xAd’s first step was to expand its use of location data. “We wanted to move beyond just the where, and use location data to define the who and the what of audience targeting,” Monica Ho, xAd’s CMO, told GeoMarketing in 2015. After all, while a consumer’s proximity to a Denny’s can be significant, targeting someone who has been to and enjoys their local Denny’s will often prove more successful — whether or not they happen to be near the restaurant at the time they see the ad.
Lower Costs: When there is a near-infinite supply of search query impressions each month, your strategy is to lower your cost per click in order to drive more click (and conversion) volume to your website. This generally involves making use of keyword list refinement (match types, negative keywords) and lowering bids while keeping an eye on average position.

Some publishers and networks have even developed performance-based marketing plans based on geo-targeted ads. Ads and marketing are only placed and paid for when there have been proven results to show that this venture is worth it. It has always been very effective to target a certain demographic based off of their age, gender, or career. This can be taken even further by taking a look at certain locations and what demographics reside there. Website data can be used to determine what geographic locations are most frequently perusing a site and that area can be targeted as well.
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.
A company rarely competes against just one competitor. In fact, in many cases, the biggest competition in the SaaS and tech industries is coming from indirect competitors. These competitors hold a commanding position in their core market, allowing them to expand into different industries and verticals. Who would have thought that Uber and Google would become die-hard competitors in the autonomous car market? As I wrote previously in my analysis of sales enablement and acceleration industry, it is almost impossible to distinguish direct and indirect competitors. In many SaaS verticals everyone competes with everyone.

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.


This emphasis on competition is related to the advent of game theory in the mid 20th century around the same time. The problem is that game theory is one mental model of many to help make decisions, not the only one (Ben Thompson from Stratechery has a good post on the Prisoner’s Dilemma that is a fundamental one). Even researchers are starting to point to the fact that there are no perfect solutions (such as a Nash equilibrium) to most situations.
Great insight here. This template is meant to serve as a base for further customization. Feel free to build on top of it with metrics and data that you find useful, I would love to see what you come up with. You can actually configure the backlink gap analysis to run for majestic or ahrefs by adjusting the query formula slightly. You bring up a great point about analyzing link data from multiple sources to get a more accurate picture so I would definitely recommend exploring majestic and ahrefs data as well..
This is one of the major reasons why organisation in a start-up is essential. You will spend less time procrastinating and more time achieving goals and completing client tasks. Spend time every day organising your digital folders and your physical folders before you start working. This will ensure that there are no distractions throughout the day and you can complete all the important tasks on time and within budget.
Some competitors solve the same problem with the same technology but focus on a different customer. For example, Zum provides schoolchildren with rides to school, solving a transportation problem for kids and parents. Zum solves a slightly different problem too: safety. Safety is the primary concern for parents when it comes to kids riding back from school. However, it’s ultimately grounded in the same tech as Uber.

Conduct Research Professional marketing research, such as focus groups and questionnaires, can provide you with valuable information about your competition. While a marketing research firm can save you time and legwork, it can be quite expensive and simply not a possibility for new and growing businesses. Much of the information you need in order to profile your competitors is readily available to all business owners. As your business grows and expands, you should consider supplementing your own research efforts with some formal research conducted for you by an outside firm. Before you begin seeking out the sources listed below, keep in mind that you need to obtain answers to the following questions:
We must clearly identify our objectives for the campaign and tie the campaign objectives to business objectives. Your objectives could include raising awareness, increasing engagement, generating conversions, and customer retention. Your objectives will need to be tailored to your specific business and you will want to map your objectives to a typical marketing funnel. This chapter highlights how to identify your objectives to measure success.

You can use this tool to get new ideas for paid search campaigns as well as ideas to drive organic traffic. One big advantage of the tool is it gives you historical statistics on past search volume, as well as predictions about the number of clicks and conversions. You can search for keyword ideas based on what makes sense for your products, services or other phrases you're trying to target. 
Google is constantly refining and adding new tools to AdWords, so remaining active with your PPC strategies is critical if you want to beat out your competition. There’s never a set-it-and-forget-it approach that you can take–as much as one might wish–so it’s important that you test, analyze, re-test, and repeat to find out what is working for you and what is not. Also, keep in mind that while some strategies might work wonders for a particular business or industry, they may not be as effective with yours. Experiment with different approaches, but don’t be too quick to abandon ones that don’t show immediate results. Some investments require time to show their return.
Think about what else is around you. Don’t just think about where you are; think about what’s around you. Are you a restaurant near a stadium or an airport? Encourage people to stop by after the big game, before that Ed Sheeran concert, or for a graduation celebration in your ad copy. If you’re a boutique fitness studio, advertise to people who are health-conscious and attending the farmer’s market nearby. Put these suggestions into your copy to increase in-store events.
Example 1: Say your business focuses on skin care. Your keywords might center around the idea: “how proper skin care can improve your health.” You would then begin looking for a keyword theme that sums up the idea of skin care relating to health. The takeaway message is that your business has a goal, and the right keywords will relay this goal to site visitors in a clear, concise way.

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.


Next, indicate with a check mark which of your competitors has which features. Features are fairly straightforward, either a product has a feature or it doesn't. Benefits, on the other hand, are not as simple and should only be recorded based on customer feedback. For example, company B may claim in their company literature that their copier is fast, but a user may feel otherwise. Or, company B may indeed have a copier that by industry standards is fast, but you may have a copier that's even faster. 
Annual ReportsIf your competitor is a publicly-held company, many of its reports to the U.S. Securities and Exchange Commission are available on the SEC-Edgar Web site. Annual reports provide financial information, including sales volume, revenue increases, and their total market share. 10-K reports provide still more detail, and are supplemented by the quarterly 10-Qs. 8-Ks show significant events such as acquisitions and board membership changes when they occur between 10-K and 10-Q filings. Annual reports from privately-held corporations are sometimes available through friends, relatives, and business acquaintances who own stock in a competitor's company.  
This chapter discusses how to establish goals to measure the success of our campaign. These should be directly tied to the stated objectives, as well as being measureable and achievable. It is important to track as many actions, goals, and engagement data as possible. This is what really drives understanding and insight from your analytics data and will allow you to assess which campaigns are delivering the goods.
An effective GTM strategy requires a deep understanding of your ideal customer, market and competition, product offering and pricing, and channels necessary to reach your customers. Competitive analysis helps you understand market dynamics so you can find an optimal way to reach your target customers. Analyzing your market and competition also helps you determine how your company and your product fits in the current environment.
Geotargeting in geomarketing and internet marketing is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on their location. This includes country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria.[1] A common usage of geo targeting is found in online advertising, as well as internet television with sites such as iPlayer and Hulu. In these circumstances, content is often restricted to users geolocated in specific countries; this approach serves as a means of implementing digital rights management. Use of proxy servers and virtual private networks may give a false location.[2]

For our clients, we typically gain a few backlinks at the beginning of an SEO campaign just from this data alone. It also serves as a long-term guide for link building in the months to come as getting links from high-authority sites takes time and resources. The main benefit is that we have a starting point full of low-hanging fruit from which to base our initial outreach.
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