Wird eine Marketingkampagne auf einem Alleinstellungsmerkmal aufgebaut, so wird hierdurch die Grundlage einer Identifikation des Kunden mit der Leistung geschaffen. Dem Marketing kommt somit die Aufgabe zu, das Alleinstellungsmerkmal des beworbenen Produktes zielgruppengerecht zu ermitteln und herauszustellen. Diese Vorgehensweise ist vor allem in den frühen Lebensphasen eines Produktes wirksam, so lange das herausragende Leistungsmerkmal noch nicht von der Konkurrenz aufgegriffen und in vergleichbarer Weise angeboten wird.
The same goes for PPC advertising. Potential customers who are targeted with your PPC ads don’t care about your need to fill your pipeline or your salespeople’s need to meet their quota—the truth is they only care about what’s in it for themselves. Cater to this by crafting your ad copy in the second person, keeping the importance on the consumer and not on your company.

Abhängig von Märkten und Branchen hat die Wettbewerbsanalyse einen erheblichen Einfluss auf Entscheidungen. In Branchen, in denen Investitionen für Produktionsmittel erheblich sind und gleichzeitig wesentliche Einflüsse auf die Angebotsseite ausüben (vergl. Überkapazitäten in der Branchenstrukturanalyse), ist die sorgfältige Abwägung der Wirkung einer Investition auf den Gesamtmarkt genau so wichtig wie die Betrachtung der Finanzierung; typische Beispiele finden sich bei Erdöl-Raffinerien, Automobilunternehmen, Werften und vielen anderen mehr. In all diesen Branchen fahren Unternehmen bei sinkender Auslastung früh Verluste ein, da der Fixkostenanteil sehr hoch ist und nicht zeitnah an die neue Situation angepasst werden kann. Anpassungen der Kapazitäten an steigenden Bedarf erfordern aber teilweise sehr kostspielige Investitionen und verursachen häufig ein Überangebot innerhalb der Branche. Führen zwei Unternehmen in solchen Industrien gleichzeitig gleichartige Maßnahmen aus, so führt dies schnell zu einem Preiskrieg, der die gesamte Branche schädigen kann.


Hi Ines! Was just going to come up with a reply for you and came across a new article on SELand: https://searchengineland.com/how-to-use-if-functions-to-speak-to-different-audiences-304836 explaining a useful technique for testing mobile-specific ad copy. I hope you'll find it useful! The only thing I would add is that you should have a decent amount of traffic to your landing page in order to get meaningful results. Good luck :)
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.
Use the Keyword Planner to flag any terms on your list that have way too little (or way too much) search volume, and don't help you maintain a healthy mix like we talked about above. But before you delete anything, check out their trend history and projections in Google Trends. You can see whether, say, some low-volume terms might actually be something you should invest in now -- and reap the benefits for later.

Understanding the balance of terms that might be a little more difficult due to competition, versus those terms that are a little more realistic, will help you maintain a similar balance that the mix of long-tail and head terms allows. Remember, the goal is to end up with a list of keywords that provide some quick wins but also helps you make progress toward bigger, more challenging SEO goals.
Finally, some strategies will drive both efficiency and growth within an account. For example, concluding an ad copy test based on CTR, conversion rate, or conversion per impression can increase revenue and improve ROI. However, these strategies typically show incremental long-term improvements, and are less likely to ramp revenue or improve ROAS in the short-term.
Für ein Schuhgeschäft können Sie beispielsweise zwei verschiedene Anzeigengruppen für Laufschuhe und für elegante Schuhe erstellen. Ihre Anzeigengruppe für Laufschuhe könnte dann Anzeigen mit Keywords wie "laufschuhe" und "joggingschuhe" enthalten. Die Anzeigengruppe für elegante Mode hingegen könnte Keywords wie "pumps" und "elegante schuhe" umfassen.

MasterCard ist eine eingetragene Marke von MasterCard International Incorporated. Die Karte wird von Wirecard Card Solutions Ltd. (WDCS) gemäß der Lizenz von MasterCard International Inc. ausgestellt. WDCS ist von der Financial Conduct Authority (UK) zur Durchführung von „Electronic Money Service Activities” gemäß der Electronic-Money-Regulierung 2011 (Ref: 900051) autorisiert.
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What’s the difference between your brand and your keywords? Are you using both effectively? Your brand is one of your most important keywords, but it shouldn’t be your only keyword, nor should you have lots of keywords but no brand. There should be a keyword strategy behind the keywords you pick. This post highlights the why of that and explains the basis of the how, then points you to several useful posts for the how.
Mit relevanten Suchmaschinen sind nicht nur Google oder Bing gemeint. Neben dem “Hauptindex” von Google können auch vertikale Suchdienste, wie Google News, Google Bilder oder Google Maps (Local SEO) relevant sein. Aber auch Suchsysteme, wie die Optimierung für Amazon (Amazon SEO), jameda, Monster, Slideshare oder Youtube oder Stepstone können für die Suchmaschinenoptimierung von Bedeutung sein.
Device targeting is important nowadays since most of the users are using mobile devices to browse the web. Use device targeting to reach your best customers on any device. With device targeting, you can customize your ads for different mobile devices and operating systems. This way you can target people who are online on mobile devices or using different operating systems.
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 can mean simply using pictures from the surrounding area or structuring the landing page around a theme that is relevant. A great example of this is Grubhub. If you access their site from Boston, you get completely different suggestions and images than you do if you access it from San Francisco. Not only does this engage the user on a personal level, it also draws them in to the page, keeping them clicking for longer.
Volume. The number of searches for that phrase each month. What's a decent volume? It depends on your industry. If you're in a niche industry, like compliance, 100 monthly searches might be as good as it gets.  If you offer something with more broad appeal, like furniture, you could expect to see hundreds of thousands of searches each month. Whatever the case, aim for higher volumes, but know that the higher the volume, the more difficult it will likely be to stand out among your competitors. Which brings us to the next number...
Understanding which websites already rank for your keyword gives you valuable insight into the competition, and also how hard it will be to rank for the given term. Are there search advertisements running along the top and right-hand side of the organic results? Typically, many search ads means a high-value keyword, and multiple search ads above the organic results often means a highly lucrative and directly conversion-prone keyword.
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.
In order to develop the best recommendations for actions regarding your internet strategy, specialists from the specific fields business economics (strategy, marketing), communications, design, web programming and search engine optimization work together and use applied analysis methods from the corporate analysis, market and competitive analysis (selected competitors), marketing research, market observation and competitive intelligence, media analysis and internet marketing analysis (incl. keyword analyses, internet market competition analyses). mediadefine.com
Understanding the balance of terms that might be a little more difficult due to competition, versus those terms that are a little more realistic, will help you maintain a similar balance that the mix of long-tail and head terms allows. Remember, the goal is to end up with a list of keywords that provide some quick wins but also helps you make progress toward bigger, more challenging SEO goals.

A well timed, geo-targeted popup or sticky bar can get your message in front of the people who will care most about your event. When you tailor event messages to your visitor’s location, you can include a more precise value prop. Targeting locals? Remind them how cost effective it is since they don’t have to travel. Targeting neighbors in a nearby state? Remind them that your conference can be a mini-vacation complete with conference-exclusive hotel discounts.
Auf dem Markt gibt es eine Vielzahl an Wettbewerbsanalyse-Tools und jedes kann Insights zu seiner eigenen speziellen Nische liefern. Wir haben eine Liste an Tools aus verschiedenen Bereichen erstellt, von Paid Advertising bis zu Email Marketing. Sie müssen nur vor der Auswahl entscheiden, welchen Bereich Sie in der Wettbewerbslandschaft näher untersuchen möchten.
Für Gründer ist die Wettbewerbsanalyse unverzichtbar und deshalb auch Bestandteil des Businessplans, speziell des Markt- bzw. Marketingplans. Den Businessplan brauchen Sie, wenn Sie Fördermittel beantragen, einen Kredit benötigen oder Investoren überzeugen möchten. Unabhängig davon sind die im Businessplan enthaltenen Analysen und Überlegungen wichtige Grundlagen für den Erfolg Ihres Unternehmens.
For example, a coffee shop can set a 1-mile perimeter around its store and reach any user within that radius. Or, it could set a 3-mile perimeter around a nearby office complex to reach users that may be looking for somewhere to grab coffee before going into work. You can also try geo-conquesting, which targets customers around a competitor’s location.
9. 9 @peakaceag pa.ag Wenn Google den Traffic selbst behält… Thanks to Aaron Chronister - Director, Audience Development @ CBS Interactive CBS rankte den ganzen Tag über auf Platz #1 und #2 für News und Organic. Ab 14:00 EST übernahm Google die Suchergebnisse mit ihrem eigenen Wahlergebnisblock. Der Traffic nahm ab da stündlich um einige Millionen Besucher ab. Der 2. Ausschlag zeigt den Zeitpunkt an, ab dem die offiziellen Ergebnisse eintrafen. Die Zahl der Suchanfragen stieg wieder an, aber nicht so stark, dass wir die früheren Ergebnisse (#1 und #2) erreichen konnten.
Hi Ines! Was just going to come up with a reply for you and came across a new article on SELand: https://searchengineland.com/how-to-use-if-functions-to-speak-to-different-audiences-304836 explaining a useful technique for testing mobile-specific ad copy. I hope you'll find it useful! The only thing I would add is that you should have a decent amount of traffic to your landing page in order to get meaningful results. Good luck :)
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.
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.
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.
If not, you’ll need to determine how close to being profitable you are. If it would only take one or two more sales or leads to turn a profit, it’s time to start optimizing your PPC campaign so you can cross that threshold sooner rather than later. Start adjusting your landing page (perhaps with the help of A/B testing), your ad text, and your keyword strategy until you find a winning combination.
Die Wettbewerbsanalyse sollte ein Hauptbestandteil für jeden Businessplan sein, da sie einem Unternehmen nicht nur eine bessere Positionierung im Markt und die Weiterentwicklung der Marketing-Strategie, sondern auch die Vorhersage gewisser künftiger Ergebnisse ermöglicht. Eine gute Wettbewerbsanalyse beansprucht zwar viel Zeit und Anstrengung, bietet Unternehmen aber langfristig gesehen Vorteile.
Weitere Unterstützung zum besseren Verständnis für Suchmaschinenoptimierung findet sich auch in der Informationsarchitektur, die hilft besser zu verstehen, welche Erwartungen Nutzer an Eure Webseiten haben. In der folgenden Grafik findet Ihr wichtige Elemente aus der Informationsarchitektur und über welche Massnahme man hier auch zu einer Verbesserung der Nutzererfahrung kommt.
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