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.


Eines der bekanntesten Beispiele für langjährige Rivalität ist die zwischen Coca-Cola und Pepsi. Der Wettbewerb zwischen den beiden Marken existiert schon seit dem späten 20. Jahrhundert und ist seit jeher in den Medien und sozialen Netzwerken präsent. Einerseits sind die Einnahmen von Coca-Cola zwar höher, andererseits erzielt Pepsi aufgrund seiner größeren Auswahl an Produkten und Dienstleistungen höhere Umsätze.
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.
If I have quite a lot solid keywords which convert well in my manual campaign, may I set auto campaign and put all of these keywords from manual campaign as negative? The purpose of this action is to avoid pay for them twice (on auto and manual campaign) and just use auto campaign for search maybe some new cheap keywords which also can convert quite good…
If you don't know the difference between head terms and long-tail keywords, let me explain. Head terms are keywords phrases that are generally shorter and more generic -- they're typically just one to three words in length, depending on who you talk to. Long-tail keywords, on the other hand, are longer keyword phrases usually containing three or more words.
For example, it’s important to look at the response based on urban, suburban or rural locations. Someone living in northern Indiana may consider driving 25 miles to your store to be no big deal. Most customers or prospects could make the drive in less than half an hour and, therefore, they will visit your store. However, if the prospects live in the River North neighborhood of Chicago, they aren’t going to want to go to your store in Wrigleyville because that’s going to take 50 minutes.

Subtracting the COGS, FBA fees, and Miscellaneous from the Selling Price leaves $9 in profit per unit (27-4-11-3=9). So we can spend up to $9 to get a sale and still be profitable. To calculate our ACoS threshold for our break-even point, simply divide the net income from the Selling price, ie $9/$27=.33. This leaves us with a 33% ACoS threshold, meaning that we would be making money on any keyword that has a Cost of Sale at 33% or less.
Amazon will decide which one to select based on bids and relevance. Even with ads, if A9 deems one product “less worthy” than the other and they both have the same ad spend, the “more worthy” product will appear. And yes, you would end up competing with yourself on some ad words. Fortunately, Amazon’s back end remarketing tools (such as “other similar tools”) will help give similar products synergy.
In the last year, Google and Bing have both indicated a shift to entity-based search results as part of their evolution. Google has unscored this point with rich snippets and Knowledge Graph, and Bing has now upped the ante on personal search results with Bing Snapshots. Find out how you can adopt strategies to stay ahead of the curve in the new world of semantic search results.
Feedly – Es gibt einige News Aggregations Seiten auf dem Markt. Mit Feedly können Sie einrichten, welchen Seiten Sie folgen. Sie können nach allgemeinen Branchentrends, Kunden und Wettbewerbern segmentieren. Mit einer Browser-Erweiterung können Sie schnell Seiten zu Ihrem Feed hinzufügen. Ein Pro-Account kostet 5,41 Dollar im Monat, aber es existiert auch eine kostenlose Version, der Sie über aktuellen Content auf dem Laufenden hält.
From my understanding: Advertising Cost of Sales = total ad spend/attributed sales, while Average Cost of Sales = net income/selling price. Ideally, you would not want to avoid spending more on ads than your net income, because then you’d be losing money. Therefore you would ultimately want to keep your Advertising Cost of Sales and Average Cost of Sales aligned?
Geotargeting is the practice of delivering content to a consumer — via mobile or web — using geographic location information about that individual. At a basic level, a business can restrict its reach to consumers only located in a defined geographic area such as a state or a city. But location often provides much deeper, more meaningful and identifiable traits that tell you what a person wants, needs or is interested in.
If you're a regular blogger, these are probably the topics you blog about most frequently. Or perhaps they're the topics that come up the most in sales conversations. Put yourself in the shoes of your buyer personas -- what types of topics would your target audience search that you'd want your business to get found for? If you were a company like HubSpot, for example -- selling marketing software (which happens to have some awesome SEO tools ... but I digress ;-) -- you might have general topic buckets like "inbound marketing," "blogging," "email marketing," "lead generation," "SEO," "social media," "marketing analytics," and "marketing automation."
Don’t base your whole strategy on chasing volume though. Pay attention to the competition column in the keyword research tools. Even though these tools use pay-per-click (PPC) data to determine competitiveness and suggested bid, you can still extrapolate this data for organic search. High competition and suggested bid is a strong indication that there’s money to be made off of these keywords, as advertisers generally won’t bid high CPCs on poorly performing keywords.
There are various platforms available for PPC ads like Google, Yahoo, Bing and social media channels like Facebook. Choose wisely your platform and plan your ad campaign strategy, according to it. Google is the most effective and famous platform for PPC campaigns. Google Adwords is an advertising interface provided by Google, which is used to plan and publish Google ads. Similarly, Bing ads and Facebook ads provide all required interfaces for an effective PPC campaign.
Vorstellungen des Konkurrenten über die Branche: Die "Industrie-Rezepte"[3], Meinungen, Glauben und Vorstellungen, die der Konkurrent über die Industrie hat, bestimmen seine Gedankenwelt. Da Entscheidungen aber durch die begrenzte Rationalität des Entscheiders getroffen werden, ist die Kenntnis dieser Gedankenwelt äußerst wichtig für die Vorhersage seines Verhaltens. Hinzu kommen frühere Erfolge und Misserfolge, die Tendenzen für bestimmte Aktionen verstärken oder abschwächen.
It’s important to keep in mind that each video’s watch time contributes to only that video’s placement in search rankings, so optimizing your content to keep people engaged and watching is by far your biggest priority. That said, if you can keep viewers sticking around to watch more of your content, you’re one step closer to converting them to a YouTube subscriber and eventually, a buyer.
Every business can benefit from attracting higher value customers. Whether you’re a real estate company looking for high net worth individuals looking to buy property or a B2B SaaS company looking for a higher average revenue per user (ARPU), attracting customers who will pay you more than others is a powerful way to amplify the growth of your business.

If you’re an ecommerce business, then you need to be running Google Shopping Campaigns. Consumers use Google’s search engine on a daily basis to find all kinds of products that they need (including yours), and running Google Shopping campaigns can help you connect with them. These campaigns pull product information, such as the product image, price, and merchant name, from your company’s Merchant Center data feed and conveniently display them to the viewer. Because it pulls this data each time a user makes a search inquiry, you can be assured that your product ads are always up to date and accurate (so long as you keep your data feed that way), keeping your potential customer from feeling confused or frustrated.
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.

Um herauszufinden, was Verbraucher wollen und was sie dazu bewegt, in einen bestimmten Laden zu gehen, muss ein Markt seine Kunden befragen. Was muss ich liefern, damit meine Kunden mir treu bleiben? Was haben andere Supermärkte, was ich nicht habe, und wie wahrscheinlich ist es, dass meine Kunden dorthin abwandern? Grundlage für die Beantwortung all dieser Fragen ist das Erstellen eines passenden Fragebogen.


This is the only match type that will trigger your ad for any search query that is remotely relevant. Broad match casts the widest net of searches, so your bid on “shoes” can also show your ad for search queries like “sneakers”, “red shoes”, “coolest summer shoes”, etc. At the moment this is the only match type that Amazon offers, so if you want to control your searches more accurately, you will have to employ the Negative keywords.
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.
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.

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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