- Hi, I'm Matt Bailey. Welcome to keyword strategy in depth. Keyword research is the fundamental building block, for all of your on-line marketing efforts. It goes beyond optimizing your website, to enabling a better connection when marketing to your audience, as you are using their language. We'll begin by finding sources for keywords, seeing how search engines deliver different results based on the types of keywords, and building your keyword lists. Next, I'll demonstrate how to effectively sift through the keyword data, in ways that maximize your ability to understand the searcher, and derive their intent. We'll see how to implement your keywords throughout the content of your website. Then, I'll demonstrate how to setup an initial Google AdWords campaign, utilizing your keywords, and avoiding the top five mistakes that companies make in AdWords. I've been marketing online for nearly 20 years, and I love to teach people how to be successful in their own businesses with the tools…
It has also become remarkably difficult to distinguish direct competitors from indirect threats - and when you do, you find competition often comes from surprising places. In fact, competition in the SaaS and tech industries is increasingly coming from indirect competitors, whose core technology enables them to invade adjacent verticals and industries.
In 2017, it’s a requirement for any company to live on the internet. This section gives you and your team easy access to your competitors’ online presence. Include links to the social media channels and webpages your competition has the most activity on. By providing these links, your audience can quickly determine what channels the companies take advantage of the most and how they use them to tell their brand story. Understanding why and how the competition is doing well or not with their online presence will reveal the opportunity.
To use this feature, you’ll need at least 15 conversion in the last 30 days, though you should really only use it if you have more historic conversions in order for AdWords to more accurately adjust your bids to meet the target. If you’re selling a product or service that is particularly seasonal, keep a close eye on your Cost per Conversion target to make sure that AdWords doesn’t reduce your bids too much if you have a period where conversions aren’t happening as much as they were during peak season.
With a clear understanding of our objectives and audience, we can now determine how we want to target our prospects across the AdWords network. There are multiple targeting options available, from location to demographics and display ads to video ads. The trick is to tailor your adverts to deliver the best results based on how your users browse the web. This chapter provides you with the primary elements required to accurately target your campaign.
Competitive analysis. Sometimes, a stakeholder identifies the competition in the PPC space incorrectly. Competitive analysis helps me learn who the competition actually is and what they are doing to be successful in terms of bidding, keyword targeting and creative messaging. The competitive analysis helps me determine how aggressive I need to be in my account management policies in order to successfully compete in the marketplace.
Say our real estate marketing business really starts to blow up. We make a few new hires and start to divide Manhattan up into regions, with each new employee responsible for a new section. Each one is responsible for marketing within their region. We can easily carve out an “excluded” area within any local awareness region to, for example, exclude a particular zip code that we’re not responsible for from our ad’s targeting. That lets us save money by not targeting customers that we don’t really want to be attracting:
Geographically targeted ads can increase returns significantly over "blind advertising." On the Internet, clickthrough rates are improved compared with advertisements not targeted by location. The results in a given situation depend on the geographical distribution of potential customers, a variable that requires intensive research to accurately determine.
Retargeting is a great way to close sales that you otherwise might’ve missed. A variety of ad platforms offer retargeting services, including Google and social media networks such as Facebook and LinkedIn (we previously wrote about LinkedIn’s retargeting platform Lead Accelerator.) To learn more about retargeting and remarketing, read our post, Retargeting for Rookies: Your Guide to What it is and How to Use it.
Geotargeting is a practice frequently deployed by such restaurants and brick-and-mortar businesses looking to drive local foot traffic, but it isn’t exclusively the province of these verticals. Even sports teams have gotten in on the action, targeting fans that are at (or have been to) a particular stadium or event in order to drive ticket sales, app downloads, and more.