2. Define how will you measure success. This is probably one of the most important questions to answer before you begin any campaign. As a consultant, this is one of the first questions I ask a potential client. The answer as you might expect is page one ranking. If your objective is branding only, then this is fine, however, if like most organizations yours is a conversion strategy, then I would caution you to not be so short-sighted. Your objective should be how many conversions you want to achieve for each keyword. Top ranking will help you with visibility, which is a good thing, but if you bring in traffic from that keyword and those visitors do not engage and convert, then why bother? You must set your sights on keywords that convert.
Ab 2005 wird das Wettbewerbsrecht grundlegend reformiert und mit dem europäischen Wettbewerbsrecht kompatibel gemacht. Gemeinsame Regelungen, die sich an den EU-Vertrag anlehnen, erlauben nunmehr die grenzüberschreitende Zusammenarbeit der Kartellbehörden in Europa. Diese kleine Gesetzesübersicht bietet eine grundlegende Systematisierung des Gesetzes in seiner Fassung ab 2005. Der alte Rechtsstand wird nicht mehr betrachtet.

For branding campaigns, your budget is often not an issue. You may have a fixed budget or your budget may be seemingly limitless. It doesn’t matter, because with this strategy the focus is on position; and in most cases only position #1 will do. This is often the easiest strategy to execute for paid search, but it’s also inefficient. The reality is that bidding into the top position in search results is often a waste of money. Google has gone on the record as saying that conversion rates don’t vary much by position, so in many cases all that the first position buys you in paid search is brand awareness (and vanity).
Ad text plays an important role in the success of your ads. It is the form of marketing communication that advertisers can use to promote their product or service on search platforms. An effective ad text consists at least one of your core keyword, attractive discounts and promotion and a call to action. The quality score of your ad depends on multiple factors and your ad text is one of them. Your ad text should be unique and appealing. Include discount amount in your ad copy and also add a strong call to action that can compel searchers to click on your ads. Use action words like buy now, order now, resister today or sign up here. Include one of your keyword in your ad text and match your ad to your landing page.
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.
Impacts click-through rate. When someone searches for your keyword, they’re not just going to find your video—they’re going to get a list of similar results. You want your title to be clear, descriptive, and most of all, engaging to win their attention and their click. If more people are clicking on your title than on others, it’s going to be a signal to YouTube that your video is a good match for this keyword.
In Keyword Planner, formerly known as the Keyword Tool, you can get search volume and traffic estimates for keywords you're considering. Unfortunately, when Google transitioned from Keyword Tool to Keyword Planner, they stripped out a lot of the more interesting functionality. But you can make up for it a bit if you take the information you learn from Keyword Planner and use Google Trends to fill in some blanks.
In summary, these are but a few of the examples of how geography plays such an important part in creating customized and targeted marketing campaigns. Consumers respond better to relevant marketing which means that ROI of targeted campaigns will increase. Mobile consumers make geography one of the best ways to target while technology and data make doing so a real advantage to those who use it. Sometimes it takes a little creativity, but it is worth the effort. Especially for the business of local.
Here’s where artifacts like user personas may come in handy. A persona should clearly outline what potential customers want and how they plan to get it. It’s your job to map their needs to content you create, using the list of keywords as a guideline for topics. That said, since they’re based on assumptions and not real user input, personas shouldn’t be a replacement for user research and testing. If your buying cycle is long and complicated, a customer journey mapping exercise could also help you identify wants and needs during individual steps of the cycle. Software service Autopilot HQ has a great post about how to map content to customer needs throughout their journey. 
If you’re feeling overwhelmed, I’ve got some good news for you: you don’t have to spend countless hours manually creating custom landing pages for every ad group. Instead, use dynamic text replacement. Dynamic text replacement allows you to replace certain areas of text with with specific keywords. For example, you could use dynamic text replacement to change the heading and CTA of a landing page to the specific keyword that a user searched for. That way, when they visit your landing page, it appears to be a completely personalized experience.

Your keyword strategy should make clear which “keyword groups” you focus on. It doesn’t have to be a long list of keywords (though it doesn’t hurt to have one). Your keyword strategy should be a definition of a group of keywords that you’re tackling. Every time you’re writing new content you can have a quick look at those groups and pick a new keyword that falls in line with the strategy.
Suchmaschinenoptimierung (Search Engine Optimization – SEO) ist ein Teilgebiet des Suchmaschinenmarketings (Search Engine Marketing – SEM). Der zweite Teilbereich im Suchmaschinenmarketing (SEM) ist die die Suchmaschinenwerbung (Search Engine Advertising – SEA), wie zum Beispiel Google AdWords oder die Schaltung von Bing Ads. Üblicherweise versucht man über Suchmaschinen immer Nutzer zu erreichen, die ein sehr konkretes Bedürfnis haben. Die wesentlichen Unterschiede zwischen SEO und SEA sind aber

Leider kann ein Unternehmen, dass seine Wettbewerber nicht kennt, schnell das Potential übersehen, dass der Markt und die Kunden dem eigenen Unternehmen bieten. Eine der umfangreichsten und besten Möglichkeiten die Wettbewerber und die Branche zu bewerten ist eine Wettbewerbsanalyse die in regelmäßigen Abständen durchgeführt wird und umfangreiche Informationen und Grundlagen für die eigene strategische Planung liefert. Hauptziel einer Wettbewerbsanalyse ist es, die Stärken und Schwächen der Wettbewerber zu recherchieren, einzuschätzen und Kenntnisse über deren Strategie, Marktdurchdringung, Kundenbindung etc. zu gewinnen.
To give you an extra boost, we’re also giving away two landing-page templates designed especially for PPC campaigns. These templates have powered hundreds of successful PPC campaigns, and with a little customization (some coding’s required if you’re not a LeadPages® customer), they can do the same for you. Click below to download them now, and we’ll talk about why they work and how to use them in a bit:
Alexa – Gegründet vor 20 Jahren und im Besitz von Amazon, ranked Alexa Seiten basierend auf deren Traffic-Volumen. Alexa stellt außerdem Metriken zur Verfügung, wie tägliche Seitenaufrufe pro Besucher, Bounce Rate, die verbrachte Zeit auf einer Seite und demographische Merkmale. Der Basis-Account startet bei 9,99 Dollar im Monat und beinhaltet nicht alle Metriken und Tools der teureren Preispakete.

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Before we can create our campaign we must clearly understand our target audience. This will help develop the campaign structure and inform the way you create the campaign. The key to successful advertising is truly understanding the wants and needs of your customers. To understand our audience we can ask Who? What? Where? When? Why? This chapter discusses how to understand your audience and build a campaign around their wants and needs. <<<<
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