Be sure to re-evaluate these keywords every few months -- once a quarter is a good benchmark, but some businesses like to do it even more often than that. As you gain even more authority in the SERPs, you'll find that you can add more and more keywords to your lists to tackle as you work on maintaining your current presence, and then growing in new areas on top of that.
If you have been dabbling in this PPC advertising thing and not noticed much traction, you might want to reconsider your budget. Many small businesses set a PPC spend that is too small to make any significant impact. Most people don’t realize that while PPC campaigns generate an average of 2% click-through, most do much better, especially with the help of new technology like machine learning.
First, start with a simple online search for your business type and location. For example, if you’re starting a retail business in Los Angeles, you’ll want to think about how a customer might search for your business (or one like yours). They might search for “los angeles retail store,” “clothing store in LA,” and “LA apparel store.” Create a list of businesses that appear in the search results (and take note of those that frequent the top three results).
Your keyword strategy should make clear which “keyword groups” you focus on. It doesn’t have to be a long list of keywords (though it doesn’t hurt to have one). Your keyword strategy should be a definition of a group of keywords that you’re tackling. Every time you’re writing new content you can have a quick look at those groups and pick a new keyword that falls in line with the strategy.
If you are a UX designer, then you might be aware of the service design cycle. This cycle contains four stages: discover, explore, test and listen. Each one of these stages has multiple research methods, and competitive analysis is part of the exploration. Susan Farrell has very helpfully distinguished different UX research methods and activities that can be performed for your project. (You can check this detailed segregation in her “UX Research Cheat Sheet”.)
Advanced seo analyzer tool to give webmasters or bloggers an seo analysis on a page-by-page basis. This tool analyse the website social media ranking, site usability, online reputation, meta tags, keywords, and site speed. Examine your webpage and get your analysis report together with your rankings from this seo tool. Improve your web pages and increase your search engine ranking.
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.
Both geo-fencing and geo-targeting can be done on mobile, tablet, computer, or even gaming devices with internet access. When it comes to deciding which is best for your marketing, think of who your target customer is. If you are interested in advertising to a population of all ages and all interests, geo-fencing is perfect for you. If you are only interested in hitting only a specific consumer demographic that is more niche, then you should be doing geo-targeting.
Privacy and security concerns are, by many accounts, the one thing holding location based services back from exploding. One of the first backlashes came from Nordstrom customers, when that retailer tracked customers through its physical locations for market research purposes. The word “creepy” was applied at the time, and it’s still a word commonly found in discussions of how location-based marketing can tend to make people feel.
Geo-targeting in the most traditional sense uses IP addresses to figure out where users are. Every internet-connected device has a unique IP. It’s like an address for your computer, tablet, phone, or wearable. The first three digits provide a country code. The digits after that indicate specific areas within a country, down to state, city, and postal code. To learn more about the tech behind geo-targeting, geoedge.com is a good source.
John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and the number 698 fastest growing company in the USA in the 2017 Inc. 5000. As a digital marketing expert and in-demand public speaker, Lincoln is consistently named one of the top influencers in the industry. In 2017, he was the recipient of the Search Engine Land "Search Marketer of the Year" award. Ignite Visibility crafts custom digital marketing strategies for clients, including services in SEO, social media, paid media, email marketing, Amazon and more.
Future Competition. In your competitive analysis, you need to make a few predictions about what the competition is going to look like in the future. Competitors are constantly coming and going in the marketplace. Ask yourself: Who are my competitors likely to be? If you are introducing a new widget, how long before the competition catches on? Forecasting future competition will give your potential investors the confidence in the long term viability of your business.Barriers to Entry. Companies whose competitive edge depends on new technology, new manufacturing techniques or access to new markets need to be aware of the common barriers new competition faces when trying to gain entry into the marketplace. They include:
Chesky and Gebbia believed that most people thought hotels were the only option for travelers, but the truth was that renting someone’s extra room was cheaper with an added dose of personalised hospitality – and likely a higher margin business as well. Hyman and Fleiss believed that most people thought they needed to buy the dress they wanted to wear, but the truth was that you didn’t need to own a dress that you only wear a few times. Both teams set out to challenge old customer preferences with modern technology and logic.
Knowing your business’ target audience and matching it up with where they live or work helps you find those who might be most interested in your product or service. For example, a ticket broker might want to advertise NCAA basketball tickets in the state of Kentucky and might think of using Kentucky basketball in its messaging. However, Louisville basketball would be preferable for any advertising within 50 miles of the city on the Kentucky side of the border and 70 miles into Indiana due to the strength of Louisville’s fan base in those areas.
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.
For example, a coffee shop can set a 1-mile perimeter around its store and reach any user within that radius. Or, it could set a 3-mile perimeter around a nearby office complex to reach users that may be looking for somewhere to grab coffee before going into work. You can also try geo-conquesting, which targets customers around a competitor’s location.
It is important to set the objective of your campaign. Ad objective will help you to drive your campaign effectively. Identify your ad objective and keep it in mind while planning your campaign strategy. Your ad objective or marketing objective can be brand awareness, lead generation, to increase your website traffic and to increase the sale of your website. For each objective, you need to plan your ad strategy, which helps to fulfill your goals.
Evaluate your competitors by placing them in strategic groups according to how directly they compete for a share of the customer's dollar. For each competitor or strategic group, list their product or service, its profitability, growth pattern, marketing objectives and assumptions, current and past strategies, organizational and cost structure, strengths and weaknesses, and size (in sales) of the competitor's business. Answer questions such as:
It’s not easy to find information on market share. Large companies invest millions of dollars to investigate market share but most SaaS companies don’t have such resources. The best shortcut is to conduct a survey with a sample size of 200-300 respondents, asking them what tools and solutions they are using. That’s usually just enough to get a ballpark estimate of market share in the SaaS industry.
PPC or Pay per click advertising is an Internet advertising model which is used to generate clicks to your website. It is the way of directing traffic to your website using relevant keywords related to your product or services. It is a paid traffic and an advertiser will pay an amount to the publisher each time the ads get clicked. Pay Per Click or PPC is one of the effective strategies applied in the search engine marketing campaign. Learn more about PPC Campaign and it’s benefits. If your ad campaign is not well optimized and you are not following PPC best practices, your ROI will be impacted. It is important to spend some time in planning your ad campaign.
Megan Malone is a Founding Partner with Vici, and leads our Operations division. Megan has both a radio and digital marketing background working for the Philadelphia Eagles, Beasley Broadcast Group, and Cox Media Group. In her career she has helped plan and implement thousands of digital media campaigns. She holds a certification from Disney Institute’s People Management, and was awarded the top 10 advertisers in Louisville from the American Advertisers Federation.
Long-tail keywords: Longer keywords or specific phrases might not be used as search queries as frequently by your audience. In the above example, for instance, it’s likely that a freelancer looking for a coworking place queries ‘coworking bristol’ rather than ‘coworking space in bristol’, however, the traffic generated by all combinations of long-tail keywords can provide your site as much traffic as the short-tail keywords. And why would you risk losing any opportunity you have to be present on search engines? We are not the only ones saying this, HitTail also give facts about long-tail keywords; about 70 percent of queries are long-tail.
Set priorities. Once goals are established, it’s important to determine key priorities. For instance, if the primary goal is revenue growth, the priority should be executing initiatives that drive conversions, such as keyword or audience expansion. On the other hand, if the primary goal is driving profit, then the priority should be focused on initiatives such as search query report (SQR) mining for negative keywords and other forms of optimization.
When they started to open these “stores”, it didn’t make sense to advertise to everyone because not everyone would be near the pop-up stores. So instead, they only advertised within a small radius of their shop. By using geo-targeting to drive traffic to their shops, they were able to save money and resources while still achieving success in their pop-up shops.
A great way to make your website mobile friendly is to implement AMP for your site. Previously it was mainly used by publishers; today it is also a platform for e-commerce and advertising. Since autumn 2017, advertisers can implement AMP for their Google Ads landing pages, making them faster. Building AMP pages for your advertising campaigns can have a positive impact on conversion rates, time on page, bounce rates, and more.
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.
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:
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.
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>