When looking at competitors for the PwC field service operations group there were lots of competitors (including paper printed out and stuck to the wall). What was interesting was that most of the competitors were originally independent companies, but then acquired by larger companies. What was most helpful was looking at how each organization’s strategy changed their end goals. In the case of Field Service Lightning it was originally about the CRM capabilities of SalesForce, but is now about the integration of machine learning for Salesforce’s Einstein.

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 :)

Try to match the offer you make on your pages (product, service, message, etc) to the visitor’s specific location. This sounds simple but requires careful thought and planning. Measure funnel performance for visitors that are geo-targeted versus a control group – are people finding this “filtration” helpful or confining in a way? Statistically, do visitors that are directly served with local offers differ in behavior than those that are asked to “choose your location”? Test it!

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.
It’s actually ideal to use just one keyword per ad group. This is known as a single keyword ad group (SKAG). Try using this strategy, even for large accounts, with 80 percent of keywords that get or you expect to get the most traffic. You should most definitely employ this strategy for keywords that are getting the dreaded “Rarely shown due to low quality score” warning.
CTAs match user intent inferred from content. Here is where you’ll evaluate whether the CTAs match the user intent from the content as well as the CTA language. For instance, if a CTA prompts a user to click “for more information,” and takes them to a subscription page, the visitor will most likely be confused or irritated (and, in reality, will probably leave the site).

The benefit of clearly describing a strategy for your PPC campaign is that it can inform the creative, particularly when it comes to building PPC adverts with our various elements: header, ad copy, ad extensions – where does everything go? Great advertising is built on great creative, so spend as much time crafting solid messages as you do on the strategic elements of the campaign. This chapter looks at how you can craft the best ad creative to communicate your message.
Do they have separate marketing messages for different segments? Sometimes, you might see a stark difference between how your competitor markets their business for one type of customer versus how they present themselves to another type of customer. For example, if you're trying to sell services as a math tutor to high school students who are struggling to pass their math subjects, you'll be making a completely different pitch than you would to those students who need additional help with their SAT math so that they could get into prestigious universities. Your message to the struggling students might be closer to "I'll help you finally pass your math tests!" While your message to the other market will be similar to "I'll help you get into the school of your dreams!" Also, be sure to note if your competitor does something similar with their own customer segments. 

Remember that you are the jockey, the driver and the visionary. The best horse cannot win the race without the jockey – it is important to believe in your business and live by example through the core values of your business. An entrepreneur should show commitment, determination, leadership, tolerance of risk, creativity, self-reliance and the ability to adapt to excel.
Reason: If visitors find your website with a certain keyword but you have a high bounce rate, that’s enough to know that something is not going as it should. Ask yourself and test if it is a problem with content quality, appearance, etc. There is often more than one explanation for a high bounce rate, and there could be more than one solution. If you are totally lost at this point, a feedback session with five potential users might provide some insightful ideas.
Google is constantly refining and adding new tools to AdWords, so remaining active with your PPC strategies is critical if you want to beat out your competition. There’s never a set-it-and-forget-it approach that you can take–as much as one might wish–so it’s important that you test, analyze, re-test, and repeat to find out what is working for you and what is not. Also, keep in mind that while some strategies might work wonders for a particular business or industry, they may not be as effective with yours. Experiment with different approaches, but don’t be too quick to abandon ones that don’t show immediate results. Some investments require time to show their return.
Generic keywords: These are generic words that describe your business as well as other businesses in your niche. They do not necessarily set your business apart from the million other businesses out there and ranking for these keywords is difficult given the immense competition for both paid and organic results. Nevertheless, these terms are likely to be used by your audience in the first stage of searching.
You and your competitors are competing for the attention of potential customers. That’s why it's useful to know how your competitors use social media channels and paid acquisition channels to reach their target audience. While digital channels are key in today’s marketplace, you also need to pay attention to offline channels like events, meetups, conferences, and direct mail. This is where the face-to-face interactions occur that are often the key to establishing connections and sealing deals. You can usually find out information about offline events by visiting the “Events” section of your competitors’ websites and also searching for their names in relation to conferences and events on the wider web.
It's wonderful to deal with keywords that have 5,000 searches a day, or even 500 searches a day, but in reality, these popular search terms actually make up less than 30% of the searches performed on the web. The remaining 70% lie in what's called the "long tail" of search. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world's search volume.

After setting your campaign goal and choosing the right platform for your ad, the next step is to plan your ad targeting for your most relevant audience. There are two types of targeting. You can target audience for a specific geographic location and you can also optimize your campaign for a specific device type, operating systems and wireless networks.
Device targeting is important nowadays since most of the users are using mobile devices to browse the web. Use device targeting to reach your best customers on any device. With device targeting, you can customize your ads for different mobile devices and operating systems. This way you can target people who are online on mobile devices or using different operating systems.
Surprisingly, you can mine a lot of useful intelligence from employee reviews on Glassdoor. Because employees leave anonymous feedback, they don’t hold back on what they love (and don’t love) about their employer. You can often uncover cultural aspects of the organization by reading how employees perceive senior leadership and whether or not they enjoy working there.
For example, it’s important to look at the response based on urban, suburban or rural locations. Someone living in northern Indiana may consider driving 25 miles to your store to be no big deal. Most customers or prospects could make the drive in less than half an hour and, therefore, they will visit your store. However, if the prospects live in the River North neighborhood of Chicago, they aren’t going to want to go to your store in Wrigleyville because that’s going to take 50 minutes.
Another thing to keep in mind is your landing page’s loading speed. Can you remember the last time you waited for a page to load? Probably not. Chances are you exited the page and moved on to something else. That’s the last thing you want when there’s a customer willing to spend money. Speak to your website manager to ensure your landing pages load quickly.
This analysis should help you holistically identify areas of opportunity available in your search landscape, without having to guess which “best practice” you should test next. Once you’ve started this competitive analysis, trends among the competition will emerge, and expose niches where your site can improve and potentially outpace your competition.
Another method that you may consider is following Google’s Webmaster guidelines for country segmentations and either using subdomains or subfolders for specific countries and languages. This assumes that you have a generic TLD (.com, .org, etc). For example, es.example.com or www.example.com/es/ for Spain/Spanish. This might be the better local SEO solution because it also means that the subdomains or subfolders you specify will be shown in local searches on Google, based on TLD. The downside is that it requires a fair amount of work to setup, and might not coincide with your branding efforts internationally. An important note about this method is that it does not solve the problem of language, but only the country location. So if your service or product is available internationally, you probably shouldn’t limit the geographic location for which Google serves results. Nonetheless, this approach serves as a good platform to initiate conversion optimization on those segmented pages or sites.
Some competitors solve the same problem with the same technology but focus on a different customer. For example, Zum provides schoolchildren with rides to school, solving a transportation problem for kids and parents. Zum solves a slightly different problem too: safety. Safety is the primary concern for parents when it comes to kids riding back from school. However, it’s ultimately grounded in the same tech as Uber.
Dmitry single-handedly grew a startup from zero to 40 million page views through PR & SEO and got acquired by Google. He has translated his know-how into an SEO and PR coaching program PRThatConverts and a 'PR on a shoestring' pitching service and software JustReachOut which is used by 4,000+ professionals and entrepreneurs to pitch relevant influencers and bloggers to get featured in press every single day. In his spare time he writes about SEO and PR on his blog CriminallyProlific.
Bluetooth technology is less expensive than GPS and WiFi. However, while bluetooth makes beacons great, it’s also their downside, as many folks keep bluetooth turned off when they’re moving around in the world. To understand the tech in greater detail, Estimote, a beacon vendor, does a good job of explaining the physics and math of how beacons work.

But consider this: only a lead who is in the early stages of researching a product or solution (aka not ready to convert) uses such general keywords in their search engine research, simply because they aren’t yet educated enough about what they’re looking for. Similar to a negative keyword strategy, bottom-of-the-funnel (BOFU) keywords can help you reach avoid the wrong leads. These keywords are ones that are more pricing and service-oriented, which will bring in consumers who have a higher potential of converting as a result of your PPC ads.

Recently, I was working on a project in which I did a competitive analysis of a feature (collaborative meeting note-taking) that a client wanted to introduce in their web app. Note-taking is not exactly a new or highly innovative thing, so the biggest challenge I was facing was to make this functionality simpler and easier to handle, because the product I was working on was in the very early stages of development. The feature, in a nutshell, was to create a simple text document where some interactive action items could be added.
Ad scheduling is important for optimizing your ad strategy. You can show your ad whenever a customer searches online or you can show your ad on certain days, or during business hours when you’re there to handle customer inquiries. Your ads give different performance result on different days of the week and different hours of a day. Therefore, have a look at which online days and hours are most suitable for your business and then schedule your ad during these times to increase your exposure. You can also adjust your bid for less performing hours and days.
PPC-Strategies' expertise and knowledge of the search engine landscape can help you attract more qualified customers to your website...guaranteed.  Whether you are new to online marketing or have already tried pay per click and other forms of promotion, our precision-crafted advertising strategies will improve your online visibility and customer engagement.

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.
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.

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).


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.
Remember: The idea of a competitive analysis isn't to overly focus on the competition but to understand where your company stands in the marketplace and identify opportunities to further differentiate. At the end of the day, a focus on the customer will serve your company far more than a focus on the competition. Done well, a competitive analysis can help you find ways to outplay the competition by better serving customers —  theirs and yours.
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.
Annual ReportsIf your competitor is a publicly-held company, many of its reports to the U.S. Securities and Exchange Commission are available on the SEC-Edgar Web site. Annual reports provide financial information, including sales volume, revenue increases, and their total market share. 10-K reports provide still more detail, and are supplemented by the quarterly 10-Qs. 8-Ks show significant events such as acquisitions and board membership changes when they occur between 10-K and 10-Q filings. Annual reports from privately-held corporations are sometimes available through friends, relatives, and business acquaintances who own stock in a competitor's company.  
Keyword research is a time consuming and continuous activity. Create your list of core keywords at the time of campaign planning and you should constantly refine and expand your keyword list for long-tail, low cost and highly relevant keywords. Another important step in keyword research is to review high cost, under performing keywords. Remove these keywords from your list.
Website. What’s the first thing visitors see in your competitor’s website? Is there much text on the website, and if there is, what does it emphasize about your competitor’s business? Do they have customer reviews and testimonials? Make note of the design as well. Is their website static and minimalist, or does it have animation and other interactive features? Apart from judging the copy, design, and features of the site itself, does the site rank well for relevant search terms that you think your potential customers could use? If you’re selling handmade leather wallets, try doing a Google search for “handmade leather tool wallets” and see if any of your competitors are in the first few pages.
As with any Split or Multivariate testing, modification of the visual elements can make a big difference. Similarly, testing different design elements based on the visitor’s location may enlighten about the funnel you’re testing. The way bright colors are interpreted by one culture on side of the planet may be vastly different to another. Think of holiday themes as an example, or national flags as another.
Michiel wrote about Homepage SEO, telling people not to try and rank their homepage for a specific keyword. In the comments there were clearly some misconceptions about how branding relates to your keyword strategy. We’ve been writing a lot about keyword research lately but we’ve not talked about keyword strategy much, so this post elaborates on what these are and how they connect to each other.
Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.
Location history of a consumer provides a lot of information specific to that person: where they like to shop, what they like to buy, how often they make the trip, and even how they get there. Obtaining this information gives great insight to marketers that enhances the ability to target consumers and deliver relevant, responsive location specific ads and information, even if the consumer is not currently in that area. <<<
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