To more effectively drive traffic to their stores, they pushed out a 10% discount on any in-store purchase when customers provided their email. This not only drove traffic to their new shops, it also helped them construct lists for each store that they could later use for store promotions. By targeting these specific users in areas near their stores and then promoting to in-store audiences, an e-commerce site successfully made the move to store fronts. Read the full evo case study here!
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.
Once you have determined which keywords you should focus on, use them repeatedly in your content. Use an Excel sheet to keep an organized eye on your usage by tracking how many times you use each of your selected terms in your content. Why? The latest Google algorithm update is penalizing pages whose anchor text is over-optimized, and having an updated list of the terms you have already used will help you to vary them smartly.
To more effectively drive traffic to their stores, they pushed out a 10% discount on any in-store purchase when customers provided their email. This not only drove traffic to their new shops, it also helped them construct lists for each store that they could later use for store promotions. By targeting these specific users in areas near their stores and then promoting to in-store audiences, an e-commerce site successfully made the move to store fronts. Read the full evo case study here!
As I consult and train people on Internet marketing, I typically ask whether keyword research is a strategic function or a tactical one. Often people think it’s tactical because of the tedious nature of the work. I submit it is not only strategic but also foundational to all marketing channels you will use. If you take the time up front to outline a killer keyword strategy, you will find your campaigns will be higher performing and more successful. In this column, I will outline seven tips for developing a killer keyword strategy you can use to take your campaigns to a higher level.
Check-ins are a fabulous way to improve your geotargeting work by reaching target audiences on the platforms they regularly use. East Coast Wings + Grill mastered the art of the check-in to offer prospects targeted promotions during the Super Bowl via social media ads. The timely reminders drove traffic to the restaurant chain’s landing page, building brand recognition in the process. Pay attention to social trends, and focus efforts on the platforms your customers frequent.
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.
For many of you reading this post, you may wonder why these other strategies exist at all. Shouldn’t people only be paying for clicks that directly impact their ability to generate revenue and ultimately profit? I struggled with this concept early in my career, but ultimately came to the conclusion that not every single marketing activity can be direct response.
Wirkung: Google AdWords ist sehr performanceorientiert und hat klare Kennzahlen (Impressionen, CTR, CPC, RPC), bei nachvollziehbaren Kosten. Suchmaschinenoptimierung ist hier eher wie Pressearbeit zu verstehen. Durch die Bündelung vieler sinnvoller Maßnahmen erhöhen Sie die Wahrscheinlichkeit auf gute Positionen, nur eine Garantie für Top-Positionen kann Euch niemand machen.
Analysen kan også bruges til at vurdere jeres nuværende linkbuilding-leverandør og det arbejde, der bliver udført af denne. Er jeres website ramt af en linkstraf, eksempelvis Google Penguin, vil dette også blive belyst i en linkanalyse. Der stilles garanti for, at jeres website kommer tilbage i Googles søgeindeks igen, hvis de i analysen anførte problematikker bliver løst efter hensigten. Det er en garanti, som kun Bondtofte ApS tilbyder på det danske marked.
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.
I assume that you have already created an optimized listing. You want to ensure that you are doing everything possible to convert a visitor into a sale, so you want to make sure that you have the following: high resolution images, keyword-rich descriptive title, descriptive bullet points, product description. You can see how I put together the listing for Jungle Stix here.

Markteintrittsbarrieren betreffen dich akut in der Gründungsphase deines Unternehmens. Sie entscheiden darüber, wie einfach du dein Produkt positionieren und verkaufen kannst. Hohe Barrieren machen dir zwar das Leben in der Anfangsphase schwer, verhindern allerdings auch, dass Wettbewerber in den ggf. entstehenden neuen Markt eintreten und die Konkurrenz erhöhen. Grundsätzlich unterscheiden lassen sich dabei:
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:

Bei der Positionsbestimmung eines bereits etablierten Unternehmens wissen Sie bereits, auf welche Kriterien Sie sich konzentrieren können, wenn Sie eine Konkurrenzanalyse erstellen. Sie möchten in diesem Fall vor allem Chancen besser nutzen und Risiken minimieren. Weitere Anlässe für eine Wettbewerbsanalyse können eine Neuorientierung des Unternehmens oder Veränderungen im Markt sein.
Some very general words such as “marketing” or “business” are very competitive, making it harder to rank well for them in search engine results. If you are a small- or medium-sized business, you probably want to choose less competitive keywords, more specifically related to your business (these are commonly referred to as long tail keywords). The greater the volume of searches on a keyword, the more competitive it is. There are a number of different tools you can use to determine thecompetitiveness of a specific keyword as well as suggest and help you brainstorm new keyword ideas.
Once you've done your research, you want to make sure you're incorporating it into your content marketing strategy every step of the way. One of the best ways to keep yourself and your team on track is to use  a tool that's already integrated with your marketing automation platform. This will give everyone visibility into what keywords your team is using, how they're using them and how your content is performing. 
Conduct a business download meeting. I meet with key stakeholders to learn everything I can about the business and the industry they compete in. Is the business itself growing or struggling? What about the industry as a whole? I use this time to learn what has worked and not worked from a PPC perspective and to determine if PPC performance goals are realistic and achievable (or if they exist at all).
Geographic targeting allows your ads to appear in the locations that you choose: country, city, areas within a country or city, a radius around a location, or location groups. Geo targeting helps you focus your ad campaign on the locations where you’ll find the right customers, and restrict it in locations where you don’t, which could help increase your ROI. Right geographic region can significantly help you optimize your campaign for better results. Identify countries, states, regions, or areas where your ad campaign can perform well.
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.
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.
Beim Gedanken an mögliche Wettbewerber kommen Ihnen wahrscheinlich zuerst die am Markt agierenden Unternehmen in den Sinn. Es gibt jedoch auch Konkurrenten, an die Sie im ersten Moment nicht gedacht haben. Michael E. Porter hat diese Wettbewerber in dem von ihm entwickelten Modell der Branchenstrukturanalyse beschrieben. Man kennt diesen Ansatz auch unter der Bezeichnung Fünf-Kräfte-Modell, da er von fünf Formen des Wettbewerbs ausgeht:

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:


When it comes to advertising on Google Ads, consider the real estate adage: "Location, location, location!" Regardless of how great your ad is, it probably won't perform as well if it doesn't appear in the right places. Reach your customers where they are and where your business can serve them by using Google Ads location targeting. You can set and then adjust your location targeting settings at any time.

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.


Sind die Wettbewerber und die Struktur der Wettbewerbsanalyse festgelegt, kann mit der eigentlichen Arbeit begonnen werden. Die meisten Informationen können über Internetrecherch[co gewonnen werden. Dazu eignen sich unter anderem die Firmenwebseiten, Branchenverbände, Pressemitteilungen, Seiten des Statistischen Bundesamts oder branchenspezifischer Webseiten.

SEOptimer is a free SEO Audit Tool that will perform a detailed SEO Analysis across 100 website data points, and provide clear and actionable recommendations for steps you can take to improve your online presence and ultimately rank better in Search Engine Results. SEOptimer is ideal for website owners, website designers and digital agencies who want to improve their own sites or theirs of their clients.
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