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.
It is crucial to separate business and personal finances – and to be very prudent in the first few years of running your business, especially when you start making profit. Keep tight record, develop regular forecasts, avoid overdrafts, watch interest rates, keep track of expenses, bank all income, self-fund if possible and check bank statement regularly. Re-invest your profits into the growth and development of the business, the reward will be well worth the investment.
Strategy is more than a bundle of cultivated tactics. When we onboard a new client, we have a whole arsenal of tools to use and reports to run that help us understand the account better. It is easy for us to pat ourselves on the back and say “this is a good strategy for learning the account!” Pardon my language when I say: That ain’t no heckin’ strategy.
So, fellow marketers, the secret is out—now you know that the key to really driving your conversion rate isn’t in minor copy or bidding adjustments. The true PPC CRO best practices require you to use negative keywords and to target keywords that your bottom-of-the-funnel prospects are searching for—including those that are pricing and service-oriented. You want to use high-converting ad formats, such as Google Shopping Campaigns and video ads, to capture the attention of your audience and engage them. Your landing pages should be designed well, easily browsable, and have fast loading times. It’s also important to personalize your ads so that your potential customers feel like you’re speaking directly to them, which also helps humanize your brand. Finally, use retargeting to remarket your products and services to previously interested visitors to your website, enticing them back and convert. 
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.

Starting small will also help you devise a repeatable process that can then be applied across a wider range of search terms as your list grows over time. If you really want to go pro, keyword management tools like Moz Keyword Explorer or SEM Rush’s Keyword Magic Tool can help you streamline this entire process and will allow you to create lists that include hundreds of keywords. 


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.”
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.

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.
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.
Like most advertising techniques, geo-targeting predates the internet. Local papers, radio and television programs have long been used to reach customers in a particular region with ads. These advertisements were customized for the local audiences where possible, a process that we now call optimization. Digital technology has simply made this practice more widespread. The major innovation that has increased the effectiveness of geo-targeting is the addition of other data points beyond simple location.
Images: Even though search engines don’t really see images, you can still use them as part of your keyword strategy. First, make sure they are relevant to your page content, and add to the overall user experience. For search engines, use the alt attribute to help crawlers "see" what an image is about. The alt attribute is a part of the image HTML tag that is used by search engines, text-only browsers and screen readers to “see” an image. Use your keywords in the alt text, but be sure to do so naturally. Stuffing alt attributes full of keywords and synonyms will make your page look like spam and do more harm than good.
Export the weighted list back to your spreadsheet and combine it with the others in Excel. Then use the data tools to sort the list by ‘Priority’ – this is a score based on the difficulty, traffic, opportunity and your score. This tells you which keywords you should be targeting in descending order of attractiveness. Suddenly, you’ve turned more than 1,000 keywords into a usable list of a few dozen. Using the same example for wines:
Both geo-fencing and geo-targeting can be done on mobile, tablet, computer, or even gaming devices with internet access.  When it comes to deciding which is best for your marketing, think of who your target customer is. If you are interested in advertising to a population of all ages and all interests, geo-fencing is perfect for you. If you are only interested in hitting only a specific consumer demographic that is more niche, then you should be doing geo-targeting.
Another thing you need to do in order to maximize the effectiveness of your PPC campaigns is increase the quality and relevancy of your landing page content and user experience. These two elements have a big influence on whether or not leads will convert between your PPC ads and landing pages. A poorly designed or irrelevant landing page is a sure way to tank conversion rates.
- 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, tips, and experience I've learned along the way. Now, let's get started.

By keeping your company organised, you will be better able to keep your employees on track, making it easier for them to finish tasks on time. This is because they will not be spending time searching for important documents that have been filed in the wrong folder (or not even filed at all) but rather focusing on completing tasks and building your profit as a company.
To more effectively drive traffic to their stores, they pushed out a 10% discount on any in-store purchase when customers provided their email. This not only drove traffic to their new shops, it also helped them construct lists for each store that they could later use for store promotions. By targeting these specific users in areas near their stores and then promoting to in-store audiences, an e-commerce site successfully made the move to store fronts. Read the full evo case study here!
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.
SEO competitive analysis is critical because it gives data about which tactics are working in the industry we are in and what we will need to do to start improving our keyword rankings. The insights gained from this analysis help us understand which tasks we should prioritize and it shapes the way we build out our campaigns. By seeing where our competitors are strongest and weakest, we can determine how difficult it will be to outperform them and the amount of resources that it will take to do so.
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