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xAd’s first step was to expand its use of location data. “We wanted to move beyond just the where, and use location data to define the who and the what of audience targeting,” Monica Ho, xAd’s CMO, told GeoMarketing in 2015. After all, while a consumer’s proximity to a Denny’s can be significant, targeting someone who has been to and enjoys their local Denny’s will often prove more successful — whether or not they happen to be near the restaurant at the time they see the ad.
It’s critically important to ensure you are collecting good data, and to do this you must correctly configure Google Analytics and Google AdWords to share data. It is important that this is customised to your reporting needs and individual objectives as you can then use that data to optimise your campaigns. This chapter outlines how to measure your campaign to enhance your PPC strategy.

As UX designers, we should go out there and collect as much data as possible before building a real product. This data will help us to create a solid product that users will want to use, rather than a product we want or imagine. These kinds of products are more likely to succeed in the market. Competitive analysis is one of the ways to get this data and to create a user-friendly product.
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:
More importantly, take the time as you conduct your keyword research to segment and categorize your keywords to map to the right landing pages. If the page doesn’t exist on your site yet, then that is your cue to build a new page for that set of keywords. By doing this you will achieve the relevance that will lead to more engaged visitors and higher conversion rates.
Internal linking allows indexation of content. Observe the internal outlinks on your sample pages, apart from the sites’ navigation and footer links. This line item serves to check that the domains are consolidating their crawl budgets by linking to discoverable, indexable content on their websites. Here is an easy-to-use Chrome plugin from fellow Distiller Dom Woodman to see whether the pages are indexable.
This report also helps drive our editorial calendar, since we often find keywords and topics where we need to create new content to compete with our competitors. We take this a step further during our content planning process, analyzing the content the competitors have created that is already ranking well and using that as a base to figure out how we can do it better. We try to take some of the best ideas from all of the competitors ranking well to then make a more complete resource on the topic.
In order to know which keywords to target, it's essential to not only understand the demand for a given term or phrase, but also the work required to achieve high rankings. If big brands take the top 10 results and you're just starting out on the web, the uphill battle for rankings can take years of effort. This is why it's essential to understand keyword difficulty.

An effective GTM strategy requires a deep understanding of your ideal customer, market and competition, product offering and pricing, and channels necessary to reach your customers. Competitive analysis helps you understand market dynamics so you can find an optimal way to reach your target customers. Analyzing your market and competition also helps you determine how your company and your product fits in the current environment.
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.

Google's AdWords Keyword Planner tool is another common starting point for SEO keyword research. It not only suggests keywords and provides estimated search volume, but also predicts the cost of running paid campaigns for these terms. To determine volume for a particular keyword, be sure to set the Match Type to [Exact] and look under Local Monthly Searches. Remember that these represent total searches. Depending on your ranking and click-through rate, the actual number of visitors you achieve for these keywords will usually be much lower.
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.
One of the major promises of enterprise PPC management tools is that they employ bidding strategies that will save you all kinds of money by trimming down your cost per click through intelligent bid algorithms. These algorithms often let you adjust bids by just about any variable available in the AdWords/Bing API’s (you can even create calculated metrics) and adjust bids according to these rules in order to reduce costs. What they usually don’t tell you is the best way to set them up or provide algorithms to you that work out of the box. They give you the fishing line, but don’t always teach you to fish. They are a tool, and what we need is a PPC strategy.
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.

Brands love to be front and center and who can blame them? Essential to becoming a well known brand is achieving awareness and name recognition, and well branded companies tend to do well at drawing in new customers. In the world of search, the best way to build your brand is by showing up in the top position of search results. Preferably you can do this for both organic and paid results, but at the very least you can often buy your way to the top of search results with a high enough Maximum CPC bid. You will also want to enhance your brand even further by adding Sitelinks to your account to showcase the depth of products and services you offer and occupy even more real estate in search results.


Between 2016 and 2017, Amazon was mentioned almost 3 times more frequently by senior executives on earning calls than any other company. It’s no wonder executives at public companies are obsessed with the retail giant. Even the threat of an Amazon entrance could result in a seismic shift in the market and put them out of business overnight. In other words, the SaaS world moves fast —  and the only way to keep up is to be one step ahead.
The errors in technical SEO are often not obvious, and therefore one of the most popular. Mistakes in robots.txt and 404 pages, pagination and canonical URLs, hreflang tags and 301 redirects, http vs https and www vs non www versions: each of them can seriously spoil all efforts to promote the site. One quality SEO website analysis is enough to solve all the main problems in this part forever.
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