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.
Now, to figure out state and postal code involves a more complex process. At the ‎core though, the geolocation services build up a network of servers from which ‎they can send out pings, or connection requests, and known physical locations of ‎public entities like universities and government office IPs.  Eventually, with enough ‎data, the geolocation company has the capability to triangulate any IP on the web.   ‎
Geofencing hinges on the use of a “fence”—a designated area that a marketer sets. Where geo-targeting allows you to get more granular and include or exclude certain users in the target area (based on demographic, for instance), geofencing is a bit more of a blunt object in that you’ll capture all users who move into a certain area. The purpose of creating a geofence is to target communications in a given zone, in a given context—just like geo-targeting, but with greater accuracy. Retail operators who want to catch the attention of shoppers as they pass by a store, for example, might use geofencing.
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!
Research Access suggests many other ways that geolocation can help improve the market research process. For example, a consumer products company could use geolocation to “understand how frequently a sample of shoppers visits different grocery chains,” or an auto manufacturer could apply it to collect “a sample of minivan-driving moms to better understand how the product is used.” There are a multitude of ways geolocation can help improve understanding and inform strategic direction for companies of all sizes so they can more closely meet their prospective targets’ desires.
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.
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.

Anders als der Rest der Marktanalyse erhebt und bewertet die Wettbewerbsanalyse keine Kennzahlen, sondern vielmehr Eigenschaften von Markt und Wettbewerbern. Zum Einsatz gelangt dabei in der Regel das Fünf-Kräfte-Modell („Five-Forces“) des US-amerikanischen Ökonomen Michael E. Porter. Dieses Modell identifiziert fünf Faktoren der Wettbewerbs- und Marktanalyse:
Naturally, we all want to be successful. We want to know that the money we are putting into paid search, social, and display—or the investment we are managing on behalf of our clients—is being utilized in the most efficient way. That’s why we love data, why we pore over ad reports, why we diligently test new bidding strategies and messaging, and work to communicate all of that to the higher-ups with whom we engage.
1,000+ keywords: if it’s just you or 2 of you, this is probably more than you can chew off. It’s not hard to gather 1,000 keywords though, so if you’ve got the time, the people and the inspiration, it usually does pay off to write a lot of meaningful content. Do make sure that all those keywords relate to your products or services as otherwise it’s nonsense and make sure that you’re structuring your site well around it.
"Since consumers know what they are looking for, you can optimize your content around the core needs and problems your target audience experiences. It is your job to build an SEO strategy by knowing what your customers are looking for. This will allow you to create relevant content that your customers want to read, and as a result, your content will rank higher in Google."

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.
I don’t quite understand the use of negative keywords with manual campaigns as you stated, however, I read another article of yours and it stated to do both Manual and Auto campaigns for the same product, tale keywords from the manual campaign and input them as “negative keywords” in the auto campaigns as a strategy to not compete against your own keywords….is this still accurate? I look forward to these posts to build up my knowledge and best practices for PPC on Amazon. Thanks so much
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.
Aus der Wettbewerbsanalyse leiten Sie Ihre Wettbewerbsstrategie ab. Dazu identifizieren Sie die Stärken und Schwächen Ihrer Konkurrenten und bringen dann die Stärken Ihres Unternehmens und Ihrer Produkte in die richtige Position. Hilfreich dafür ist die Vorlage Stärken und Schwächen des Wettbewerbers. Dabei bedenken Sie auch, wie der Konkurrent auf Ihre Aktionen reagieren könnte: Welche Ressourcen kann er ins Feld führen? Welcher Strategie-Charakter ist für ihn maßgeblich? Welche strategischen Optionen stehen ihm zur Verfügung? Wie beim Schachspiel denken Sie einige Züge voraus. Hilfreich dafür sind die Fragen aus der Vorlage Reaktionen der Wettbewerber im Markt.
I have often gone on the record with my skepticism toward paid search campaign management software, and I have several reasons for being skeptical. My main concern has been that these tools over promise on features and under deliver on performance. They claim to replace the analyst by using algorithms to optimize campaigns, but in reality they replace the fun piece of the analysts job (improving results) and replace it with the tedious task of managing to get their campaigns to work properly in the software. I have been burned by this sales pitch twice and have written about this in a previous post called “Paid Search Bid Management Tools: Great Investment or Save Your Money?” – so feel free to read that post for more details.
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.
More importantly, take the time as you conduct your keyword research to segment and categorize your keywords to map to the right landing pages. If the page doesn’t exist on your site yet, then that is your cue to build a new page for that set of keywords. By doing this you will achieve the relevance that will lead to more engaged visitors and higher conversion rates.
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.
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.

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:


There are a variety of benefits to incorporating ad customizers into your PPC ads, such as the ability to create a sense of urgency in your target audience and drive clicks. But the biggest boost that ad customizers can provide is that they improve the relevance of your ads, thus improving your quality score. You can also adjust such ad elements as color, size, inventory and stock details, pricing, and seasonal sales to capture the eyes of potential customers.
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.
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:

To use this feature, you’ll need at least 15 conversion in the last 30 days, though you should really only use it if you have more historic conversions in order for AdWords to more accurately adjust your bids to meet the target. If you’re selling a product or service that is particularly seasonal, keep a close eye on your Cost per Conversion target to make sure that AdWords doesn’t reduce your bids too much if you have a period where conversions aren’t happening as much as they were during peak season.


Ever heard the saying that a picture is worth 1,000 words? Well, a video is worth 1.8 million, and YouTube is the best place to promote your video ad to an engaged audience. One of the most popular YouTube ad formats, TrueView ads, play before other videos on the site and allow users the option to skip after five seconds (and you don’t have to pay if a viewer skips your ad!). Since there is less competition on YouTube compared to other search engines, your brand has a massive opportunity to reach and convert a ton of consumers across a variety of different demographics.
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.
Ganz ähnlich war seinerzeit das Vorgehen der „Herren Simpel“, einer Bar im Hamburger Schanzenviertel. Die Gründer der Bar haben zunächst ganz systematisch alle Kneipen und Restaurants der Umgebung erfasst. Als für sie interessante Merkmale haben sie u. a. die Öffnungszeiten, Größe und Ausstattung der Räumlichkeiten, Angebote, Preise und das jeweilige Publikum gewählt. Dann sind sie überall eingekehrt und haben die entsprechenden Informationen gesammelt. Die Erkenntnisse ihrer Vor-Ort-Recherche, die sie nur einige Tage Zeit gekostet hat, haben sie genutzt, um ihr eigenes Angebot zu entwickeln und ihr Profil zu schärfen. So sind sie zu einem Konzept gekommen, das gut in die Nachbarschaft passt, aber zugleich einzigartig und besonders ist. In unserem Blog findest du mehr zu Ihrer Untersuchung samt Businessplan.
We constantly sharpen our PPC skills -  by speaking at national search marketing conferences, writing helpful "how-to" blogs for other search marketers,  and consuming daily blogs and news to stay abreast of everthing that this crazy industry throws at us! It's unlikely that your in-house employee(s) can achieve the level of focus and commitment of PPC-Strategies.
Es reicht nicht aus, nur zu definieren, auf welchen Keywords die Webseite ranken sollte – vielmehr folgt aufbauend auf der Erstellung einer Keyword-Liste die Bewertung der Suchbegriffe. Basierend auf der Bewertung der Keywords werden diese priorisiert und es wird definiert, welche Seite für welchen Begriff optimiert werden soll. Das Ergebnis dieses Prozesses ist die Keyword-Strategie.

Mithilfe digitaler Marktforschung können innerhalb kürzester Zeit tausende Ideen, Meinungen und Bewertungen von Verbrauchern sämtlicherZielgruppen eingeholt werden. All diese Informationsmengen, die letztendlich die Wettbewerbsanalyse ausmachen, werden zusammengetragen und bilden eine wichtige Grundlage für die zukünftige Gestaltung von Unternehmensstrategien und Marketing.
Suchmaschinenoptimierung, oder englisch search engine optimization (SEO), bezeichnet Maßnahmen, die dazu dienen, dass Inhalte wie Webseiten, Videos und Bilder im organischen Suchmaschinenranking in den unbezahlten Suchergebnissen (Natural Listings) auf höheren Plätzen erscheinen. Durch das bewusste Beeinflussen der Suchmaschinenplatzierungen von zum Beispiel Videos auf der Plattform YouTube oder Webseiten auf Google können diese besser gelistet werden und neue Reichweite generieren.
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