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.”
Google considers your landing page quality as one of the important factor to determine ad quality score. Your landing page is where user redirects when they click your ad. Landing pages with poor content or under construction website pages will give bad experience to your users. Users will not buy from you if you are landing them on an irrelevant page. A well optimize landing page should have complete information about your product and call to action buttons like “Subscribe here” or “Buy Now”. If you are creating multiple ads for your product then you should optimize your landing pages for each ad copy.
Michiel wrote about Homepage SEO, telling people not to try and rank their homepage for a specific keyword. In the comments there were clearly some misconceptions about how branding relates to your keyword strategy. We’ve been writing a lot about keyword research lately but we’ve not talked about keyword strategy much, so this post elaborates on what these are and how they connect to each other.
To keep things simple, you may try IP based redirects on your server. You can setup simple redirects based on geolocation, using .htaccess or httpd.conf on your Apache server (mod_geoip). The GeoIP API (MaxMind) will enable you to quickly configure your server to divert traffic according to the originating IP. Your web analytics and optimization should do the rest. All you need to make sure it that you have a couple of landing pages to test your assumptions on.
On the positive side, you can have personalized ads appear for every search query, and improve account performance by increasing CTR and quality scores. On the other hand, if not set up correctly DKI ads can hurt your account if you don’t take into account plurals, misspellings or any other grammatical errors that can occur. Like any strategy, DKI ads require time, testing and good organization to be most effective.
PPC-Strategies' expertise and knowledge of the search engine landscape can help you attract more qualified customers to your website...guaranteed.  Whether you are new to online marketing or have already tried pay per click and other forms of promotion, our precision-crafted advertising strategies will improve your online visibility and customer engagement.
Katey Ferenzi has lived and breathed ecommerce for +10 years. In the mid-2000s, she and her husband started their own online business and successfully exited so they may come to Bigcommerce to teach other SMBs how to do the same. Currently, she's consulting for Jasper PIM, a Product Information Management (PIM) solution focused on unifying back-office operations with front-end shopping experiences for mid-market and enterprise businesses looking to scale.
If the SaaS world feels like a blur these days, it’s not just you. SaaS products and services have proliferated. Product categories have gotten more crowded. A lot of their features and functionality have started to overlap. The subscription economy has made it easier to switch to competing products. The marketplace has turned into a competitive high-stakes, “winner-takes-all” environment.

Repeat this exercise for as many topic buckets as you have. And remember, if you're having trouble coming up with relevant search terms, you can always head on over to your employees on the front lines -- like Sales or Services -- and ask them what types of terms their prospects and customers use, or common questions they have. Those are often great starting points for keyword research.
This checklist is broken out into sections that reflect key elements from our Balanced Digital Scorecard. As previously mentioned, this checklist is to help you identify opportunities (and possibly areas not worth your time and budget). But this competitive analysis is not prescriptive in and of itself. It should be used as its name suggests: to analyze what your competition’s “edge” is.
The same goes for PPC advertising. Potential customers who are targeted with your PPC ads don’t care about your need to fill your pipeline or your salespeople’s need to meet their quota—the truth is they only care about what’s in it for themselves. Cater to this by crafting your ad copy in the second person, keeping the importance on the consumer and not on your company.
Evaluate your competitor's price. Just because you have the same products as other businesses, doesn't mean everyone has the same price. Your own production costs greatly impact your pricing. If your price for a similar product is higher than your competitor's, then your market position is weaker; and if it's lower, then your competitive position is better.A temporary price decrease by a competitor might indicate nothing more serious than a transient need to move excess inventory. However, a trend of lowered prices may indicate that your competition is doing it to gain market share and improve production costs. It could also mean your rival is in financial trouble and has been forced to lower prices. It's in this type of situation that rumors and gossip become helpful. If there are rumors that a company is in financial trouble and you discover price fluctuations, it's more likely that there are problems. Be sure your analysis includes product/service charges added to the purchase price, such as installation or additional equipment required.
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.
While doing the marketing competitor analysis you have to consider everything in SWOT. For that, you need to assess the external factors. This is where the PEST analysis comes into play. By doing the PEST analysis, you are getting to know how your competitors will react when there is a change. Will they consider that change an opportunity to do better or see it as a threat? This will give you an idea as to how your rivals operate. You can even base your marketing strategy on their ideas. Supposing there is a social change and your competitors cannot deal with it. However, your firm can. So you will try to strategize to take full opportunity of that social change so that you come out better than your opposition.
Here’s where artifacts like user personas may come in handy. A persona should clearly outline what potential customers want and how they plan to get it. It’s your job to map their needs to content you create, using the list of keywords as a guideline for topics. That said, since they’re based on assumptions and not real user input, personas shouldn’t be a replacement for user research and testing. If your buying cycle is long and complicated, a customer journey mapping exercise could also help you identify wants and needs during individual steps of the cycle. Software service Autopilot HQ has a great post about how to map content to customer needs throughout their journey. 
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:

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.
For example, “Austin gyms” or “coffee shops near Dupont Circle” or “uptown restaurants” provide location intent that you can target. Include location terms such as area code, ZIP code, neighborhood, community name, nearby landmarks, popular venues, tourist destinations, well known street names, local jargon and other keywords that will help you get found when a consumer is searching for businesses around you.

That’s right. Unfortunately, all those slight tweaks to your ad copy and bidding strategies actually do very little in terms of turning leads into customers. So, what exactly should you do to PPC campaigns to maximize conversion potential? Don’t fret—there are actually quite a few things, and we’re going to teach you about each one of them. Below, check out the strategies you should be focusing on to achieve ultimate results.
PPC or Pay per click advertising is an Internet advertising model which is used to generate clicks to your website. It is the way of directing traffic to your website using relevant keywords related to your product or services. It is a paid traffic and an advertiser will pay an amount to the publisher each time the ads get clicked. Pay Per Click or PPC is one of the effective strategies applied in the search engine marketing campaign. Learn more about PPC Campaign and it’s benefits. If your ad campaign is not well optimized and you are not following PPC best practices, your ROI will be impacted. It is important to spend some time in planning your ad campaign.
This report also helps drive our editorial calendar, since we often find keywords and topics where we need to create new content to compete with our competitors. We take this a step further during our content planning process, analyzing the content the competitors have created that is already ranking well and using that as a base to figure out how we can do it better. We try to take some of the best ideas from all of the competitors ranking well to then make a more complete resource on the topic.
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