How much is a keyword worth to your website? If you own an online shoe store, do you make more sales from visitors searching for "brown shoes" or "black boots"? The keywords visitors type into search engines are often available to webmasters, and keyword research tools allow us to find this information. However, those tools cannot show us directly how valuable it is to receive traffic from those searches. To understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat—the classic web marketing formula.
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.
With the constant stream of new betas, introduction of format changes (hello Expanded Text Ads!) and a multitude of new targeting methods such as tablet bid modifiers and demographic bidding for search, paid search marketing continues to become more and more complex. Gone are the days when running ad copy tests, adding negative keywords, performing bid adjustments, and launching more targeted ad groups was sufficient to drive account growth. Today’s paid search advertiser must choose from hundreds of available account optimization strategies.
1. Branding or converting strategy. One of the first things to consider in developing a keyword strategy is what you want to accomplish when you reach your target audience. Do you just want to generate an impression for branding purposes or do you want to invite them to your place where you get them to make a purchase? Here are three types of strategies to consider:

Conduct a thorough account audit and gap analysis. Audits are time-consuming and tedious, but they’re absolutely necessary. I use the account audit to understand underlying drivers of performance and to determine whether work being done in the account is in alignment with business goals. Uncovering the strengths, weaknesses and opportunities provides critical information I need to form my guiding principle for account management.
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.  ‎
These are usually single-word keywords with insane amounts of search volume and competition (for example, “insurance” or “vitamins”). Because searcher intent is all over the place (someone searching for “insurance” might be looking for a car insurance quote, a list of life insurance companies or a definition of the word), Head Terms usually don’t convert very well.
Um das Beispiel des Supermarkts A erneut aufzugreifen, könnte er zum Beispiel im Nachhinein wissen wollen, welche Namen von Supermärkten Verbrauchern im Großraum Berlin spontan einfallen, und welche Supermarktketten im Süden Deutschlands eher bekannt sind. Außerdem könnte Supermarkt A analysieren, in welche Lebensmittelgeschäfte ältere Menschen eher einkaufen gehen und welche bei 20 bis 30-Jährigen beliebt sind. Stellt er zum Beispiel fest, dass der eigene Markt gerade bei jungen Menschen in Berlin verglichen zur Konkurrenz eher unbeliebt ist, könnte es ein nächster Schritt sein, diese Zielgruppe für künftige Marketingstrategien ins Auge zu fassen. 
Ganz ähnlich war seinerzeit das Vorgehen der „Herren Simpel“, einer Bar im Hamburger Schanzenviertel. Die Gründer der Bar haben zunächst ganz systematisch alle Kneipen und Restaurants der Umgebung erfasst. Als für sie interessante Merkmale haben sie u. a. die Öffnungszeiten, Größe und Ausstattung der Räumlichkeiten, Angebote, Preise und das jeweilige Publikum gewählt. Dann sind sie überall eingekehrt und haben die entsprechenden Informationen gesammelt. Die Erkenntnisse ihrer Vor-Ort-Recherche, die sie nur einige Tage Zeit gekostet hat, haben sie genutzt, um ihr eigenes Angebot zu entwickeln und ihr Profil zu schärfen. So sind sie zu einem Konzept gekommen, das gut in die Nachbarschaft passt, aber zugleich einzigartig und besonders ist. In unserem Blog findest du mehr zu Ihrer Untersuchung samt Businessplan.
Long-tail keywords: Longer keywords or specific phrases might not be used as search queries as frequently by your audience. In the above example, for instance, it’s likely that a freelancer looking for a coworking place queries ‘coworking bristol’ rather than ‘coworking space in bristol’, however, the traffic generated by all combinations of long-tail keywords can provide your site as much traffic as the short-tail keywords. And why would you risk losing any opportunity you have to be present on search engines? We are not the only ones saying this, HitTail also give facts about long-tail keywords; about 70 percent of queries are long-tail.

A well timed, geo-targeted popup or sticky bar can get your message in front of the people who will care most about your event. When you tailor event messages to your visitor’s location, you can include a more precise value prop. Targeting locals? Remind them how cost effective it is since they don’t have to travel. Targeting neighbors in a nearby state? Remind them that your conference can be a mini-vacation complete with conference-exclusive hotel discounts.
IT is more cost-effective to target already existing demand to increase your market share for more qualified leads. For more tips on how to prioritize your keyword strategy and your comprehensive search campaigns, check out Directive’s Complete Guide to B2B Marketing and Demand Generation. And be sure to subscribe to our blog for weekly updates on the most innovative industry-leading tactics!

Hey Israel, that certainly would make sense…..the most important thing to do is focus on the relevancy of the search term to your product, with the key question being: “is this customer likely to purchase my product?” of course you don’t know for certain, but unlike Google AdWords or Facebook, you are not trying to get impressions to build brand awareness, you only want a sale. you can also use the Keywords section (up to 5000 characters) to target these keywords which are you are not certain about. I’d recommend combing through your Search Term Report to see which searches actually result in a sale. Hope this helps!

Export the weighted list back to your spreadsheet and combine it with the others in Excel. Then use the data tools to sort the list by ‘Priority’ – this is a score based on the difficulty, traffic, opportunity and your score. This tells you which keywords you should be targeting in descending order of attractiveness. Suddenly, you’ve turned more than 1,000 keywords into a usable list of a few dozen. Using the same example for wines:
Il marketing su internet è un'attività in continua evoluzione. Gli annunci delle Campagne Pay Per Click hanno bisogno di continui aggiustamenti, i professionisti PPC di Bruce Clay Europe riescono a valutare i bisogni individuali di ogni cliente e a monitorare costantemente il processo di offerta e di posizionamento delle parole chiave. I nostri esperti hanno la possibilità di apportare modifiche e controllare i prezzi giornalmente in modo da far posizionare meglio il vostro annuncio. Ed è per questi motivi che il nostro Servizio PPC è fondato sull'agilità e la rapidità.
Advanced seo analyzer tool to give webmasters or bloggers an seo analysis on a page-by-page basis. This tool analyse the website social media ranking, site usability, online reputation, meta tags, keywords, and site speed. Examine your webpage and get your analysis report together with your rankings from this seo tool. Improve your web pages and increase your search engine ranking.
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.

Aus der Wettbewerbsanalyse leiten Sie Ihre Wettbewerbsstrategie ab. Dazu identifizieren Sie die Stärken und Schwächen Ihrer Konkurrenten und bringen dann die Stärken Ihres Unternehmens und Ihrer Produkte in die richtige Position. Hilfreich dafür ist die Vorlage Stärken und Schwächen des Wettbewerbers. Dabei bedenken Sie auch, wie der Konkurrent auf Ihre Aktionen reagieren könnte: Welche Ressourcen kann er ins Feld führen? Welcher Strategie-Charakter ist für ihn maßgeblich? Welche strategischen Optionen stehen ihm zur Verfügung? Wie beim Schachspiel denken Sie einige Züge voraus. Hilfreich dafür sind die Fragen aus der Vorlage Reaktionen der Wettbewerber im Markt.
It’s no surprise, then, that choosing the right metrics and KPIs for every account is essential. Ecommerce accounts may optimize for ROAS or ROI, while lead generation accounts might choose to set CPA or lead volume goals based on observed closing rates. In their own way, each of these goals, or KPI strategies, is rooted in profitability and return.
This metric can aid everything from budget allocations to search term inclusion and exclusion. We recently used the “All conv. value / cost” metric to identify queries that were converting most frequently and qualifying at the highest rates. These queries have since been applied as exact match keywords in a series of “Top Performers” campaigns, and are already generating new leads.
It is a common misconception that sprinkling your chosen keyword randomly throughout your site is enough to improve SEO for B2B marketing. Unfortunately, doing so can actually result in a serious loss of business. Creating a strong keyword strategy is one of the most important things you can do to improve SEO. It is equally important to know how to do it right, as well as understand why it’s so necessary. This post will explain why a keyword strategy is important for SEO and B2B marketing, as well as explain how to create one that will draw in business.
More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.
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.
25. 25 @peakaceag pa.ag Keyword- und Suchabsicht verstehen Hinter jeder Suche steckt eine Absicht („Intent“) bzw. die Erwartungshaltung ein gewisses Ergebnis geliefert zu bekommen; diese Absicht ist nicht immer sofort ersichtlich! NAVIGATIONAL Die Absicht besteht darin, eine bestimmte Seite aufzurufen. Beispiele  „Facebook“  „Sparkasse Banking Login“  „Finanzamt Berlin“ INFORMATIONAL Die Absicht besteht darin, Informationen zu finden, die sich wahrscheinlich auf einer oder mehreren Webseiten befinden. Beispiele  „Anzeichen Schwangerschaft“  „Berlin Immobilienpreise“  „Reiseziele Ostsee Empfehlungen“ TRANSAKTIONAL Die Absicht besteht darin, online eine Transaktion abzuschließen. Beispiele  „Autoversicherung vergleichen“  „Schilder online kaufen“  „Manager Magazin abonnieren“
25. 25 @peakaceag pa.ag Keyword- und Suchabsicht verstehen Hinter jeder Suche steckt eine Absicht („Intent“) bzw. die Erwartungshaltung ein gewisses Ergebnis geliefert zu bekommen; diese Absicht ist nicht immer sofort ersichtlich! NAVIGATIONAL Die Absicht besteht darin, eine bestimmte Seite aufzurufen. Beispiele  „Facebook“  „Sparkasse Banking Login“  „Finanzamt Berlin“ INFORMATIONAL Die Absicht besteht darin, Informationen zu finden, die sich wahrscheinlich auf einer oder mehreren Webseiten befinden. Beispiele  „Anzeichen Schwangerschaft“  „Berlin Immobilienpreise“  „Reiseziele Ostsee Empfehlungen“ TRANSAKTIONAL Die Absicht besteht darin, online eine Transaktion abzuschließen. Beispiele  „Autoversicherung vergleichen“  „Schilder online kaufen“  „Manager Magazin abonnieren“

Abhängig von Märkten und Branchen hat die Wettbewerbsanalyse einen erheblichen Einfluss auf Entscheidungen. In Branchen, in denen Investitionen für Produktionsmittel erheblich sind und gleichzeitig wesentliche Einflüsse auf die Angebotsseite ausüben (vergl. Überkapazitäten in der Branchenstrukturanalyse), ist die sorgfältige Abwägung der Wirkung einer Investition auf den Gesamtmarkt genau so wichtig wie die Betrachtung der Finanzierung; typische Beispiele finden sich bei Erdöl-Raffinerien, Automobilunternehmen, Werften und vielen anderen mehr. In all diesen Branchen fahren Unternehmen bei sinkender Auslastung früh Verluste ein, da der Fixkostenanteil sehr hoch ist und nicht zeitnah an die neue Situation angepasst werden kann. Anpassungen der Kapazitäten an steigenden Bedarf erfordern aber teilweise sehr kostspielige Investitionen und verursachen häufig ein Überangebot innerhalb der Branche. Führen zwei Unternehmen in solchen Industrien gleichzeitig gleichartige Maßnahmen aus, so führt dies schnell zu einem Preiskrieg, der die gesamte Branche schädigen kann.
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.
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.
Update aus dem Dezember 2017: Wichtig in diesem Zusammenhang, das Google auch hier in der Darstellung der Snippets immer wieder Änderungen vornimmt. So hat Google zum 01. Dezember, die Länge der Snippets, um genau zu sein der Description von ca. 150 Zeichen im Standard auf ca. 300 erhöht. im Bereich der mobilen Suche sind es inzwischen eher um die 225 Zeichen. Mehr dazu findet Ihr auch hier:
In order to develop the best recommendations for actions regarding your internet strategy, specialists from the specific fields business economics (strategy, marketing), communications, design, web programming and search engine optimization work together and use applied analysis methods from the corporate analysis, market and competitive analysis (selected competitors), marketing research, market observation and competitive intelligence, media analysis and internet marketing analysis (incl. keyword analyses, internet market competition analyses). mediadefine.com
There is no fee to set up PPC campaigns, but you will pay an amount for each time someone clicks your advertisements. You can set bids for each individual keyword, and you can pay anything up to that amount per click, but never more than the bid you set. The amount you do pay will vary with each click, depending on a variety of factors and competition.
Jeff Baum is Director of Services at Hanapin Marketing and a seasoned PPC advertising professional with Hanapin Marketing. a 13 year track record of success in digital advertising. He has developed and implemented strategies to substantially grow revenue and profits for a variety of lead generation and e-commerce businesses. He has also been responsible and accountable for managing hundreds of thousands of dollars in PPC advertising spend per month. Jeff is a recurring writer for Hanapin's blog and PPC Hero.

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.


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.
Still in the early phase of rollout, Store Visits is being added to the Adwords Estimated Conversion tool in order to track in-store visits directly from your AdWords account. According to a recent Google study, 32% of offline customers said that location-based search ads led them to visit a store or make a purchase. For businesses with physical stores, this tool could really help to show how your PPC ads are affecting your overall bottom line and marketing initiatives. To be eligible for the feature you must meet the following criteria:
Megan Malone is a Founding Partner with Vici, and leads our Operations division. Megan has both a radio and digital marketing background working for the Philadelphia Eagles, Beasley Broadcast Group, and Cox Media Group. In her career she has helped plan and implement thousands of digital media campaigns. She holds a certification from Disney Institute’s People Management, and was awarded the top 10 advertisers in Louisville from the American Advertisers Federation.

In order to know which keywords to target, it's essential to not only understand the demand for a given term or phrase, but also the work required to achieve high rankings. If big brands take the top 10 results and you're just starting out on the web, the uphill battle for rankings can take years of effort. This is why it's essential to understand keyword difficulty.
Not every keyword is worth ranking for. This may seem obvious, but it’s an important lesson for search marketers to learn. Often times we can get caught falling down the rabbit hole or chasing the long tail dragon to boost our rankings without thinking of the time and resources it takes to rank for these terms. Especially for highly competitive, high-volume keywords – it simply isn’t worth the time and effort it might take to get onto page one.
The other option is to follow up with page visitors outside of AdWords. To do this, you’ll want to create an opt-in page (like the templates above) that offers visitors something of value in exchange for their email address or other contact information. Our dishwasher vendor could offer a free guide on the best way to prolong the life of your dishwasher.
The purpose of this guide is to provide a simple, actionable approach to building strategic PPC campaigns. Much of this is common sense and our goal with this guide is to lay out a strategic and procedural process allowing you to research and implement PPC campaigns that deliver the goods. In this chapter we teach you everything you need to know about putting your PPC strategy into action to begin converting browsers into buyers.

Update aus dem Dezember 2017: Wichtig in diesem Zusammenhang, das Google auch hier in der Darstellung der Snippets immer wieder Änderungen vornimmt. So hat Google zum 01. Dezember, die Länge der Snippets, um genau zu sein der Description von ca. 150 Zeichen im Standard auf ca. 300 erhöht. im Bereich der mobilen Suche sind es inzwischen eher um die 225 Zeichen. Mehr dazu findet Ihr auch hier:

×