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August 11, Note from the editor: This is a long one, so I encourage you to bookmark it and come back later. The aim of each of these strategies and tactics is improving the relevance of your keywords. By tightening up the standards and criteria you use to find, deploy, and measure keywords, you can really begin to improve your conversion rates at every level of the funnel.
Your existing keyword set will benefit from tighter audience focusing. Your future keywords will be better informed by your knowledge of the business and the audience.
Day-parting — a term borrowed from radio and television that refers to establishing a schedule to target your audience. In PPC, day-parting is set by choosing hours of the day on each day of the week to run your Campaigns or boost or lower your bids.
Geo-targeting — relates to segmenting content based on location factors. This may conform to seasons e. What is a major influencing factor?
Elements that influence the behavior of your visitors, and elements of your business that influence your offerings and messaging. If our keywords are the raw material, then these major influencing factors are like the facets jewelers use to cut and shape a stone into a jewel. We use targeting in a similar way to shape our terms to boost their conversion potential.
These factors we use to target our keywords can be broken down into three main categories: Seasonality — Most businesses have a seasonality factor that influences top converting terms. This ad is packed with trust boosting factors like a ratings extension, a review, social proof, and sitelinks that provide more detailed options while highlighting service benefits.
Providing the nearest location and a link to a store locator sitelink is a great combination. Drug stores and locations with pharmacies can go after seasonal issues like flu shots. The two top side ads are well written to match the intent of the term, and provide addresses and the phone number to contact them for more information.
Travel businesses can focus around peak booking times that lead up to major school breaks and holidays. This ad is helping the website by providing a contact phone especially good for mobile searchesand sitelinks.
It could benefit from seasonal messaging that suggests they have travel deals specifically for Easter week. Those are all fairly obvious cases that we can arrive at from basic understanding of how these business work, but to really make the most of seasonality analysis, you have to really look at your year in detail.
This can all be done at a high level, using the time-centric reporting available in the Dimensions tab. Use date comparisons to pull year over year data if possible; that will go a long way toward confirming your conclusions. Look at your account by Year, Quarter, and Month.
Check the trend lines for impressions, clicks, and conversions; do these show any noticeable rise or fall? If it seems flat, use the drop down menu above your sparkline charts to add a more granular view by changing it to Weekly or Daily. If you have year over year data, does last year follow the prior year?
Dig into your analytics and ask: How do different sections of your site perform? Ask your sales team: How do different product categories do throughout the year? Write out holidays or months of the year and have people shout out the first product or service related to your business for that time.
Take these ideas back and look for them in your keyword targets. Are you going after these yet? Add new seasonal Campaigns to experiment with new ideas. The match between your page, your keywords, and your content will boost your quality rating and your exposure to focused visitors.The most detailed guide to choosing a puppy you will ever read.
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