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:
SpyFu displays side-by-side data on your competitors' paid and organic search results, so you can easily see where it's more cost-effective to bid on a particular keyword as opposed to trying to rank for  it organically. That way you can use your time more efficiently by writing content around those keywords that drive a lot of traffic but are more expensive to bid on.
Competitive analyses for SEO are not something that should be overlooked when planning a digital marketing strategy. This process can help you strategically build unique and complex SEO campaigns based on readily available data and the demand of your market. This analysis will instantly put you ahead of competitors who are following cookie-cutter SEO programs and not diving deep into their industry. Start implementing this process as soon as you can and adjust it based on what is important to your own business or client’s business.
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.

A company’s slogan, tagline, mission statement and unique value proposition — all of these are important when determining how you stack up against your competitors. What is the company’s key positioning and how does it compare with other companies in this space? How do they describe themselves? This section is your opportunity to include what you feel is valuable descriptive information. 

Google is constantly refining and adding new tools to AdWords, so remaining active with your PPC strategies is critical if you want to beat out your competition. There’s never a set-it-and-forget-it approach that you can take–as much as one might wish–so it’s important that you test, analyze, re-test, and repeat to find out what is working for you and what is not. Also, keep in mind that while some strategies might work wonders for a particular business or industry, they may not be as effective with yours. Experiment with different approaches, but don’t be too quick to abandon ones that don’t show immediate results. Some investments require time to show their return.
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.

Another thing you need to do in order to maximize the effectiveness of your PPC campaigns is increase the quality and relevancy of your landing page content and user experience. These two elements have a big influence on whether or not leads will convert between your PPC ads and landing pages. A poorly designed or irrelevant landing page is a sure way to tank conversion rates.
When setting up conversion experiments that test different page elements, it may be valuable to make a prior segmentation that is location-based. Testing different ideas and approaches when location is taken into account, usually creates very interesting insights. What will work better for your funnel – showing your traffic from Spain pages in Spanish or English? Will you quote Euro or Dollar?

Stadiums, airports, universities, and malls are examples of specific venues that can be targeted in order to reach specific interest groups. Stadiums provide a great opportunity to focus on specific short engagement events with an audience defined by that event. They often host fans from two specific cities or schools or fans of a specific music genre that is heavy in one demographic. A band like One Direction, for example, is likely to attract school-age female fans.
John Boyd, a famous military strategist, thought a lot about how competitors change the way that we strive for our own goals. The concept he popularized around the OODA loop talked about making decisions faster than your competition as a way to win. It was also key to understanding what your competitor values so you can find other ways than fighting directly.
Your campaigns are the foundation of your structure. You will probably only have a few campaigns, which is fine. The less you have, the more manageable it will be. Start small and only expand when it makes sense to. You could have a campaign for each type of chocolate (fair trade, milk, white, dark, vegan) if you were a small chocolate shop for example. You could have a campaign for sale and non-sale items as well. You have to decide what makes sense for your small business.
Funny thing is we’re not seeing users click on the extension itself very often – slightly more often than we’d see for sitelinks, but not by much – maybe 15 percent of total clicks, albeit not necessarily on the extension itself. It may be the way that we’ve set it up (we say chat with a live expert rather than text us), so that may have skewed the behavior.

Retargeting is a great way to close sales that you otherwise might’ve missed. A variety of ad platforms offer retargeting services, including Google and social media networks such as Facebook and LinkedIn (we previously wrote about LinkedIn’s retargeting platform Lead Accelerator.) To learn more about retargeting and remarketing, read our post, Retargeting for Rookies: Your Guide to What it is and How to Use it.
For both teams, first reactions from people were often strongly negative. I cringe to think what focus groups would have done with these ideas. But, Chesky and Gebbia, and Hyman and Fleiss, were undeterred. To these founders, their ideas were obvious and they set out to find investors and employees who got the vision when most everyone else did not.
The first step in this process is determining who are the top four competitors that we want to use for this analysis. I like to use a mixture of direct business competitors (typically provided by my clients) and online search competitors, which can differ from whom a business identifies as their main competitors. Usually, this discrepancy is due to local business competitors versus those who are paying for online search ads. While your client may be concerned about the similar business down the street, their actual online competitor may be a business from a neighboring town or another state.
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