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.
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.
You will likely run into some difficulties along the way, and you may need to develop a hybrid strategy to achieve your goals. For example, I have often broken out campaigns between profitability focused keywords and brand focused keywords in order to satisfy clients. This is especially useful when someone demands visibility for certain keywords but does not give enough budget to achieve that visibility. The same goes for balancing visibility and profit.
To keep things simple, you may try IP based redirects on your server. You can setup simple redirects based on geolocation, using .htaccess or httpd.conf on your Apache server (mod_geoip). The GeoIP API (MaxMind) will enable you to quickly configure your server to divert traffic according to the originating IP. Your web analytics and optimization should do the rest. All you need to make sure it that you have a couple of landing pages to test your assumptions on.
For example, if a user from a high income neighborhood visits a car dealer’s site or clicks on a paid search display ad, that consumer may be directed to a landing page displaying a luxury vehicle, while consumers located in a lower income area may be targeted with a deal on an economy vehicle. The higher income consumers may be more interested in deals such as cash off or lower interest rates whereas those in lower income brackets may be more receptive to lower monthly payments.

Yes, that sounds like it would be awesome. Another great update would be to add a script that populates the spreadsheet automatically from a file structure containing the downloads (organic KWs and Links) to save copying and pasting everything. I’m going to have a chat with a friend in the Analytics space to see if he can help. Will share any successful output.


This broken-link checker makes it easy for a publisher or editor to make corrections before a page is live. Think about a site like Wikipedia, for example. The Wikipedia page for the term "marketing" contains a whopping 711 links. Not only was Check My Links able to detect this number in a matter of seconds, but it also found (and highlighted) seven broken links.
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