You’ll often find your hottest leads among people who have already encountered your business once. Depending on your industry, it may be unlikely for people to purchase your product the first time they visit. If you’re an e-commerce operation selling lower-ticket items, you may be able to send people directly to a sales page with excellent results. But if you’re like the dishwasher store we invented above, visiting your PPC landing page may be one step in a larger research process for your customers.
So, fellow marketers, the secret is out—now you know that the key to really driving your conversion rate isn’t in minor copy or bidding adjustments. The true PPC CRO best practices require you to use negative keywords and to target keywords that your bottom-of-the-funnel prospects are searching for—including those that are pricing and service-oriented. You want to use high-converting ad formats, such as Google Shopping Campaigns and video ads, to capture the attention of your audience and engage them. Your landing pages should be designed well, easily browsable, and have fast loading times. It’s also important to personalize your ads so that your potential customers feel like you’re speaking directly to them, which also helps humanize your brand. Finally, use retargeting to remarket your products and services to previously interested visitors to your website, enticing them back and convert. 
Of course, many small businesses don’t have the time or expertise to run tests on the successes and failures of their PPC campaigns. This is why simplified tools that use complex machine learning to do the testing for you are so helpful to manage PPC for small businesses. If you’re a small business owner and want to take it on yourself though, follow the winning strategies above to get started on the right track!
This is a particularly useful strategy for local businesses (or any business that takes calls, really) to target people who are likely to call them directly from a search query. With Call Extensions you can easily add a click-to-call button to your mobile ads and phone numbers to your desktop ads. Additionally, you can track customers who make calls from your website using Website Call Conversions.
Future Competition. In your competitive analysis, you need to make a few predictions about what the competition is going to look like in the future. Competitors are constantly coming and going in the marketplace. Ask yourself: Who are my competitors likely to be? If you are introducing a new widget, how long before the competition catches on? Forecasting future competition will give your potential investors the confidence in the long term viability of your business.Barriers to Entry. Companies whose competitive edge depends on new technology, new manufacturing techniques or access to new markets need to be aware of the common barriers new competition faces when trying to gain entry into the marketplace. They include:

Long-tail keywords: Longer keywords or specific phrases might not be used as search queries as frequently by your audience. In the above example, for instance, it’s likely that a freelancer looking for a coworking place queries ‘coworking bristol’ rather than ‘coworking space in bristol’, however, the traffic generated by all combinations of long-tail keywords can provide your site as much traffic as the short-tail keywords. And why would you risk losing any opportunity you have to be present on search engines? We are not the only ones saying this, HitTail also give facts about long-tail keywords; about 70 percent of queries are long-tail.


Set priorities. Once goals are established, it’s important to determine key priorities. For instance, if the primary goal is revenue growth, the priority should be executing initiatives that drive conversions, such as keyword or audience expansion. On the other hand, if the primary goal is driving profit, then the priority should be focused on initiatives such as search query report (SQR) mining for negative keywords and other forms of optimization.

He is the co-founder of Neil Patel Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.
A great way to make your website mobile friendly is to implement AMP for your site. Previously it was mainly used by publishers; today it is also a platform for e-commerce and advertising. Since autumn 2017, advertisers can implement AMP for their Google Ads landing pages, making them faster. Building AMP pages for your advertising campaigns can have a positive impact on conversion rates, time on page, bounce rates, and more.
The first part of your competitive analysis only requires basic research. You’ll just be looking up and making note of easy-to-find facts about your competitor’s business. For this part, you’ll need to have some idea about who your small business competitors are, where to find their website and social media pages, and perhaps have access to their offline marketing materials such as brochures, ads, and posters.
In more sophisticated use cases, geotargeting doesn’t have to be solely based on a consumer’s real-time location. Locations or businesses a customer has visited recently can be a great predictor of interests and intent, so adding targeting based on historical location as well can be key to delivering a captivating, relevant message. Denny’s had great success with this tactic in a campaign with xAd, detailed below.
A logo offers a brief glimpse into a company’s branding language. This section will quickly provide your audience with that value, as the different colors and imagery will give life and organization to your document by separating the competitors’ brands from each other. When it comes to adding your competitors’ logos, make sure to use high-quality images. Including words like “vector” and “high-res” to your Google search will bring in superior results. Make sure your logos are consistent across the board. (Most companies have both with-text and without-text logo variations — double check to make sure it’s the same format for each of your competitors.)  
To determine your company's market share on a percentage basis, the following formula should be used: Current Market Share = Company sales Industry salesYou should then compute each of your competitors' market shares. It will give you a clear idea of how your sales volume compares to your competition's. If you don't have total industry sales figures you won't be able to figure out your market share, but you can still get a good idea of your competitive position by comparing the sales volume figures. For example, say last year Company A sold $3 million dollars worth of copiers, Company B sold $5 million, and you sold $4 million. It's obvious that Company B has the largest share of your market and is your greatest competitor. Competitive Objectives and Strategies For each competitor in your analysis, you should try to identify what their market objectives are and determine what types of strategies they are using to achieve them. Are your competitors trying:
"Modern SEO focuses on using the variations of the word or phrase that work naturally within the content because users will have a better experience, and search engines are capable of rewarding rankings to sites regardless of the variation of that keyword used. In other words, when a shopper searches for 'books,' the pages that best serve that user’s search query will, in theory, be ranked highest regardless of whether the content reflects the word 'book' or 'books.'"

Competitive analysis is an exercise of comparing your business, product, and service to companies and finding similarities and differences. The most critical part of kicking off a competitive analysis is choosing the right competitors to analyze. Otherwise, you will spend tons of time on competitive research with very limited insight to show for it. In other words, the competitors you select determines how you will perceive your company and the final analysis.

Long-tail keywords: Longer keywords or specific phrases might not be used as search queries as frequently by your audience. In the above example, for instance, it’s likely that a freelancer looking for a coworking place queries ‘coworking bristol’ rather than ‘coworking space in bristol’, however, the traffic generated by all combinations of long-tail keywords can provide your site as much traffic as the short-tail keywords. And why would you risk losing any opportunity you have to be present on search engines? We are not the only ones saying this, HitTail also give facts about long-tail keywords; about 70 percent of queries are long-tail.
So, fellow marketers, the secret is out—now you know that the key to really driving your conversion rate isn’t in minor copy or bidding adjustments. The true PPC CRO best practices require you to use negative keywords and to target keywords that your bottom-of-the-funnel prospects are searching for—including those that are pricing and service-oriented. You want to use high-converting ad formats, such as Google Shopping Campaigns and video ads, to capture the attention of your audience and engage them. Your landing pages should be designed well, easily browsable, and have fast loading times. It’s also important to personalize your ads so that your potential customers feel like you’re speaking directly to them, which also helps humanize your brand. Finally, use retargeting to remarket your products and services to previously interested visitors to your website, enticing them back and convert. 
If you’re feeling overwhelmed, I’ve got some good news for you: you don’t have to spend countless hours manually creating custom landing pages for every ad group. Instead, use dynamic text replacement. Dynamic text replacement allows you to replace certain areas of text with with specific keywords. For example, you could use dynamic text replacement to change the heading and CTA of a landing page to the specific keyword that a user searched for. That way, when they visit your landing page, it appears to be a completely personalized experience.

An important distinction to make before we begin is that a Competitor Analysis is not a Product Comparison. Although we may make mention of the types of products sold, we should not be including the detailed product features in a Competitor Analysis. Quite often, two seemingly distinct products can solve the same customer problem or satisfy a similar need. At its core, a Competitor Analysis is a document that evaluates the strengths and weaknesses of your rivals.


By keeping your company organised, you will be better able to keep your employees on track, making it easier for them to finish tasks on time. This is because they will not be spending time searching for important documents that have been filed in the wrong folder (or not even filed at all) but rather focusing on completing tasks and building your profit as a company.
For our clients, we typically gain a few backlinks at the beginning of an SEO campaign just from this data alone. It also serves as a long-term guide for link building in the months to come as getting links from high-authority sites takes time and resources. The main benefit is that we have a starting point full of low-hanging fruit from which to base our initial outreach.
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