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.
Now as searchers start to gather information, they begin to refine their search and start using more specific terms. Then finally they begin to use very specific terms. They have switched from information gathering to a transactional mode. If someone searches on the term “canon eos mark III,” what does that suggest about their intent? That they have done their research and are ready to buy. So do you send them to your home page? Absolutely not. You need to send them to your product page that has the product, its features, maybe related products, the price, and most importantly the “buy now” button. They don’t need more information; they’re probably price shopping and are looking for a trusted source with the best price.
Competitive analysis is a key aspect when in the beginning stages of an SEO campaign. Far too often, I see organizations skip this important step and get right into keyword mapping, optimizing content, or link building. But understanding who our competitors are and seeing where they stand can lead to a far more comprehensive understanding of what our goals should be and reveal gaps or blind spots.
Keyword research is a time consuming and continuous activity. Create your list of core keywords at the time of campaign planning and you should constantly refine and expand your keyword list for long-tail, low cost and highly relevant keywords. Another important step in keyword research is to review high cost, under performing keywords. Remove these keywords from your list.
Are they targeting low, middle, or high income customers? Look at their pricing information, including how they phrase it. If they use words like discounts, sale, affordable, or cheap, then they aren’t targeting the high income crowd. Also look at the marketing materials themselves, whether it’s a brochure or online banner. Are they attention-grabbing or elegant?
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.
The central idea behind geotargeting is that understanding a consumers real-time — or past —location helps marketers achieve the holy grail of delivering the “right message at the right time.” In a simple example, an adult customer visiting car dealerships is likely interested in buying a car, and serving a local Honda ad to this customer more likely to be successful.
Now, to figure out state and postal code involves a more complex process. At the core though, the geolocation services build up a network of servers from which they can send out pings, or connection requests, and known physical locations of public entities like universities and government office IPs. Eventually, with enough data, the geolocation company has the capability to triangulate any IP on the web.
But consider this: only a lead who is in the early stages of researching a product or solution (aka not ready to convert) uses such general keywords in their search engine research, simply because they aren’t yet educated enough about what they’re looking for. Similar to a negative keyword strategy, bottom-of-the-funnel (BOFU) keywords can help you reach avoid the wrong leads. These keywords are ones that are more pricing and service-oriented, which will bring in consumers who have a higher potential of converting as a result of your PPC ads.
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.
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.
For example, “Austin gyms” or “coffee shops near Dupont Circle” or “uptown restaurants” provide location intent that you can target. Include location terms such as area code, ZIP code, neighborhood, community name, nearby landmarks, popular venues, tourist destinations, well known street names, local jargon and other keywords that will help you get found when a consumer is searching for businesses around you.
To do this, you want to analyze your analytics frequently by keyword and observe visitors’ behavior when they come to your website or landing page. Don’t fixate on just traffic alone. How much time are they spending on your site? What is the average number of pages they are viewing? What is the bounce rate? A high bounce rate like 80 percent will tell you that most of your visitors leave your site immediately upon landing on your site. They’re not engaged and see no content clues they arrived at their desired destination. This can be fixed by making changes to your landing pages as long as they are relevant to the keywords that brought them there.
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