In this guide, I want to take the opportunity to explain to you exactly what SEO and SEM is and how it can help you take your business to a whole new level if done correctly.
But first, some stats.
Fact #2: Google receives over 100 billion searches each month according to Mashable.
Fact #3: 61% Of all marketers, feel that improving their company or business SEO is one of their top priorities.
Fact #4: 81% Of shoppers, research a service or product online before making a purchase
Fact #5: 72% Of local customers, perform a search before they visit a store in their area.
Fact #6: Local searches can lead 50% of mobile visitors to a store in one day.
Looking at these stats, it is clearly evident, that any business whether offline or online utilising search engines is essential.
The 3 Most Popular Search Engines
Google is by far the most popular search engine, in fact, over 68% of people use Google as their primary search engine.
Google accounts for approx. over 96% of all mobile search traffic globally!
When it comes to the desktop, Google accounts for over 81% of all desktop search traffic and the rest is divided between Bing, Baidu, and Yahoo.
Yahoo used to be one of the more popular search engines in the late 90’s.
Today however, Yahoo is making little to no impact on the search market as they are only responsible for approx. 1.2% of mobile searches globally, and on desktop they are responsible for 7% of all global searches.
Bing was founded in 2009 and like Yahoo, it’s not really making an impact on the search market.
Which Search Engine Should You Put Your Time and Money Into?
I would suggest that all efforts should be aimed at increasing your company’s visibility in the worlds most popular search engine, and that would be Google.
This where you are going to get the best ROI.
Improving SEO To Help Grow Your Business in South Africa
In Part 1 of the Beginner’s Guide, I mentioned how important it is to ensure you appear on the first page of Google.
The percentage of people that actually view the second page of a Google search results is little to none, and more than two-thirds of all clicks go to the first five search results in Google.
To improve your business rankings, take a step back and find out how a search engine actually works.
If you’re a solo entrepreneur looking to take your business to a whole new level, then this part is especially for you.
How Search Engines Work
One thing to understand is that if you are searching something in Google, you aren’t searching the web, you are searching Google’s index of the web (or at least as much information as they could index).
With that said, if your business or company’s details are not in the Google’s index, then you are missing out.
Google indexes as many websites as they can, but it’s up to the owners or web masters of the company to make it easy for Google to find.
Google is able to find this information and display it on the web through the use of “Google spiders”.
Spiders are bots designed by Google whose sole purpose is to crawl the web and index the information they can find.
In return, when you search for example, “How high is Mount Everest?”, Google then goes into its index and finds every page that includes those keywords.
In this case, there would be over a thousand different results, so, how does Google decide which pages to show first?
They do that by asking over 200 different questions like:
- How many times does the page contain the specific keywords?
- Do the keywords appear in the title, header tags, and URL?
- Does the page include synonyms for those words?
- Is the page from a quality website or is it low quality?
- Does the page look spammy?
- What’s the page’s page rank?
- Does this page have any links pointing to it?
These are just some of the questions Google needs to ask itself before compiling all the information and determining each page’s overall score.
The amazing thing, is that this all happens in half a second after you submit your search!
To make your page appear on the first page of Google, you need to ensure that you take all these questions into consideration each time you publish a page or create a website.
And this is where Search Engine Optimisation comes in.
Now that you have an idea of how search engines work, let’s look at the two main ways to optimise your page or website for search engines.
On-Page SEO and Off-Page SEO, What Is The Difference?
On-page SEO is basically what the title suggests.
It’s optimizing the page you want to rank for and improving key elements on the page that is connected to Google’s ranking factors.
This would include the headline of the page, page structure, content, etc.
These are Google ranking factors that aren’t necessarily under your control. For example, the total amount of social media mentions, websites linking to your site, the authority of your site and more.
The Most Important Factors Of On-Page SEO
Your website structure, in my opinion, is definitely one of the most essential ranking factors.
If it’s not designed and correctly, Google won’t be able to access your content.
You might have all the necessary information on your site to help customers understand your services and products, but if your website is not designed to allow Google’s spiders to crawl your content, then your website might as well not exist.
If you are like me, then you are probably not a web developer, and this can get overly technological, however, bear with me, as I will try and make this as simple as possible.
In a nutshell, the more your website is accessible to Google, the better you will rank.
1.1. It’s All about the user experience (UX), so make sure to put the user first
1.1.1 SEARCH AND BROWSING YOUR WEBSITE
Google is always trying to find ways to benefit its users, and if your website is not designed in a fashion where someone has a great UX when they are visiting your site, then sooner or later that will come back to haunt you.
The first order of business is to ensure that your website is easy to understand a.k.a user-friendly.
Make sure people can easily find the content they came for.
One of my favourite things to do is to ensure that the search bar is prominent on the webpage ,thus you can use the search bar to find what you are looking for.
1.1.2 KEEP YOUR SITE SIMPLE
Research has shown that if a website page is filled with banners, different colors, pop ups, and menus, people end up leaving it within seconds.
Why? Because they are overwhelmed with what is happening on the page.
Think about it like this, liken it to going shopping for a printer. What’s the first thing you do when you get to the shop?
You look for a capable professional to help you. You do this because, if it were up to you to browse through all the printers and pick the best one suited to your needs, and most likely end up being overwhelmed and buy the wrong one.
The same rules apply to your website, you need to ensure that your website is not overwhelming. It needs to be user friendly and efficient.
1.1.3 ENSURE YOUR SITE IS MOBILE FRIENDLY
With more and more people using their smartphones to browse the web, it’s essential that you ensure you cater for them.
Google has also released a few major press statements confirming that they are planning on improving the user experience on mobile.
Improving user experience is one of the major driving forces behind the project “Accelerated Mobile Pages (AMP)”.
Search Engine Land has confirmed that nearly 60% of all searches are now happening on mobile devices.
Here is a breakdown of the what percentage of users that are searching on mobile devices
- Food and Beverage = 72%
- Health = 68%
- Sports = 68%
- News and Media = 64%
- Lifestyle = 62%
- Automotive = 62%
There are different ways to check if your website is mobile friendly, but my favourite is Google’s Mobile Friendly Test.
You can add your website URL in the available field and see what Google has to say about your website.
Make sure to send the report to your developer if you see that it’s not a 100%, as I can guarantee that it’s affecting your rankings.
1.2. Make It Easy For Google To Crawl
Like I mentioned before, the better “the spiders” can crawl and index your website, the better it can report back to Google.
A sitemap is a simple way of allowing search engines to understand your site structure.
See it as a roadmap to where you have saved the most important content you want users to find when they are searching the internet.
If you have a developer, make sure to confirm with him or her that they have uploaded a sitemap to Google and other search engines.
1.3. Speed Matters
When was the last time you stuck around longer than 10 seconds to wait for a web page to load?
The chances are you can’t remember. It’s a fact that we have less patience in a world where everything is instant.
On average, if a web page loads longer than 5 seconds, visitors start getting annoyed.
The sad thing is, it’s not only the visitors that get annoyed, but it’s also Google’s spiders that need to crawl your website.
A website loads slowly due to clutter in the code, high-res images, and unnecessary scripts.
With that in mind, the spiders struggle to crawl through all the clutter and eventually leaves before getting to the most relevant content.
A fast loading web page increases the experience of the user and allows the spiders to get to its core content which can then assist Google in indexing your website.
I usually use Google’s Speed Test Tool to ensure that my website is on par.
Like the Mobile Friendly Test, just add your URL in the field and see what Google has to say.
If you aren’t happy with the results, make sure to pass it on to your developer to look at, as there is no doubt that it’s affecting your SEO.
1.4. Keywords and URLS
I’m sure you know what a URL is, but even if you don’t, it’s the link you want visitors to click on to visit the specific web page you want them to see.
Keywords play a significant role in SEO, especially when it comes to the URL. They can help Google identify what the link is all about without having to crawl it.
Often I browse a site and and have a look at its URL, and most of the time the URL is something like, www.domainname.co.za/2016/09/12/store/products/77654
If you were a Google spider, what would you think this link is all about?
We see it as a store selling product, but looks are deceiving.
What if it were something like this, www.domainname.co.za/store/shoes/nike/nike-tanjun-running-shoe
Without even having to think about it for too long, we can immediately see that this company is selling shoes, and the page they want us to view is a Nike Tanjun Running Shoe.
The keywords here are the category name which in this case is “shoes”, the brand name which is “Nike” and the shoe name which is “Tanjun Running Shoe”.
This is easy to understand, not only for the user but also for the Google spider crawling your website.
Make sure to have a look at your website’s link structure, if it’s not similar to what I’ve indicated above, then make sure to ask your developer to look into it.
CONTENT AND HTML
Now that you have the basic website structure under control, it’s time to make a move on the content.
It’s difficult to differentiate the importance of one component over the other. In my experience content is the main entity that gets indexed and without it nothing will be crawled.
I believe it’s structure first, and then content.
Back in 1996, Bill Gates said that “content is king”. And he was right.
Think about it like this:
Google is all about the user experience. To keep its users happy, it needs to give them what they are searching for.
If they can do that by showing the most relevant content related to the users question first, the higher the chances of the user using Google again next time.
This is where the quality of your content comes in.
As a local business or e-commerce store, you need to ensure your pages provide value to its visitors.
What do I mean by this? Well, if someone is visiting a page on your website, the chances are he or she is looking for something.
In most cases, it might be a product or more info related to your services. This is your opportunity to provide value.
2.1.1 HOW TO ADD MORE VALUE?
One simple way to do this is to visit your competitor’s website. What are they offering that adds value to the visitor/potential customer?
- Do they explain the product or service in-depth which helps convince the user to make a purchase?
- Do they provide extra tips and tricks on how to use the product or service to get the best bang for buck?
- Maybe they already address all the question the visitor might have of the product before the visitor even thought of it.
If they are not doing this, ask yourself, why aren’t you doing it? This is your chance to go the extra mile and add more value. I have no doubt that it’s going to help not only increase conversions, but also boost your SEO.
Keywords are not such a big ranking factor as it used to be. However, it’s still important.
A keyword is a specific term you want to rank for when people are searching the internet.
If you are selling shoes, then your keyword would be “shoes.”
However, due to the competitiveness of the online world, long-tail keywords are becoming more popular.
Long-tail keywords are keywords that are more specific.
If you mainly stock Nike shoes, and you know people love the Tanjun Running Shoe, then your long-tail keyword would be “Men’s Nike Tanjun Running Shoe.”
This helps target more specific customers and can help increase conversions rates as well as overall SEO.
2.3 Bringing content and keywords together
You can rank for as many keywords as you want, but you will have to ensure you have the necessary content to support the keywords you want to rank for.
You can’t expect to rank for “Men’s Nike Tanjun Running Shoe” if you don’t have a page showcasing the shoe or actually stock it.
Another example is, if you want to rank for “Best Hairdresser in Bedfordview,” you need to ensure that your website and content supports that.
- Do you have a web page explaining why you are the best?
- Do you have a page with customers testimonials proving why you are the best?
No? Then how are you planning on convincing customers and Google that you are the best?
The better your content can support your keywords, the better you will rank in Google, the more you will outrank competitors and the more new business you will be driving your way.
This concludes the basics of on-page SEO. By no means are these the only factors involved in improving your SEO.
But by ensuring you have these basics covered, I can guarantee that you would start to see a growth in organic traffic in a few months.
The 3 Most Important Factors of Off-Page SEO
In the beginning of the article I’ve roughly mentioned what off-page SEO is all about, now let’s dig into how it affects your SEO.
This is actually simple but think about it like this. Where do you take your car for a service whenever it’s time for a fix-up?
The chances are, the car dealer you bought the car from, or alternatively, someone you trust.
The same goes with ranking higher in Google. Google will rank the page it trusts higher than the page it doesn’t.
1. How do you improve Google’s trust
Google likes websites with authority, and if your website has a low authority score, the chances are Google doesn’t trust it too much.
Two factors that determine your overall authority
1.1.1 Domain Authority – How popular your domain is, and how well-known it is in its space.
1.1.2 Page Authority – Which has got to do with the credibility of a single page.
If you want to view your website’s domain authority, have a look at this link.
Usually, a new domain has a score of 0 out of a 100. The majority of websites on the web has a domain authority score of 0-20.
Anything higher than 20 tells Google that your domain can be trusted, then it’s just a matter of how much.
Websites with an authority score of 100 out of 100 are usually companies like Facebook, Google, Youtube, etc. These are the most popular and trusted pages on the web.
Most universities and governmental websites usually have an authority score of 70 to 80 out of a 100.
You can always use that link to see what your competitor’s authority scores are. That will give you an indication if they are trusted more than you by Google.
Factors that can Affect Your Domain Authority
Bounce Rate – A bounce rate is someone that visited one page, and not another. This tells Google that the website was not as impressive or interesting and caused the user to leave after only one visit.
Now you can start to see how user experience plays a role in bounce rate. And that eventually plays a role in domain authority.
Domain Age – It’s sad, but if your website is new, you will, unfortunately, have to start at the bottom like all the others.
Links – Links can play a significant role in your domain authority. If high authority websites are linking back to you and if you are linking out to authoritative websites then the chances are your own domain authority will increase.
Think about it like this, who would you rather take a restaurant recommendation from? Your best friend, or a stranger?
Google works in the same fashion. If a high authoritative website links out to you, it’s telling Google that this website can be trusted.
The more people you have following you on social media platforms like Facebook, Twitter, Pinterest, etc., the more it can help benefit your SEO.
The two main factors that play a role here are:
The Number of Shares – This is the total amount of shares a page or website receives.
If your Men’s Nike Tanjun Running Shoe page has received over 500 shares, it tells Google that this page is popular and people enjoy its content.
That’s in a nutshell how a number of shares can play a role in off-page search engine optimization.
The Quality of Shares – I’ve talked about getting high authoritative backlinks from other websites, well, this is similar to that but just related to social shares.
Even though the number of shares plays a role, the quality of those shares is even more important.
Here are two easy ways to get more people to share your content
- Have a look at sponsoring key influencers in your industry
- Produce quality content that adds value to customers
Maybe you are not aware, but if you visit a website frequently, the chances are whenever you are searching something relevant to the company or business, the higher its pages will rank in your search results.
Google’s algorithms are intelligent enough to know when you are visiting a website frequently. If you are visiting it often, it must mean it offers some value to you.
With that in mind, if the search term you are searching for falls in line with the companies organic keywords, Google would allow it to appear higher in your search results.
There is no way of forcing people to visit your website often, but by producing quality content and offering them a ton of value, I can guarantee you they will be coming back soon or later.
Please keep in mind that this is just the tip of the iceberg when it comes to improving your business and website’s SEO.
By ensuring you keep what is mentioned in this guide into account, and making some necessary changes, I do not doubt that you will start to draw more organic traffic within a few months.
I hope this guide has opened your eyes as a sole entrepreneur or business owner.
At the end of the day, you don’t need the skills to improve your SEO, you just need to understand the basics and know what to look out for.
At least now you know as a CEO, marketing director or business owner what to ask your marketing team or developer and what to do about it if your SEO is not on par.
The Launch Of Instagram TV
Giving a run to other institutions for their money, Instagram today has launched IGTV, a new application that will allow users to upload videos on its Instagram facility.
Commencing with one minute long videos, speaking at the launch today, Instagram CEO, Kevin Systrom, announced that users can now upload up-to an hour long video. This application will allow famous videos from celebrities. However, with IGTV, one does not necessarily need to be a big-name or famous, since creative individuals and groups can upload videos.
For now, everyone who enjoys the clutter free, easy to navigate Instagram, will be able to upload an hour-long video, except the smaller and new accounts that will enjoy this application after the expansion of the facility. This application will be globally available on Android and IOS and will allow viewers to browse through many longer videos, as well as visit the browse tabloids or suggest followed videos.
Furthermore, viewers will have the choice to watch ‘old’ videos and also get notifications on recent uploads. IGTV will also allow creators and inventors to develop Instagram Channels with various videos that other viewers can subscribe to, drive traffic of viewers to particular videos, granting the inventors the capability of uploading clear links of the video.
Systrom confirmed that there will be no advertisements on IGTV for the meanwhile. He added that this is still a great platform to put up advertisements at a later stage, as creators or inventors put in more time into videos for IGTV. This translates into an opportunity to make money. Instagram will not pay creators for the IGTV videos at this stage. IGTV has so much potential since creators will be from the over 1 billion current Instagram subscribers. At the same time, this could be big business, since the number of subscribers may rise.
Expectations are there to add to the monetisation option, and these include the potential of Instagram getting profits close to $5.5 billion in 2018, as compared to Facebook, which is just above $202 billion.
Moving up from just filtering and sharing photos, today Instagram has advanced from mobile networks, screens, and cameras, of which neither the longer videos could be supported. This has opened a new mobile TV for teens and families.
Additionally, Instagram can become the dependable place to view something on that small screen via creators’ and publisher video content curation, as opposed to YouTube, which always has a wider breadth of content.
5 Steps In Adwords Competitor Analysis: A Practical Case Study
In the second part of this article, we’ll be getting practical. What steps to take and what to do in each step.
In PART ONE of this article on the importance of competitor analysis in an Adwords campaign, we demonstrated to you the value that can be uncovered by performing a proper analysis of what your foe is up to on Adwords and how they can actually help you do better.
In the second part of this article, we’ll be getting practical. What steps to take and what to do in each step.
Pens sharpened? Batteries charged? Lets go!
As a case study of a local Adwords campaign, we’ll be taking a look at one of the main spenders on PPC in South Africa, booking.com, and see what information can be gathered about their competition in paid search results.
Step 1. Find out who your client’s true competitors in paid search are
First of all, let’s get on the same page, by stating that your organic and paid search competition is not the same thing. If you know who you share the SERPs with, it doesn’t mean that you’ll share the paid ads section with the same set of companies.
Booking.com knows what we’re talking about.
Here’s the organic part of the SERP for ‘book a hotel’. Booking.com shares it with Trivago, hotels.com and Agoda.
They could have thought: Okay, so these are my competitors, I know what they’re up to, I’ll look into their strategies and I’ll be fine in both organic and paid search. But wait, what is happening there at the top of the SERPs? Who is this dark horse?
It’s Expedia! In organic search it stands further down from booking.com than the rest of the domains from the first page, yet in paid results Booking and Expedia are the closest rivals.
But that is just one keyword. There are many other keywords for which the companies want to advertise in Google, so to know whether you’re actually competing with them, you need to evaluate your competition level.
It’s a simple process of comparing the number of keywords you have in common versus the number that are unique with that competitor.
By estimating this value, you can distinguish your true competitors from big generic brands, niche competition and temporary distractions in the paid search.
Jokes aside, Booking and Expedia share a relatively similar online presence and are, of course, familiar with each other’s PPC strategy. That said, if you’re not a huge domain and know your usual competitors, it is even more frustrating to miss an audacious market newcomer or an organic outsider trying to cut the line and get to the top of the SERPs with an aggressive PPC campaign. So, the analysis of your true competition should be performed regularly. For the agencies that we support, we usually revise the competitors list once every quarter.
Step 2. Estimate your competition PPC budgets
Now that you know who you are rubbing elbows with in paid search, try figuring out how much they spend on PPC. There’s no way to know exactly what their budgets are (except for corporate espionage, but we don’t recommend that), but you can still make use of an estimation.
For that, you need to know how many keywords they target in paid search, what their cost-per-click values are, as well as their estimated search volumes. That is practically impossible to reveal manually, but the competitor analysis tool in SEMrush for example provides you with an estimation of the company’s PPC budget based on the data from their keyword database. Similar tools should be found in whatever quality software you’ve opted for.
Here’s the info we could gather about Booking.com by solely analysing the keywords for which it was showing up in paid search and the CPC values of those keywords.
Though it is a rough estimation, this info is helpful in planning your PPC campaigns in a way that meets with market trends.
Step 3. Find out your competitor’s unique keywords
What’s even better about competitor analysis is that it will help you save time by not needing to do the tough jobs yourself by letting you (legally) steal the best ideas from your competition and dwell on them. Remember, if you’re doing it to them, they’re probably doing it to you as well! All’s fair in love, war and paid advertising!
What’s the practical value of this? Well, your competitor’s unique keywords can be your missed opportunity.
By comparing the keywords that Booking and Expedia are bidding on, we see that there are a lot of keywords related to means of travelling and travelling companies in Expedia’s portfolio, but they are missing in the Booking.com set. It is obviously just another tactic for such a big brand, but for a smaller company, this comparison list could be a golden goose of new ideas.
Step 4. Research your competitor’s ads and banners
If you have ever been online, you know that the SERPs are crowded. The served results in both organic and paid search have to constantly overcome the viewer’s lack of attention, so the message in your ads should be short, clear, and actionable.
Your competitor’s copy can be a great source of information.
Comparing your ads to your competitor’s allows you to see the context and the standards of messaging in your niche and adjust your voice to or diversify from the usual tone.
Also, sometimes you need to develop multiple ad copies with similar content. Whenever creativity abandons you, you can look into your competitor’s copy and borrow a few ideas from them.
Step 5. Check your competitor’s target URLs
Imagine running an online retail business. Summer sales are coming, and you want to promote your goods with an AdWords campaign. Apart from the keywords that you want to bid on and creating appealing ad copy, you also need to think about the page which your ads are going to take your leads to.
Is it common in your client’s niche to have a specific landing page for a promo like this? Or is it enough to have banners on the home page? Take a look at your client’s competitor’s target pages and find out.
The Value Of Competitor Analysis On A South African Adwords Campaign
If you have doubts about the efficiency of an AdWords campaign being run in South Africa, here are some stats about the South African market to convince you.
Running a successful AdWords campaign can sometimes be like trying to understand the maths that Elon Musk is using to put a human being on Mars: you’re pretty sure it will work, but trying to figure how and why burns too many brain cells.
Well, help is at hand! In this TWO PART article, we’re going to demonstrate to you the value of performing a competitor analysis on an Adwords campaign, and show you just how and what you should be looking for.
As a digital marketer of any kind, you’ve probably had a crack at running and managing an AdWords campaign. Let me guess:
- Predicting the results and outcomes was impossible;
- You outsourced to an agency this one time. It cost you a fortune and they kept asking questions you couldn’t possibly have answers to;
- Setting the budget was more complicated than understanding the nature and purpose of Snapchat;
- And speaking of budget…it’s NEVER enough and always runs out too quickly.
Nobody is arguing with the fact that AdWords is one of the most complicated digital marketing efforts that you can undertake on behalf of a client or yourself. However, if done right, it could also be one of the most rewarding, effective and business-altering activities you could do.
If you have doubts about the efficiency of an AdWords campaign being run in South Africa, here are some stats about the South African market to convince you:
South African PPC market in numbers
In 2017 the total spending on Google ads in South Africa across all industries reached $30 million. The market’s thriving!
And these websites were the most generous spenders on Google ads. If only your budgets could compete, right?
However, these were the industry’s spendaholics.
Generally, businesses are way more careful with their PPC budgets: only 3.8% of all the companies spend more than R50 000 monthly, and the majority of 34.1% is just indulging their curiosity with somewhere around 1000 bucks a month.
And if you worry about your ad copy, take a look at the most popular phrases and CTAs used in South African ads:
So, how do you enter that market AND, at the same time, save your money?
Well, that’s like eating an elephant — get help and do it in pieces.
If you thought that running and managing an AdWords campaign was complicated, try getting advice from the pros on best practices to net best results. Just like deciphering that Musk math again.
- Split test your copy
- Use different ad extensions… or all of them
- Try out different calls to action
- Manage and track your budget daily
- Get your targeting on point
But also don’t forget about the foundation of any marketing campaign, digital or not: research your competition.
As wholesalers of digital marketing services to South African digital agencies, by far one of the most important and most advised best practices we suggest to the agencies that we support when running an AdWords digital marketing campaign is to ensure that they practice comprehensive and thorough competitor analysis.
What is competitor analysis for your Adwords campaign and how do you streamline it?
Running a competitor analysis during an AdWords campaign is like having a video camera in your competitions training session. It’ll help you pull back the curtain, see what they’re up to and adjust your efforts accordingly to ensure optimum results from your AdWords campaigns.
In our experience, many companies do not perform PPC competitive research, or don’t do it as often as they should. However, not having the full picture about your PPC competition is risky and can result in running ineffective campaigns. That means wasting your or your client’s budget without netting tangible results or missing the opportunities available to your client by underinvesting.
But recognising the difference that competitor analysis can make in your AdWords campaigns is only the first step. The next step is to find the right tool to help you perform your competitor analysis on a regular basis. The stats and data provided in this article were pulled by our team using SEMrush. It’s a software that we have found invaluable in helping us to provide white label, wholesale digital marketing services to the South African and international digital agencies that we support.
That being said, there are a wealth of similarly effective and powerful digital marketing tracking tools on the market worth investigating. We encourage you to get out there and see what works best for you.
The data that you should drill out of your competitor analysis
On all the levels of digital marketing, there’s a constant rivalry between best practice and revolutionary ideas. The question of whether to follow a well-trodden path or to do things differently in an effort to distinguish the brand you’re working on is always on the table. Or desktop in the case of digital marketing.
However, to make an informed decision you need to know the niche you are playing in as well as its main players. These questions will help you gather that information:
- Who is your true competitor in paid search?
- How much do they spend on PPC?
- What are their most profitable keywords?
- What do their ads and banners look like?
- What URLs should your ads target?
Now you know WHAT to ask. But what do you do with the answers and how do you use them to improve your own Adwords performance.
In PART TWO of this blog, we’ll be diving into just that. CLICK HERE TO READ ON!
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