Of course you don’t have to achieve all of these things in the headline of the ad! In fact, in the case of sitelinks and ad extensions, that’s not possible by definition. There are many parts to an ad that allow you to achieve all the above tips and still be highly relevant to what the person is searching for (the keyword!). Let’s break down sections of ad copy that you can use to show off your small business and attract leads from PPC. These are the basic components of your ad copy in AdWords according to Google’s length limits.
Dmitry single-handedly grew a startup from zero to 40 million page views through PR & SEO and got acquired by Google. He has translated his know-how into an SEO and PR coaching program PRThatConverts and a 'PR on a shoestring' pitching service and software JustReachOut which is used by 4,000+ professionals and entrepreneurs to pitch relevant influencers and bloggers to get featured in press every single day. In his spare time he writes about SEO and PR on his blog CriminallyProlific.
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.
I mentioned earlier that I recently performed a competitive analysis for a collaborative meeting note-taking feature, to be introduced in the app that I was developing for a client. The goals for my research were very general because innumerable apps all provide this type of functionality, and the product I was working on was in the very early stages of development.

Beacons aren’t designed to know you’re you, where you were a moment ago, or where you’re going next. By and large, they’re just little stationary computers that react: when your device moves near the beacon itself, it triggers a ping, and your app—if you have an app with notifications enabled for the beacon’s particular location—goes to work communicating with you. When you move out of that beacon’s range, it’s basically a done deal.
Working on common practice tasks such as negative matching, keyword expansion and more are the right things to do for an account, and there’s a proper place and time to do them. Without a policy governing how to manage our PPC accounts, we’re “stringing tactics together,” which creates misalignment between volume of work done versus meaningful work that’s impacting results positively.
More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.
Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list (ideally, using a variety of tools, not just Keyword Planner). If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.
Local plumbers can’t provide their services even three counties over (let alone three states over), and a juicy burger wouldn’t exactly hold up well in express shipping. Some businesses rely only on local customers. As a result, they’ll want their PPC campaigns only to appear in the feeds and searches of users who are within a set distance from their home b3ase.
You have now reached the final step of creating a keyword strategy: keyword research. Quality keyword research is as essential as doing market research for marketing strategy. By the same token, forming a keyword strategy for B2B marketing and SEO needs heavy research as well. When doing keyword research, there are three important factors to remember:
Competitive analysis can help frame your own product context, discover other problems your customers have, and even bond the team together against a common foe. For all of these reasons and more you shouldn’t ignore your competition. However, if you don’t properly understand how they impact your organization’s strategy, competitive analysis is simply a waste of time.

That said, if you’ve never had to come up with a keyword strategy before, it might seem a bit daunting to generate a list of terms that will drive qualified search traffic to your website. Not to worry. Creating an effective keyword strategy—figuring out which terms you should create content for—isn’t hard. It just involves a little bit of reverse engineering and some research.


Jeff Baum is Director of Services at Hanapin Marketing and a seasoned PPC advertising professional with Hanapin Marketing. a 13 year track record of success in digital advertising. He has developed and implemented strategies to substantially grow revenue and profits for a variety of lead generation and e-commerce businesses. He has also been responsible and accountable for managing hundreds of thousands of dollars in PPC advertising spend per month. Jeff is a recurring writer for Hanapin's blog and PPC Hero.
Attribution. Use attribution data to prove the influence of PPC on conversions either cross-channel or within the channel. For instance, you might learn that certain campaigns don’t convert well, and the instinct is to turn them off. However, if they lead to conversions in other campaigns, you’ll want to allocate budget to keep the conversion path open.
As you consider new ideas for your next project or business, give extra credence to the things you believe to be true that others doubt. The most exciting products are created by people with tons of conviction for something that strikes most others as odd. I’ve heard from Joe Gebbia, co-founder of Airbnb, that when he and his co-founder Brian Chesky pitched the idea of having strangers sleeping in your home when you weren’t there, many investors shifted uncomfortably in their seats.
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?
First, start with a simple online search for your business type and location. For example, if you’re starting a retail business in Los Angeles, you’ll want to think about how a customer might search for your business (or one like yours). They might search for “los angeles retail store,” “clothing store in LA,” and “LA apparel store.” Create a list of businesses that appear in the search results (and take note of those that frequent the top three results).
Use voice search to your advantage by skewing your ad strategy toward answering questions customers need to know (intent), rather than just including keywords. Search engine AI for voice and mobile search is getting more sophisticated and better at serving results that meet the user’s intent, therefore PPC best practices will be continually refined.
Location history of a consumer provides a lot of information specific to that person: where they like to shop, what they like to buy, how often they make the trip, and even how they get there. Obtaining this information gives great insight to marketers that enhances the ability to target consumers and deliver relevant, responsive location specific ads and information, even if the consumer is not currently in that area. <<<
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