In the US, we have worked with a fast food chain to target consumers in a specific DMA with an ad campaign which directed the consumer to a promotional microsite, where they were able to select a mobile coupon to redeem in-store. In another campaign, a US hotel chain targeted selected states in the US where their brand is most popular, and where there is a high customer demand. The campaign enabled the client to connect geographically-targeted consumers with a direct call to action – in this case a click-to-call facility, offering a booking discount.
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.
PPC develops over time, because historical data feeds all future PPC marketing strategy decisions. On a going-forward basis, you must review campaign performance to know which campaigns, ad groups, ads, and keywords to pause; which keywords should be grouped into more tightly defined ad groups; and which existing campaigns, ad groups, ads, and keywords need to be tested and/or modified for improvement.
Now as searchers start to gather information, they begin to refine their search and start using more specific terms. Then finally they begin to use very specific terms. They have switched from information gathering to a transactional mode. If someone searches on the term “canon eos mark III,” what does that suggest about their intent? That they have done their research and are ready to buy. So do you send them to your home page? Absolutely not. You need to send them to your product page that has the product, its features, maybe related products, the price, and most importantly the “buy now” button. They don’t need more information; they’re probably price shopping and are looking for a trusted source with the best price.
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.
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.
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.
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.
12. 12 @peakaceag pa.ag „Oscars 2017“ vor der Gala (Mobile, US) #2 80 % Google Properties: Mehr als 4/5 der mobilen SERPs sind Inhalte, die Traffic für Google bedeuten 8 One-Box Integrationen Für mich ein absolutes Novum, noch nie so viele One-Boxes auf einmal … AMP doppelt vorhanden: Sowohl das News Carousel als auch Organic AMP’ed Nur noch 3x pure Organic … irgendwo ganz am Ende.
Um konkurrenzfähig zu bleiben, muss ein Sportler fitter sein als seine Mitstreiter - ein Unternehmen hingegen muss innovativer sein, mehr anbieten, Kundenwünsche besser erfüllen als seine Wettstreiter. In diesem Prozess ist vor allem eines wichtig: Der Blick nach rechts und links. Genau zu erforschen, was konkurrierende Unternehmen machen, passiert im Rahmen einer Wettbewerbsanalyse. Im Folgenden wird erläutert, worum es sich dabei handelt, welche Einblicke eine solche Analyse liefert und warum gerade digitale Marktforschung sich optimal eignet, um Konkurrenten systematisch zu durchleuchten.
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).
Advanced seo analyzer tool to give webmasters or bloggers an seo analysis on a page-by-page basis. This tool analyse the website social media ranking, site usability, online reputation, meta tags, keywords, and site speed. Examine your webpage and get your analysis report together with your rankings from this seo tool. Improve your web pages and increase your search engine ranking.
Beschränke dich auf fünf bis acht deiner engsten Konkurrenten und auf ebenso viele Merkmale. Wenn du Branchen- oder Marktberichte liest, dann wähle dir die zwei aus, die dir besonders interessant erscheinen, und ignoriere den Rest. Dein Ziel ist es nicht, alles über deinen Zielmarkt zu erfahren, sondern zu erkennen, wie die Wettbewerbssituation beschaffen ist, welche Chancen und Risiken sich für dich ergeben und mit welcher Vorgehensweise du dich am besten behaupten kannst.
Beyond just reminding your viewers to engage with your videos, another way to boost these numbers is to treat your YouTube comment section as a key place to engage with your future and current customers. If you do get comments, make sure to reply in a timely manner to show people that you’re walking the walk, and that you really do want to hear from them. They’re more likely to comment on your next video if they know you read and reply.
Keyword research is a time consuming and continuous activity. Create your list of core keywords at the time of campaign planning and you should constantly refine and expand your keyword list for long-tail, low cost and highly relevant keywords. Another important step in keyword research is to review high cost, under performing keywords. Remove these keywords from your list.
Using negative keywords in PPC campaigns is an often overlooked but highly effective strategy. These are keywords that you add to your campaign that you don’t want to target. Adding negative keywords will let Google know that it should not show your campaigns in searches that include these words. This is a crucial step in order to make sure that you don’t waste money by displaying your ad for irrelevant searches.
I’m sure you can guess my answer to this: it depends! It depends on how much margin you have to devote to advertising, how much you are willing to invest on a listing for the long-term, how the paid traffic converts to sales on your ad, and much more. However, as long as you are acquiring customers profitably, it absolutely makes sense to continue your ad spend to infinity. Seriously, I would trade a one dollar bill for a two dollar bill any day of the week! For this reason, I think it is more helpful to think of your advertising spend on a per-unit basis as opposed to evaluating your spend on based on an overall budget.
16. 16 @peakaceag pa.ag Was ist das Google Live-Label? Seit Oktober 2015 als fortwährender Test in den mobilen SERPs vorhanden! Basiert nicht auf strukturierten Daten (á la Schema.org), sondern wird geparsed. Quelle: https://www.seroundtable.com/google-live-label-in-search-results-21010.html “Google is constantly testing, but I’d be surprised if this live label sticks and gets past the tests.” Barry Schwartz seroundtable.com
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
Probieren Sie allgemein gehaltene Keywords aus, um herauszufinden, womit Sie die besten Ergebnisse erzielen. Auch allgemeine Keywords sollten immer möglichst relevant für Ihre Anzeigen und Ihre Website sein. Vermeiden Sie jedoch identische Keywords in Ihrem Konto, da von Google immer nur eine Anzeige pro Werbetreibendem und Keyword ausgeliefert wird.
Every business can benefit from attracting higher value customers. Whether you’re a real estate company looking for high net worth individuals looking to buy property or a B2B SaaS company looking for a higher average revenue per user (ARPU), attracting customers who will pay you more than others is a powerful way to amplify the growth of your business.
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.
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.
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Es gibt kostenlose Tools, die Sie bei der Recherche unterstützen, wenn Sie eine Konkurrenzanalyse erstellen. So erhalten Sie mit Google Alerts E-Mail-Benachrichtigungen über neue Internet-Veröffentlichungen zu bestimmten Stichworten, etwa über Ihre Wettbewerber. Mit der Facebook-Funktion „Seite im Auge behalten“ beobachten Sie die Facebook-Seiten Ihrer Konkurrenten und erhalten statistische Auswertungen.
1. Bedrohung durch neue Wettbewerber: Neue Wettbewerber erhöhen den Druck auf bereits bestehende Unternehmen auf dem Markt. Je niedriger die Markteintrittsbarrieren, desto leichter können neue Wettbewerber sich auf dem Markt positionieren. Für Sie als Gründer ist es deshalb wichtig, die Eintrittsbarrieren genau zu studieren, um so die Gefahr durch neue Konkurrenten einschätzen zu können.
The answers remain to be seen, but there’s one no brainer in all of this; one best practice that can dictate any brand’s choices around location-based marketing: ask your users. Explain why you want to target them, tell them how you plan to use their data, and make some commitments about how you won’t use it. Ask for feedback via quick polls, or consider doing some market research on your audience. See what your users most want. Then respect that.
Increasing smartphone penetration will create the scale required to drive geo-location business models forward, and kick-start advertiser spend in a big way. And major infrastructure developments within NFC and mobile payments will also help demand for geo-targeted advertising to surge by closing the loop and facilitating the entire process, from ad view to final purchase, to be conducted on a mobile phone.
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.
Either way, for the third time, thank you, Chandan. I tend to start my analysis (my own website or that of competition) using something simpler (like http://geekreport.stream or the tool I mentioned before that was flagged for some reason). It gives a lot of technical data quickly, so long as you can decipher it and draw some conclusions. And, naturally, take some of it with a grain of salt. But once that is done, your list is the obvious next step into in-depth analysis.