Your conclusion should be presented to other business stakeholders especially when you’ve decided the next steps. For example, you may alter your Product Roadmap as a result of the competitor analysis. Sales and marketing teams may benefit from summaries that contrast your product with key competitors and emphasise your product’s strengths so that they can take this message to market.
Having initiated a Geo Targeting conversion experiment, you are faced with an inherent problem: how can you verify that your Geo Targeting works? One option is to ask people that are located worldwide to browse your targeted pages and inform you of the results. Another, far more convenient method, is to use a “global geo proxy network” that allows you to browse the web from different global locations.
The distinctions here can become quite urgent depending on the kind of product you’re selling or the kind of customer you’re looking to find. If you’re trying to find people who are interested in selling their homes in the East Village, then you don’t want to target people who are just in the East Village on their spring break or while visiting family. If you’re trying to target high net worth individuals on vacation in Montauk, New York because you believe they’re ripe targets for ads about buying beachfront houses in Montauk, then you don’t want to waste your ad spend showing ads to locals.
Ad text plays an important role in the success of your ads. It is the form of marketing communication that advertisers can use to promote their product or service on search platforms. An effective ad text consists at least one of your core keyword, attractive discounts and promotion and a call to action. The quality score of your ad depends on multiple factors and your ad text is one of them. Your ad text should be unique and appealing. Include discount amount in your ad copy and also add a strong call to action that can compel searchers to click on your ads. Use action words like buy now, order now, resister today or sign up here. Include one of your keyword in your ad text and match your ad to your landing page.
We must clearly identify our objectives for the campaign and tie the campaign objectives to business objectives. Your objectives could include raising awareness, increasing engagement, generating conversions, and customer retention. Your objectives will need to be tailored to your specific business and you will want to map your objectives to a typical marketing funnel. This chapter highlights how to identify your objectives to measure success.
Competitor analysis is an essential component of corporate strategy. It is argued that most firms do not conduct this type of analysis systematically enough. Instead, many enterprises operate on what is called "informal impressions, conjectures, and intuition gained through the tidbits of information about competitors every manager continually receives." As a result, traditional environmental scanning places many firms at risk of dangerous competitive blindspots due to a lack of robust competitor analysis.
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.
It's wonderful to deal with keywords that have 5,000 searches a day, or even 500 searches a day, but in reality, these popular search terms actually make up less than 30% of the searches performed on the web. The remaining 70% lie in what's called the "long tail" of search. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world's search volume.
Another easy, yet possibly expensive, way of testing geo-location is using a PPC platform such as AdWords. You can set your campaign targeting to very specific locations and languages, as well as set the destination URLs of your individual ads. Similarly, this will require a set of landing pages for each campaign, but delivers results very quickly. You may be able to run a fast, data rich, and location-based conversion analysis with little more.
It’s worth mentioning that some of these terms are still evolving, and their use is still being defined. For example, geo-targeting is often used synonymously with location targeting, for now, but that could change. Terms and meaning might shift over time as the technology and its uses evolve. But, like geo-targeting, we’ve got you covered right here, right now.
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.
1,000+ keywords: if it’s just you or 2 of you, this is probably more than you can chew off. It’s not hard to gather 1,000 keywords though, so if you’ve got the time, the people and the inspiration, it usually does pay off to write a lot of meaningful content. Do make sure that all those keywords relate to your products or services as otherwise it’s nonsense and make sure that you’re structuring your site well around it.
Local plumbers can’t provide their services even three counties over (let alone three states over), and a juicy burger wouldn’t exactly hold up well in express shipping. Some businesses rely only on local customers. As a result, they’ll want their PPC campaigns only to appear in the feeds and searches of users who are within a set distance from their home b3ase.
Using geo-targeting, you use smart marketing tactics. A great example of a successful use of area segmenting is evo, an e-commerce sporting goods store. When they took the leap to open up three brick and mortar stores. Their first step was to send out an email blast for a $200 shopping trip to users in the area. Though the campaign had a 58% conversion on mobile users, the campaign wasn’t as effective at driving traffic to their store fronts.
1. More Powerful Personalization, Targeting and Campaign Analysis Capabilities: The capability for ever-more-specific PPC ad personalization and targeting (plus re-targeting) is available, but underused. You can, of course, target demographics and persona characteristics like age or income, customer type or purchase history/level (existing, repeat, prospect), sales funnel position, company role (for B2B ads) and more. Beyond these basics, you can now map the customer journey, learn how the visitor came to you and/or see much of the path taken to buy. This “attribution” insight can significantly improve the ROI of your 2018 campaigns; you’ll see what’s working and what isn’t, for better PPC strategies.
There is a “home” for newly published content. A hub for new content can be the site’s blog, or a news section. For instance, Distilled’s “home for newly published content” is the Resources section. While this line item may seem like a binary (score of “0” if you don’t have a dedicated section for new content, or score of “2” if you do), there are nuances that can bring each brand’s score up or down. For example:
Now the ad servers don’t create this table themselves, they license it from another company like MaxMind or DigitalEnvoy, whose primary business is geolocation data. This is no enviable task; IP addresses themselves don’t necessarily have an obvious pattern in the way they are assigned like a telephone area code would. It’s a bit like solving a mystery, and the geolocation companies use a variety of methods to approach the problem. /injects>