The benefit of clearly describing a strategy for your PPC campaign is that it can inform the creative, particularly when it comes to building PPC adverts with our various elements: header, ad copy, ad extensions – where does everything go? Great advertising is built on great creative, so spend as much time crafting solid messages as you do on the strategic elements of the campaign. This chapter looks at how you can craft the best ad creative to communicate your message.

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:
Kompyte – Vergleichen Sie Traffic, Referrals, Besucherverhalten, Schlüsselwörter, Suchrankings, Paid Ads und Seitenvergleiche mit Sozialen Metriken. Bleiben Sie auf dem Laufenden über die Emails von Wettbewerbern. Sie können Wettbewerber, die Sie untersuchen möchten, angeben oder Kompyte schlägt, basierend auf Ihren Schlagwörtern, die Sie tracken, welche vor. Das Tool kann 14 Tage lang kostenlos getestet werden. Die Preise starten bei 95 Dollar/Monat.
PPC thrives when decisions are based on the most complete and accurate view available. For lead gen, as well as ecommerce accounts, this may require additional effort and data not always readily available. But if you have access to revenue data, I hope that this post has given you some ideas about how it can be used to strengthen your PPC strategy and tactics. And if you don’t have direct access to revenue data, that is a conversation you may want to get started. Having concrete examples (like those above) of the potential value of that information is a good place to start.
For example, say you run your own B2B marketing agency. If you’re advertising high-level digital marketing services, you want to make sure that the traffic you get from PPC campaigns only includes quality leads. Using negative keywords like “free” and “cheap” will help you avoid people who are not looking to pay for marketing services. If you only work with clients in the United States, you could also use location-based negative keywords. For example, to avoid keywords like “B2B marketing services in Russia” you could add “Russia” as a negative keyword.
We must clearly identify our objectives for the campaign and tie the campaign objectives to business objectives. Your objectives could include raising awareness, increasing engagement, generating conversions, and customer retention. Your objectives will need to be tailored to your specific business and you will want to map your objectives to a typical marketing funnel. This chapter highlights how to identify your objectives to measure success.
When they started to open these “stores”, it didn’t make sense to advertise to everyone because not everyone would be near the pop-up stores. So instead, they only advertised within a small radius of their shop. By using geo-targeting to drive traffic to their shops, they were able to save money and resources while still achieving success in their pop-up shops.
As I hope I’ve illustrated, in the golden age of martech, it’s time to stop squandering valuable website visits on impersonal, generic experiences. You can now leverage useful information about where your visitors are coming from and, by extension, come up with creative offers that will be relevant for them. Small details significantly enhance customer experience, and I hope you can use the above three examples as a springboard for some experiments of your own.

So how is geo-targeting different? Geo-targeting refers to delivering ads to people meeting a specific targeting criteria and who enter inside of a defined radius using the same geo-fencing location technology. The key difference is geo-targeting hones in on specific consumer targeting criteria like demographics, behaviors, interests, as well as where the person is located.  You often need bigger geos to do this since you are not showing the ads to EVERYONE inside the geo-fence, they must also meet the targeting criteria.
Welche Kriterien Sie für Ihre Wettbewerbsanalyse heranziehen möchten, hängt von Ihrer Branche und der Wettbewerbssituation ab. Beschränken Sie sich allerdings ausschließlich auf jene Merkmale, die für Sie relevant sind, sonst entsteht schließlich ein unüberblickbarer Datenwust, den Sie nur schwer auswerten können. Die folgende Tabelle zeigt Ihnen, welche Kriterien Sie erfassen könnten:
Mobile ad marketplaces like Adfonic enable advertisers to target consumers at local levels across mobile sites and apps, with exceptional geographic precision. At Adfonic, we currently support real-time, geo-targeted ads in the UK, to postal town level, and in the US, to state and Nielsen DMA (Designated Marketing Area) level; A DMA is roughly equivalent to a city and its suburbs. Advertisers determine which geographic regions they want to target, and our platform then determines in real time which ad campaigns a user should be served, by identifying their physical location.
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.
Um Ihre Wettbewerbsanalyse durchführen zu können, brauchen Sie natürlich „Untersuchungsgegenstände“. Dies sind Ihre engsten Konkurrenten. Normalerweise reicht es aus, sich dabei auf die Top 3  bis Top 7 zu beschränken. Wenn Sie Ihre direkten Konkurrenten ermitteln, erhalten sie Antworten auf die Fragen „Welche Marktstellung hat der betrachtete Konkurrent?“ bzw. „Wer ist Marktführer?“ Benennen Sie nun die Ihren Recherchen zufolge engsten Mitstreiter, indem Sie:

Damit hat sie automatisch alles richtig gemacht. Das Ziel einer Wettbewerbsuntersuchung ist es nämlich nicht, den Bankberater davon zu überzeugen, wie rosig die Erfolgsaussichten des eigenen Unternehmens sein werden, sondern sich selbst – in Abgrenzung zu den bestehenden Angeboten – am Markt zu positionieren. Im Unterschied zur Marktanalyse, die viel zahlenlastiger ist und in der es darum geht, wie groß der Zielmarkt ist, wie er sich entwickelt, wie viel Umsatz gemacht wird und wie viele Unternehmen es gibt, beschreibt die Wettbewerbsanalyse, wie diese Unternehmen agieren. Welche strategischen Ziele verfolgen sie? Wie treten sie auf?
Dank der wertvollen Unterstützung von Indexlift sind unsere Online Redakteure für das Thema SEO sensibilisiert. Sie wissen nun, worauf sie in ihrer täglichen Arbeit achten sollten, um in erster Linie unserer jungen Zielgruppe aber auch Suchmaschinen lesenswerte Inhalte bestmöglich im Internet zu präsentieren. Wir greifen regelmäßig auf die Expertise von Indexlift zurück, um in Sachen SEO auf dem aktuellen Stand zu sein.
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.
Overall score: Finally, you simply add up the scores and divide by the number of columns you have. This will give you an overall score. Then you can sort your keyword list by overall score and voilà, your keywords that are likely to perform the best for you bubble up to the top. You can weight each column if you like based on which factors are most important to you.
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.
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.
Dmitry single-handedly grew a startup from zero to 40 million page views through PR & SEO and got acquired by Google. He has translated his know-how into an SEO and PR coaching program PRThatConverts and a 'PR on a shoestring' pitching service and software JustReachOut which is used by 4,000+ professionals and entrepreneurs to pitch relevant influencers and bloggers to get featured in press every single day. In his spare time he writes about SEO and PR on his blog CriminallyProlific.
Choosing landing pages for your keywords is an important element of your keyword strategy, and can be critical for both your SEO and your user experience. Look at it this way: When you click through to a site that really isn’t relevant to your search, what do you do? You most likely leave that page after a few seconds and likely won’t consider it in the future. So having poorly optimized landing pages can cost you sales. But they’ll also damage your SEO efforts, making it hard to rank.
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.
This chapter will discuss how to best structure your campaign within Google AdWords. These basic building blocks are campaigns and ad groups contained within those campaigns. How you structure this will depend upon your business and marketing and the main takeaway here is that there is no single way to structure a campaign. Just be mindful of what matters when it comes to advertising and measuring the results of your campaign.
Working in an industry with variable revenue-per-lead, and not having direct access to that client’s revenue data, I was surprised during an EOY debriefing to learn that PPC saw a 500% ROI in the previous year. Meanwhile, I had spent months stressing about a climbing CPA and shifting conversion rates. This revelation instigated a deeper conversation about ROI and opened the door to request data about lead quality on an ongoing basis.
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.
The second is mobile couponing, which is being driven forward by players like Groupon, LivingSocial and Amazon. By clicking on a mobile banner, consumers can redeem coupons in-store at point of sale. Advertisers can target their campaigns to appear on the devices of any consumer browsing a mobile site or app within a given distance of one of their outlets.
However, if “cheap renters insurance” doesn’t match your brand, then don’t use a phrase with higher search volume just to get more traffic. You want to attract more qualified leads not just more traffic. If your page more accurately matches a searcher’s intent, lower search volume could actually provide a higher number of qualified leads even though it may not generate as much overall traffic. In other words, if a keyword or search term doesn’t match your brand standards, don’t optimize for it, no matter how much traffic it could potentially drive.
In the last year, Google and Bing have both indicated a shift to entity-based search results as part of their evolution. Google has unscored this point with rich snippets and Knowledge Graph, and Bing has now upped the ante on personal search results with Bing Snapshots. Find out how you can adopt strategies to stay ahead of the curve in the new world of semantic search results.
When running manual campaigns, there’s a few tricks you can use to get the most out of them. One tactic I like to use is to set up adgroups for the same group of keywords for each match type. So I would create three adgroups with the same keywords each with a different match type. Then over time, I can see which keywords perform best using which match types, and optimize accordingly.
Wenn du hierüber genügend Informationen besitzt, kannst du dich mit der Entwicklung von eigenen Strategien für den Wettbewerb beschäftigen – indem du neben dem Status quo auf deinem Markt, der sich mit objektiven Daten beschreiben lässt, die Strategien deiner Wettbewerber untersuchst. Auf diese Strategien musst du reagieren. Das kannst du aber nur, wenn du über die Strategien deiner Mitbewerber informiert bist.
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.
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.
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.
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Welche Kriterien Sie für Ihre Wettbewerbsanalyse heranziehen möchten, hängt von Ihrer Branche und der Wettbewerbssituation ab. Beschränken Sie sich allerdings ausschließlich auf jene Merkmale, die für Sie relevant sind, sonst entsteht schließlich ein unüberblickbarer Datenwust, den Sie nur schwer auswerten können. Die folgende Tabelle zeigt Ihnen, welche Kriterien Sie erfassen könnten:
Christopher Pappas is the founder of eLearning Industry, the largest online community of eLearning professionals in the world. Christopher established the company as a safe online community for eLearning professionals and instructional designers to connect and share their knowledge. Christopher holds an MBA and a Master of Education from Bowling Green State University. Connect with him on Twitter.
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.
After a week or so, you should be able to identify which keywords convert to sales, and at what ACoS. You will want to scan through the keywords and slowly reduce the bids or pause keywords that have an ACoS that is higher than your threshold–for Jungle Stix that threshold is 33% ACoS. By the same token, you will want to identify any keywords that are below your ACoS and you can think about increasing the bid so that your ad will appear more frequently for that converting keyword.
3. Mapping keywords to the right landing pages. One way to insure you get the best results from your keyword campaigns is to make sure there is very high relevance between the keywords you use and the associated landing pages. This is a very important principle. What happens when you click on an organic listing or a PPC add from a SERP (search engine results page) and the content has little to zero keywords on that page that you used to search on? Right, you bolt and head back and click on another link. Make sure your landing pages are optimized to handle your keyword traffic to make them relevant.

Best used to reach users who: live or move about in a certain area, for whom you have other data like preferences or demographic info	Best used to find users who: are nearby your store, venue, or service; users who are in your parking lot, or entering a mall, for example	 Best used to reach users who: are in a certain aisle of your store; who are on a certain bus or train; who are moving through a space like a museum

In reality, even profitability focused campaigns will have limits when it comes to budget, so our focus is often maximizing profitability within the budget we have allotted. This can mean bringing in fewer conversions at a lower cost per acquisition (CPA) and eliminating elements of campaigns that are under performing compared to your acceptable conversion goal. Mining search query reports, establishing negative keywords, bidding down on keywords with high CPA’s or no conversions are all techniques we employ in order to maximize our profitability within the parameters given.
Hi. I have a question in regards to what is the optimal ‘amount of keywords’ for a PPC campaign? I have list of about 850, so I am unsure if I should put all of them in each category (ie Broad, Phrase & Exact), or should it only be 100 or so? I have gone through each an every one and they are relevant to my product, so would be interested to hear others thoughts on this. Thanks.

Even more specifically, I’m talking about Google AdWords—the major player in this space—and Bing Ads, the next largest network of its type, which also handles PPC ads on Yahoo. AdWords and Bing Ads operate so similarly that the differences between them won’t affect the advice in this post. For practical purposes, when you’re just starting out, you can think of Bing Ads as a mini AdWords: smaller in terms of traffic but also in terms of cost, which can be appealing.


Unternehmen sind oftmals der Meinung ihre Wettbewerber bereits bestens zu kennen und einschätzen zu können. Dabei basieren diese Annahmen jedoch häufig auf persönlichen Eindrücken, Annahmen und oberflächlichen Informationen und entsprechen somit selten dem tatsächlichen Bild. Dies kann dazu führen, dass die Konkurrenten bereits klammheimlich am eigenen Unternehmen vorbeiziehen ohne bemerkt zu werden. Gründerszene erklärt, wie die optimale Wettbewerbsanalyse aussieht.
Once your campaign is established you must review the analytics data and look for ways to optimise the campaign. Setting clear goals and measurements are absolutely critical to allow the campaign to be reviewed against each stated goal, in which you will consider ad performance, keyword performance, ad placement performance, campaign structure, and campaign targeting. This chapter highlights how to analyse and optimise your PPC campaign for success.

Below, you can find our suggested stages for implementing your keyword strategy, specifically if you are trying to get a newer business with a branded service / product to rank higher in an industry with competitors who have already established a presence in the main search engines. We leave it up to you to decide when it is best to move to each stage. In our opinion, what works for SMEs that need to boost their presence on the web is to develop a keyword strategy that starts out general, without worrying too much about competitors. This strategy can then evolve over time to include more and more branded keywords as well as aiming for some SERPs of better-known competitors.
According to Lathan Fritz, founder of Amerisales, geotargeting doesn’t have to mean getting down to the local level. Larger companies can use geotargeting on a regional basis to locate specific audiences for their marketing campaigns. He knows this firsthand from helping one of his clients, an e-commerce company that sells shipping supplies. Fritz’s company conducts national campaigns for this client, ranking it for search engine optimization terms in Google and running national Facebook campaigns.
Am Ende der Einzelbetrachtungen Ihrer engsten Konkurrenten stehen Sie natürlich vor einer Vielzahl von Informationen, die Sie nun in eine Form gießen und auswerten müssen. Betrachten Sie die Ergebnisse deshalb immer in Bezug auf Ihr eingangs definiertes Ziel und beginnen Sie, Schlussfolgerungen anzustellen (aus denen sich später Handlungsempfehlungen ableiten lassen). Gehen Sie dabei nach einem Schema vor, das zu Ihrer Zielstellung passt. Sind Sie zum Beispiel Gründer und wissen überhaupt noch nicht genau, wo Sie im Markt überhaupt stehen (werden), empfiehlt sich der Ansatz des deutschen Hochschullehrers Edmund Heinen. Er schlug vor, die Konkurrenz anhand dreier Grundfragen zu durchleuchten, um sie besser im Wettbewerbsgefüge einordnen zu können und daraus Rückschlüsse auf die eigene Strategie zu ziehen:
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.

Holvi Payment Services Oy wird von der Finnischen Finanzaufsichtsbehörde „FIN-FSA“ als autorisiertes Zahlungsinstitut beaufsichtigt. Das von Holvi angebotene Konto ist ein Zahlungskonto und die auf dem Konto gehaltenen Einlagen werden als getrennte Kundengelder geführt. Einlagen, die sich auf Zahlungskonten befinden, sind nicht über die Einlagensicherung geschützt, ebenso erhalten die Einlagen keine Verzinsung.


Was die Darstellung im Businessplan betrifft: Es ist auf keinen Fall sinnvoll und notwendig, eine vollständige Wettbewerbsanalyse inklusive sämtlicher Kennzahlen, Strategien, Stärken und Schwächen vorzulegen. Ziel deiner Untersuchungen ist es herauszufinden, wie du dich mit deinem Unternehmen am besten positionierst, um erfolgreich durchstarten zu können. Insofern reicht es völlig aus, lediglich die wichtigsten Erkenntnisse und deine Schlussfolgerungen in übersichtlicher Form deinem Businessplan hinzuzufügen.
In reality, even profitability focused campaigns will have limits when it comes to budget, so our focus is often maximizing profitability within the budget we have allotted. This can mean bringing in fewer conversions at a lower cost per acquisition (CPA) and eliminating elements of campaigns that are under performing compared to your acceptable conversion goal. Mining search query reports, establishing negative keywords, bidding down on keywords with high CPA’s or no conversions are all techniques we employ in order to maximize our profitability within the parameters given.
SEO is a continuous process; you can’t stop SEO works after reaching your goals which can first page in a keyword. Because you can’t sustain your position for a long time. There are three important factors of a SEO implementation which are knowledge, experience and time. Hence, SEO can be implemented by all of your rivals without any extra cost. If you stop working on SEO, your rivals can easily take your place. Furthermore, Google changes its algorithm periodically, so you have to be well prepared to those changes to be able to show your website to the search engine. In summary, you can think SEO as a continuous competition; you should be always well prepared to use these free marketing tools.
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