Many marketers experience this issue during PPC campaigns: They’re attracting the attention of their audience and driving traffic with their ads, yes—but those website and landing page visits aren’t resulting in the amount of conversions they would have expected. If you are also experiencing this, your ads may be targeting consumers who aren’t quite in the decision stage of their buyer’s journey through the use of too many top-of-the-funnel (TOFU) keywords in your ad copy.

If you have and use a smartphone, it’s possible for you to set location-based reminders for yourself, right now. You can, for example, tell your phone to alert you when you’re within range of the frame shop, so that new piece of art doesn’t become a six-month fixture in your trunk. Or, if you’ve attended a concert lately, and the band sends you a push notification to buy some gear while you’re in the venue, they’ve likely used geofencing.

If you have a poor billing system or are constantly losing invoices and important documents, soon your clients will move on to greener pastures (and more organised businesses). If you implement a strategy to become more organised, you will find your customer service improving. This will lead not only to return clients but to new business, as word-of-mouth travels about your professionalism and efficiency.
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.
On the other hand, version B not only communicates the valueof the cyber security business (protecting other business’s data from hackers and cyber attacks), but also acknowledges the potential customer. The copy in version B also addresses the fact that what the viewer is likely looking for in such a company is a sense of security, and caters to that with the words “protect” and “safe”.
Without machine learning reducing the cost of PPC for small businesses, it’s true that they typically aren’t willing to spend the necessary budget to see results. Traditionally (are you sitting down?), —anything under $500 a month is not worth it. In fact (take a deep breath), you probably won’t see great results with a budget of less than $1000 a month.
The personal intent targeting is nearly as strong as search, which is really saying something! The Q&A format of Quora lends itself to fairly specific intent (e.g., "What is a good program for learning data science online?"). That question is loaded with high-quality intent potential for my client, and anyone clicking on it likely wants to actually discover the answer.
Your CompetitorsYou probably see the owner of a rival organization at trade shows, association meetings, and perhaps even socially. You can garner a great deal of information through a simple, friendly conversation. People like to talk about themselves and share their success stories and concerns with business associates. Assign someone to check the competitions' Web sites regularly for pertinent changes and news. (And take a good look at your own: Do you say anything there that you'd just as soon not have your competitors see?)  

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.


A transactional sales approach to customer acquisition is best for products with a higher average selling price (ASP) then self-service solutions. Customers expect to see a demo, or even try the product. In fact, when customers are paying more, they expect more hand-holding throughout the process. While this can drive up organizational costs and complexity for a SaaS vendor, it can yield significant revenues and long-term customer loyalty. For this approach, companies need to optimize their sales, marketing, and support in a way that allows them to build a relationship with the customer over the customer lifetime. Most SaaS companies fall under this category.
You will likely run into some difficulties along the way, and you may need to develop a hybrid strategy to achieve your goals. For example, I have often broken out campaigns between profitability focused keywords and brand focused keywords in order to satisfy clients. This is especially useful when someone demands visibility for certain keywords but does not give enough budget to achieve that visibility. The same goes for balancing visibility and profit.
You have now reached the final step of creating a keyword strategy: keyword research. Quality keyword research is as essential as doing market research for marketing strategy. By the same token, forming a keyword strategy for B2B marketing and SEO needs heavy research as well. When doing keyword research, there are three important factors to remember:
I include specific, real world examples of every type of content in the wild as well as showing you how I design keyword architecture on my sites. I even provide a general model and walk you through exactly how to make decisions on what levels of architecture should get a dedicated URL versus what content should live on parent pages or use JSON/AJAX to not generate new URL's but still provide an ideal user experience.
The gap between your goal and your recent performance should guide how you choose from the menu of strategy options. If you have aggressive growth targets and are consistently meeting or exceeding your ROAS threshold, then you should primarily focus on growth initiatives, and sprinkle in a few efficiency optimizations to ensure that you’re not wasting spend. If you are not achieving your ROAS goal, you’ll want to focus primarily on efficiency optimizations. If you fall somewhere in the middle of these two scenarios, you should select an even mix of growth and efficiency efforts.
Katey Ferenzi has lived and breathed ecommerce for +10 years. In the mid-2000s, she and her husband started their own online business and successfully exited so they may come to Bigcommerce to teach other SMBs how to do the same. Currently, she's consulting for Jasper PIM, a Product Information Management (PIM) solution focused on unifying back-office operations with front-end shopping experiences for mid-market and enterprise businesses looking to scale.
It's important to note your competitor's actions over time. For example, if one of your competitors is consistent with pricing, product features, promotion, and their market share it may mean that they're not exploring or exploiting additional market opportunities. Or, if one of your competitors has a decline in sales volume it may mean they will be employing new marketing strategies in the near future and should be monitored closely. Identify the Competitions Strengths and Weaknesses In order to develop effective competitive strategies, you need to make a realistic assessment of your competitors' strengths and weaknesses, as viewed by the market. You need to ask yourself what each of your competitors do very well, better than your own company? Then, ask yourself in what areas are each of your competitors weak. Construct a simple chart. The copier company's might appear like this: Strengths and Weaknesses of Competitors Competitor: Strengths Weaknesses A. Superior customer service 3-year warranty Higher price B. Quick innovator Unique features Higher price Limited distribution channels C. Large market share Lower price Comprehensive ad campaign Viewed as market leader by market segment Slower product No direct access to parts Other Factors to Consider
Choosing landing pages for your keywords is an important element of your keyword strategy, and can be critical for both your SEO and your user experience. Look at it this way: When you click through to a site that really isn’t relevant to your search, what do you do? You most likely leave that page after a few seconds and likely won’t consider it in the future. So having poorly optimized landing pages can cost you sales. But they’ll also damage your SEO efforts, making it hard to rank.
Say our real estate marketing business really starts to blow up. We make a few new hires and start to divide Manhattan up into regions, with each new employee responsible for a new section. Each one is responsible for marketing within their region. We can easily carve out an “excluded” area within any local awareness region to, for example, exclude a particular zip code that we’re not responsible for from our ad’s targeting. That lets us save money by not targeting customers that we don’t really want to be attracting:
The enterprise sales process is reserved for highly complex products sold at a high price. Because enterprise products provide so much value and prospects take longer to evaluate the product, companies must adopt a complex selling process and longer sales cycles. Selling to large enterprises with a high ASP means competing against rivals with high-touch sales models.
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.
Pick your battles. Sometimes a keyword is so competitive, it's best to let it go. Focus on keywords where you have the most opportunity to move up in the ranks. Moving up from a ranking of 60 to 50 won't have much of an impact, but moving from a ranking of 15 to 8 pushes you from Page 2 to Page 1 of Google's search results, where you'll have a much better chance of being found.
Increase Clicks: If you have a niche site that has high quality scores and impression shares, but not enough volume to spend your budget, you will want to increase the traffic sent to your site while maintaining control over click costs. This can be done by increasing bids, expanding your keyword list, improving click through rates and refining ad copy. All of these items can be adjusted/improved upon to help reach your budgeted spend.
Ever heard the saying that a picture is worth 1,000 words? Well, a video is worth 1.8 million, and YouTube is the best place to promote your video ad to an engaged audience. One of the most popular YouTube ad formats, TrueView ads, play before other videos on the site and allow users the option to skip after five seconds (and you don’t have to pay if a viewer skips your ad!). Since there is less competition on YouTube compared to other search engines, your brand has a massive opportunity to reach and convert a ton of consumers across a variety of different demographics.
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.

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 have now reached the final step of creating a keyword strategy: keyword research. Quality keyword research is as essential as doing market research for marketing strategy. By the same token, forming a keyword strategy for B2B marketing and SEO needs heavy research as well. When doing keyword research, there are three important factors to remember:
He is the co-founder of Neil Patel Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Geography can also be used to predict desirable demographics and information about users in that area. Neighborhoods can often be delineated by residents’ income bracket, age, ethnicity, education, and many other demographics or interests. Politicians often draw district boundaries into areas of common political constituencies that also predict demographics or common values.

Finally, some strategies will drive both efficiency and growth within an account. For example, concluding an ad copy test based on CTR, conversion rate, or conversion per impression can increase revenue and improve ROI. However, these strategies typically show incremental long-term improvements, and are less likely to ramp revenue or improve ROAS in the short-term.
To use this feature, you’ll need at least 15 conversion in the last 30 days, though you should really only use it if you have more historic conversions in order for AdWords to more accurately adjust your bids to meet the target. If you’re selling a product or service that is particularly seasonal, keep a close eye on your Cost per Conversion target to make sure that AdWords doesn’t reduce your bids too much if you have a period where conversions aren’t happening as much as they were during peak season.
a) Look for any gaps ("0's") on you score sheet and try to fix them. Yes, to an extent–an "ideal" score would be all "4s" down your brand's column. However, that's not always possible and highly unlikely. That said, it might not be the most pertinent thing to address technical SEO issues if you can see that your area of greatest weakness is, for instance, building an audience. Look for the greatest difference in performance between your brand and your competitors, which will illuminate what their main legs-up are.
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.
Scanning competitor's ads can reveal much about what that competitor believes about marketing and their target market.[10] Changes in a competitor's advertising message can reveal new product offerings, new production processes, a new branding strategy, a new positioning strategy, a new segmentation strategy, line extensions and contractions, problems with previous positions, insights from recent marketing or product research, a new strategic direction, a new source of sustainable competitive advantage, or value migrations within the industry. It might also indicate a new pricing strategy such as penetration, price discrimination, price skimming, product bundling, joint product pricing, discounts, or loss leaders. It may also indicate a new promotion strategy such as push, pull, balanced, short term sales generation, long term image creation, informational, comparative, affective, reminder, new creative objectives, new unique selling proposition, new creative concepts, appeals, tone, and themes, or a new advertising agency. It might also indicate a new distribution strategy, new distribution partners, more extensive distribution, more intensive distribution, a change in geographical focus, or exclusive distribution. Similar techniques can be used by observing a competitor's search engine optimization targets and practices.[11] For example, by conducting keyword research, one may be able to determine a competitor's target market, keywords, or products. Other metrics allow for detection of a competitor's success.[12] Little of this intelligence is definitive: additional information is needed before conclusions should be drawn.
This is a great list! I especially appreciate the sample set of pages you recommended - oftentimes we ask clients we're onboarding who they consider to be their competitors, but once we start digging into their sites we see they're not necessarily "search" competitors or the sites just aren't that similar to be regarded as such in the search engine's eyes. At least these pages can help weed out any sites that just aren't built out to be similar to a client or are way ahead, so you can get an accurate comparison!
Hi Ines! Was just going to come up with a reply for you and came across a new article on SELand: https://searchengineland.com/how-to-use-if-functions-to-speak-to-different-audiences-304836 explaining a useful technique for testing mobile-specific ad copy. I hope you'll find it useful! The only thing I would add is that you should have a decent amount of traffic to your landing page in order to get meaningful results. Good luck :)
Beyond the city level, your geotargeting on Facebook can further narrow your targeted customers to within miles. For example, a fairly standard radius is 10 miles and closer when you’re targeting a specific product or service in a particular vicinity. If you’re in a more rural setting, you can expand that radius to 20 or 25 miles. Urban areas like Chicago, Los Angeles and New York are targeted within one mile.

If you aren’t aware of buzzwords in your industry or the terms your potential audience will search to try to find you, you need to do some more research or you will definitely be losing people. In Jerry’s case, he has office space for rent as individual desks in a common room. He needs to realize that the term his potential audience will use to search for that is ‘coworking’. A five-minute keywords change would provide Jerry with a clearer vision of his website’s performance and a greater likelihood of being found through search. Check out the revised keywords below:
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.
1. More Powerful Personalization, Targeting and Campaign Analysis Capabilities: The capability for ever-more-specific PPC ad personalization and targeting (plus re-targeting) is available, but underused. You can, of course, target demographics and persona characteristics like age or income, customer type or purchase history/level (existing, repeat, prospect), sales funnel position, company role (for B2B ads) and more. Beyond these basics, you can now map the customer journey, learn how the visitor came to you and/or see much of the path taken to buy. This “attribution” insight can significantly improve the ROI of your 2018 campaigns; you’ll see what’s working and what isn’t, for better PPC strategies.
We at Moz custom-built the Keyword Explorer tool from the ground up to help streamline and improve how you discover and prioritize keywords. Keyword Explorer provides accurate monthly search volume data, an idea of how difficult it will be to rank for your keyword, estimated click-through rate, and a score representing your potential to rank. It also suggests related keywords for you to research. Because it cuts out a great deal of manual work and is free to try, we recommend starting there.
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.   ‎
Then, a few months ago, I was driving around town and the beloved Comedy Attic had a brand new LED Sign. A beautiful high-resolution digital sign manufactured by my client. I had a fangirl moment in my car upon recognizing my client’s name in small letters underneath the sign. Next call I had, I mentioned this moment to the client. I asked when that lead came in. The client looked up The Comedy Attic and divulged the sign was purchased in March 2018. The purchase came from a lead that came into the funnel in July 2016.

When using the Keyword Explorer, Ahrefs will also produce the "parent topic" of the keyword you looked up, as you can see in the screenshot above, underneath the Keyword Difficulty meter. A keyword's parent topic is a broader keyword with higher search volume than your intended keyword, but likely has the same audience and ranking potential -- giving you more a valuable SEO opportunity when optimizing a particular blog post or webpage.
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