For example, it’s important to look at the response based on urban, suburban or rural locations. Someone living in northern Indiana may consider driving 25 miles to your store to be no big deal. Most customers or prospects could make the drive in less than half an hour and, therefore, they will visit your store. However, if the prospects live in the River North neighborhood of Chicago, they aren’t going to want to go to your store in Wrigleyville because that’s going to take 50 minutes.
Although this process can be tedious and time consuming, it is essential in identifying where your competition may be surpassing you as well as what advantages you have over your competition. Developing takeaways will help identify these strengths and weaknesses. From there, you can improve your marketing plan by putting greater influence on the features your company offers and finding ways to implement features your company doesn’t offer that seem crucial to gaining customers.

Let’s take the example of a guy, we’ll call him Jerry, who runs a coworking space in the city of Bristol, UK. He’s concerned about his keyword rankings, as seen in WooRank’s SERPs tool. Even his main keywords are only providing ‘+100’ rankings. (If you have used our SERPs tool, you know that this is the number we give to search engine results that rank out of the first ten pages in Google and Bing for a certain query.)


Some very general words such as “marketing” or “business” are very competitive, making it harder to rank well for them in search engine results. If you are a small- or medium-sized business, you probably want to choose less competitive keywords, more specifically related to your business (these are commonly referred to as long tail keywords). The greater the volume of searches on a keyword, the more competitive it is. There are a number of different tools you can use to determine thecompetitiveness of a specific keyword as well as suggest and help you brainstorm new keyword ideas.
It’s critically important to ensure you are collecting good data, and to do this you must correctly configure Google Analytics and Google AdWords to share data. It is important that this is customised to your reporting needs and individual objectives as you can then use that data to optimise your campaigns. This chapter outlines how to measure your campaign to enhance your PPC strategy.
A great way to make your website mobile friendly is to implement AMP for your site. Previously it was mainly used by publishers; today it is also a platform for e-commerce and advertising. Since autumn 2017, advertisers can implement AMP for their Google Ads landing pages, making them faster. Building AMP pages for your advertising campaigns can have a positive impact on conversion rates, time on page, bounce rates, and more.
On the Internet, geotargeting can help small businesses to compete with national brands and can ensure that large corporations effectively make use of their advertising resources. For example, a manufacturer of gasoline-powered electric generators may run ads in May and June targeted at residents of the Atlantic and Gulf coastal regions of the United States in preparation for the upcoming hurricane season. As another example, suppose you are a literary agent just getting started in the business and you are looking for authors to write books about cowboys and ranchers. Your website might tailor the content to be of special interest to residents of the western United States.
But while many marketers understand the value of geotargeting, not many are ‎likely to understand how the technology behind it works.  Having a firm grasp on ‎the technology though is actually critical in this case, as different solutions take ‎different approaches to the problem of determining the physical location of a ‎consumer, and the simplest solution is usually the least accurate.  Just as traditional ‎strategies don’t always translate well to digital, many desktop strategies don’t ‎translate well to mobile.  ‎
In more sophisticated use cases, geotargeting doesn’t have to be solely based on a consumer’s real-time location. Locations or businesses a customer has visited recently can be a great predictor of interests and intent, so adding targeting based on historical location as well can be key to delivering a captivating, relevant message. Denny’s had great success with this tactic in a campaign with xAd, detailed below.

It's quite likely that no prospect or customer reads your press releases as carefully as your competitors do. Press releases are helpful in understanding a company’s strategic focus. Sometimes PRs show your competitors’ customer count. The About section in a press release shows your competitor's strategic messaging. These two to five sentences are how your competitor wants their customers and prospects to perceive the company and its products.


It’s easy to get frustrated when stakeholders ask how to rank for a specific term, and solely focus on content to create, or on-page optimizations they can make. Why? Because we’ve known for a while that there are myriad factors that play into search engine rank. Depending on the competitive search landscape, there may not be any amount of “optimizing” that you can do in order to rank for a specific term.
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.
Of course, many small businesses don’t have the time or expertise to run tests on the successes and failures of their PPC campaigns. This is why simplified tools that use complex machine learning to do the testing for you are so helpful to manage PPC for small businesses. If you’re a small business owner and want to take it on yourself though, follow the winning strategies above to get started on the right track!
You should always track and monitor the effectiveness of your PPC campaign. You should know what things are working for you in a better way. If you are publishing your ads on the Google search platform using the Google Adwords tool, use Google Analytics to get better insights into searcher’s behavior. You should measure the bounce rate of your website. Bounce rate will tell you how many searchers visited your site but did not perform any action. You should also track CTR and conversion rate of your campaign. This will help you to optimize your PPC campaign and your landing page.
If the SaaS world feels like a blur these days, it’s not just you. SaaS products and services have proliferated. Product categories have gotten more crowded. A lot of their features and functionality have started to overlap. The subscription economy has made it easier to switch to competing products. The marketplace has turned into a competitive high-stakes, “winner-takes-all” environment.

Location history of a consumer provides a lot of information specific to that person: where they like to shop, what they like to buy, how often they make the trip, and even how they get there. Obtaining this information gives great insight to marketers that enhances the ability to target consumers and deliver relevant, responsive location specific ads and information, even if the consumer is not currently in that area.
A transactional sales approach to customer acquisition is best for products with a higher average selling price (ASP) then self-service solutions. Customers expect to see a demo, or even try the product. In fact, when customers are paying more, they expect more hand-holding throughout the process. While this can drive up organizational costs and complexity for a SaaS vendor, it can yield significant revenues and long-term customer loyalty. For this approach, companies need to optimize their sales, marketing, and support in a way that allows them to build a relationship with the customer over the customer lifetime. Most SaaS companies fall under this category.
A company’s slogan, tagline, mission statement and unique value proposition — all of these are important when determining how you stack up against your competitors. What is the company’s key positioning and how does it compare with other companies in this space? How do they describe themselves? This section is your opportunity to include what you feel is valuable descriptive information. 
Do I Need to Analyze All of My Competitors? There are several markets where it is relatively easy to name every competitor. These are concentrated markets where only a handful of competitors exist. If this is the scenario for your product or service, you will need to develop an analysis for each competitor. The steel industry and automobile industry are examples of these types of markets. If you are selling in a market with many competitors, your job of analyzing the competition becomes a little more difficult. Since it is unrealistic to collect and maintain information on dozens of competitors, you will be able to save yourself valuable time, without sacrificing the integrity of your competitive analysis, by using the old 80/20 rule. In fragmented markets with many competitors, it is most probable that 80% of the total market revenues are accounted for by 20% of the competition. It's the 20% you would examine most closely. For instance, in the computer industry, the personal computer market, is represented by hundreds of clone manufacturers with the majority of the market being captured by a handful of manufacturers such as Compaq, IBM, and Apple. When using this approach it is important to keep abreast of your market for new and upcoming players who through some variable, whether it be new technology or an aggressive advertising campaign, may become a dominant player. What Means are Available to Limit and Control the Competition? Marketers of different brands of products will often pursue a particular market segment. Market Segmentation, which is the means of breaking down larger markets into smaller ones requiring different marketing mixes, is a means for strengthening and focusing your attempt to limit and control the competition. There are however, a broad range of strategies a business can employ in a competitive environment — from price changing and new packaging to improving customer service and new product development. CONDUCTING AND PREPARING YOUR COMPETITIVE ANALYSIS [top] Conducting and preparing your competitive analysis will follow these steps:
If you’re feeling overwhelmed, I’ve got some good news for you: you don’t have to spend countless hours manually creating custom landing pages for every ad group. Instead, use dynamic text replacement. Dynamic text replacement allows you to replace certain areas of text with with specific keywords. For example, you could use dynamic text replacement to change the heading and CTA of a landing page to the specific keyword that a user searched for. That way, when they visit your landing page, it appears to be a completely personalized experience.
Conversion: This strategy is what most of us are after. We want our keywords to draw traffic to our website or landing page, and then we want that traffic to convert by making a purchase or otherwise doing something specific like filling out a contact form, picking up the phone, or downloading something. In this case, long-tail or more specific keywords will likely work best for you.
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.
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.
Do you have any PPC best practices that you’re using thisyear to share? Let us know in the comment section below! And, if you’re looking for assistance creating an effective PPC strategy or executing an optimized campaign, look no further. Contact the expert PPC advertising team at SevenAtoms today for a free consultation and find out how we can help you maximize your marketing efforts.
With the constant stream of new betas, introduction of format changes (hello Expanded Text Ads!) and a multitude of new targeting methods such as tablet bid modifiers and demographic bidding for search, paid search marketing continues to become more and more complex. Gone are the days when running ad copy tests, adding negative keywords, performing bid adjustments, and launching more targeted ad groups was sufficient to drive account growth. Today’s paid search advertiser must choose from hundreds of available account optimization strategies.
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.
If your competitors are using a social network that you may not be on, it's worth learning more about how that platform may be able to help your business, too. To determine if a new social media platform is worth your time, check your competitor's engagement rates on those sites. First, visit the following sites to see if your competition has an account on these platforms:
HubSpot's marketing automation software has several tools just for this purpose.  The first is the HubSpot keyword tool, which allows you to keep track of keywords you're targeting. Once you've done your research and know which keywords are most likely to perform well, you can import those keywords into the tool. The tool will show you how you're currently ranking for those terms and whether your ranking is moving up or down over time. 

It's wonderful to deal with keywords that have 5,000 searches a day, or even 500 searches a day, but in reality, these popular search terms actually make up less than 30% of the searches performed on the web. The remaining 70% lie in what's called the "long tail" of search. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world's search volume.


For many of you reading this post, you may wonder why these other strategies exist at all. Shouldn’t people only be paying for clicks that directly impact their ability to generate revenue and ultimately profit? I struggled with this concept early in my career, but ultimately came to the conclusion that not every single marketing activity can be direct response.
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.
Once you have determined which keywords you should focus on, use them repeatedly in your content. Use an Excel sheet to keep an organized eye on your usage by tracking how many times you use each of your selected terms in your content. Why? The latest Google algorithm update is penalizing pages whose anchor text is over-optimized, and having an updated list of the terms you have already used will help you to vary them smartly.
When an ad mentions the target customer’s region or city, such as Chicago, this approach has proven to deliver a much better response rate than running a national campaign that doesn’t include a location. “It goes back to the messaging aspect,” Fritz explains. “Your geolocation ad targeting is much more effective. That’s because it connects more deeply with prospective customers than a generic advertisement. You are running a social advertisement that is very specific to someone in a particular place. This could be Cleveland, New York City, Miami, Dallas, Los Angeles, or whatever area you have targeted.”

Then, a few months ago, I was driving around town and the beloved Comedy Attic had a brand new LED Sign. A beautiful high-resolution digital sign manufactured by my client. I had a fangirl moment in my car upon recognizing my client’s name in small letters underneath the sign. Next call I had, I mentioned this moment to the client. I asked when that lead came in. The client looked up The Comedy Attic and divulged the sign was purchased in March 2018. The purchase came from a lead that came into the funnel in July 2016.
Competitor analysis is an essential component of corporate strategy.[3] It is argued that most firms do not conduct this type of analysis systematically enough[4]. Instead, many enterprises operate on what is called "informal impressions, conjectures, and intuition gained through the tidbits of information about competitors every manager continually receives." As a result, traditional environmental scanning places many firms at risk of dangerous competitive blindspots due to a lack of robust competitor analysis.[5]
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.
IP delivery for search engine optimization (SEO) is the method of delivering different content to search engine spiders (also known as robots and crawlers) than to human visitors. The determination if the visitor is a known search engine spider is done based on the IP address. SEOs compare the visitor's IP address with their list of IP addresses, which are known to be servers that are owned by a search engine and used to run their crawler applications (spiders). The delivery of different content to search engine spiders than to human visitors is called cloaking and is against most search engines' webmaster guidelines.[8][9][10]
In order to run a business smoothly, you need to do a lot of things. These things include doing a certain analysis. You forecast your profitability, decide what combination of resources to use, assign the work order to different employees and so on. The business does a SWOT analysis which is basically finding out the strengths and weaknesses of the company. It also manages to identify possible threats and opportunities the business might face due to external factors. Doing such things will help you to form a marketing strategy. With this strategy, you will look to run your business.
Geo-targeting refers to the ability for advertisers to place their marketing materials in a specific region or locale. In digital advertising specifically, geo-targeting is just one of many tweaks that an advertiser can make to ensure that its messages and ad campaigns reach a particular customer in a particular market. In addition to geo-targeting, online ads can be targeted by additional demographic information like age, gender, hobbies and so on.
…Well, this is a best practices post, right? It may seem obvious to use the highest converting ad formats in your PPC campaigns to boost their conversion rate, but many marketers don’t actually know what these optimized ads look like—nor that they can do the optimizing themselves even after their ads go live! In this next section, we’ll break down a few important ad formats and options that you should have on your radar and use to maximize your conversion potential:
If your competitors tend to blog three times a week compared to your one article every two weeks, it will be beneficial for your company to start generating more traffic to your site by blogging more frequently about relevant topics. Don't just blog because you want to add more content, it won't generate more traffic if the content your adding isn't remarkable.

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.
Here’s where artifacts like user personas may come in handy. A persona should clearly outline what potential customers want and how they plan to get it. It’s your job to map their needs to content you create, using the list of keywords as a guideline for topics. That said, since they’re based on assumptions and not real user input, personas shouldn’t be a replacement for user research and testing. If your buying cycle is long and complicated, a customer journey mapping exercise could also help you identify wants and needs during individual steps of the cycle. Software service Autopilot HQ has a great post about how to map content to customer needs throughout their journey. 
The first case is quite simple yet happens often. So for example, you have not sold tandem bikes for years (and had the word “tandem” in a negative list), then you started to sell them again. But your PPC specialist forgot to remove the word from negatives, and now you are left wondering why you are not getting any traffic for this keyword. To avoid this situation, check your negative keyword lists regularly and bring the relevant keywords back to life.

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:

If you have and use a smartphone, it’s possible for you to set location-based reminders for yourself, right now. You can, for example, tell your phone to alert you when you’re within range of the frame shop, so that new piece of art doesn’t become a six-month fixture in your trunk. Or, if you’ve attended a concert lately, and the band sends you a push notification to buy some gear while you’re in the venue, they’ve likely used geofencing.
6. Use social media to help provide context for user intent. Another important keyword strategy is to align your social media efforts, especially the “listening” part, to help provide context to your targeted keywords. I have outlined a few ways in this column to infer user intent by keyword but to see the search term used in a tweet or blog will provide a much better context to user intent and usage. You can gauge user wants, needs, and sentiment that will help you as you construct your landing pages with keyword-relevant content.

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.

City advertising[19] by advertising on web sites with extensive content related to particular cities. Such web sites can connect large city audiences with products/services for sale in those cities. Surfers searching for information about particular cities find adverts at such web sites as a result of city name related searches rather than product/service keyword searches. In this way businesses, e.g. shops, restaurants, can advertise and reach out to consumers located in the real-world localities of their product/service offerings.

Scanning competitor's ads can reveal much about what that competitor believes about marketing and their target market.[10] Changes in a competitor's advertising message can reveal new product offerings, new production processes, a new branding strategy, a new positioning strategy, a new segmentation strategy, line extensions and contractions, problems with previous positions, insights from recent marketing or product research, a new strategic direction, a new source of sustainable competitive advantage, or value migrations within the industry. It might also indicate a new pricing strategy such as penetration, price discrimination, price skimming, product bundling, joint product pricing, discounts, or loss leaders. It may also indicate a new promotion strategy such as push, pull, balanced, short term sales generation, long term image creation, informational, comparative, affective, reminder, new creative objectives, new unique selling proposition, new creative concepts, appeals, tone, and themes, or a new advertising agency. It might also indicate a new distribution strategy, new distribution partners, more extensive distribution, more intensive distribution, a change in geographical focus, or exclusive distribution. Similar techniques can be used by observing a competitor's search engine optimization targets and practices.[11] For example, by conducting keyword research, one may be able to determine a competitor's target market, keywords, or products. Other metrics allow for detection of a competitor's success.[12] Little of this intelligence is definitive: additional information is needed before conclusions should be drawn.
When an ad mentions the target customer’s region or city, such as Chicago, this approach has proven to deliver a much better response rate than running a national campaign that doesn’t include a location. “It goes back to the messaging aspect,” Fritz explains. “Your geolocation ad targeting is much more effective. That’s because it connects more deeply with prospective customers than a generic advertisement. You are running a social advertisement that is very specific to someone in a particular place. This could be Cleveland, New York City, Miami, Dallas, Los Angeles, or whatever area you have targeted.”
There are some general negative keywords that should be added to almost any campaign, such as “free”, “jobs” “training”, as people searching for these terms are not likely to be looking to buy your product. Keywords like “review” and “opinions” can also be useful, as they will reduce the number of window shoppers who aren’t necessarily looking to buy now. But you’ll also want to research negative keywords specific to your business or audience. For example, if you are an optometrist, you’ll want to use words like “wine”, as you aren’t looking for customers in search of “wine glasses.
SEOptimer is a free SEO Audit Tool that will perform a detailed SEO Analysis across 100 website data points, and provide clear and actionable recommendations for steps you can take to improve your online presence and ultimately rank better in Search Engine Results. SEOptimer is ideal for website owners, website designers and digital agencies who want to improve their own sites or theirs of their clients.
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