You cannot expect your employees to stick to their schedules and stay organised if the person at the top doesn’t do the same. As the leader of your start-up, you need to set an example for your staff, which means that you have to be the most organised person in the company. While it is important to ensure your employees follow suit, try not to be too overbearing about how they choose to organise their days.
Effective PPC campaign is the process of continuous research and refinement. Never follow “Set it and forget it” approach for PPC campaigns. You must do research to understand searcher’s behavior. You must also research on your profitable keywords and best suitable days and hours for your campaign. Now that you know what is PPC campaign, plan your daily budget and invest wisely.
Reliable lifts come from knowing your customer and tailoring the value proposition to match that customer’s motivations in a way that no other website will. You can enhance it with a bunch of human behavior principles (liking, scarcity, reciprocity, social proof, consistency etc.). But you have to have the foundation of what makes you unique, in order to get people return to you after they browse around.”
Now the ad servers don’t create this table themselves, they license it from another company like MaxMind or DigitalEnvoy, whose primary business is geolocation data. This is no enviable task; IP addresses themselves don’t necessarily have an obvious pattern in the way they are assigned like a telephone area code would. It’s a bit like solving a mystery, and the geolocation companies use a variety of methods to approach the problem.
7. Use a keyword research brief to share for unified messaging. The final tip is to attempt to break down the silos that are typical in medium to large organizations and share with them enough keyword data so they can be encouraged to use your targeted keywords in their respective messaging. One way to do this is to develop what I call a keyword research brief. This is simply a document that is like an executive summary of keyword research for your top keywords. This document should be no more than one to two pages. It should be a quick read. See an example of this below.
Research Access suggests many other ways that geolocation can help improve the market research process. For example, a consumer products company could use geolocation to “understand how frequently a sample of shoppers visits different grocery chains,” or an auto manufacturer could apply it to collect “a sample of minivan-driving moms to better understand how the product is used.” There are a multitude of ways geolocation can help improve understanding and inform strategic direction for companies of all sizes so they can more closely meet their prospective targets’ desires.
Evaluate your competitor's price. Just because you have the same products as other businesses, doesn't mean everyone has the same price. Your own production costs greatly impact your pricing. If your price for a similar product is higher than your competitor's, then your market position is weaker; and if it's lower, then your competitive position is better.A temporary price decrease by a competitor might indicate nothing more serious than a transient need to move excess inventory. However, a trend of lowered prices may indicate that your competition is doing it to gain market share and improve production costs. It could also mean your rival is in financial trouble and has been forced to lower prices. It's in this type of situation that rumors and gossip become helpful. If there are rumors that a company is in financial trouble and you discover price fluctuations, it's more likely that there are problems. Be sure your analysis includes product/service charges added to the purchase price, such as installation or additional equipment required.
If you have been dabbling in this PPC advertising thing and not noticed much traction, you might want to reconsider your budget. Many small businesses set a PPC spend that is too small to make any significant impact. Most people don’t realize that while PPC campaigns generate an average of 2% click-through, most do much better, especially with the help of new technology like machine learning.
Still in the early phase of rollout, Store Visits is being added to the Adwords Estimated Conversion tool in order to track in-store visits directly from your AdWords account. According to a recent Google study, 32% of offline customers said that location-based search ads led them to visit a store or make a purchase. For businesses with physical stores, this tool could really help to show how your PPC ads are affecting your overall bottom line and marketing initiatives. To be eligible for the feature you must meet the following criteria:
a) Look for any gaps ("0's") on you score sheet and try to fix them. Yes, to an extent–an "ideal" score would be all "4s" down your brand's column. However, that's not always possible and highly unlikely. That said, it might not be the most pertinent thing to address technical SEO issues if you can see that your area of greatest weakness is, for instance, building an audience. Look for the greatest difference in performance between your brand and your competitors, which will illuminate what their main legs-up are.
In the figure below, you can see I have set up a keyword rating spreadsheet. I first gathered keyword data from a keyword tool to populate the orange columns. In this example, I used the Google AdWords Keyword Tool. From there I began looking at each keyword and gave each one a score from one to 10. For some I built a formula to automate the process, which comes in handy with larger keyword lists.
If you aren’t aware of buzzwords in your industry or the terms your potential audience will search to try to find you, you need to do some more research or you will definitely be losing people. In Jerry’s case, he has office space for rent as individual desks in a common room. He needs to realize that the term his potential audience will use to search for that is ‘coworking’. A five-minute keywords change would provide Jerry with a clearer vision of his website’s performance and a greater likelihood of being found through search. Check out the revised keywords below:
Title tags appear optimized (editorially). Here is where we can add more context to the overall quality of the sample pages’ titles. Even if they are technically optimized, the titles may not be optimized for distinctiveness or written quality. Note that we are not evaluating keyword targeting, but rather a holistic (and broad) evaluation of how each competitor’s site approaches SEO factors. You should evaluate each page’s titles based on the following:
The unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space, they reward the highest-quality ads (meaning the ads that are most popular with users). Essentially, Google rewards good performance. The better your ads, the greater your click-through rates and the lower your costs.
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..
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.
It’s important to classify your keywords. You should distinguish your most important high level keywords, the ones that have sufficient traffic for your business and connect the best to your business. These are usually more “head” than “tail”. You should only have a few of these keywords for your business. The rest of it are bound to be more down the tail. If you don’t know what I’m talking about, go read up on long tail keywords.
Long tail keywords are longer word phrases. They are specific phrases searchers are more likely to use when doing a specified search. Due to the more tailored nature of long tail keywords, it is important to create a theme around these phrases. Doing so will increase your business’ rank in search engine results. A generic single keyword is not as valuable as multiple keywords that match a user’s search. In short, long tail keywords prove that, as far as B2B SEO goes, less is not always more. Once you’ve compiled a list of “long tail keywords” that describe a certain theme, you can begin conducting your keyword research.
Research: These searchers are further down the funnel than informational searchers. They’ve already decided that they want to buy a product, but they haven’t quite decided which one is best. They’re looking for more information, so product keywords usually include words such as "review", “top 10”, “comparison”. And while it may look like spam to you, a word like “cheap” can actually help turn researchers into conversions.
Conduct a business download meeting. I meet with key stakeholders to learn everything I can about the business and the industry they compete in. Is the business itself growing or struggling? What about the industry as a whole? I use this time to learn what has worked and not worked from a PPC perspective and to determine if PPC performance goals are realistic and achievable (or if they exist at all).
Great article. This ties in perfectly with the article I just published yesterday. This checklist in conjunction with my competitor analysis, that is more based on keyword and traffic data, will really round out the research stage of your campaign. Taking a deep look at a competitors website just like you would do your own, can be a valuable exercise that drives strategy.
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.
In online environments, ad servers look at a user’s IP address to figure out their location. Behind the scenes, the ad server maintains a large database that has every IP address already mapped to its country, state, and postal code. So, when a request comes in, the ad server strips the IP address from the header of the request, queries this table, finds the necessary location data, and then picks an ad that matches that criteria.
Conduct a thorough account audit and gap analysis. Audits are time-consuming and tedious, but they’re absolutely necessary. I use the account audit to understand underlying drivers of performance and to determine whether work being done in the account is in alignment with business goals. Uncovering the strengths, weaknesses and opportunities provides critical information I need to form my guiding principle for account management.
AdvertisingNot only does advertising copy tell you a competitor's price and other product information, it provides an indication of your competitor's entire promotional program and budget. When reading a competitor's advertisement be sure to note the following: publication, frequency, special offers, product features and benefits highlighted. If your competitor suddenly places an advertisement in an industry publication that neither of you are currently selling to, it's an indication that they're trying to reach a new market segment. It's also important to notice the design and tone of your competitor's advertisements. What kind of image do they convey? How does your own image compare? Are their advertisements in color while your own are black-and-white? Even if they're not, a clever advertising campaign can communicate that your competitor is an innovative, fresh company.
For branding campaigns, your budget is often not an issue. You may have a fixed budget or your budget may be seemingly limitless. It doesn’t matter, because with this strategy the focus is on position; and in most cases only position #1 will do. This is often the easiest strategy to execute for paid search, but it’s also inefficient. The reality is that bidding into the top position in search results is often a waste of money. Google has gone on the record as saying that conversion rates don’t vary much by position, so in many cases all that the first position buys you in paid search is brand awareness (and vanity).
These are usually single-word keywords with insane amounts of search volume and competition (for example, “insurance” or “vitamins”). Because searcher intent is all over the place (someone searching for “insurance” might be looking for a car insurance quote, a list of life insurance companies or a definition of the word), Head Terms usually don’t convert very well.
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.
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.
b) Compare to your competitors pages and devise a plan to beat them. Sort of–I may want to write a follow up piece to this checklist with what comes next! It may not be realistic for you to go toe-to-toe with Amazon, for instance, if they have more linking root domains than your site does. However, if it's clear that you've got a very poor backlinks profile and your competitors outperform you here across the board, that means it's probably time to start discussing creative link building strategies, or content marketing plans.
Ad text plays an important role in the success of your ads. It is the form of marketing communication that advertisers can use to promote their product or service on search platforms. An effective ad text consists at least one of your core keyword, attractive discounts and promotion and a call to action. The quality score of your ad depends on multiple factors and your ad text is one of them. Your ad text should be unique and appealing. Include discount amount in your ad copy and also add a strong call to action that can compel searchers to click on your ads. Use action words like buy now, order now, resister today or sign up here. Include one of your keyword in your ad text and match your ad to your landing page.
Putting each competitor in the right list is a very important part of competitive analysis because the features and functionality in your competitors’ apps are based on exactly what users of those apps want. Let’s assume you put one indirect competitor, XYZ, under the “direct competitors” list and start doing your analysis. While doing the research, you might find some impressive feature in XYZ’s app and decide to add a similar feature in your own app; then, later it turns out that the feature you added is not useful for the users you are targeting. You might end up wasting a lot of energy, time and money building something that is not at all useful. So, be careful when sorting your competitors.
Bonus Trick: Try typing in your basic keyword phrase, followed by every letter of the alphabet, and making a list of those phrases. If your product or service is specific to locations, try typing in those locations to see what kind of search volume exists. (Are alternative energy tax credits more commonly searched in Austin compared with Cleveland?)
You can use multiple different exclusion zones if you have an extremely particular region that you’re looking to target. The only caveat here is that you have to make sure you’re not being too narrow with your behavioral and demographic targeting. When you focus on too small a region, the size of your audience can get so small that it becomes practically impossible for Facebook to actually deliver your advertisements.
The strategic rationale of competitor profiling is simple. Superior knowledge of rivals offers a legitimate source of competitive advantage. The raw material of competitive advantage consists of offering superior customer value in the firm’s chosen market. The definitive characteristic of customer value is the adjective, superior. Customer value is defined relative to rival offerings making competitor knowledge an intrinsic component of corporate strategy. Profiling facilitates this strategic objective in three important ways. First, profiling can reveal strategic weaknesses in rivals that the firm may exploit. Second, the proactive stance of competitor profiling will allow the firm to anticipate the strategic response of their rivals to the firm’s planned strategies, the strategies of other competing firms, and changes in the environment. Third, this proactive knowledge will give the firms strategic agility. Offensive strategy can be implemented more quickly in order to exploit opportunities and capitalize on strengths. Similarly, defensive strategy can be employed more deftly in order to counter the threat of rival firms from exploiting the firm’s own weaknesses.
Ad scheduling is important for optimizing your ad strategy. You can show your ad whenever a customer searches online or you can show your ad on certain days, or during business hours when you’re there to handle customer inquiries. Your ads give different performance result on different days of the week and different hours of a day. Therefore, have a look at which online days and hours are most suitable for your business and then schedule your ad during these times to increase your exposure. You can also adjust your bid for less performing hours and days.
PPC marketing is now a standard way for businesses to find new customers for their products and services. Yet many small businesses have been disappointed with their first steps into PPC. It can be a tricky marketing strategy. First-time PPC marketers often underestimate the time it takes to lay down the right foundations, the budget required, and the work needed to keep on top of your game.
Conducting PPC marketing through Google Ads is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:
You can also find articles written about companies in local newspapers or on a Nexis file. Online databases are available from soures such as the U.S. Securities and Exchange Commission and Standard & Poors and news sources such as PR Newswire, and as we'll explain in this article, you can use search engines to find information on individual companies.
Tertiary Competition: This category includes businesses that are tangentially related to yours, and really comes in handy when you’re looking to expand your product catalog. These could be related products and services that are trending, as well as businesses that may be beneficial to partner with further down the line. For instance, if you sell jewelry, a tertiary competitor may sell gems and stones.
In the last year, Google and Bing have both indicated a shift to entity-based search results as part of their evolution. Google has unscored this point with rich snippets and Knowledge Graph, and Bing has now upped the ante on personal search results with Bing Snapshots. Find out how you can adopt strategies to stay ahead of the curve in the new world of semantic search results.
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:
Preparing a Competitor Analysis is an activity that all Product Managers undertake at some point in the job. As Product Managers, having solid knowledge of our rivals and their activity in the marketplace helps us make better decisions during the strategic product planning phase. It ensures that we’re ready to respond to our competitors and exploit any weakness in order to gain a larger share of the pie.
When creating and implementing a digital marketing campaign, you first need to design your keyword strategy. This strategy is more than just finding keywords that will bring you the highest number of visitors. It’s a top-to-bottom concept that will influence how you design your site, select keywords, optimize your pages and measure the success of your campaign.
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.
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