Geographically targeted ads can increase returns significantly over "blind advertising." On the Internet, clickthrough rates are improved compared with advertisements not targeted by location. The results in a given situation depend on the geographical distribution of potential customers, a variable that requires intensive research to accurately determine.
The assumptions that a competitor's managers hold about their firm and their industry help to define the moves that they will consider. For example, if in the past the industry introduced a new type of product that failed, the industry executives may assume that there is no market for the product. Such assumptions are not always accurate and if incorrect may present opportunities. For example, new entrants may have the opportunity to introduce a product similar to a previously unsuccessful one without retaliation because incumbant firms may not take their threat seriously. Honda was able to enter the U.S. motorcycle market with a small motorbike because U.S. manufacturers had assumed that there was no market for small bikes based on their past experience.
Geo-Targeting content is simple and beneficial to most websites, advertisers and publishers, as well anyone using PPC campaigns or SEO. Not only does it enable you to match the most relevant content to your visitor, Geo Targeting also serves as an excellent basis for experimenting with traffic to optimize your funnels. Some ideas were presented here that may be tested, but the options are virtually limitless.
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.
Successful online advertising requires ongoing work and optimisation to improve performance and results. Maximising output and reducing input is critical. You must clearly outline the business objectives, goals, and audiences for each campaign. This chapter outlines our PPC model which considers objectives, goals, audience, and targeting to ensure your PPC is based on a solid strategy with clear measures in place to analyse and improve as you go.
Today, more companies, brands and platforms are recognizing the value of integrating geotargeting into social media advertising campaigns. According to Lathan Fritz, local sales expert, big data geomarketing thought leader and founder of sales funnel agency Amerisales, there are numerous benefits to adding geotargeting to your Facebook ad campaigns. By specifically targeting a demographic based on location, companies experience increased returns on their social media advertising investments. This success comes from more precise targeting of an ad’s intended audience—something that is made even easier thanks to the ability to add geotargeting to previous Facebook posts.
Keyword gap analysis is the process of determining which keywords your competitors rank well for that your own website does not. From there, we reverse-engineer why the competition is ranking well and then look at how we can also rank for those keywords. Often, it could be reworking metadata, adjusting site architecture, revamping an existing piece of content, creating a brand-new piece of content specific to a theme of keywords, or building links to your content containing these desirable keywords.
Newspaper and Magazine ArticlesArticles in newspapers and magazines are a source of information you can use to get an idea of what your competitor is planning for the future, how their organization is run, and what new product information or innovations they have. Journalists may also uncover and reveal unflattering information about your competitor that may prove valuable to you. Be on the lookout for product reviews in magazines; they will reveal a competing product's strengths and weaknesses. Visit a college or public library. The reference librarian will show you how to find pertinent articles online much more quickly and easily than you'll find them by browsing.
Your competitor analysis framework should give your stakeholders an overview of how the playing field looks. A side-by-side comparison with top competitors helps teams strategize better, plan business growth and provide a clearer vision for the organization. When creating a competitive analysis, you should first consider defining the criteria for the comparison. Common high-level pieces are company information, description, products or services, strengths and weaknesses and market-fit.
This is another great way to position yourself as a “go to” for information within a community. Surround your campaigns or newsletters around what’s going on in a specific area. If a town that you have a lot of subscribers from holds an antique fair once a year, use it in your marketing campaign. In your newsletter for that area, include tips and tricks on how to bargain prices, articles about the best booths from the year before and sales surrounding your own products that would speak to that target audience.
To determine your company's market share on a percentage basis, thefollowing formula should be used: Current Market Share = Company sales Industry salesYou should then compute each of your competitors' market shares. It will give you a clear idea of how your sales volume compares to your competition's. If you don't have total industry sales figures you won't be able to figure out your market share, but you can still get a good idea of your competitive position by comparing the sales volume figures. For example, say last year Company A sold $3 million dollars worth of copiers, Company B sold $5 million, and you sold $4 million. It's obvious that Company B has the largest share of your market and is your greatest competitor. Competitive Objectives and Strategies For each competitor in your analysis, you should try to identify what their market objectives are and determine what types of strategies they are using to achieve them. Are your competitors trying:
This analysis should help you holistically identify areas of opportunity available in your search landscape, without having to guess which “best practice” you should test next. Once you’ve started this competitive analysis, trends among the competition will emerge, and expose niches where your site can improve and potentially outpace your competition.
Getting your site to rank on Google is not as simple as plugging a keyword into a website and hoping for the best. In short, placing them into an intentional keyword strategy is just the beginning. By definition, keywords are words or phrases that describe and sum up a central idea pertinent to your business and marketing strategy. Keyword strategy means using keywords in your business and ad campaigns to attract your target market audience. When it comes to B2B marketing, keyword strategy is necessary to draw in your target audience. As B2B marketing is not the typical Buyer-to-customer setup, your keyword strategy needs a B2B marketing and relations spin. For example, if your business were looking to bring in ordinary customers, your keyword strategy might look like this:
Add in geolocation, and you get geotargeting, a technique that has proved highly beneficial to local small businesses, especially restaurants, retail shops, and service providers. While that’s great, what happens if you’re a large corporation running national campaigns? As a CMO, you can still use geotargeting to increase the return on your marketing investments.
A quality ad account in 2018, according to Google, is an “autopiloted” account; the more options that are delegated to Google Ads, the better. However, even if Google is now able to decide on its own which banner size will fit best on a particular website, it is still your responsibility to provide catchy text, relevant images, and the right keywords.
Ad scheduling is important for optimizing your ad strategy. You can show your ad whenever a customer searches online or you can show your ad on certain days, or during business hours when you’re there to handle customer inquiries. Your ads give different performance result on different days of the week and different hours of a day. Therefore, have a look at which online days and hours are most suitable for your business and then schedule your ad during these times to increase your exposure. You can also adjust your bid for less performing hours and days.
Then, within your campaigns, you will have your ad groups. Ad groups should be formed based on themes of keywords. For example, all keywords that relate to dark chocolate could go into one ad group (ie. Dark chocolate bars, dark chocolate for sale online, best dark chocolate shops, where to buy dark chocolate, dark chocolate with almonds etc.). Again, keep your ad groups to a minimum when you are starting. You don’t need more than 6-8 ads within each campaign. Try to limit the amount of keywords per ad group to 10 to 20 per ad group. The keywords will be the trigger for the PPC ads that will appear in searches containing those words.
AdvertisingNot only does advertising copy tell you a competitor's price and other product information, it provides an indication of your competitor's entire promotional program and budget. When reading a competitor's advertisement be sure to note the following: publication, frequency, special offers, product features and benefits highlighted. If your competitor suddenly places an advertisement in an industry publication that neither of you are currently selling to, it's an indication that they're trying to reach a new market segment. It's also important to notice the design and tone of your competitor's advertisements. What kind of image do they convey? How does your own image compare? Are their advertisements in color while your own are black-and-white? Even if they're not, a clever advertising campaign can communicate that your competitor is an innovative, fresh company.
Many marketers experience this issue during PPC campaigns: They’re attracting the attention of their audience and driving traffic with their ads, yes—but those website and landing page visits aren’t resulting in the amount of conversions they would have expected. If you are also experiencing this, your ads may be targeting consumers who aren’t quite in the decision stage of their buyer’s journey through the use of too many top-of-the-funnel (TOFU) keywords in your ad copy.
We at Moz custom-built the Keyword Explorer tool from the ground up to help streamline and improve how you discover and prioritize keywords. Keyword Explorer provides accurate monthly search volume data, an idea of how difficult it will be to rank for your keyword, estimated click-through rate, and a score representing your potential to rank. It also suggests related keywords for you to research. Because it cuts out a great deal of manual work and is free to try, we recommend starting there.
A FINAL WORD [top] Schedule a competitive analysis on a regular basis, as you do for inventory and other business functions. Depending on what market you're operating in it could be every two months or once a year. Consider employing a college student for the summer or create student internship positions to fulfill the task. You must remember that your competitive research and analysis is never finished. This is on-going, rather than a one-time process. Your competition can change quickly, new players can emerge tomorrow, the economy may upswing or downswing at any moment. It's only when you clearly understand your competition that you can evaluate your own market position. Only then can you exploit their weaknesses to your competitive advantage and seek to improve your own marketing efforts. CHECKLIST [top] ___ Have you identified your direct and indirect competitors? ___ Do you know how the customers in your target market rate your product in comparison with your cometitors'? ___ Have you compiled the intelligence you have gathered on each competitor in a format that fosters comparison of features and market postions? ___ Do you have strategies for building on your strengths and minimizing your vulnerability where you have weakenesses? Do you have strategies for minimizing the value of your competitors' strengths and taking advantage of their weaknesses? ___ Have you communicated the competitor information and your strategies to every worker who needs to know? In research and development? In production? In marketing and sales? ___ Have you established procedures for keeping your industry and competitor profiles current? RESOURCES [top] Books Competitive Intelligence for the Competitive Edge, by Alan Dutka. (NTC Business Books, 1999). Brief discussions of competitive intelligence activities are followed by extensive real-life case-study examples. Web Sites "Do You REALLY Know What The Competition Is Doing?" by Darrell S. Mockus. Journal of Business Strategy 24:1 (January-February, 2003), 8-10. "Spies Like Us," by Carole Ashkinaze. Business Week (July 12, 2000), F4+. "Face-to-Face: Spies Like Us," by Stephanie L. Gruner. Inc. 20:11 (August 1998), 45 (7). "Spy Away," by Mark Henricks. Entrepreneur 28:3 (March 2000), 98. Fuld and Company. What Is CI?. Society of Competitive Intelligence Professionals. "Competitive Intelligence vs. Espionage," by Fred White. ThomasNet Industrial Newsroom, May 22, 2007. Writer: Susan MaGee All rights reserved. The text of this publication, or any part thereof, maynot be reproduced in any manner whatsoever without written permission from thepublisher.
Why make the same mistakes your competitors have made when you can learn from them? As its name implies, SpyFu is a great way to spy on the competition so you can learn from their failures and more importantly, their successes. When you type in a competitor's URL, you'll be able to see how many keywords they are ranking for organically and even the ad value of those keywords. It also offers good analytics on backlinks driving the most traffic to your competitors' sites so you can see where you might want to publish guest blogs or be listed. If they are running any paid advertising campaigns, you can even see what campaigns they're running and how much they're spending.
This emphasis on competition is related to the advent of game theory in the mid 20th century around the same time. The problem is that game theory is one mental model of many to help make decisions, not the only one (Ben Thompson from Stratechery has a good post on the Prisoner’s Dilemma that is a fundamental one). Even researchers are starting to point to the fact that there are no perfect solutions (such as a Nash equilibrium) to most situations.
You may be thinking... Google can index my site and learn what my site is about without keywords now... keywords aren't as important as they used to be... I'm doing fine I don't need any keyword help I have been doing this for years... I said all of those things (and more). The truth of the matter is: as long as we use the written word on line to match intent keywords will be valuable. If you are going to treat yourself to one bit of continuing education this year, this needs to be the one.
Geo-targeting in the most traditional sense uses IP addresses to figure out where users are. Every internet-connected device has a unique IP. It’s like an address for your computer, tablet, phone, or wearable. The first three digits provide a country code. The digits after that indicate specific areas within a country, down to state, city, and postal code. To learn more about the tech behind geo-targeting, geoedge.com is a good source.
Small businesses typically don’t have the budget or the amount of data necessary to take advantage of the benefits machine learning offers PPC marketers. If they’re not using a marketing agency to manage PPC that gives them access to machine learning optimization, they can also sign up directly. Acquisio’s Promote product was designed for small business owners to use with a monthly subscription model, simplifying ad creation and set up while allowing ad spend amounts as low as $100 using machine learning optimization. They explain in a past post about the small-business-machine-learning conundrum.
You need a keen understanding of your ideal customer and the market so that when you launch, your product is positioned correctly in the ecosystem of all products and services. Since competition can come from anywhere, you need to catalog your strengths and weaknesses relative to both direct and indirect category leaders (i.e., those adjacent to your core business).
Understanding the balance of terms that might be a little more difficult due to competition, versus those terms that are a little more realistic, will help you maintain a similar balance that the mix of long-tail and head terms allows. Remember, the goal is to end up with a list of keywords that provide some quick wins but also helps you make progress toward bigger, more challenging SEO goals.
To create a similar chart, start with your website goals and map them to a potential visitor’s goal. For example, you may want to generate more event space inquiries, which means potential visitors to your website would likely be searching for an event space. Now ask yourself: what do people searching for an event space type into Google? If I were looking for this type of product or service, how would I search for it on the web?
It is dependent on the pre-analysis of the entire IP address space. There are more than 4 billion possible IP addresses, and detailed analysis of each of them is a Herculean task, especially in light of the fact that IP addresses are constantly being assigned, allocated, reallocated, moved and changed due to routers being moved, enterprises being assigned IP addresses or moving, and networks being built or changed. In order to keep up with these changes, complex algorithms, bandwidth measurement and mapping technology, and finely tuned delivery mechanisms are necessary. Once all of the IP space is analyzed, each address must be periodically updated to reflect changes in the IP address information, without invading a user's privacy. This process is similar in scale to the task of Web spidering.
Example 2: If your goal is B2B marketing and relations, your keyword(s) should have a revenue spin. For example, if your business sells software for eCommerce, your keywords would focus on that. Your concept might sound something like this: “the best software for B2B marketing and eCommerce.” You would then create a keyword theme around this concept, leading to use of the keyword or phrase for B2B SEO. This specific keyword concept is more likely to attract your target audience of B2B marketers and companies.
A quick and easy way to compare your product or service with similar ones on the market is to make a competition grid. Down the left side of a piece of paper, write the names of four or five products or services that compete with yours. To help you generate this list, think of what your customers would buy if they didn't buy your product or service.
When I was working with BLADE, an Uber-like helicopter service, we wanted to know why people would pay $600 for a 5-minute long helicopter ride from Manhattan to the airport, but not the other way. In this particular case, our competitor was sitting alone in a black car in traffic back to the city. The benefit was that they weren’t really in a rush and they could catch up on things. It was the only time they could be alone with their thoughts.