This chapter will discuss how to best structure your campaign within Google AdWords. These basic building blocks are campaigns and ad groups contained within those campaigns. How you structure this will depend upon your business and marketing and the main takeaway here is that there is no single way to structure a campaign. Just be mindful of what matters when it comes to advertising and measuring the results of your campaign.
The risk to this approach is that it isn’t always terribly accurate beyond the city to zip code level. If, for example, you were to use MaxMind’s demo service to locate your own IP, it will likely show you perhaps a mile away from your actual address, likely at the nearest network node, the point at which your computer connects to your ISP’s network infrastructure.
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.
If you're struggling to think of more keywords people might be searching about a specific topic, go to Google.com and take a look at the related search terms that appear when you plug in a keyword. When you type in your phrase and scroll to the bottom of Google's results, you'll notice some suggestions for searches related to your original input. These keywords can spark ideas for other keywords you may want to take into consideration.
The easiest way to target a particular geographic area is simply to set up a Facebook ad as usual. When you’re setting up the audience and you get to the map, hit “Drop Pin” and place the indicator in the middle of your intended target area. Then, use the radius slider to modify the full range of land that your targeting will cover. You can adjust this from 1 mile to up to 50 miles.
To give you an extra boost, we’re also giving away two landing-page templates designed especially for PPC campaigns. These templates have powered hundreds of successful PPC campaigns, and with a little customization (some coding’s required if you’re not a LeadPages® customer), they can do the same for you. Click below to download them now, and we’ll talk about why they work and how to use them in a bit:
I include specific, real world examples of every type of content in the wild as well as showing you how I design keyword architecture on my sites. I even provide a general model and walk you through exactly how to make decisions on what levels of architecture should get a dedicated URL versus what content should live on parent pages or use JSON/AJAX to not generate new URL's but still provide an ideal user experience.
Be sure to re-evaluate these keywords every few months -- once a quarter is a good benchmark, but some businesses like to do it even more often than that. As you gain even more authority in the SERPs, you'll find that you can add more and more keywords to your lists to tackle as you work on maintaining your current presence, and then growing in new areas on top of that.
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 Java program is fairly intuitive, with easy-to-navigate tabs. Additionally, you can export any or all of the data into Excel for further analysis. So say you're using Optify, Moz, or RavenSEO to monitor your links or rankings for specific keywords -- you could simply create a .csv file from your spreadsheet, make a few adjustments for the proper formatting, and upload it to those tools.