Avoid industry research. Industry analysts aren’t good at predicting disruptive companies and cutting-edge trends because such changes occur at the bottom of the market, which is generally not on their radar. Research giants like Forrester and Gartner provide industry consensus after major shifts have already occurred. Plus, they derive their research by analyzing large organizations, so startups won’t find what they’re looking for here.
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.
This helpful tool scans your backlink profile and turns up a list of contact information for the links and domains you'll need to reach out to for removal. Alternatively, the tool also allows you to export the list if you wish to disavow them using Google's tool. (Essentially, this tool tells Google not to take these links into account when crawling your site.)
A competitor's media strategy reveals budget allocation, segmentation and targeting strategy, and selectivity and focus. From a tactical perspective, it can also be used to help a manager implement his own media plan. By knowing the competitor's media buy, media selection, frequency, reach, continuity, schedules, and flights, the manager can arrange his own media plan so that they do not coincide.
For small businesses, PPC can be competitive and expensive, which is why many struggle to break through. Especially when they are competing with bigger companies with sophisticated digital marketing departments and huge budgets. The good news is it IS possible for small businesses to compete with larger, established companies for clicks. Being a little bit smarter and nimble will make all the difference.
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.
Research: These searchers are further down the funnel than informational searchers. They’ve already decided that they want to buy a product, but they haven’t quite decided which one is best. They’re looking for more information, so product keywords usually include words such as "review", “top 10”, “comparison”. And while it may look like spam to you, a word like “cheap” can actually help turn researchers into conversions.
Great question. You could adjust the formulas but I find it easier to highlight the full report (after it is populated with your data) then copy it and paste "values only" this way none of the formulas break. Then go into the navigation of google sheets and select "Data" then "Filter". You will now have filtering options on all of the headings. Then you can simple select your website and uncheck "Yes" so you only see the domains that do not link to you. Give that a shot and let me know if it works for you.
From my experience, you don’t need complex algorithms to save money with paid search. You don’t need a crazy PPC management tool to trim down costs for campaigns. You need only employ one of 3 core paid search strategies in order to succeed in your PPC campaigns: 1) Maximize your budget, 2) Improve Branding by showing up in a top position and 3) Maximize your profit potential.
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.
Keyword Difficulty (KD). This is a cumulative score that shows you how difficult it will be to rank organically for this keyword. It accounts for the number of competitors within this space as well as the strength of those competitors. If one of your competitors is a government website that gets millions of visits each month, for instance, that will impact your difficulty score. Other factors that impact difficulty include the quality of content your competitors have and how relevant it is to the searcher. As a best practice, look for keywords with a difficulty score that's no higher than 80.
Once your campaign is established you must review the analytics data and look for ways to optimise the campaign. Setting clear goals and measurements are absolutely critical to allow the campaign to be reviewed against each stated goal, in which you will consider ad performance, keyword performance, ad placement performance, campaign structure, and campaign targeting. This chapter highlights how to analyse and optimise your PPC campaign for success.
Keyword competitiveness lets you know which keywords often show up on other websites. This usually means that your keyword strategy concept exists on other sites. For B2B marketing and SEO, keyword competitiveness is a little different. Since keywords and themes are more specific, there’s a lower chance of other sites using the same keywords. Of course, remember that most B2B companies write about similar issues and concepts.
In the print days, taking out an ad in the Detroit Free Press allowed businesses to know that primarily Detroit area residents who could actually visit the business would see the ad in question. Not so in the era of mobile ads which, if delivered indiscriminately and without location context, can be less successful because they aren’t relevant or personal. Ad creative targeted at — and customized for — an Oklahoma consumer versus a New York City one is likely to be more effective in driving a physical sale.
Beacons are little physical objects (under two square inches, in most cases) that can be placed in desired locations. Their sole purpose is to detect you, or more specifically, your device, as you move into their range. The beacons themselves don’t send content. Like geofencing, a signal is triggered when you’re near one, and a server sends a push, text, in-app message, or even an email (though currently, that’s a less likely application for beacons).
To give you an extra boost, we’re also giving away two landing-page templates designed especially for PPC campaigns. These templates have powered hundreds of successful PPC campaigns, and with a little customization (some coding’s required if you’re not a LeadPages® customer), they can do the same for you. Click below to download them now, and we’ll talk about why they work and how to use them in a bit:
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.
If you’re aiming for a steady cost per conversions (also known as Cost Per Acquisition) average, despite the potential challenge in calculating those costs, then Conversion Optimizer may be of help. This strategy works by setting a target Cost per Conversion at campaign level, and then AdWords uses your historical conversion data to optimize your bidding strategy to reach your targeted average.
You may be wondering why these seemingly different strategies are included as one. The reason is that the strategy is the same: Getting the most out of your budget. The only difference is the tactics to achieve that strategy. Sure you may need to look at different metrics and dimensions of your campaigns to maximize your budget, but in the end you achieve the same thing.
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.
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.
If you don't know the difference between head terms and long-tail keywords, let me explain. Head terms are keywords phrases that are generally shorter and more generic -- they're typically just one to three words in length, depending on who you talk to. Long-tail keywords, on the other hand, are longer keyword phrases usually containing three or more words.
Based on your competitor’s marketing message, what kind of customer does the viewer have to be for these messages to appeal to him or her? What is their age range? Where do they have to be located? What's their profession, if any? What other customer demographics can you infer? You're essentially trying to come up with a "buyer persona", a character who best represents the person your competition is trying to reach.
Some super awesome points here no doubt. What I like about this approach is it is hands on and not just ran via a site being scanned by a third party. Also when a new client comes to you and has these thoughts of ranking the highest in their particular industry you need to know that baseline of who is at the top. Many times when I have conducted a much lesser analysis than what is above I see some items right off the bat that can make that strong competition not so strong after some minor changes.
Although this process can be tedious and time consuming, it is essential in identifying where your competition may be surpassing you as well as what advantages you have over your competition. Developing takeaways will help identify these strengths and weaknesses. From there, you can improve your marketing plan by putting greater influence on the features your company offers and finding ways to implement features your company doesn’t offer that seem crucial to gaining customers.
Competitive analysis is an exercise of comparing your business, product, and service to companies and finding similarities and differences. The most critical part of kicking off a competitive analysis is choosing the right competitors to analyze. Otherwise, you will spend tons of time on competitive research with very limited insight to show for it. In other words, the competitors you select determines how you will perceive your company and the final analysis.
“Now that the “algos” are perfected, they can be used for accounts as small as 100$ monthly ad spend. While it’s difficult for the small guys to access machine learning on their own, agencies who are servicing SMBs should use tools like ours to manage, optimize and scale multiple accounts. Google Channel Partners, Publishers and Resellers that service hundreds of small-business PPC accounts benefit from our machine learning technology already.”
Analyze Competitive Information Once you've gathered all of the competitive data you have been able to locate, it's analysis time. You should analyze to determine product information, market share, marketing strategies, and to identify your competition's strengths and weaknesses. Product Evaluation You should know from your sales staff and customer feedback what product features and benefits are most important to your customers and potential customers. A product's or service's competitive position is largely determined by how well it is differentiated from its competition and by its price.
Remember that martech landscape map with over 5,000 companies? Almost every product category is made up of over a dozen different players. You can’t reasonably expect to analyze all of them. You don’t need to either. An ideal competitor analysis includes three to five companies that represent the biggest threat to your business. (Go with five if you’re operating in a crowded market.)
When I was working on my own startup, Complete Seating, we did this for OpenTable. I spent at least a night a week working as a host. What was most interesting was all of the other tools that they needed to get their job done: hardwired phone, discussions with waiters, discussions with the kitchen, POS access, and more. We saw some key differentiation with automating the communication through SMS and phone before a guest got to the restaurant. They were really powerful in showing how OpenTable was just a digitization of the maitre d book.
That would work but I would prefer to keep the data consistent and use Majestic or Ahrefs instead in that case. The template formulas can be adjusted to work with either tool. Sometimes, I will combine the data from all 3 tools to increase the amount of backlinks in the analysis but that takes a little bit more work and formatting to get it to work properly.