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6 Keyword Maintenance Tasks Every Advertiser Should Perform (Regularly!)

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6 Keyword Maintenance Tasks Every Advertiser Should Perform (Regularly!)

In a previous post, I covered some of the regular mistakes I see with keyword selection and usage in search campaigns. I teased that after the campaigns are set up, the job is not done; that there are regular maintenance tasks you should be working on to keep your keyword list healthy and thriving, and that a new post was coming with more details.

Well, good news fam, this is that post!

6 keyword maintenance tips every advertiser should follow

Here are the six ways you can work to maintain your search keywords and make sure you’re constantly evolving to find the best performance for your campaigns.

1. Regular performance reviews for pauses

This one is a bit of a no-brainer, but you’d be surprised at how often we log in to a Google Ads account only to find that there are tons of keywords that have been active in the account since day one and are performing much worse than other keywords in the account.

Take a look at the example below. This account has high CPAs on average, but some really do stand out from the crowd. The top two keywords have CPAs well over $1,000 while other terms have CPAs in the low $200s. Additionally, the keyword on the bottom has spent $700+ and not converted at all.

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Now while these things aren’t inherently end-of-the-world scenarios, one missing point here is that this campaign was capped by budget. That means that we’re spending through our daily budget and often being held back from showing on additional queries.

In this scenario, these lower-performing terms are stealing budget that could be applied to more efficient keywords.

Assuming all other performance markers stayed the same, here’s how this set of keywords would have performed if these keywords would have been caught for the low performers that they are and paused earlier on.

keyword maintenance performance tracking

Quite a difference huh?

In my example scenario, which is true for the real account, there is plenty of volume to scale even if we pause the low-performing keywords. So if we do that, we save 12% of spend (more ways to save money in Google Ads here) and only lose 2% of conversions.

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But further yet, since we have room to scale, what’s more likely is that spend will be the same (second to last row) but conversion totals will increase, giving us 11% lift on conversions simply by pausing underperforming keywords and using the same budget as before.

Suggestion:

No matter how much volume your account has, set up a regular task cadence to review performance for both short and long time frames and make pauses based on performance.

Try looking at the last month, three months, and last year to see if a keyword is regularly performing outside of your target goals and make determinations to pause and reallocate funds where you can.

But don’t just look at “underperformers” in comparison to each other. The stats I gave above are compelling, but you need to draw some boundaries in your reviews.

For this type of analysis, I look at a few filters:

  • Converting keywords with a CPA that is 4x that of our account goal.
  • Non-converting keywords where total spend is 3x that of our account’s CPA goal.

Both of these filters give the keywords a chance to perform as well as give me a chance to optimize the performance we’re seeing to make them work. But if they find their way into these groups and hit these thresholds, I have to pause and come back to them later. We’ll get to this at the end of the post.

2. Filter keywords for low search volume terms

If you’re anything like me, you’re probably pretty optimistic when conducting keyword research. You’re looking forward to getting campaigns up and running and seeing how they perform. But sometimes that optimism can cause us to overbuild campaigns and include too many keywords.

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In another scenario, your campaigns could start off targeting keywords with strong volume but over time work their way out of favor. Search behavior is constantly changing and just because people were searching for something when you built your campaigns, that doesn’t mean they’re going to keep searching for them.

Keywords that hit a certain threshold will be categorized as Low Search Volume by Google and will look like this.

keyword maintenance metrics in google ads

Here’s what Google says about Low Search Volume terms:

A status that’s given to a keyword with very little to no search history on Google.

Important: The keyword will be inactive until its search traffic increases, when the keyword can start triggering your ads to appear.

  • Keywords marked as “Low search volume” are associated with very little search traffic on Google, an indication that they’re not very relevant to most customers’ searches.
  • If the number of search queries for these keywords increases even a small amount, they’ll be reactivated and will start triggering your ads to show again. Our system check and updates this status regularly.

what google ads says about low search volume keywords

Suggestion:

Pay close attention to your keyword status. In the image above, you’ll see that one keyword is Low Search Volume AND has a Below First Page Bid. For this keyword, I will increase the bids to the higher level (as long as it’s within reason of what I’m willing to pay; in this case it is) and review again after a week or two to see if it’s gained any traction.

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For all other keywords, while there might still be hope for these keywords down the line, in my experience, it’s easiest to pause these keywords after three months of no volume to help clean up your account. Otherwise, they simply bulk everything up while providing no value at all since they aren’t generating any impressions.

3. Monitor ongoing performance trends for opportunities

Keyword pauses aren’t the only things you should be on the lookout for. Regular reviews should also include reviews of how competitive your landscape is and how that impacts your strategy.

I want to take a real-world example I just ran into for this section. I recently conducted an audit of an account that’s been struggling over the past few years. They are promoting a fitness tracker app for phones and have determined that a CPA of $30 is profitable for them.

When they initially set up their campaigns a few years ago, they were easily hitting this number and seeing good success. But over the last year or so, they noticed their CPA continually increasing and moving into a range where it’s no longer profitable.

After a number of changes to the account, they asked me to take a look and see what I could find. As I told them, the account is set up exactly the way I would do it, so I didn’t believe structure or strategy on the whole was an issue.

But after digging in a little to see where efficiencies were being lost, I noticed a couple areas of concern.

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keyword maintenance tasks - campaign performance graph

The first is the blue line in the image above: Avg CPC (cost per click). You can see that in early 2021, the CPCs were fairly low, averaging $0.89. But starting later that year and continuing well into 2022, the CPCs rose and ended 2022 with an average of $2.02.

While that might not seem like a big CPC, that’s a 127% increase in CPC, meaning that other stats are going to have to improve to make up for this loss in efficiency.

Before we get to the second area of concern in the chart, I wanted to find out why the CPCs were increasing so much.

competitor impression share graph

It didn’t take long to see that there was an influx of competitors over the course of this time frame that caused these keywords to get a lot more competitive. While the trend ebbs & flows each quarter (most likely just due to issues with Auction Insights data rather than actual changes in the environment), you can see that the overall trend shows the space getting more competitive over time.

At this stage, it’s clear we’re seeing more competition for our keywords. So we’re faced with deciding whether to try and improve performance or to cut bait and go elsewhere.

Which brings us to the second problem I alluded to earlier: The red line in the first chart: Conversion Rate.

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After an artificially high second quarter, you can see the CVR sort of climbs with the CPC increases throughout the end of 2021, but then dies off in 2022.

After looking into a number of factors like onsite behavior, traffic sources, website changes, etc., we revisited the competitors and found that during this time, most of them launched a free version of their app. So now we’re not competing with more companies, but many of them now have a free option where this account did not.

Now they’re really faced with some choices about what to do with keywords.

  • Keep the same keywords and launch a free option of the app to compete.
  • Keep the same keywords but focus ad copy on features and benefits that justify paying for all options.
  • Find new keywords that focus on people only trying to look for paid options.
  • Find new keywords that emphasize the features and benefits that make this app stand out and justify the cost.
  • Look into the feasibility/economics of creating a free option to win back customer share and upsell to paid features.

But likely, there needs to be some combination of work on all five of these points for them to see ongoing success.

In this instance, maybe they can tout that their fitness tracker also has meal planning and workout routines included. Maybe it integrates with your wearable tech better than other apps. No matter the path forward, it’s important to keep an eye on your trending stats to make sure you’re not falling behind.

Suggestion:

Keep a long-term view on trending data in your accounts. Are your keywords getting more or less expensive? Is traffic shifting toward them or away? How are competitors impacting your keyword strategy, if at all?

Keywords can perform well at the beginning then start to wane over time. Even if they don’t reach a level of needing to be paused, they could easily be telling you something about your industry or competitive landscape that could and should have an impact on your keyword strategy.

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4. Conduct keyword research on a regular basis

It’s a pretty common practice for advertisers to conduct keyword research when first building out their campaigns. At that point, you’re looking for all the terms you can target to reach your audience.

But just like all other aspects of a search account, this also isn’t a “one and done” type of task. Queries are changing all the time and new themes may arise over time that you want to take advantage of.

And no, this isn’t just a “Michelle says so” type of task.

15% of google searches have never been searched before

Even Google says (and has confirmed many times over the years) that queries are changing all the time and 15% of searches have never been seen before.

Suggestion:

Set a regular calendar reminder to hit up your favorite keyword research tools once a quarter or a couple times a year, just to see if anything has changed around your core terms and if you should be expanding your coverage.

You can take ideas from your current keyword list, common sense, or you could leverage the next regular optimization on the list to get new seed ideas.

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5. Review search term reports for new keywords or negatives

It’s always in your best interest to review your search term reports to see what queries your keywords are matching to. With all of the changes in match types over the last couple of years, you may be surprised as to what finds its way into this report.

To find it, simply head to the keywords section in the left hand navigation, then click Search terms.

search terms tab in google ads

From there, you’ll be able to see the performance of your search terms and how they matched up to your keywords.

add negative keywords in google ads

For good performers:

You can add these directly to your existing ad groups in your campaigns by simply checking the box next to the search term and clicking Add as a keyword in the blue bar that shows up. Depending on where you are in the account, you’ll need to set the destination campaign and ad group for that keyword, as well as the match type, but once you click save, it will be added to your account. You can also use these as the seeds for new keyword research as I mentioned above.

For poor performers:

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You can see in the image above that it’s just as easy to add a negative keyword as it is a positive one. If you see terms that aren’t meeting your performance standards, be sure to exclude them from your Ad Group, Campaign, or use Negative Keyword Lists to keep your ads from showing on those queries.

That said, it’s important that you understand how negative keywords work in comparison to regular keywords, because it is a bit different. Here’s a video that walks you through some of the nuances so you can make sure you’re using them correctly.

Suggestion:

Search term review should be done on a regular basis, but likely needs to be done more often when first starting a campaign. At that stage, too many things are unknown and you want to keep a close eye on performance.

suggested cadence of search term report review

This is a typical cadence for how I would schedule search term reviews for a new account, moving into a more mature phase over time.

One BIG caveat: it all depends on volume. This cadence is for a small to mid-sized account. If your account is extremely small or on the larger side, this might not be the right fit, but hopefully it lets you see what a typical cadence could look like and help you develop your own.

While you’re doing this task, keep notes of the new keywords you add to use for keyword research seeds for those quarterly or bi-annual reviews.

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6. Revisit previously paused keywords for reactivation

Just like everything else with digital advertising, the landscape for keywords is always changing. Performance will always ebb and flow depending on countless factors and it’s your job to stay on top of those the best you can to take advantage, or at least not make big mistakes.

While we talked a number of times about pausing keywords depending on many factors, one thing people don’t do often enough is revisit paused keywords for reactivation.

Now I’m sure this seems silly to many of you.

Why on Earth would I reactivate a keyword that didn’t perform well in the past or didn’t have any search volume associated with it?

My answer is…because you never know what trends have changed until you give that keyword another shot to perform.

Suggestion

Review all paused keywords in your account every six months or so.

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  • How long have they been inactive?
  • Why were they paused in the first place?
  • Did they ever have good performance or was it all a waste of spend?

reactivated keywords in google ads

If you have room in your budget and performance allows, give a few of these terms another shot by activating them again and adding a label for easy filtering and monitoring.

Sometimes these work out, sometimes they don’t. But I’ve had enough surprises of keywords coming back to life and performing really well that this has become a regular practice for me in my accounts.

Maintain keyword health for Google Ads success

Just like everything else in your paid search accounts, keyword strategy is not a set-it-and-forget-it task. Make sure you’re regularly reviewing performance, search term reports, and conducting ongoing keyword research to keep your keyword strategy a living part of your account.

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A History of Google AdWords and Google Ads: Revolutionizing Digital Advertising & Marketing Since 2000

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A History of Google AdWords and Google Ads: Revolutionizing Digital Advertising & Marketing Since 2000

What started in 2000 as Google AdWords with just 350 advertisers has burgeoned into a comprehensive digital advertising platform, indispensable to digital marketing strategies worldwide. Now re-branded as Google Ads, it stands as a colossus, shaping the way businesses reach their target audience online.

If you’re your looking for a guide on how to use Google Adwords to advertise your business you might enjoy our Ultimate Guide to PPC.

The Conceptual Foundation of Google Ads

Before Google Adwords was launched, the online advertising landscape was vastly different. Traditional models dominated, and the concept of pay-per-click (PPC) advertising was still in its infancy. Google Ads introduced a game-changing model that allowed advertisers to pay only when a user clicked on their ad, offering a more performance-driven approach than ever before. This innovation not only maximized the efficiency of advertising budgets but also laid the groundwork for a more interactive and targeted advertising ecosystem.

But Google Adwords was not technically the first pay per click advertising platform. There was another PPC paid search platform known as Overture which launched before Adwords.

The Early Days of Online PPC Search Advertising

Before Google AdWords became synonymous with search advertising, there was Overture. Founded in 1998 as GoTo.com, Overture was the pioneer of the pay-per-click (PPC) advertising model. In February of that year, Jeffrey Brewer of Goto.com presented a pay per click search engine proof-of-concept to the TED conference in California.

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This model was revolutionary, allowing advertisers to bid for placement in search results based on specific keywords, with the cost determined by the bid amount. This approach enabled advertisers to directly connect with potential customers actively searching for related information, products, or services online.

When Google introduced AdWords in 2000, the digital advertising landscape was ripe for innovation. Google’s entry with AdWords brought a new player into the field, initially offering a cost-per-impression model before shifting to Overture’s PPC model in 2002. This shift was a clear acknowledgment of the effectiveness of PPC advertising in connecting businesses with their target audiences in a measurable and cost-effective way.

Mutual Influence and Evolution

Overture felt Google’s approach was too similar to their’s and ended up filing a patent infringement lawsuit against Google, claiming that Google’s AdWords service violated its patents on PPC and bidding systems. The lawsuit was settled in 2004, with Google agreeing to issue 2.7 million shares to Yahoo (which had acquired Overture in 2003) in exchange for a perpetual license to the patents in question. This legal battle underscored the high stakes in the online advertising arena and the importance of intellectual property.

For the broader industry the relationship between Overture and Google AdWords is a classic example of competitive innovation, where the presence of each spurred the other to evolve and improve.

Google’s innovation wasn’t just in adopting the PPC model but also in enhancing it with a focus on ad relevance and targeting. Google introduced the Quality Score, a metric that determined ad placement not just on the bid amount but also on the relevance of the ad to the search query. This move forced Overture to refine its own algorithms and offerings to stay competitive, emphasizing the importance of ad quality and relevance.

Both companies played crucial roles in expanding and enriching the digital advertising ecosystem. Overture’s model laid the groundwork for keyword-based advertising, while Google AdWords introduced innovations that improved ad relevance and efficiency. These advancements helped attract more advertisers to online platforms, increasing the diversity and quality of ads presented to users.

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The competition and innovations brought forth by Overture and Google laid the foundation for subsequent advancements in digital advertising. It influenced the development of advertising platforms on social media and other online channels, highlighting the importance of targeted advertising, relevance, and the user experience.

1712832962 546 A History of Google AdWords and Google Ads Revolutionizing Digital

Early Challenges and Evolution of Google Adwords

The journey was not without its hurdles. As internet usage surged and Google’s popularity soared, the platform faced significant technical and scaling challenges. This period also saw the expansion of Adwords beyond search to include display advertising, marking the beginning of the Google Display Network.

Its rise to prominence in digital advertising can be attributed to several key factors:

1. Integration with Google Search

  • Vast Reach: Google’s dominance as a search engine provided a vast audience for AdWords ads, offering advertisers unparalleled access to potential customers.
  • Intent-Based Targeting: Ads on Google are shown based on user search queries, meaning that AdWords could deliver highly targeted advertising based on real-time intent, a significant advantage over traditional advertising mediums.

2. Pay-Per-Click (PPC) Model

  • Cost-Effectiveness: AdWords popularized the PPC model, where advertisers only pay when a user clicks on their ad. This efficiency made it an attractive option for businesses of all sizes, ensuring budget spend was tied directly to tangible results.
  • Accessibility to Small Businesses: The PPC model leveled the playing field, allowing small businesses to compete with larger companies for ad space, as long as their ads were relevant and of high quality.

3. Continuous Innovation

  • Quality Score and Ad Rank: Google introduced the Quality Score, a metric that assesses the relevance and quality of ads and their landing pages. This innovation ensured users saw more relevant ads, improving the user experience and increasing the likelihood of ad clicks, benefitting both advertisers and users. Ad Rank built on quality score and improved the quality of adverts for search users.
  • Advanced Targeting Options: Over time, Google introduced sophisticated targeting options, including location targeting, demographic targeting, and later, remarketing. These features allowed advertisers to refine their audience with precision, improving the effectiveness of their campaigns.

4. Comprehensive Analytics and Tools

  • Google Analytics Integration: AdWords’ seamless integration with Google Analytics provided advertisers with detailed insights into their ad performance and website traffic, enabling data-driven decision-making.
  • Robust Toolset: Tools like AdWords Editor and later, Google Ads Manager, allowed advertisers to manage and optimize their campaigns efficiently, saving time and enhancing campaign performance.

5. Expanding Beyond Search

  • Google Display Network: AdWords expanded beyond search ads to include the Google Display Network, offering visual ads across millions of websites. This expansion allowed advertisers to reach users across different stages of the buying cycle, not just when they were searching for specific terms.
  • YouTube and Mobile Advertising: The acquisition of YouTube and the growth of mobile advertising opened new channels for AdWords advertisers, tapping into video and the increasing use of smartphones for internet access.

6. A User-Centric Approach

  • Enhancing User Experience: Google has consistently prioritized the user experience, refining its algorithms to display the most relevant ads and penalizing low-quality content. This focus on user satisfaction has kept users engaged and trusting in the Google ecosystem, indirectly benefiting advertisers by maintaining a high user base.

7. Global Reach and Local Relevance

  • Language and Localization: AdWords supported multiple languages and localized advertising, making it a powerful tool for businesses targeting global markets or aiming for hyper-local advertising.

1712832962 66 A History of Google AdWords and Google Ads Revolutionizing Digital

Key points in history and Milestones for Google Adwords

1. Launch and PPC Model Introduction (2000-2002)

  • 2000: Google AdWords launches with a cost-per-thousand (CPM) impressions model.
  • 2002: The introduction of the pay-per-click (PPC) model, significantly altering the online advertising landscape. This shift made advertising more accessible to businesses of all sizes, offering a more performance-oriented advertising solution.

2. Quality Score and Ad Rank Introduction (2005-2006)

  • 2005: Google introduces the Quality Score, a critical component that would determine the cost and placement of ads based on relevance, landing page quality, and click-through rate (CTR).
  • 2006: The Ad Rank formula, which decides the position of an ad on the search results page, now includes Quality Score along with the bid amount. This emphasized the importance of relevant, high-quality ads.

3. Expansion Beyond Search (2005-2008)

  • 2005: Launch of the Google Display Network (GDN), allowing advertisers to place ads on a wide network of websites beyond Google’s search results.
  • 2006: Introduction of local search ads, enabling businesses to target ads based on the geographical location of users.
  • 2007: Acquisition of DoubleClick, enhancing ad serving and providing advertisers with sophisticated tools for managing display ads.
  • 2008: Google introduces AdWords for Video, later integrated into YouTube, allowing for video-based advertising.

4. Mobile Advertising and Enhanced Campaigns (2010-2013)

  • 2010: With the rise of smartphones, Google focuses on mobile advertising, introducing features that allow advertisers to target mobile device users.
  • 2013: The launch of Enhanced Campaigns, making it easier for advertisers to target users across devices with the right ad type, size, and message based on user context, time of day, and device type.

5. Introduction of Machine Learning and Automation (2015-Present)

  • 2015: Google starts incorporating machine learning into AdWords to improve ad targeting and bidding.
  • 2016: Introduction of Smart Bidding, using machine learning to optimize bids for conversions.
  • 2017: Launch of Google Ads Data Hub, offering advanced analysis and reporting features.

6. Rebranding to Google Ads (2018)

  • 2018: Google AdWords is rebranded as Google Ads. This change reflects the platform’s growth beyond search to encompass a variety of advertising formats across Google’s vast array of services, including the Display Network, YouTube, and Google Maps.

7. Introduction of New Advertising Solutions and Platforms (2019-Present)

  • 2019 and beyond: Continuous introduction of new ad types and formats, such as Discovery Ads and Gallery Ads, aimed at providing more engaging and visually appealing advertising options. Expansion of automation and AI-driven tools to optimize campaign performance.

These milestones highlight Google Ads’ evolution from a simple text-based advertising system to a comprehensive digital advertising platform. By continually integrating new technologies and adapting to changes in user behavior and advertiser needs, Google Ads has maintained its position as a leading platform in the digital advertising space.

Impact on Digital Marketing and Economy

Google Ads has undeniably shaped modern digital marketing strategies, enabling businesses to reach their audience with unprecedented precision and efficiency. Its impact extends beyond marketing, contributing significantly to economic growth by providing businesses of all sizes with accessible and effective advertising tools.

Challenges and Controversies

However, the platform has not been without its challenges and controversies, particularly concerning privacy and regulatory issues. Balancing advertising effectiveness with user privacy remains an ongoing challenge for Google Ads.

The Future of Google Ads

Looking ahead, Google Ads is expected to continue its trajectory of innovation, with automation, personalization, and integration with emerging digital platforms at the forefront. Its role in the digital marketing ecosystem remains as vital as ever, adapting to the changing needs of businesses and consumers alike.

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31 Ready-to-Go Mother’s Day Messages for Social Media, Email, & More

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31 Ready-to-Go Mother's Day Messages for Social Media, Email, & More

Mothers and mother figures are the unsung heroes of our lives. They work hard, provide for their families, and often put their own needs aside for the sake of their loved ones. They deserve to be celebrated.

Mother’s Day is the perfect opportunity to help your customers express gratitude for the coolest “mom” in their life.

Whether you’re a small business or a large company, these tips and examples will help you create Happy Mother’s Day messages that will make your brand shine.

Contents

Tips for writing Mother’s Day messages

Are you looking to make the most of Mother’s Day and reach your target audience? Here are some tips for writing marketing messages.

  • Keep it concise. You don’t need a lengthy message to convey the spirit of Mother’s Day. Be sure to include a call-to-action that encourages people to visit your site, learn more about your offering, or make a purchase.
  • Be genuine and add some humor. A little humor goes a long way toward making your message stand out. Run your message by a few mothers in your organization to ensure it resonates.
  • Use personal stories and anecdotes. Tell unique Mother’s Day stories inspired by your employees or customers. These stories will help your customers relate to your brand and make them feel more connected.
  • Remember the kids. If you have kids of your own, they might love writing Mother’s Day cards or making gifts for Mom this year. Encourage them (and even let them help!) by ensuring that all of your marketing materials include something fun for children, too.
  • Make it shareable. Create a message that people will want to share with their friends and family. Use catchy phrases, humorous quips, or inspiring quotes to encourage people to share your message on social media—and don’t make your brand the focus.

inclusive mothers day social post on instagram

This business shared an inclusive Mother’s Day message on Instagram.

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Overall, center your message on feelings of love, gratitude, and appreciation. Use words that will evoke these emotions in your audience, and they won’t be quick to forget your brand.

⚡️ Want marketing ideas for every month of the year? Free guide >> The Mega Must-Have Marketing Calendar

Mother’s Day messages for sales

Mother’s Day is a great time to show your appreciation for moms. It’s also an opportunity for you to promote your business. You can use these Mother’s Day messages for sales in email marketing campaigns, on social media, and more.

  • Celebrate Mother’s Day in style with our exclusive sale! Get up to 50% off on all women’s fashion items, and give your mom a gift she’ll love. Hurry, the sale ends soon.
  • Mom deserves the best, and we’re here to help you give it to her! Enjoy our Mother’s Day sale and save big on all our products. We’ve got everything you need to make her day special.
  • Make your mom feel like a celebrity this Mother’s Day. We’re giving away a VIP experience for two at a popular event in town. Simply purchase $50 or more and stand a chance to win. Let’s make this day extra special for our moms!
  • Make Mother’s Day unforgettable with our exclusive sale. From personalized mugs to custom-made accessories, we have everything you need to make your mom feel special. Shop now and save up to 30% on all our products.
  • Looking for the perfect gift for your mom? Look no further than our Mother’s Day sale! We’ve got a wide range of gifts to make her day, and they’re all available at discounted prices. Shop now and show your mom how much she means to you.
  • Celebrate your superhero this Mother’s Day with our amazing collection of gifts. Get 20% off on all our products with code MOTHER20. Shop now and make this day extra special for your mom.
  • For all the moms out there, we’ve got gifts that will make you feel closer than ever before.
  • First Mother’s Day? No problem. We’ve got you covered with gifts and products that will make this day the most memorable one yet.

mothers day sale email examplemothers day sale email example

👀 Looking for sales promotion ideas? We’ve got you covered! Free guide >> 15 Insanely Effective Sales Promotion Examples to Win More Customers

Mother’s Day messages for social media

With Mother’s Day just around the corner, you can use social media to promote your products and connect with your customers meaningfully.

Here are some Mother’s Day marketing messages to use as inspiration for your social media campaigns.

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  • Celebrate Mother’s Day with us and show your mom some love. Share your favorite memory with your amazing mother in the comments and stand a chance to win a gift from us.
  • Mother’s Day is just around the corner. Surprise your mom with a gift she’ll cherish forever. Visit our website and get a discount of 15% on all purchases.
  • Thank your mom for always being there for you. Let’s show our gratitude this Mother’s Day with a special message. Use our Mother’s Day filter and share it with your mom.
  • It’s Mother’s Day, and we want to make it special for your mom. Like and share this post and get a chance to win a gift basket for your mom.
  • Happy Mother’s Day to all the amazing moms out there! This day is all about celebrating you. Use our hashtag #MothersDayWith[YourBrandName] and show us how you’re celebrating.
  • You always look up to your mother, no matter how tall you grow. Happy Mother’s Day to the moms who inspire us to be our best selves.
  • We may not say it often, but we’re grateful for all you do, Mom. This Mother’s Day, let’s celebrate with a special gift. Use the code THANKSMOM at checkout and get a discount on all purchases.
  • Mom, you’re our hero, and we’re forever grateful for you. Let’s celebrate Mother’s Day with a special gift. Share a picture of you and your mom and stand a chance to win a gift card from us.
  • This Mother’s Day, take your mom on a road trip, cook her favorite meal, or go on an adventure together. It’s not always about the gift but the memories you make together. Share your special moments with us using #MomAndMe and stand a chance to win an exclusive Mother’s Day gift!

mothers day event post on instagrammothers day event post on instagram

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🚨 Get copy-and-paste social media posts ready for the whole year in our free social media template!

Mother’s Day messages for SMS

Use these short and sweet Mother’s Day messages for your SMS promotions.

  • Savings for mom? Yes, please. Use the code SUPERMOM at checkout and get an exclusive 15% discount on all beauty essentials.
  • It’s time to raise a toast to the ultimate superwoman! Get a discount of 25% on all our top-notch wines and spirits this Mother’s Day. Cheers, Mom.
  • For all the superhero moms out there, we’re offering a discount of 20% on our latest collection of graphic tees. Get ready to show off your superpowers.
  • Happy Mother’s Day! Stop in today for a special surprise.

Mother’s Day quotes

Quotes make an excellent social media caption, email addition, and more. Here are some Mother’s Day quotes you can use.

  • “A mother’s arms are more comforting than anyone else’s.” — Princess Diana
  • “Mothers hold their children’s hands for a short while, but their hearts forever.” — Unknown
  • “There is no way to be a perfect mother, and a million ways to be a good one.” — Jill Churchill
  • “Biology is the least of what makes someone a mother.” — Oprah Winfrey
  • “When you are a mother, you are never really alone in your thoughts. A mother always has to think twice, once for herself and once for her child.” — Sophia Loren
  • “To describe my mother would be to write about a hurricane in its perfect power. Or the climbing, falling colors of a rainbow.” –Maya Angelou

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We curated some Canva templates for you, including one for quotes like the above image! Access them here.

Simple Mother’s Day messages for any business

In need of a simple Mother’s Day greeting for your audience. We’ve got you covered.

  • Happy Mother’s Day to all the mom and mother figures out there. Thank you for all you do!
  • If Mother’s Day is a difficult day for you, just know that you’re loved. We’re thinking of you.
  • Wishing everyone a very Happy Mother’s Day from all of us at [business name]!
  • Moms, you’re the best! Enjoy your day 💐

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Make Your Mother’s Day messages stand out

Crafting great Mother’s Day quotes and messages is necessary for any brand looking to make a lasting impression on this special day.

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Whether celebrating a new mother’s role as her best friend, showing appreciation for a wonderful mother-in-law, or simply sending warm Mother’s Day wishes, your messaging can help strengthen customer relationships and boost sales.

Don’t underestimate the power of an inspirational Mother’s Day message to make this day even more meaningful for the special mother figure in your customers’ lives.



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Competitor Monitoring: 7 ways to keep watch on the competition

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Competitor Monitoring: 7 ways to keep watch on the competition

George Prodanov is the Head of Paid Media at Love Energy Savings – the UK’s leading utilities marketplace.

Competitor monitoring is a key ingredient of marketing. An understanding of how your rivals go about customer acquisition and retention can inform your own marketing strategy, as well as help you navigate the business landscape more effectively.

Digital marketing offers a wide variety of innovative ways to monitor your competitors’ marketing operations at little to no cost.

Here are seven smart competitor tracking tactics to hone your competitive edge:

1. Track Your Competitors using Google Auction Insights

When it comes to competitor analysis in paid search, Google’s Auction Insights is one of the most valuable first-party data sources available. This report can be a good way to benchmark your relative performance across a specific keyword (or keyword set) against that of other advertisers.

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Auction Insights offers six primary metrics: impression share, overlap rate, position above rate, top of page rate, absolute top of page rate, and outranking share. Additionally, you can segment the report by time, device, and campaign type.

Keep in mind that you will only be able to see insights for keywords for which you have accumulated sufficient historical data. During periods of inactivity, you will also lose sight of competitor data. Furthermore, the Auction Insights report won’t include any data for keywords that aren’t in your account but may be in the accounts of your competitors.

Inside the Google Auction insights report

Competitor Monitoring 7 ways to keep watch on the competition

Tracking Auction Movements Over Time

To track advertiser activity, first select the keyword or keyword set you wish to monitor. Then click ‘Auction insights’ which will open the report. Specify the date range you wish to cover and press ‘Download’.  To break down the report by units of time, select ‘More options’ and under ‘Segments’ pick one or more of the following: Day, Week, Month, Quarter, Year, or Day of the Week. Lastly, choose your preferred file format and hit ‘Download’.

You can pivot the data and plot advertiser activity over time, allowing you to gauge who’s in the auction and when, as well as how aggressively they may be bidding. Additionally, you can reverse-engineer your competitors’ ad schedules based on their activity by Day of the Week and Time of Day. Regularly casting an eye on auction movements can help you spot trends and patterns that can inform your marketing strategy.

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If you plan to track competitors on an ongoing basis, labelling your chosen keyword set can be a good way to streamline the report for future use. Alternatively, you can schedule a recurring report to be delivered via email.

Mapping Your Competitors’ Keyword Presence

In addition to tracking auction movements, you can use this report to help you plot your competitors’ keyword coverage and ad frequency.

Consider a scenario where you’re marketing multiple products and wish to analyze how your competitors allocate their budgets across these products. You could create keyword segments corresponding to each product and use Action Insights to analyze your competitors’ presence across the different segments.

To effectively compare these segments, you’d have to convert Auction Insights metrics from percentages to absolute values. To do this, make note of the total impressions for each keyword segment prior to opening Auction Insights. Then open the report separately for each segment and multiply total impressions by your competitor’s impression share to convert percentages into actual numbers. For instance, if a keyword segment has 1,000 impressions and a competitor has 75% impression share, this means your competitor received 750 impressions (1,000 * 75%).

Now you’ve derived the impression counts for each competitor, you can also calculate the number of top of page and absolute top of page impressions. To do this, multiply total impressions by the Top of Page and Absolute Top of Page rates respectively. For example, if an advertiser has a 60% Top of Page rate and a 30% Absolute Top of Page rate, that means they’ve received 450 Top of Page impressions (750 * 60%) and 225 Absolute Top of Page impressions (750 * 30%).

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By calculating absolute values, you’re able to see how many impressions, impressions (top of page) and impressions (abs. top of page) each of your competitors has received across each of your product segments.

Mapping impression distribution by keyword segment

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To take this analysis a step further, you could extrapolate competitor impression data in order to estimate clicks, spend, sales, revenue, gross profit and even customer lifetime value (CLV).

2. Generate Keyword Ideas from Competitor Websites with Google Keyword Planner

While the default way to discover new keywords is by inputting seed keywords into Google Keyword Planner, you can also use it to generate keyword ideas based on your competitors’ websites.

Google Keyword Planner will scan their website and generate a list of keyword ideas based on the site’s content. The resulting report will show you insightful metrics, including average monthly searches, three-month change, YoY change, and top of page bids. To further refine your search, use filters such as language, location, network, and date range. To download the report, click on the download icon located at the top right.

Repeating the process for multiple competitors and consolidating the reports can be a quick and easy way to maximize your keyword coverage.

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Fast-Track Your Negative Keyword Research

Google Keyword Planner can also be a good way of learning what not to do without having to spend any money in the first place. Use this report to anticipate low-intent search queries and fast-track your negative keyword research.

To do this, click on the ‘Keyword (by relevance)’ column header to sort the report by how relevant each keyword is to your business. Then download the data and work your way up from the bottom of the report to identify irrelevant searches and expand your negative keyword lists.

3. Perform Keyword Gap Analysis Using Third-Party Software

Because Google has direct access to real-time search data from its platform, it’s better placed to provide accurate reporting than any external party.

However, Google Ads only discloses competitor data on keywords for which you have accumulated historical data, and the insights are limited to a handful of performance metrics. Moreover, even if you’re actively in the auction, you won’t be able to see competitor data for keywords that aren’t in your account.

To further your keyword expansion you can overlay Keyword Planner data with reports from third-party SEO tools such as Ahrefs, SEMrush, SpyFu, or Moz Pro.

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Using Ahrefs’ Paid Report

The report will show you keywords your competitors are bidding on including keyword difficulty score, associated ad copy and landing page, estimated average CPC (cost-per-click) and traffic volume. One particularly useful feature is the ad history, which uses Gantt charts to neatly visualize which advertisers have been bidding on each keyword and when.

You can filter your report by date range, country, position, volume, keyword difficulty, CPC, traffic volume, and more. Combining filters such as CPC and keyword difficulty score could be a quick way to identify untapped opportunities. For example, a high CPC may indicate higher commercial value, which, coupled with a low keyword difficulty score, may point to low-hanging fruit on organic search.

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Ahrefs and other such tools rely on web crawling and clickstream data to approximate the metrics included in their reports. These are neither exhaustive lists nor an accurate reflection of the true numbers which remain hidden inside the Google black box. 

Therefore, third-party reports should be used as a guide rather than as an absolute source of truth. Still, using insights from third-party software in conjunction with first-party data from Google can make for a more comprehensive competitor analysis.

4. Explore Your Competitors’ Google Search, Display, and YouTube Ads

Google announced the launch of the Ads Transparency Center in March 2023 in an effort to enhance transparency around the digital advertising ecosystem.

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The Google Ads Transparency Center provides visibility into advertisers and their ads across Google Search, Google Display Network, as well as YouTube. 

To see your competitors’ ads, navigate to Google Ads Transparency Center, select the date range, location, and ad format, and search by advertiser or website.

Competitor ads in Google Ads Transparency Center

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Downloading Google Ads:

You may wish to download your competitors’ ads for further analysis or to include in your swipe file for future reference. Unfortunately, while Google allows you to view the ads, it doesn’t provide a direct download feature. This means you will require a workaround.

One way of downloading the ads is using a screen capture browser plugin such as GoFullPage to download the page as an image or a PDF. Then upload the file into ChatGPT and convert into text format. Alternatively, for long-form PDFs, use a free Optical Character Recognition (OCR) tool such as OCR Space. You can use ChatGPT to perform semantic analysis to unpick the underlying messages or organize the data to your liking.

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To download video ads, click on the ad you wish to download. Next, right-click on the embedded YouTube video and select ‘Copy video URL’. Then paste the URL into a free YouTube video downloader such as yt1s.ltd. Choose the video quality you would like and download the file(s).

5. Explore Your Competitors’ Facebook and Instagram Ads

Meta, formerly Facebook, launched its Ad Library in March 2019. The Meta Ad Library, similar to the Google Ads Transparency Center, is a searchable database which provides visibility of the ads run by advertisers across Facebook, Instagram, Audience Network or Messenger.  

In contrast to the Google Ads Transparency Centre, the Meta Ad Library offers more comprehensive insight into each advertiser. It allows you to filter ads by date range, language, platform, media type and active status.

Furthermore, the library includes metrics such as launch date, ad status, platform placement as well as the different ad versions. Clicking on each ad takes you to the landing page associated with that ad along with the campaign UTM still intact. 

In addition, some ads may show estimated audience size, amount spent and number of impressions. Drilling down into individual ads could provide a breakdown of ad delivery metrics including impressions by location, age, and gender.

To view your competitors’ ads, navigate to Meta Ads Library and select a country and ad category, then search by keyword or advertiser.

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Competitor ads in Meta Ads Library

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Downloading Meta Ads:

Unlike Google’s Ads Transparency Center, all ads in the Meta Ad Library are clickable and the ad text is copiable. You can bulk copy the ad text, by pressing ‘Ctrl + A’ to select all content on the page, then copy-paste your selection into Chat GPT and ask it to organize the text in a format of your choosing.

To download image and video ads, simply right-click each ad and select ‘Save image as’ or ‘Save video as’ respectively. 

6. Unveil Your Competitor’s Tech Stack

Knowing what technology powers your competitors and how they deploy it can be a competitive advantage in itself. Competitive intelligence tools such as Wappalyzer, SimilarTech, BuiltWith, or WhatRuns are designed to reveal the technology profile of any website in seconds. This allows you to take a sneak peek under the hood of your competitors’ digital framework and draw meaningful insights.

Such insights can help you spot opportunities, be it adopting a more cost-effective A/B testing tool or smarter analytics software. Furthermore, tracking changes over time can give away your competitors’ strategic direction. For example, the consistent reliance on specific software might suggest its effectiveness and potential return on investment.

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Conversely, a pattern of trial and error with certain technologies can signal their ineffectiveness or failure to deliver the intended result. This knowledge enables you to learn from the mistakes of others and avoid incurring unnecessary costs.

Analyze Your Competitors’ Digital Systems with Wappalyzer

Simply add the Wappalyzer extension from the Chrome Web Store. Then, navigate to your competitor’s website and click on the extension icon.

Wappalyzer will generate a comprehensive list of the technologies associated with that website, from analytics and marketing software to CMS, payment systems, web frameworks, server technologies, and many more.

Inside the Wappalyzer Chrome extension

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7. Build Your Own Competitor Monitoring System for Free

While there are various “all-in-one” competitor intel solutions out there, you can easily build a fully automated surveillance system yourself. Here are three ways to do so without spending any money:

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Set up a Competitor Monitoring Inbox

Create a new email inbox solely dedicated to tracking your competitors and subscribe to each of their newsletters. This is a simple, yet effective way to automatically collect competitor marketing communications all in one place. This way you can be the first to see your competitors’ latest eCRM campaigns and draw inspiration from a steady stream of new ideas with minimal time and effort.

Set up Social Listening Accounts

In a similar vein to a monitoring inbox, you can set up social media accounts solely dedicated to following the competition. Choose the social media platform(s) that are most relevant to your industry and follow your main competitors. This will enable you to monitor their social media content and observe how they engage their customers in the public domain.

Track Landing Page Changes

Visualping is a website monitoring tool designed to track changes on specific web pages. All you need to do is specify the URLs of the pages you wish to track and the tracking frequency. When a change is detected, you will receive an email alert accompanied by a snapshot of the old and new versions. This can be an effective way to track competitor landing page optimizations, pricing changes, job posts and new content. Currently, the free version allows you to monitor the changes on up to five pages for free. 

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Closing Thoughts

The main challenge of competitive analysis lies not in the collection of data, but in its accurate interpretation. Just because you know a competitor is doing something doesn’t mean you can infer its commercial impact. Moreover, even if you successfully gauge the cause and effect of your competitor’s actions, replicating them doesn’t guarantee you the same business outcome. 

The more pieces of the puzzle you put together, however, the more likely you are to accurately identify the missing components. Of course, knowledge for the sake of knowledge is not the end goal. Competitor intelligence can only become a strategic asset when acted upon. Ultimately, the purpose of competitor analysis is to convert insights into actions that advance your business objectives.



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