Then, within your campaigns, you will have your ad groups. Ad groups should be formed based on themes of keywords. For example, all keywords that relate to dark chocolate could go into one ad group (ie. Dark chocolate bars, dark chocolate for sale online, best dark chocolate shops, where to buy dark chocolate, dark chocolate with almonds etc.). Again, keep your ad groups to a minimum when you are starting. You don’t need more than 6-8 ads within each campaign. Try to limit the amount of keywords per ad group to 10 to 20 per ad group. The keywords will be the trigger for the PPC ads that will appear in searches containing those words.
This is the most basic way to start your keyword research—so basic, in fact, that it's easy to overlook. Let's say you're manufacturing solar panels and you want to target businesses that qualify for alternative energy tax credits. Start with a Google search just like your customers would. You can see which phrases pop up first when you type in "alternative energy tax credits." This should give you a good indication of the most popular searches.
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.”
It’s easy to get frustrated when stakeholders ask how to rank for a specific term, and solely focus on content to create, or on-page optimizations they can make. Why? Because we’ve known for a while that there are myriad factors that play into search engine rank. Depending on the competitive search landscape, there may not be any amount of “optimizing” that you can do in order to rank for a specific term.
Keyword Competition tools can make things much easier on your keyword strategy. Some tools include the Adwords Keyword Planner (you can tailor this for B2B) and MozBar. Google Adwords help you discover and compare new keywords. MozBar helps you check keyword competition against other B2B business sites. Some tools must be purchased, such as Long Tail Pro. This tool identifies profitable long tail keywords focused on your content.
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.
Geographic targeting allows your ads to appear in the locations that you choose: country, city, areas within a country or city, a radius around a location, or location groups. Geo targeting helps you focus your ad campaign on the locations where you’ll find the right customers, and restrict it in locations where you don’t, which could help increase your ROI. Right geographic region can significantly help you optimize your campaign for better results. Identify countries, states, regions, or areas where your ad campaign can perform well.
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.
In writing the summary and the presentation for the competitive analysis that I did for this collaborative note-taking app, the competitive analysis matrix helped me a lot. I drafted a document with all of the high-level takeaways from this analysis and answered all of the questions that were set as goals. For the presentation, I shared the document with the client, which helped both the client and me to finalize the features, the flows and the end requirements for the product.
HubSpot also has a campaign tool that allows you to associate keyword phrases, related blog posts, emails and landing pages with a particular campaign so you can get a better idea of the overall performance. If a particular set of keywords doesn't seem to be bringing in new site visits or converting leads to customers, it might be time to search for alternatives.
You may be thinking... Google can index my site and learn what my site is about without keywords now... keywords aren't as important as they used to be... I'm doing fine I don't need any keyword help I have been doing this for years... I said all of those things (and more). The truth of the matter is: as long as we use the written word on line to match intent keywords will be valuable. If you are going to treat yourself to one bit of continuing education this year, this needs to be the one.
AdWords may suggest keywords based on your website content. Feel free to use them for inspiration, but also consider the many different ways you and your customers talk about your business and be sure those turns of phrase are reflected in your keywords. Start by creating a list of about 10 “head terms”—the concepts from which everything else you do follows.
Other EmployeesYour employees working in other areas of the company also become exposed to competitive information. They interact with others in their industry area and often learn what your rival is doing or hear gossip and rumors. Make sure your entire staff knows they should share any information concerning the competition immediately. Former employees of a competitor can provide you with insight on: your competitor's new products, marketing strategies, how-to improve productivity and employ other resources more effectively, and what your competitor's general working environment is like.
It would be unreasonable to run a full technical audit of each competitor, but take into account your own site’s technical SEO performance if you know there are outstanding technical issues to be addressed. In addition to the previous checklist items, I also like to use these Chrome extensions from Ayima: Page Insights and Redirect Path. These can provide quick checks for common technical SEO errors.
If you want more traffic from the search engines, follow the steps from the SEO analysis report. The SEO Analyzer point out all of the problem you may have on you website and supply with tips how to fix them. Use wisely and remember not to over-optimize the page, as it may look that the page is created for search engines. Our SEO Analyzer is the most advanced and fastest analyzer on the web.