Ad scheduling is important for optimizing your ad strategy. You can show your ad whenever a customer searches online or you can show your ad on certain days, or during business hours when you’re there to handle customer inquiries. Your ads give different performance result on different days of the week and different hours of a day. Therefore, have a look at which online days and hours are most suitable for your business and then schedule your ad during these times to increase your exposure. You can also adjust your bid for less performing hours and days.
Along with understanding how your potential customers are searching for your company and/or product online, you also need to decide what part of the sales process you want to target. Are you looking to start a prospecting campaign that attracts users at the very beginning of the process, and then convert them later via email marketing or retargeting? Or do you want your website to be shown in front of in-market searchers who are looking to buy right away?

Here’s how it works: Every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee. (That’s why it’s called “pay per click.”) When your PPC campaign is well-designed and running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it. For example, if you pay $10 for a click, but the click results in a $300 sale, then using PPC is a no-brainer.


Pick your battles. Sometimes a keyword is so competitive, it's best to let it go. Focus on keywords where you have the most opportunity to move up in the ranks. Moving up from a ranking of 60 to 50 won't have much of an impact, but moving from a ranking of 15 to 8 pushes you from Page 2 to Page 1 of Google's search results, where you'll have a much better chance of being found.
Example 2: If your goal is B2B marketing and relations, your keyword(s) should have a revenue spin. For example, if your business sells software for eCommerce, your keywords would focus on that. Your concept might sound something like this: “the best software for B2B marketing and eCommerce.” You would then create a keyword theme around this concept, leading to use of the keyword or phrase for B2B SEO. This specific keyword concept is more likely to attract your target audience of B2B marketers and companies.
They differ in many aspects, from gender to age; from organic to paid; from 1024×768 to 320×480 and onwards. More significantly though, people arrive to your site from across the world: from different countries and languages, different currencies and climates, and a whole assortment of cultural expectations. Hence, even if you have a “.com” English only site, you may very well be an international business by default.
Finding the right competitors for my research wasn’t a hard task because I already knew many apps that provided similar features, but I still did a quick search on Google, and the results were a bit surprising — surprising because most of the apps I knew turned out to be more like indirect competitors to the app I was working on; and later, after a bit more searching, I also found the apps that were our direct competitors.

Some websites regard visitors in different ways. For example, blogs are not as concerned with their visitor type, so long as they are drawing in visitors. In short, having an audience matters more than who makes up the audience. A business website, on the other hand, is looking for a certain type of traffic. This traffic should come from your target market. To make this happen, creating a keyword theme is necessary.

It simplified the ways that an organization can compete into four: cost leadership, differentiation, the focus on cost, and the focus on differentiation. Since the inception of Five Forces there has been a lot of discussion about how helpful the categories are, but it seems to be part of everyone’s strategy and competitive toolbox, especially for MBAs.

You need a keen understanding of your ideal customer and the market so that when you launch, your product is positioned correctly in the ecosystem of all products and services. Since competition can come from anywhere, you need to catalog your strengths and weaknesses relative to both direct and indirect category leaders (i.e., those adjacent to your core business).

It’s important to classify your keywords. You should distinguish your most important high level keywords, the ones that have sufficient traffic for your business and connect the best to your business. These are usually more “head” than “tail”. You should only have a few of these keywords for your business. The rest of it are bound to be more down the tail. If you don’t know what I’m talking about, go read up on long tail keywords.


Lower Costs: When there is a near-infinite supply of search query impressions each month, your strategy is to lower your cost per click in order to drive more click (and conversion) volume to your website. This generally involves making use of keyword list refinement (match types, negative keywords) and lowering bids while keeping an eye on average position.
You cannot expect your employees to stick to their schedules and stay organised if the person at the top doesn’t do the same. As the leader of your start-up, you need to set an example for your staff, which means that you have to be the most organised person in the company. While it is important to ensure your employees follow suit, try not to be too overbearing about how they choose to organise their days.
Region-specific marketing is currently utilized in a variety of marketing campaigns. A fairly basic marketing concept can be used, but it is presented to a location or market that has shown a demand for that specific product or service. This can be a certain State, City, neighborhood or even a specific building. Programs like Google Adwords lets you target these specific locations and tailor your marketing. On a more broad scale, you can target a certain demographic based on their language.
The jockey does not have to be the manager of all the operations and support functions of your business, but it is your duty as founder of the business to ensure that the fundamentals are in place. Institute controls by identifying strengths and weaknesses in yourself and your team. Then implement solutions to avoid any pitfalls or risks in your business.

When an ad mentions the target customer’s region or city, such as Chicago, this approach has proven to deliver a much better response rate than running a national campaign that doesn’t include a location. “It goes back to the messaging aspect,” Fritz explains. “Your geolocation ad targeting is much more effective. That’s because it connects more deeply with prospective customers than a generic advertisement. You are running a social advertisement that is very specific to someone in a particular place. This could be Cleveland, New York City, Miami, Dallas, Los Angeles, or whatever area you have targeted.”
The use of semantic search has completely changed the way we perform modern search queries today. A decade ago, people stuck with what was short and simple. If they wanted to find the best pizza places in New York City, they would type in “Pizza New York.” However, with Google’s Hummingbird update and the algorithmic improvements to semantic searches, people now are more inclined to type in “Where is the best pizza place in New York City.”
Features/commentsIn this column, I put all of my comments, some ”star” features I needed to focus on, and the pros and cons of the competitor. I color-coded the cells so that later I (or anyone viewing the matrix) could easily identify the difference between them. For example, I used light yellow for features, light purple for comments, green for pros and red for cons.
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.
Stadiums, airports, universities, and malls are examples of specific venues that can be targeted in order to reach specific interest groups. Stadiums provide a great opportunity to focus on specific short engagement events with an audience defined by that event. They often host fans from two specific cities or schools or fans of a specific music genre that is heavy in one demographic. A band like One Direction, for example, is likely to attract school-age female fans.
Use Google Keyword Planner and your list of potential search ideas to create a list of terms/phrases that align with your brand and that, ideally, aren’t highly competitive. Google ranks competitiveness in Keyword Planner, seen above. You can also get an idea of how competitive a keyword search is by looking at the price of the suggested Adwords bid. Competitive search terms are typically much harder to rank for.
Nick's Keyword Strategy Implementation Guide is a MUST read. All too often you will see an eBook make wild promises about how it can teach you XYZ. When you finally get it the book is filled with fluff that you have seen on a thousand other sites. What set's Nick's guide apart is the STRATEGY. You cannot hope to use keyword effectively on your site in the current state of the internet without a strategy. Nick has put a ton of information on a few pages, folks this book is dense. If you are in B2B, B2C, SaaS, or eCommerce you can benefit from the strategies outlined in this book.
Generic keywords: These are generic words that describe your business as well as other businesses in your niche. They do not necessarily set your business apart from the million other businesses out there and ranking for these keywords is difficult given the immense competition for both paid and organic results. Nevertheless, these terms are likely to be used by your audience in the first stage of searching.
Annual ReportsIf your competitor is a publicly-held company, many of its reports to the U.S. Securities and Exchange Commission are available on the SEC-Edgar Web site. Annual reports provide financial information, including sales volume, revenue increases, and their total market share. 10-K reports provide still more detail, and are supplemented by the quarterly 10-Qs. 8-Ks show significant events such as acquisitions and board membership changes when they occur between 10-K and 10-Q filings. Annual reports from privately-held corporations are sometimes available through friends, relatives, and business acquaintances who own stock in a competitor's company.  
Shakeups. As you analyze your competitive information be on the look out for broad management changes or changes in ownership. This is an indication that major policies and marketing shifts are on the horizon and you should anticipate changes. It may be a good opportunity to court your competitor's star employees. People often change jobs during management shakeups. 
In order to get more specific with our audience, we set up our targeting to focus on those people that Facebook says are interested in moving. We narrow our age range slightly to exclude those too young to (probably) be looking to sell their home, and also include some demographic and behavioral targeting traits. We target those who are “likely to move” and those within a range of incomes and net worths that we like:
When setting up conversion experiments that test different page elements, it may be valuable to make a prior segmentation that is location-based. Testing different ideas and approaches when location is taken into account, usually creates very interesting insights. What will work better for your funnel – showing your traffic from Spain pages in Spanish or English? Will you quote Euro or Dollar?

SpyFu displays side-by-side data on your competitors' paid and organic search results, so you can easily see where it's more cost-effective to bid on a particular keyword as opposed to trying to rank for  it organically. That way you can use your time more efficiently by writing content around those keywords that drive a lot of traffic but are more expensive to bid on.
Page Content: The days of minimum keyword density are gone. The number of times you use a keyword is really determined by the length of your content. If you are creating unique, quality content your will naturally use your keyword throughout your page. Sprinkle latent semantic keywords throughout your content to strengthen the page’s topical relevance.
A first step is to try to articulate what market it is that you serve. Who are the customers in this market and what problem, need or want are they experiencing? Which organisations are currently satisfying these needs or wants and how do these organisations differ? If there are multiple products tailored to different market segments try to define the ways in which these products can be grouped together or set apart. Using simple 2×2 matrices (e.g. price vs. functionality) can help to categorise your competitors and help to show what customers are looking for.
Knowing your business’ target audience and matching it up with where they live or work helps you find those who might be most interested in your product or service.  For example, a ticket broker might want to advertise NCAA basketball tickets in the state of Kentucky and might think of using Kentucky basketball in its messaging.  However, Louisville basketball would be preferable for any advertising within 50 miles of the city on the Kentucky side of the border and 70 miles into Indiana due to the strength of Louisville’s fan base in those areas.

GREAT suggestions, Nicholas! I've definitely customized this checklist for clients' various needs too (some care about having an "email signup form" as something to check, while others are international and we'd need to make sure their href lang tags were correct). Please keep the recs coming–this checklist will only get better as we make it work for different scenarios :)


The assumptions that a competitor's managers hold about their firm and their industry help to define the moves that they will consider. For example, if in the past the industry introduced a new type of product that failed, the industry executives may assume that there is no market for the product. Such assumptions are not always accurate and if incorrect may present opportunities. For example, new entrants may have the opportunity to introduce a product similar to a previously unsuccessful one without retaliation because incumbant firms may not take their threat seriously. Honda was able to enter the U.S. motorcycle market with a small motorbike because U.S. manufacturers had assumed that there was no market for small bikes based on their past experience.

This broken-link checker makes it easy for a publisher or editor to make corrections before a page is live. Think about a site like Wikipedia, for example. The Wikipedia page for the term "marketing" contains a whopping 711 links. Not only was Check My Links able to detect this number in a matter of seconds, but it also found (and highlighted) seven broken links.
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