Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful Google Ads advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.
Some websites regard visitors in different ways. For example, blogs are not as concerned with their visitor type, so long as they are drawing in visitors. In short, having an audience matters more than who makes up the audience. A business website, on the other hand, is looking for a certain type of traffic. This traffic should come from your target market. To make this happen, creating a keyword theme is necessary.

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:


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.
Truly awesome stuff Zee! For those involved in doing competitive analysis for Local SEO, I would also add GMB Completion/Optimization, and NAP Profile Quantitiy/Quality (which can be checked via MozLocal and Majestic SEO). The conversion part of your analysis that you laid out is especially important in my opinion. Thank you for writing and sharing your insight!
Geolocation technology can also be used for planning virtual events or experiences that combine physical and virtual or augmented reality. For example, the Pokémon GO game was able to parlay geolocation into a great success. Advertisers can use the same strategy to develop virtual experiences around a brand or product. This can involve using geolocation at events to track attendees and deliver specific information that enhances their overall experience.

Region-specific marketing is currently utilized in a variety of marketing campaigns. A fairly basic marketing concept can be used, but it is presented to a location or market that has shown a demand for that specific product or service. This can be a certain State, City, neighborhood or even a specific building. Programs like Google Adwords lets you target these specific locations and tailor your marketing. On a more broad scale, you can target a certain demographic based on their language.

Example 2: If your goal is B2B marketing and relations, your keyword(s) should have a revenue spin. For example, if your business sells software for eCommerce, your keywords would focus on that. Your concept might sound something like this: “the best software for B2B marketing and eCommerce.” You would then create a keyword theme around this concept, leading to use of the keyword or phrase for B2B SEO. This specific keyword concept is more likely to attract your target audience of B2B marketers and companies.

Need some keyword strategy help while actually creating your posts? If you use WordPress to manage your site content, the Yoast SEO plugin analyzes each post and offers suggestions for improving page content as you prepare your post for publishing. While it’s not a silver bullet that will guarantee good results, it does offer helpful tips for improving your post once it’s in WordPress.
Don’t forget, content marketing should be customer-centric. One of the best ways to know what content you should create is to find out from your customers. There are a number of ways to go about asking, whether it’s through customer surveys, social media, or just giving them a phone call. Listen to what they have to say, and jot down some unique ideas or suggestions that you might have missed yourself. Sometimes their responses can really surprise you!
Geographic targeting allows your ads to appear in the locations that you choose: country, city, areas within a country or city, a radius around a location, or location groups. Geo targeting helps you focus your ad campaign on the locations where you’ll find the right customers, and restrict it in locations where you don’t, which could help increase your ROI. Right geographic region can significantly help you optimize your campaign for better results. Identify countries, states, regions, or areas where your ad campaign can perform well.

Unfortunately, whilst digital marketing provides these tools, most advertisers still find themselves in a situation where they don’t know what is working. The ubiquity of search engines in our modern lives has led advertisers to skip straight past considerations for strategy, planning, and measurement and dive straight into tactical marketing efforts like Pay-Per-Click and SEO, where they are as equally unsure if their efforts are delivering a meaningful return for their business.
Sales BrochuresSales brochures provide a wealth of product information. You can learn how your competitor is positioning their product and company and what features and benefits they're using to sell their product. Try to obtain all new sales brochures and literature your competitor publishes. Significant changes in the content will indicate that new strategies are being employed.  
Here’s how it works: Every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee. (That’s why it’s called “pay per click.”) When your PPC campaign is well-designed and running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it. For example, if you pay $10 for a click, but the click results in a $300 sale, then using PPC is a no-brainer.
HubSpot also has a campaign tool that allows you to associate keyword phrases, related blog posts, emails and landing pages with a particular campaign so you can get a better idea of the overall performance. If a particular set of keywords doesn't seem to be bringing in new site visits or converting leads to customers, it might be time to search for alternatives.  
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.
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As a start-up, you likely have a lot of competition in your industry. This means that you need to stay organised in order to keep ahead of the curve. By being more organised, you will be able to meet client briefs on time and keep to your schedule. Organisation is important for your start-up because it saves you time, stops you from procrastinating and keeps your employees on track. With improved customer service due to your efficiency, you will soon find your business growing in leaps and bounds.
Geo-Targeting allows you to run different campaigns in different locations. Your ads might be served all over the world and vary in their marketing message according to the segment and audience that you approach. Is the marketing message on your site the same as the geo-targeted ad? Experiment with sending traffic from a geo-targeted banner to a geo-targeted landing page (in language, currency, offer, etc) and to a generic page – what converts better?
Repeat this exercise for as many topic buckets as you have. And remember, if you're having trouble coming up with relevant search terms, you can always head on over to your employees on the front lines -- like Sales or Services -- and ask them what types of terms their prospects and customers use, or common questions they have. Those are often great starting points for keyword research.
Along with understanding how your potential customers are searching for your company and/or product online, you also need to decide what part of the sales process you want to target. Are you looking to start a prospecting campaign that attracts users at the very beginning of the process, and then convert them later via email marketing or retargeting? Or do you want your website to be shown in front of in-market searchers who are looking to buy right away?
Then, within your campaigns, you will have your ad groups. Ad groups should be formed based on themes of keywords. For example, all keywords that relate to dark chocolate could go into one ad group (ie. Dark chocolate bars, dark chocolate for sale online, best dark chocolate shops, where to buy dark chocolate, dark chocolate with almonds etc.). Again, keep your ad groups to a minimum when you are starting. You don’t need more than 6-8 ads within each campaign. Try to limit the amount of keywords per ad group to 10 to 20 per ad group. The keywords will be the trigger for the PPC ads that will appear in searches containing those words.
And so on and so on. The point of this step isn't to come up with your final list of keyword phrases -- you just want to end up with a brain dump of phrases you think potential customers might use to search for content related to that particular topic bucket. We'll narrow the lists down later in the process so you don't have something too unwieldy.
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.
Beacons are little physical objects (under two square inches, in most cases) that can be placed in desired locations. Their sole purpose is to detect you, or more specifically, your device, as you move into their range. The beacons themselves don’t send content. Like geofencing, a signal is triggered when you’re near one, and a server sends a push, text, in-app message, or even an email (though currently, that’s a less likely application for beacons).
The central idea behind geotargeting is that understanding a consumers real-time — or past —location helps marketers achieve the holy grail of delivering the “right message at the right time.” In a simple example, an adult customer visiting car dealerships is likely interested in buying a car, and serving a local Honda ad to this customer more likely to be successful.

Some examples of typical insights from this document would be the average number of referring domains that our competitors have and how that relates to our own backlink profile. If we are ahead of our competitors regarding backlinks, content creation might be the focal point of the campaign. If we are behind our competitors in regards to backlinks, we know that we need to start a link building campaign as soon as possible.
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