A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
However, if “cheap renters insurance” doesn’t match your brand, then don’t use a phrase with higher search volume just to get more traffic. You want to attract more qualified leads not just more traffic. If your page more accurately matches a searcher’s intent, lower search volume could actually provide a higher number of qualified leads even though it may not generate as much overall traffic. In other words, if a keyword or search term doesn’t match your brand standards, don’t optimize for it, no matter how much traffic it could potentially drive.
This broken-link checker makes it easy for a publisher or editor to make corrections before a page is live. Think about a site like Wikipedia, for example. The Wikipedia page for the term "marketing" contains a whopping 711 links. Not only was Check My Links able to detect this number in a matter of seconds, but it also found (and highlighted) seven broken links.
More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.
We at SEMrush continuously monitor Google’s updates, as the search engine rarely stands still. While testing the updates that are most likely to impact advertisers, we have come to the conclusion that Google is moving in the direction of “autopiloted” campaigns. The message is clear, the more you delegate to Google Ads’ artificial mind - bids, placements, banner sizes, etc. - the more benefit you and your customers will get from the campaign.
So, fellow marketers, the secret is out—now you know that the key to really driving your conversion rate isn’t in minor copy or bidding adjustments. The true PPC CRO best practices require you to use negative keywords and to target keywords that your bottom-of-the-funnel prospects are searching for—including those that are pricing and service-oriented. You want to use high-converting ad formats, such as Google Shopping Campaigns and video ads, to capture the attention of your audience and engage them. Your landing pages should be designed well, easily browsable, and have fast loading times. It’s also important to personalize your ads so that your potential customers feel like you’re speaking directly to them, which also helps humanize your brand. Finally, use retargeting to remarket your products and services to previously interested visitors to your website, enticing them back and convert. 
The risk to this approach is that it isn’t always terribly accurate beyond the city to ‎zip code level.  If, for example, you were to use MaxMind’s demo service to locate ‎your own IP, it will likely show you perhaps a mile away from your actual address, ‎likely at the nearest network node, the point at which your computer connects to ‎your ISP’s network infrastructure.   ‎

When a competitor is identified, have your sales team dive deeper by asking why they are considering switching to your product. If you've already lost the deal, be sure to follow up the with prospect to determine why you lost to your competitor. What services or features attracted the prospect? Was it about price? What's the prospect's impression of your sales process? If they've already made the switch, find out why they made this decision.
Instead, SEO now takes a multi-faceted approach where you’re involving different disciplines (i.e. content, email, advertising, social), building a brand (i.e. investing in intangibles, not just conversions), and competing on multiple fronts (i.e. paid search positions, review & aggregation sites like Yelp, TripAdvisor, beefing up your local listings, and more) – all at the same time.

It has also become remarkably difficult to distinguish direct competitors from indirect threats - and when you do, you find competition often comes from surprising places. In fact, competition in the SaaS and tech industries is increasingly coming from indirect competitors, whose core technology enables them to invade adjacent verticals and industries.

It’s good for searchers – Research indicates that searchers click on paid search ads more often than any other form of digital advertising. This means that people really don’t mind being advertised to, provided that the products and services advertised actually fit the searcher’s needs. And because we use search engines when we’re looking for products and services, the results, including the ads, are generally highly relevant to what we’re looking for. Plus, Google has developed an excellent formula for ensuring that PPC ads meet the user’s needs.


The risk to this approach is that it isn’t always terribly accurate beyond the city to ‎zip code level.  If, for example, you were to use MaxMind’s demo service to locate ‎your own IP, it will likely show you perhaps a mile away from your actual address, ‎likely at the nearest network node, the point at which your computer connects to ‎your ISP’s network infrastructure.   ‎
By sharing this information, you can align all stakeholders that are involved with any kind of messaging (i.e., print, TV, PR, SEO, PPC, email, blog posts, etc.) and get everyone consistently using your targeted keywords. As your audience observes messages from each of these channels, they will see that consistency. This can highly influence which keywords they then use when they use a search engine to find you or your products. These are, of course, keywords you already rank well for, which will help to increase visibility and branding even more for your entire organization.
You should always track and monitor the effectiveness of your PPC campaign. You should know what things are working for you in a better way. If you are publishing your ads on the Google search platform using the Google Adwords tool, use Google Analytics to get better insights into searcher’s behavior. You should measure the bounce rate of your website. Bounce rate will tell you how many searchers visited your site but did not perform any action. You should also track CTR and conversion rate of your campaign. This will help you to optimize your PPC campaign and your landing page.
The jockey does not have to be the manager of all the operations and support functions of your business, but it is your duty as founder of the business to ensure that the fundamentals are in place. Institute controls by identifying strengths and weaknesses in yourself and your team. Then implement solutions to avoid any pitfalls or risks in your business.
But what is a brand keyword? A brand keyword is the keyword used to search for a company name. The term branding stems from the literal act of branding cattle with a hot brand. You “mark your ownership” by branding a cow. You can “own” a product group too by putting your brand on it. Our brand is “Yoast”. It’s not “WordPress SEO”, nor is it “Google Analytics”. Those are keywords. We have one brand and we’ve slowly moved all our product names to be completely branded too, instead of generic. You might have noticed our WordPress SEO plugin is now called Yoast SEO and the same is true for our Google Analytics plugin, which is called Google Analytics by Yoast.

You cannot expect your employees to stick to their schedules and stay organised if the person at the top doesn’t do the same. As the leader of your start-up, you need to set an example for your staff, which means that you have to be the most organised person in the company. While it is important to ensure your employees follow suit, try not to be too overbearing about how they choose to organise their days.
This chapter will discuss how to best structure your campaign within Google AdWords. These basic building blocks are campaigns and ad groups contained within those campaigns. How you structure this will depend upon your business and marketing and the main takeaway here is that there is no single way to structure a campaign. Just be mindful of what matters when it comes to advertising and measuring the results of your campaign.
Everyone knows intent behind the search matters. In e-commerce, intent is somewhat easy to see. B2B or, better yet, healthcare, isn't quite as easy. Matching persona intent to keywords requires a bit more thought. In this video, we'll cover how to find intent modifiers during keyword research, how to organize those modifiers into the search funnel, and how to quickly find unique universal results at different levels of the search funnel to utilize.

You can search for these types of competitors online (by doing a simple web search), or you can directly ask your current and potential customers what they are using already. You can also look for your direct and indirect competitors on websites such as Crunchbase and Product Hunt, and you can search for them in the Google Play and the iOS App Store.


SEO competitive analysis is critical because it gives data about which tactics are working in the industry we are in and what we will need to do to start improving our keyword rankings. The insights gained from this analysis help us understand which tasks we should prioritize and it shapes the way we build out our campaigns. By seeing where our competitors are strongest and weakest, we can determine how difficult it will be to outperform them and the amount of resources that it will take to do so.
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