/
managed security services$25.351www.eset.com/us/business/mdr-protection/
crowdstrike$13.291www.eset.com/us/business/competitive-comparison/eset-vs-crowdstrike/
cybersecurity companies$15.001www.eset.com/us/business/small-and-medium/
hipaa compliance$6.661www.eset.com/us/business/it-security-healthcare/
data security$13.441www.eset.com/us/business/solutions/encryption/
endpoint monitoring software$109.991heimdalsecurity.com/enterprise/endpoint-protection
cyberark alternative$32.691heimdalsecurity.com/
coalfire$8.351www.eset.com/us/business/mdr-protection-solution/
end point protection$105.791www.eset.com/us/business/small-and-medium/

Common complaints- recurring incumbent review cons = product gaps to exploit

Complicated licensing and renewal process1×
Intrusive and unclear notifications1×
Challenging firewall configuration1×

Ad creatives- live Google Search ads the incumbents run - copy the angles

ESET Endpoint Security eset.com

Business Cyber Security

For Businesses Large & Small — Top-rated endpoint security, file server security & cloud-based management. Learn more. Keep your endpoints secure from ransomware and zero-day threats with cloud-based console. Multi-platform.

What is the dark web? How it works, and how to access it safely

ESET Blog

Business Cyber Security | Best Endpoint Security

Top-rated endpoint security, file server security & cloud-based management. Learn more. Easy-to-run protection. Cloud-based security management.

Cloud Security Management - Cloud Mdm Security Solution

Easy-to-use IT security management of your company endpoints from the cloud.

Heimdal Email Security heimdalsecurity.com

Automated Patch Management - Enterprise Patch Management

Monitor & manage sofware updates from anywhere using Heimdal's Patch Management solution.

Patch Management Software

Automated Patch Mgmt Software — Implement True Endpoint Patching And Automation In An Agentless Control Panel With Heimdal. Reduce Risks, Improve Efficiency & Deploy Software Patches In Any Environment, Remotely.

For Windows, Linux and macOS

Simplify the Patching Process — Enhance your patch management efficiency and security with our user-friendly software. Monitor & manage sofware updates from anywhere using Heimdal's Patch Management solution.

All-in-One Endpoint Security - Track and Analyze all Threats

Full cybersecurity model that grants you access to the most powerful malware technologies. Track your endpoints' activity by leveraging complex data analytics. Auditing Tools. Smart Rights Management. Stronger Security. Simplicity at its...

Risk: ESET Endpoint Security is the entrenched leader, authority 65 - wedge in rather than attack head-on.

Sources: Capterra profiles + reviews · SEMrush demand / spend / paid keywords / authority / momentum · Apollo funding. Incumbent rollups exclude domains appearing in >25 categories. Capterra category ↗