It’s critically important to ensure you are collecting good data, and to do this you must correctly configure Google Analytics and Google AdWords to share data. It is important that this is customised to your reporting needs and individual objectives as you can then use that data to optimise your campaigns. This chapter outlines how to measure your campaign to enhance your PPC strategy.
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.   ‎
Competitive analysis. Sometimes, a stakeholder identifies the competition in the PPC space incorrectly. Competitive analysis helps me learn who the competition actually is and what they are doing to be successful in terms of bidding, keyword targeting and creative messaging. The competitive analysis helps me determine how aggressive I need to be in my account management policies in order to successfully compete in the marketplace.
Um für Ihre Internet Strategie die besten Handlungsempfehlungen zu erarbeiten, arbeiten Spezialisten aus den Fachgebieten Betriebswirtschaft (Strategie, Marketing), Kommunikation, Design, Webprogrammierung und Suchmaschinenoptimierung unter Einsatz angewandter Analysemethoden der Unternehmensanalyse, Markt- und Wettbewerbsanalyse (ausgewählte Wettbewerber), Marketingforschung, Markt- und Wettbewerbsbeobachtung, Medienanalyse und Internet Marketing-Analyse (inkl. Keywordanalysen, Internet-Markt-Wettbewerbs-Analysen) zusammen. mediadefine.com

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SEMrush isn't free, but it will give you the comprehensive data you need to make smart decisions about what keywords to target. It's also easy to use. Let's say your company wants to be the first name to show up when someone searches for "solar panel installation." Type that keyword into the Phrase Match tool within SEMrush, and you'll be able to see that term along with other related terms. 
It works like this – if there is an IP address the company wants to locate, they ping ‎it from a few of their servers, for which they already know the location.  A ping is ‎just a way to test if a computer can connect, and how long it takes to do so, but ‎doesn’t transmit any meaningful data.  Then, by looking at the time it takes each ‎server to connect, it can establish a shared point or origin, and thereby physically ‎locate the user.  It uses the public IP locations to validate their approach and check ‎for anomalies in network latency which would lead to bad data.  ‎
Geo-Targeting allows you to run different campaigns in different locations. Your ads might be served all over the world and vary in their marketing message according to the segment and audience that you approach. Is the marketing message on your site the same as the geo-targeted ad? Experiment with sending traffic from a geo-targeted banner to a geo-targeted landing page (in language, currency, offer, etc) and to a generic page – what converts better?
Together, Google and the marketing world are pursuing the next stage in the evolution of PPC advertising. The main points they share? Details and demographics. Marketers who understand the importance of geotargeting advertising will be ready to seize a golden opportunity to connect with consumers. Here are five ways to become a geotargeting master and get a head start on one of the best paid advertising methods.
Unfortunately, whilst digital marketing provides these tools, most advertisers still find themselves in a situation where they don’t know what is working. The ubiquity of search engines in our modern lives has led advertisers to skip straight past considerations for strategy, planning, and measurement and dive straight into tactical marketing efforts like Pay-Per-Click and SEO, where they are as equally unsure if their efforts are delivering a meaningful return for their business.

Eine Konkurrenzanalyse erstellen Sie auch im Bereich der Kommunikation. Vielfach wird dieser Bereich fälschlicherweise mit Marketing verwechselt. Tatsächlich ist der Bereich Kommunikation – genauso wie die Bereiche Produkt, Preis und Vertrieb – eine politische Maßnahme des Marketings und somit eines der 4 Ps. Dies erklärt auch die Bedeutung der Kommunikation für die Konkurrenzanalyse. Denn die Wahrnehmung des eigenen Unternehmens sowie seiner Produkte oder Leistungen ist für den Erfolg ausgesprochen wichtig. Hier geht es um solche Dinge wie den Markenwert oder das Image. Aufmerksamkeit erlangen Sie durch eine Abgrenzung von der Konkurrenz, die Sie im Rahmen einer Wettbewerbsanalyse besser kennenlernen.

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.

These days, organic SEO is all about creating the highest quality content that is actionable and informative around a specific topic. While your content will no doubt contain keywords referencing said topic in places like heading tags and body copy, search engines are well-versed at filling in gaps about content topics without needing to be bludgeoned by keywords. Keyword research can never—and should never—be used as a crutch for poor content quality. However, exercises like those described below, can play very important roles in helping you define and measure your content strategy as well as mapping your content topics to real users’ needs. Words matter. 


I like to turn on PPC campaigns as soon as I have just a few reviews. Others may say to wait until you have 10 or more, and though it may be true that your conversion rate is higher as you have more reviews, I think it is more valuable to get a more active listing (remember that PPC campaigns often boost your organic ranking), and you can start collecting data on converting keywords so that you can also incorporate those into your listing if it makes sense.
YouTube is the second largest search engine in the world according to Jumpshot, and the second most visited website according to Alexa. That’s a pretty huge opportunity for any brand, especially when not everyone is willing to invest the time in creating videos. Showing up in front of your ideal audience when they’re looking for what you have to offer, with many of your competitors absent from the results? Yes please.
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.
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.
Although more and more keywords are getting encrypted by Google every day, another smart way to come up with keyword ideas is to figure out which keywords your website is already getting found for. To do this, you'll need website analytics software like Google Analytics or HubSpot's Sources tool. Drill down into your website's traffic sources, and sift through you organic search traffic bucket to identify the keywords people are using to arrive at your site.
I like to turn on PPC campaigns as soon as I have just a few reviews. Others may say to wait until you have 10 or more, and though it may be true that your conversion rate is higher as you have more reviews, I think it is more valuable to get a more active listing (remember that PPC campaigns often boost your organic ranking), and you can start collecting data on converting keywords so that you can also incorporate those into your listing if it makes sense.

Michiel wrote about Homepage SEO, telling people not to try and rank their homepage for a specific keyword. In the comments there were clearly some misconceptions about how branding relates to your keyword strategy. We’ve been writing a lot about keyword research lately but we’ve not talked about keyword strategy much, so this post elaborates on what these are and how they connect to each other.
Brands love to be front and center and who can blame them? Essential to becoming a well known brand is achieving awareness and name recognition, and well branded companies tend to do well at drawing in new customers. In the world of search, the best way to build your brand is by showing up in the top position of search results. Preferably you can do this for both organic and paid results, but at the very least you can often buy your way to the top of search results with a high enough Maximum CPC bid. You will also want to enhance your brand even further by adding Sitelinks to your account to showcase the depth of products and services you offer and occupy even more real estate in search results.
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.
Wird eine Marketingkampagne auf einem Alleinstellungsmerkmal aufgebaut, so wird hierdurch die Grundlage einer Identifikation des Kunden mit der Leistung geschaffen. Dem Marketing kommt somit die Aufgabe zu, das Alleinstellungsmerkmal des beworbenen Produktes zielgruppengerecht zu ermitteln und herauszustellen. Diese Vorgehensweise ist vor allem in den frühen Lebensphasen eines Produktes wirksam, so lange das herausragende Leistungsmerkmal noch nicht von der Konkurrenz aufgegriffen und in vergleichbarer Weise angeboten wird.

It can be easy to go down a deep rabbit hole with this process. There are thousands of blog posts with helpful hints (you’re reading one right now), and hundreds of tools that can potentially improve or otherwise streamline the process of researching keywords and devising a smart keyword strategy. That’s why we advise you keep things simple for starters. You can always layer on complexity as you gain experience. More than anything, good SEO efforts revolve around creating content experiments, measuring them, then doing more of what works and less of what doesn’t. Simpler is often better, especially if you are resource constrained. A good content governance strategy should dictate that you take on only as much as your resources allow.
xAd’s first step was to expand its use of location data. “We wanted to move beyond just the where, and use location data to define the who and the what of audience targeting,” Monica Ho, xAd’s CMO, told GeoMarketing in 2015. After all, while a consumer’s proximity to a Denny’s can be significant, targeting someone who has been to and enjoys their local Denny’s will often prove more successful — whether or not they happen to be near the restaurant at the time they see the ad.
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Chris Gale, Client Services Director at Odyssey Mobile Interaction says: "As location-based services continue to grow, more of our clients are exploring proximity marketing via mobile. When applying 'geo-targeting' to our clients’ mobile marketing campaigns, it enables us to reach the right audience, in the right place, at the right time. By being able to add a deeper layer of relevance to the message, our clients have experienced higher levels of engagement amongst users."
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.
Vielleicht fragt ihr euch, warum Unternehmen andere Firmen auf dem Markt analysieren sollten, auch wenn sie eigentlich nichts mit ihnen direkt zu tun haben. Gemäß der Weisheit “Alles Fließt“ (lat. Panta Rhei) oder “Die einzige Konstante ist die Veränderung“ sollten sie stets nicht nur die Veränderungen im Markt, sondern auch die Konkurrenten im Auge behalten. Mithilfe von Wettbewerbsanalysen überprüfen Unternehmen alle wichtigen Faktoren, die auf den Zielmarkt Einfluss haben. So können Führungskräfte die Strategien der Konkurrenten besser verstehen und im günstigsten Fall sogar vorhersehen– wenn beispielsweise Veränderungen am Markt auftreten. Dann können Unternehmen schlussendlich folgern, was sie selbst besser machen oder verändern sollten.

It works like this – if there is an IP address the company wants to locate, they ping ‎it from a few of their servers, for which they already know the location.  A ping is ‎just a way to test if a computer can connect, and how long it takes to do so, but ‎doesn’t transmit any meaningful data.  Then, by looking at the time it takes each ‎server to connect, it can establish a shared point or origin, and thereby physically ‎locate the user.  It uses the public IP locations to validate their approach and check ‎for anomalies in network latency which would lead to bad data.  ‎
Beacons aren’t designed to know you’re you, where you were a moment ago, or where you’re going next. By and large, they’re just little stationary computers that react: when your device moves near the beacon itself, it triggers a ping, and your app—if you have an app with notifications enabled for the beacon’s particular location—goes to work communicating with you. When you move out of that beacon’s range, it’s basically a done deal.
Ziel von SEO ist es somit nicht, einfach nur oben zu stehen. Die Darstellung des in den Suchmaschinen zur Verfügung stehenden Textes (Snippet) soll den Nutzer zu einem Klick auf dein Ergebnis motivieren. Ziel ist es, die Erwartung des Nutzers in Hinsicht auf inhaltliche Übereinstimmung zwischen Suchbegriff, Snippet und Relevanz deiner Webseite zu erfüllen.
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