E' importante tenere presente che, anche la concorrenza impiega strategie PPC per la loro pubblicità su internet, quindi posizionarsi nelle prime posizioni non è mai un compito facile. Con i nostri servizi di Ottimizzazione PPC , potete aumentare e solidificare il CTR e le conversioni delle vostre Campagne PPC, in modo da essere sempre un passo avanti rispetto alla concorrenza.
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
In the print days, taking out an ad in the Detroit Free Press allowed businesses to know that primarily Detroit area residents who could actually visit the business would see the ad in question. Not so in the era of mobile ads which, if delivered indiscriminately and without location context, can be less successful because they aren’t relevant or personal. Ad creative targeted at — and customized for — an Oklahoma consumer versus a New York City one is likely to be more effective in driving a physical sale.
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.
Im Falle des fiktiven Supermarkts könnte es interessant sein, warum Verbraucher sich gerade für einen bestimmten Supermarkt entscheiden. Das kann entweder mithilfe einer offenen Frage herausgefunden werden, oder mithilfe einer Frage mit Mehrfachantworten. Verbraucher in Form von offenen Fragen zu befragen, hat den Vorteil, dass Informationen aufgedeckt werden, an die man sonst nicht gekommen wäre.
Angesichts dieser vielfältigen Ansätze und Werkzeuge entsteht schnell der Eindruck, die Wettbewerbs- und Konkurrenzanalyse sei vor allem eine Fleißarbeit. Dieser Eindruck täuscht nicht – der dafür erforderliche Aufwand ist allerdings gerechtfertigt. Im Rahmen der Marktanalyse im Businessplan geben deine Untersuchungen sehr detailliert darüber Auskunft, wie hoch deine Chancen für eine erfolgreiche Positionierung am Markt stehen. Diese Informationen sind vor allem für potenzielle Geldgeber und Entscheider bei Zuschüssen sowie für mögliche Geschäftspartner relevant.
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.
Information about Market Qualified Leads (i.e. inquiries that progress to sales discussions), and the revenue attributed to closing those leads, completely transformed the story our numbers were telling. Looking at the first two months of 2016 vs 2017, we saw a significant increase in spend, yet a decrease in conversion volume and increased CPA. It was not until considering the Qualification Rate of inquiries (conversions) to MQL that we began to understand what was really happening.
Die SWOT-Analyse ist ein sehr mächtiges Werkzeug – nicht nur, um deine eigenen Strategien anhand deiner Stärken und Schwächen zu optimieren. Diese Vorgehensweise eignet sich auch hervorragend, um mehr über deine Konkurrenten herauszufinden. Manchmal stellt sich erst durch eine SWOT-Analyse im Rahmen einer Konkurrenzanalyse heraus, warum dein Konkurrent eine ganz bestimmte Strategie des Marketings oder des Vertriebs anwendet. SWOT beruht auf jeweils zwei inneren und äußeren Faktoren:
It’s actually ideal to use just one keyword per ad group. This is known as a single keyword ad group (SKAG). Try using this strategy, even for large accounts, with 80 percent of keywords that get or you expect to get the most traffic. You should most definitely employ this strategy for keywords that are getting the dreaded “Rarely shown due to low quality score” warning.
If you can get inside the head of your audience, it will be easier to communicate in their language and know where they are coming from.  Next you need to think about what you want your audience to do, or really, what is your ultimate goal? Think about the immediate action (for instance request a catalog or submit contact info) but then think beyond this to the ultimate revenue-generating goal. Do you want them to watch the mailbox in anticipation of a trial kit? Tell friends and family about a great offer? Enroll in a class?  Work backwards to create a funnel with all channels guiding your user to the end goal. If your goal is to have a visitor spread the word about an offer, make sure your landing page gives them the opportunity to easily pass along the news.
Say your e-commerce site focuses on college students. Target promotions to local coffee shops within a couple miles of your store front that students frequent. Students that bring in a receipt from the coffee shop to your brick and mortar store get a special discount. You can push this email campaign to users that are within a 10 mile radius of the coffee shop and your store.
You can, for instance, target multiple areas specifically by their zip codes. Let’s say our real estate business explodes and goes nationwide and we want to look for the cheapest places to buy homes in America. We can look up a list of the zip codes with the cheapest homes and enter them as our targeting criteria, giving us a “geo-fence” that spans different communities and states:
Entrepreneur and marketing guru Peter Yang is the co-founder of ResumeGo, a firm offering resume and CV writing services to people aspiring to advance in their professional careers. As the head of the company’s marketing operations and a content marketing manager for IBM in the past, he wants to share his experience with other marketers looking to make it big.
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.

Use Google Keyword Planner and your list of potential search ideas to create a list of terms/phrases that align with your brand and that, ideally, aren’t highly competitive. Google ranks competitiveness in Keyword Planner, seen above. You can also get an idea of how competitive a keyword search is by looking at the price of the suggested Adwords bid. Competitive search terms are typically much harder to rank for.
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.
You’ve probably been hearing more and more about retargeting in the couple of years or so, and for good reason too. Retargeting campaigns use cookies to keep track of the internet users who visit your site so that you can continue to market to them once they leave. Have you ever shopped for an item and then suddenly noticed it following you around on other sites? That’s retargeting. And believe it or not, it really works.
In Ihrer  kompletten Wettbewerbsanalyse (inklusive Konkurrenzanalyse) sollten Sie die Markteintrittsbarrieren erwähnen, da Sie so aufzeigen können, welche Hindernisse Sie (und ggf. weitere Konkurrenten) beim Markteintritt überwinden müssen. Da Markteintrittsbarrieren ein wichtiger Bestandteil der Wettbewerbsanalyse ist, finden Sie hier weiterführende Informationen.
Informational: These keywords represent the very beginning of the conversion process, and are not very likely to convert on the first visit. If you’re running a branding campaign you’ll want to be sure to include informational keywords on your list. If you’ve got a conversion goal, you still can’t afford to ignore these keywords as they make up the majority of searches. Informational keywords often use words/phrases like "how to", “do I need” and “where to find”. Consider these leads to be converted later via your website or a retargeting campaign.
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.
... dass Sie in diesem Abschnitt des Businessplans genau erklären, wer Ihre hauptsächlichen Konkurrenten sind, was diese gut oder weniger gut machen und wie wettbewerbsintensiv der Markt ist. Nach der Wettbewerbs- und Konkurrenzanalyse sollten Sie und der Leser (z.B. Investor oder Bank) in der Lage sein, Ihre Erfolgsaussichten für den Markteintritt in etwa abschätzen zu können.
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.
But what is a brand keyword? A brand keyword is the keyword used to search for a company name. The term branding stems from the literal act of branding cattle with a hot brand. You “mark your ownership” by branding a cow. You can “own” a product group too by putting your brand on it. Our brand is “Yoast”. It’s not “WordPress SEO”, nor is it “Google Analytics”. Those are keywords. We have one brand and we’ve slowly moved all our product names to be completely branded too, instead of generic. You might have noticed our WordPress SEO plugin is now called Yoast SEO and the same is true for our Google Analytics plugin, which is called Google Analytics by Yoast.
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.
Google's AdWords Keyword Planner tool is another common starting point for SEO keyword research. It not only suggests keywords and provides estimated search volume, but also predicts the cost of running paid campaigns for these terms. To determine volume for a particular keyword, be sure to set the Match Type to [Exact] and look under Local Monthly Searches. Remember that these represent total searches. Depending on your ranking and click-through rate, the actual number of visitors you achieve for these keywords will usually be much lower.

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.

Google is constantly refining and adding new tools to AdWords, so remaining active with your PPC strategies is critical if you want to beat out your competition. There’s never a set-it-and-forget-it approach that you can take–as much as one might wish–so it’s important that you test, analyze, re-test, and repeat to find out what is working for you and what is not. Also, keep in mind that while some strategies might work wonders for a particular business or industry, they may not be as effective with yours. Experiment with different approaches, but don’t be too quick to abandon ones that don’t show immediate results. Some investments require time to show their return.
The central idea behind geotargeting is that understanding a consumers real-time — or past —location helps marketers achieve the holy grail of delivering the “right message at the right time.” In a simple example, an adult customer visiting car dealerships is likely interested in buying a car, and serving a local Honda ad to this customer more likely to be successful.
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.
Effective PPC campaign is the process of continuous research and refinement. Never follow “Set it and forget it” approach for PPC campaigns. You must do research to understand searcher’s behavior. You must also research on your profitable keywords and best suitable days and hours for your campaign. Now that you know what is PPC campaign, plan your daily budget and invest wisely.
Volume. The number of searches for that phrase each month. What's a decent volume? It depends on your industry. If you're in a niche industry, like compliance, 100 monthly searches might be as good as it gets.  If you offer something with more broad appeal, like furniture, you could expect to see hundreds of thousands of searches each month. Whatever the case, aim for higher volumes, but know that the higher the volume, the more difficult it will likely be to stand out among your competitors. Which brings us to the next number...
Automatic campaigns are very easy to create, all you need to do is enter your campaign name, budget and start date. The way this works is that Amazon will crawl your listing and run a campaign on your behalf within your budget limits. Amazon effectively decide what keywords and match types are bid on and at what bid, based on the information it has about your listing.
People are no longer shocked to find elements of personalization embedded into various aspects of advertising, and in fact, have even come to expect it. Think about it this way: When it comes to marketing emails, which are you more likely to open and read—the one addressed to “Dear Customer” featuring generic copy on topics that aren’t relevant to you? Or are you more likely to engage with the email addressed to your name that includes links to blog posts relevant to the industry you work in, as well as items you might like based on your previous purchases? That’s right—you’re going to open and read the email that’s tailored to you.
4. Choose keywords based on more than just high search traffic. Depending on which strategy you’re using, branding or conversion, you should not fall into the trap of just looking at search volume when judging which keywords to use. Just because one keyword has a whole lot more searches than another doesn’t necessarily mean it will be a better performing search term. Take the time to analyze other factors that provide more granularity. Here is an example of other factors you may want to look at:

Geolocation technology can also be used for planning virtual events or experiences that combine physical and virtual or augmented reality. For example, the Pokémon GO game was able to parlay geolocation into a great success. Advertisers can use the same strategy to develop virtual experiences around a brand or product. This can involve using geolocation at events to track attendees and deliver specific information that enhances their overall experience.
Zu Beginn einer Wettbewerbsanalyse ist es wichtig, sämtliche relevante Mitbewerber ausfindig zu machen. Wichtige Wettbewerber sind jene Unternehmen, die Dienstleistungen oder Produkte anbieten, die die gleichen oder sehr ähnliche Kunden ansprechen wie das eigene Produkt oder die eigene Dienstleistung. Das können einerseits Anbieter sein, die aktuell mit ähnlichen Leistungen und Waren handeln wie das eigene Unternehmen, andererseits aber auch Anbieter, die möglicherweise in der Zukunft in den Markt einsteigen.
Google considers your landing page quality as one of the important factor to determine ad quality score. Your landing page is where user redirects when they click your ad. Landing pages with poor content or under construction website pages will give bad experience to your users. Users will not buy from you if you are landing them on an irrelevant page. A well optimize landing page should have complete information about your product and call to action buttons like “Subscribe here” or “Buy Now”. If you are creating multiple ads for your product then you should optimize your landing pages for each ad copy.
In Ihrer  kompletten Wettbewerbsanalyse (inklusive Konkurrenzanalyse) sollten Sie die Markteintrittsbarrieren erwähnen, da Sie so aufzeigen können, welche Hindernisse Sie (und ggf. weitere Konkurrenten) beim Markteintritt überwinden müssen. Da Markteintrittsbarrieren ein wichtiger Bestandteil der Wettbewerbsanalyse ist, finden Sie hier weiterführende Informationen.

The risk to this approach is that it isn’t always terribly accurate beyond the city to ‎zip code level.  If, for example, you were to use MaxMind’s demo service to locate ‎your own IP, it will likely show you perhaps a mile away from your actual address, ‎likely at the nearest network node, the point at which your computer connects to ‎your ISP’s network infrastructure.   ‎


Doch die Wettbewerbsanalyse ist aufwendig. Sie besteht im ersten Schritt darin, Informationen über Konkurrenten zu sammeln, die bereits in Ihrem Markt aktiv sind – oder das in Zukunft sein könnten. In diesem Handbuch-Kapitel erfahren Sie, wie Sie bei der aufwendigen Informationsrecherche zielgerichtet vorgehen, welche Informationen Sie benötigen und wie Sie diese richtig erfassen. Nutzen Sie dazu Vorlagen wie Informationen über Wettbewerber zusammenstellen oder Informationen zu Wettbewerbern im Dashboard.


Für Gründer ist die Wettbewerbsanalyse unverzichtbar und deshalb auch Bestandteil des Businessplans, speziell des Markt- bzw. Marketingplans. Den Businessplan brauchen Sie, wenn Sie Fördermittel beantragen, einen Kredit benötigen oder Investoren überzeugen möchten. Unabhängig davon sind die im Businessplan enthaltenen Analysen und Überlegungen wichtige Grundlagen für den Erfolg Ihres Unternehmens.
What’s the difference between your brand and your keywords? Are you using both effectively? Your brand is one of your most important keywords, but it shouldn’t be your only keyword, nor should you have lots of keywords but no brand. There should be a keyword strategy behind the keywords you pick. This post highlights the why of that and explains the basis of the how, then points you to several useful posts for the how.
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.

So, fellow marketers, the secret is out—now you know that the key to really driving your conversion rate isn’t in minor copy or bidding adjustments. The true PPC CRO best practices require you to use negative keywords and to target keywords that your bottom-of-the-funnel prospects are searching for—including those that are pricing and service-oriented. You want to use high-converting ad formats, such as Google Shopping Campaigns and video ads, to capture the attention of your audience and engage them. Your landing pages should be designed well, easily browsable, and have fast loading times. It’s also important to personalize your ads so that your potential customers feel like you’re speaking directly to them, which also helps humanize your brand. Finally, use retargeting to remarket your products and services to previously interested visitors to your website, enticing them back and convert. 


I always tell people to think of their site as a pyramid. Your brand is at the very top, below that is your cornerstone content for your “head: keywords, the keywords you care about the most, below those are dozens – if not hundreds or thousands – of pages, strengthening your site’s structure. I wrote about site structure & SEO over 3 years ago but it still rings true. We wrote about both these topics in our ebook too.
Knowing your business’ target audience and matching it up with where they live or work helps you find those who might be most interested in your product or service.  For example, a ticket broker might want to advertise NCAA basketball tickets in the state of Kentucky and might think of using Kentucky basketball in its messaging.  However, Louisville basketball would be preferable for any advertising within 50 miles of the city on the Kentucky side of the border and 70 miles into Indiana due to the strength of Louisville’s fan base in those areas.
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.
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