Bei einem Radrennen liefern sich Sportler einen Wettkampf schlechthin. Schulter an Schulter starten sie auf Kommando, kämpfen sich Pässe hinauf, rasen Berge hinunter. Je länger ein Rennen geht, desto eher lichtet sich das Feld. Die stärksten Radfahrer kämpfen sich nach vorn, die schwachen bleiben zurück, die schwächsten geben auf. Ganz ähnlich funktioniert wirtschaftlicher Wettbewerb.
Think back to elementary school when you learned about the key questions – who, what, when, where, why and how. Use these basic questions to identify who you are really talking to. Who is that ideal person? When are they online and how do they use the web? How old is your ideal visitor, where do they live, what is their mindset, what are their values and how do they feel about your company or product now? Analytics data can offer some insights into the people you are attracting now, but that may not be who you ultimately want. You will need to do some digging to define  your true audience as well as their mindset and behaviors. Sometimes in PPC we become consumed within our tightly defined conversion funnels that we forget there are real people on the other end of a click.  Remember that gathering consumer insights, not just what we see by tracking consumer website usage, can create well-rounded, more successful PPC campaigns.
You will likely run into some difficulties along the way, and you may need to develop a hybrid strategy to achieve your goals. For example, I have often broken out campaigns between profitability focused keywords and brand focused keywords in order to satisfy clients. This is especially useful when someone demands visibility for certain keywords but does not give enough budget to achieve that visibility. The same goes for balancing visibility and profit.

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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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