Connect with us

HOWTO'S

7 Tips for Creating International PPC Ads

Published

on

Have you ever thought a struggling ad campaign would perform better outside of the country? International PPC campaigns work best when you understand your target audience and appeal to the local culture.

Here are seven top tips for running international PPC ads to give you the knowledge necessary to succeed anywhere on the planet.

International PPC Ad Strategies

There are many reasons a marketer or company would want to run international PPC ads in another country. For example, you want to earn more revenue, or your product or service caters to another culture. Or, perhaps you are doing well in your current country but are ready to expand your market.

If you’re not entirely sure but want to give it a shot, running ads outside of the country might prove to be lucrative if you can get past the hurdles to developing a successful ad campaign.

This article guides you through setting up your first international PPC campaign. After reading these seven tips, you’ll have the knowledge and understanding necessary to put together a strategic ad campaign to target a unique audience.

1. Decide Which Countries to Target With Your International PPC Ads

Before you start diving into targeted ads in specific countries, you’ll want to determine which countries will respond to your ad.

One of the most important first steps you can take is to throw all of your biases out the window. Even if you think you know everything about a country and a culture, it might not be not as cut and dry as you think.

You’ll want to research the market in the country, see what types of advertising guidelines they have, and start to understand what the economics are like in the country.

Pay attention to purchasing and spending habits. Before you advertise a specific product somewhere, make sure the country spends money in a way that aligns with whatever it is you’re selling.

For example, certain products are impulse buys, where others require a day or two to decide. Impulse buying comes naturally to many Americans. Approximately 54 percent of US shoppers admit to spending more than $100 on something without even thinking about it.

That might not be true in other countries, so if your product requires shoppers to make a quick decision, look for countries that share a love for impulse buying.

2. Create International PPC Ads That Appeal to Local Culture

As advertisers, we want our ads to stand out. When someone scrolls through a Google search or flips through posts on Instagram, we want our ad to be the one they recognize. However, we don’t want our ads to stand out in the wrong way.

Having a buyer persona doesn’t end at the border. You still need to create ads to appeal to the local culture and address concerns or issues.

See also  How to Optimize Microsoft AdCenter for More Effective Paid Campaigns

To do this, you need to research the local culture and understand their unique interests. This could be as simple as finding what colors and images appeal to them.

The tone of your ad is also essential because certain cultures relate to language differently than others. Take weight-loss products, for example. Weight loss products are very popular in the United States but may not resonate well with other cultures. Talking about something like weight may even offend some.

Another great example would be thinking about a typical workday. In the US, a 9-5 workday is common. Many people work from Monday to Friday, and they might not convert during that time.

As a result, we may want to advertise specific products and services later in the day and on the weekend when we find most people are browsing the internet and social media.

In Southern and Eastern Asian countries, work hours there are much longer. It’s not uncommon for them to work as many as 80 hours in one week. This poses unique challenges for advertisers, but it could also be advantageous for advertising something to help people work less or relax more.

3. Optimize Your Budget by Country

Your cost-per-click and cost-per-acquisition will vary from country to country. The only way to know for sure will be to experiment by stretching your audience out wide and narrowing it down as you learn which country is receiving your ad the best.

To get an idea of how much to budget for specific countries, use a tool like Ahrefs or SEMRush. If we go into Ahrefs, you can input a particular keyword and see what the traffic looks like in another country.

If there’s a lot of traffic for a low competition keyword, you may want to give the keyword a try by allotting a larger amount of your budget to that word.

international ppc in the united states

If we continue with the weight loss example and try “best weight loss pills” in the United States, we see a ton of search volume, and it’s super competitive.

It would be tough to rank organically for this keyword, and the CPC is $1.10, which is high.

international ppc in India

When we switch the audience to India, the search volume drops dramatically to 150 and a CPC of $0.35. We may not want to advertise this keyword to this audience, but if we do, we don’t need to budget as much as in the United States.

4. Advertise Where the Locals Are

You’ll want to understand how different countries use search engines and other platforms. Targeting Google will ensure you cover most of the world and exclude as few people as possible, but what about when you narrow down to a more specific audience?

See also  Video Press Release

There might be a high concentration of people using a different search engine in that country, and now your CPC has gone way up because you didn’t do your research.

search engine for international ppc

As expected, Google carries the entire planet with a 92.41 percent market share of worldwide internet usage. If you’re starting a campaign and want to see which countries respond best, advertising on Google sounds like the right way to go.

search engine for international ppc in Russia

Look what happens when we narrow it down to Russia: 44.54 percent of users use Yandex. In this case, advertising on Google would exclude nearly half of the people in the country because they wouldn’t see your ad.

Google provides many resources to help advertisers, and statcounter.com is a great way to get data about foreign, unfamiliar countries.

5. Organize and Keep Tabs on Your Campaigns

The organization is an overlooked but crucial aspect of managing international PPC ads. It’s even more important because if you’re not keeping individual tabs on each country, you’ll have a harder time determining which ads are converting—and which aren’t.

If you aren’t careful, countries with low CPCs and high volume will use all of your ad spend even though they’ll never convert. While this is happening, countries that might have a higher CPC, but also higher conversion rates could be left behind.

So make sure you have a robust tracking program in place before you launch.

You’ll also want to track varying time zones. If you put two countries on opposite sides of the globe into the same campaign, you’ll need to keep in mind that raising or lowering the bids during certain times will do the same for the country on the other side of the planet.

A better choice is to separate campaigns by country and stay on top of your stats more than usual.

6. Take Advantage of Localized Concerns

Another reason to keep each campaign unique to a region is that you shouldn’t use the same ad copy across the board. Even when you start with a broad ad, you’ll still want to keep the message exclusive to a certain region and change the copy as you transition from one region to another.

The same ad copy rules apply no matter where your target audience is. Identify pain points people in that region may have, things that excite them, and what causes them to buy. These factors will vary from region to region, however.

For example, seasonal trends will vary from place to place. Google Trends is a great way to identify this.

google trends for international ppc in the united states

Suppose we use the example of weight loss pills. The trend has generally been consistent for the past 12 months, with a slight dip during the winter months.

See also  How to Target Tourists Through Paid Ads

This tells us that Spring would be the best time to advertise something like this because more people are likely thinking about losing weight as Summer approaches.

google trends for international ppc in Italy

Research the same term in Italy, and the interest is almost non-existent for months at a time. The culture in the country may not recognize weight loss pills as a method of losing weight, or they may simply not have as much interest in weight loss as in the United States.

The point is, your ad copy needs to address the concerns of the specific region or country. You don’t want to serve the same ad to every area because they may not relate to it or have an interest in the topic.

7. Use a Local Domain Extension

Credibility and trust are important factors for any campaign, but it is doubly essential for international PPC ads. Use a domain extension to match the country you’re advertising in to build trust fast—which is crucial when you only have a few seconds before someone bounces.

While having a “.au” or “.co.uk” domain extension might not seem like a significant change, it can make a massive difference in the long run. Plus, think about the advantage it might give you over someone using a standard “.com” or “.org” extension.

Having a domain extension to match the country gives you the local appearance and increases the chances of someone clicking on your link. If you think about it like this, we have certain trust signals in the US as well. It’s like the endless battle between choosing “.com” or “.org.”

The same trust signals apply all over the world, and every little bit helps. ICANN.org provides a long list of domain extensions based on specific countries.

Conclusion

When it comes to international PPC ads, you can’t cut corners or take shortcuts and expect to have success. Keep your campaigns organized by country, keep tabs on your ROAS (return on ad spend), and be sure to factor in little details like time zones and domain extensions.

The good news is, there are plenty of marketing resources to help make your worldwide dream a reality.

What countries are you targeting with ad campaigns? Let me know in the comments.

See How My Agency Can Drive Massive Amounts of Traffic to Your Website

  • SEO – unlock massive amounts of SEO traffic. See real results.
  • Content Marketing – our team creates epic content that will get shared, get links, and attract traffic.
  • Paid Media – effective paid strategies with clear ROI.

Book a Call

Neilpatel.com

HOWTO'S

How SEO Works in Digital Marketing

Published

on

how-seo-works-in-digital-marketing

Search engine optimization (SEO) is an integral part of digital marketing.

SEO helps with brand discoverability. When done right, SEO can create the most consistent and by far the highest-quality traffic source which doesn’t require on-going maintenance.

Yet, SEO is usually the most isolated part of the marketing. Whether it is an in-house team or a third-party service that’s delivering your SEO campaigns, it usually exists on its own without really communicating goals, progress or results to the whole company.

This creates silos that can lead to poor results and even reputation crises.

How does SEO work in digital marketing and how can a business make it work better?

What is SEO?

SEO is a collection of tactics (content, technical, link building, even website security and usability) that ensures that your website is easy to understand for search engines.

Basically, it ensures a machine knows that your page will be easy to find to a human being who is looking to solve a related problem.

Search engine traffic is one of the highest-quality traffic for many reasons:

  • Unlike PPC (paid) traffic, it doesn’t require an ongoing investment to keep coming
  • Unlike social media traffic,  it doesn’t require an ongoing work to keep coming
  • Unlike social media traffic, you are not interrupting people’s browsing. Instead you give them what they were actually searching for.

In other words, it is consistent and it converts well. No other digital marketing tactic beats that.

Apart from driving direct traffic, search engine optimization helps build brand awareness by increasing your brand’s organic findability.

Keep Your Whole Team Aware of Why SEO is Important

The great thing about today is that everyone understands the value of ranking high on Google! Sadly, however, many folks only know that they “need SEO” without having really understood what that means. 

See also  How to Target Tourists Through Paid Ads

SEO these days is too hard for a digital marketer to do alone. Many SEOs find themselves in situations where an executive will simply come down and go “Why are we not ranking well for ‘dingwobble’?” 

Keep working hard with teams for them to understand how they contribute to the SEO process:

  • Product Marketers who are responsible for the business, personas and messaging understand that SEO is critical to driving the bottom line revenue numbers they are looking at. Part of the persona developing process should be the development of the “digital persona” – what websites and search terms are these people looking for? This helps the product marketer when it comes time to develop messaging, as that is going to be critical for developing the content, so the right search terms better be there!
  • Field Marketers responsible for the campaigns need to know how SEO fits within their campaign, how it in fact is core to our demand generation, and how to make sure to keep the campaigns integrated.
  • Marketing Communications is creating the content, so SEO should very well be top of mind for them, as the content itself will be critical in impacting how successful SEO will be.
  • But that’s not all! Often, other groups are creating content (Press Releases, Blog Posts, Presentations, etc.) that also end up on the web and impact SEO. Whether it’s Corporate Communications, Investor Relations or even Legal teams, working with them is critical.
  • IT manages the infrastructure and can be very critical to the technical aspects of SEO.
  • Sales and customer support teams are at the forefront of marketing talking to your future and current customers, so they need to be involved in the SEO strategy. Creating relevant content goes beyond keywords. It needs to address real problems and answer actual people’s questions, and your client-facing teams will be your best source of inspiration here.  
  • Executives also care! While they can’t often influence the day-to-day of SEO, they will care a lot about the bottom line, to which SEO contributes.
See also  5 PPC Business Ethics Examples and Best Practices

Educating all of these people about SEO helps empower them, as well as position yourself, the SEO, as the subject matter expert who is not just someone back-office who gives very little visibility into the black box of SEO, but someone who is actively educating and contributing to the organization’s success.

Review and discuss common KPIs early and often to make sure everyone knows what victory looks like to the team.

Additionally, SEO should be a solid part of any project launch as it impacts every stage of product positioning. From choosing a business name to choosing a website builder, your initial efforts should be driven by SEO best practices.

What is the key to SEO success in a constantly changing environment?

As a practitioner of SEO, I believe that you need to look to ensure you are looking at both developing yourself in both depth and breadth of knowledge. A key danger in the name of being informed or being a part of the SEO community is spending all your time debating tactics and practices rather than testing them. 

Additionally, SEOs as with all employees need to look outside their field to stretch and learn how to be more well rounded. This could mean learning to code, or educating yourself in some other area of the business you work for.  This will expose you to ideas others may not have.

As a manager of people, success is really about diversity of expertise. Who you hire and the kind of people you hire will be far more valuable than much of what people invest in with regards to SEO programs. You have to have people who can roll with the punches and develop a skill for self-management and personal growth. 

See also  How to Target Generation X Through Paid Ads

Finally, I think knowing what your real goals are in having an SEO program are the key to long term success. The reality is you may get more traffic, but if that traffic is not from qualified leads and generates real revenue then the benefit may be very little. Having well defined goals and metrics will also help you avoid chasing algorithm changes and focus on the big picture.

Conclusion

SEO is the most essential long-term digital marketing strategy but to make it really effective, you need a knowledge team that is well-integrated into the company’s life. Good luck!

Ann Smarty

Ann Smarty is the brand NINJA at Internet Marketing Ninjas as well as the founder of numerous startups including MyBlogGuest, MyBlogU, ViralContentBee, TwChat and many more.

Ann Smarty has been an online marketing consultant for 10 years providing high-quality digital marketing consulting through her services and courses (both free and paid).

Ann Smarty’s content marketing ideas have been featured in NYtimes, Mashable, Entrepreneur, Search Engine Land and many more. She is known for her indepth tool reviews, innovative content marketing advice and actionable digital marketing ideas.

Source: Ann Smarty

Continue Reading

HOWTO'S

3 Effective Ways to Quickly Identify Your SaaS Brand’s Top SEO Competitors

Published

on

3-effective-ways-to-quickly-identify-your-saas-brand’s-top-seo-competitors

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

There are over 22,600 software-as-a-service (SaaS) companies in the world right now, according to Crunchbase.

On Capterra, there are more than 800 software categories.

Research by Statista indicates that the market size of the SaaS industry has grown from $5.56 billion in 2008 to over $156 billion in 2020.

What do these figures show? It’s simple. The SaaS industry landscape is becoming more competitive by the day.

To stay on top of your game as a SaaS business, you must identify the companies you’re competing with from an SEO standpoint. That way, you’ll know the content strategies to focus on, the keywords to target, and the type of backlinks to acquire. In this post, you’ll learn three effective ways to do this quickly.

Why care about your SEO competitors as a SaaS brand?

If you don’t know your SEO competitors, you’re leaving so much on the table, while they occupy the top spots on the SERPs.

1. You can identify the top keywords they’re targeting and how they’re acquiring backlinks to help your own strategies.

By identifying the companies competing against your SaaS brand, you’ll know the top keywords they’re targeting. That way, you can focus on those keywords that can generate qualified traffic and drive user signups for your SaaS. This streamlines your keyword research process.

Knowing your top SEO competitors is also a great way to perform a link gap analysis. That way, you can know the type of backlinks they’re acquiring and where they’re getting them from. This helps you to identify relevant websites that are more likely to link to you.

2. You can figure out the competitive edge you have over them

If you don’t know who your top competitors are, you won’t be able to find the SEO opportunities to focus on to drive growth for your business.

Take, for instance, if they focus more on high-volume, top-of-the-funnel keywords. If you then go after middle- and bottom-funnel keywords, it could give you a competitive edge.

3. You can understand their biggest drivers of growth and conversion.

Most SaaS companies optimize their blog posts, landing pages, and product pages for conversions. This is because they measure growth by the number of signups and paying customers that they have.

See also  New startup Capital wants to reintroduce founders to venture debt

By identifying your SEO competitors, you can know the kind of CTAs and buttons that work well in your niche. That way, you’ll have a better understanding of the conversion strategies that can drive growth for your SaaS business.

Three ways to identify the SEO competitors of your SaaS brand

Here are three tactics you can try today to identify your SaaS brand’s top SEO competitors.

1. Use SEO tools

SEO tools have access to large amounts of data for different websites and niches — and they’ve analyzed and categorized this information for your own use.

For example, SEMrush has the Market Explorer tool, which helps you to find potential competitors for your business. Ahrefs also has a competing domains report in the Site Explorer tool. This helps you to identify the websites competing with your SaaS, based on the kind of keywords you’re ranking for.

You can also use the Moz Pro True Competitor tool to identify the top SEO competitors for your SaaS brand. Here’s how it works: Let’s say you want to identify the top SEO competitors of Moz. With this tool, you can find that information within a few seconds.

The first thing you need to do is enter the following details in the tool:

  • Preferred market: The specific location you’re targeting
  • Domain type: The type of domain
  • Domain name: Your website URL

Once you enter this information and hit the “Find Competitors” button, you’ll get a list of top 25 competitors:

As you can see, websites competing with Moz on the SERPs aren’t limited to software brands alone. They include others such as:

  • Google
  • Search Engine Journal
  • Hubspot
  • Search Engine Land
  • Wordstream
  • Backlinko.

This tool also has the Overlap and Rivalry metrics, to filter your top competitors.

The Overlap metric filters your top competitors based on the shared keywords you both rank for on the first page of Google. The Rivalry metric uses factors like CTR, DA score, the volume of shared keywords, etc. to identify the most relevant competitors for your SaaS.

See also  How to Target Tourists Through Paid Ads

After identifying your top SEO competitors, you can perform an in-depth analysis of at most 2 of them, to know the keywords they’re targeting.

2. Survey or interview your new and existing customers

If someone signs up for your SaaS product, chances are that they’ve demoed or tried out other options before deciding to go with yours. It’s also possible that they’ve just churned from one of your competitors to become a customer.

This shows that they have an idea of who your direct and indirect competitors are. To get this information, all you need to do is reach out and interview them one after the other. This could be by talking to them via a quick call, sending a short survey for them to fill out, or asking them during the onboarding process.

Here are some questions you can ask customers to identify your top competitors:

  • What tools were you using to [solve X problem] before trying out our product?
  • If you’ve never used any tool before, how were you able to solve this problem before now?
  • What made you interested in trying out our product?
  • When did you realize that a tool​ like ours is what you need right now?
  • How much research did you do to decide on our product? What are some other, similar tools you discovered during the research process?

3. Perform a Google search targeting your SaaS use cases and features

Performing a Google search for the use cases, features, and problems your software solves is a great way to identify your top SEO competitors. This is effective because most companies ranking high on Google are investing in SEO.

Use the “related:website” advanced search feature

This search operator shows you other websites related to the one you search for on Google.

Let’s say you want to find websites like salesforce.com. You can search for “related:salesforce.com” on Google. The results on page one are some of SalesForce’s top SERP competitors:

Search for the use cases of your software

If your software helps SaaS companies onboard and activate new users, one of your core use cases is “user onboarding”.

See also  Amazon: Search term reports become available for Sponsored Brands

If you search “user onboarding software” on Google, you’ll unlock competitors who are either bidding for or ranking organically for the keyword.

Some of the websites targeting this use case on Google include:

  • Appcues
  • Userpilot
  • Apty
  • Userflow

Aside from that, there are SaaS brands paying to rank on the first page of Google for this keyword.

Search for your SaaS features

One of the core features of the Moz tool is the “rank tracking” feature. To identify the websites that have a similar feature, you can input that keyword on the Google search bar.

Here’s the result it returns:

As you can see, aside from Moz, other competing websites for this feature include:

  • Link-Assistant
  • Ahrefs
  • Rank Tracker
  • Spyfu
  • SEMrush

Search for your SaaS jobs-to-be-done (JTBD)

Let’s say you run an online video editing software, one of the problems that your audience most likely have is “how to add an image to video”.

By performing a Google search for this query, you’ll see a result that looks like this:

This shows that some of the top SEO competitors in the online video editing space include:

  • Kapwing
  • Veed
  • Online Video Cutter
  • Flixier
  • Movavi

Conclusion

If you don’t know the SaaS companies you’re competing with, they’ll leave you behind and dominate your niche.

In this post, you’ve learned three effective ways to identify your top SEO competitors as a SaaS brand:

  1. You can use an SEO software such as the Moz True Competitor tool to find your competitors and know the keywords they’re targeting.
  2. You can reach out to new and existing customers, to find out the solutions they’re comparing you with.
  3. You can search Google for your SaaS product’s features and use cases. This shows you the companies likely competing with your brand on the SERPs.

Ever tried any of these tactics before? Kindly share which of them worked really well for your SaaS brand in the Q&A.

Source: AbdulGaniy Shehu

Continue Reading

HOWTO'S

Picking SEO Keywords: An Expert’s Guide

Published

on

picking-seo-keywords:-an-expert’s-guide
Without SEO, publishing content online is like sending a rocket to space without a destination.

If you don’t tell that rocket which direction to head (the moon or Mars?), you’re stuck crossing your fingers and hoping things work out. That’s not good marketing. Good marketing comes with predictability, data, and then some crossed fingers.

And that’s the perfect way to describe search engine optimization, SEO, in 2022.

SEO is part of the search engine algorithm:

Input = Keywords

Output = Content

For every keyword, there are thousands of pages of search results and plenty of content to choose from (outputs). But, page 1,000 isn’t nearly as useful as page 1. Even page 2 of search results can feel like no man’s land.

That’s why marketers care about SEO. Because all search engine pages are not equal. The power of ranking top 3 on page 1 of a search engine beats out ranking first on page 2 by 100x (honestly, maybe even 1,000x). 

How do you land a coveted spot on page 1 of the search results?

By picking the right SEO keywords through these three steps.

3 Steps SEO Experts Use to Pick Keywords

SEO has been around long enough that you don’t need to reinvent the wheel. A new, innovative, never-before-seen SEO strategy that takes you months to implement and even longer to see results is the opposite of what SEO experts are doing.

The SEO experts writing high-quality content, landing on page 1 for relevant searches, and seeing results from their content are the ones following this tried-and-true SEO strategy.

#1: Ideate Keywords

There are two types of advertising: interruption-based and intent-based. Interruption-based advertising is an ad on your social media newsfeed. It’s the ads between paragraphs on the news article you’re trying to read. It’s a search engine ad strategically placed before the organic results. This isn’t your focus in organic SEO marketing, but this IS your focus in paid SEO advertising.

In SEO marketing, you’re focused on intent-based advertising. When somebody chooses to search for an answer to their question—that’s intent-based advertising. A search for “olive green cotton blanket” is an example of intent-based advertising.

And the search engine results are a mix of interruption (paid ads) and intent-based advertising (organic results).

When you’re ideating keywords for your products and brand, you’re looking at intent-based words. These are the words somebody needs to use to find your products or brand. For DigitalMarketer, these are words like:

  • Digital marketing training
  • Digital marketing help
  • Content marketing training
  • Copywriting training

These keywords correlate directly to our products. They teach people how to be great digital marketers, either for their own company, their full-time marketing role, marketing consultancy, or their agency clients.

Your customer avatar asks specific questions and uses certain words to describe to search engines what content they want output. Use these questions to make a list of 20+ keywords you could rank for:

  1. What questions do your customers ask surrounding your products or brand?
  2. What single words would your customers use to describe your product or brand?
  3. What phrases would your customers use to describe your product or brand?

These questions will give you a page full of keywords and keyword phrases (several words used in a search query) that you want to rank for.

See also  5 PPC Business Ethics Examples and Best Practices

Once you have those keywords, go to AnswerThePublic.com and automatically generate a list of questions people have asked search engines related to those keywords. See if there are any other keywords or keyword phrases you missed—and take notes of the questions people are asking. Those questions will be the topics of your content.

For example, if we see people asking “how to pick SEO keywords,” our team knows that content on picking SEO keywords is a great addition to our online library. You don’t want to chase every keyword that looks like a great piece of content, though.

First, you need to research the best keywords to see which are worth spending your time on.

#2: Research the Best Keywords

With your list of keywords and keyword phrases (which should be looooooooong by now), you’re set up to figure out which keywords to put your focus on. Unlike your pets, you’re allowed to play favorites here. You don’t want to choose keywords that are highly saturated and difficult to rank for. You also want to avoid the keywords that will only capture a minuscule part of your audience (at least, at first).

Time to bring in more help from our robot friends. Research the best keywords with tools like Google Keyword Planner, SEMRush, Ahrefs, and seriously, there are so many other awesome SEO tools out there.

Here’s what keyword research for “running shoes” looks like in SEMRush:

A few things to take note of to compare your keywords/phrases and see which are the best option:

  • Volume is key to understanding if this keyword is worth creating content on or if it’s better to choose something with a higher search volume.
  • The keyword difficulty score shows you how hard it will be to organically rank for that keyword (good luck on getting on page 1 for running shoes!).
  • Use Keyword Variations to figure out if there are other keywords you can try to rank for that are similar but less competitive.

You can also use tools like Google Trends to see which times of the year certain searches spike. For example, the keyword phrase “plants for desk” had its highest search volume between July 27th and July 3rd. From October to the end of November, it has the lowest search volume.

This data can tell you what time is the best to push interruption-based search paid ads—and if there’s specific content you can create around the seasons or months where you see these spikes.

Once you know which keywords you’re going all-in on, it’s time for a quick chat with your finance team.

#3: Check Bid Estimates (For Paid Advertising)

If you’re not putting money behind your SEO strategy and aiming to get organic traffic through high-ranking content, skip to the next section. If you’re looking to put your ad budget towards SEO, keep reading.

Once you’ve narrowed down the keywords to prioritize based on factors like search volume and difficulty score, it’s time to run your keywords through their last filter: cost. Every keyword comes at a different cost to win the ad auction. The ad auction is how Google determines which ad trying to rank for the same keyword wins an ad placement depending on the user.

See also  How to Target Tourists Through Paid Ads

It’s based on 3 factors:

  1. Your Bid: This is your maximum budget for an ad click.
  2. Ad Quality: Google won’t show your ad to everybody searching for your keyword—they’ll show it to the people most likely to click based on past behavior and data they have on the user.
  3. Extensions and Ad Formats: Google likes when you use extensions, like phone number and other links, as well as the other ad formats you’ve chosen and can boost you in the auction for a lower price.

Understanding how the auction works is necessary to figuring out how much you can afford to spend on ads and what your expected ROI should be. For example, in the SEMRush example for the search “running shoes” the cost-per-click is estimated to be $0.84. This tells you that if you want 10 clicks on your ad per day, you need a minimum $8.40 budget. Of course these numbers are a lot smaller than what you’ll really be working with, but this gives you an idea of how to figure out your SEO budget.

This is why Step 3 is so important. If your SEO budget is $100 per day, you don’t want to splurge on keywords with a cost-per-click of $10 each (unless you’re certain they’ll lead to conversions!). Instead, you want to create a broader strategy that encompasses several keywords and keyword phrases that make up your $100 per day budget.

You can use Google Keyword Planner to get suggested bid amounts per keyword: 

You have your keywords, researched and ready to go. There’s only one more thing left to do.

What Do You Do After Picking SEO Keywords?

After you’ve chosen your SEO keywords, it’s time to create the content and ads. There are 3 types of content and ads to create:

  1. Top-of-funnel content
  2. Middle-of-funnel content
  3. Bottom-of-funnel content

Top-of-Funnel Content and Ads

When your customer avatar is first introduced to your brand, show them top-of-funnel content (TOFU). Think of this content as the getting to know you phase relationships (professional, family, friends, or even with your pets!). Every relationship goes through a stage of learning more about someone’s goals, values, and challenges. Your customer avatar wants to know who your brand is, what your goals are, and if your values align with theirs. They’re also looking to see if you understand their challenges.

Here’s an example of TOFU at DigitalMarketer: What is Digital Marketing? In this article, we’re introducing the reader to digital marketing which means we’re not trying to turn them into a customer just yet. It’s not the right time.

And the same applies to paid ads. You’re looking to educate at the top-of-the-funnel. Check out how these productivity apps use the limited amount of space on their ad to educate Google users about their productivity app.

Middle-of-funnel content and ads take things a step further.

Middle-of-Funnel Content and Ads

Middle-of-funnel content (MOFU) and ads are still educating the reader, but they’re *really* hinting at the product. The productivity apps above had to talk about their product in their TOFU content (they didn’t have another choice), but there’s a difference between their TOFU content and their MOFU content.

See also  Three Key Metrics to Understand Ad Performance

At the MOFU level, they’re flaunting their features and actively talking about why the competition isn’t the best option. An example of our MOFU content is this Ultimate Guide to Digital Marketing. This guide is LONG, and anybody reading it clearly trusts us as their teacher. This content is designed to build a stronger relationship with this lead and get them to give us their email address (so we can send them even more valuable content).

Notice the “Download as PDF” button? If you click that, a pop-up form appears asking for your First name, last name, email address AND two questions:

  1. Are you an agency or marketing consultant?
  2. Do you manage a sales and/or marketing team?

These two questions help us tag our email subscribers so we know which content, products, and offers are best suited for them. We can build out specific funnels based on their responses and get first-party data that we can continue using in the future (take that iOS 14!).

Bottom-of-Funnel Content and Ads

Bottom-of-funnel content (BOFU) and ads have a direct call-to-action to join, buy, or sign-up. There isn’t any fluff. Think of this as a sales page—there’s only one action to take on that page and it involves contact information or a credit card.

For the search, “mailchimp vs. constant contact vs. sendinblue,” Constant Contact created a BOFU ad. How can you tell?

  • They’re giving you a special offer to sign up now
  • They’re promoting their 60-day full access, free trial
  • Their link extensions are promoting product features

BOFU content cuts straight to the chase.

Every great SEO strategy involves these 3 types of content. 

You’re Ready to Pick Your SEO Keywords

You don’t have to classify yourself as an expert before you choose your keywords. You finished this article which means—you’re ready. You have the 3 steps to follow:

  1. Ideate Keywords
  2. Research the Best Keywords
  3. Check Bid Estimates (For Paid Advertising)

And you know what to do after you’ve chosen them (create TOFU, MOFU, and BOFU content and ads). The only thing left to do is put what you’ve learned into practice. Remember that every SEO marketer started where you were, unsure how to use the Google ads platform and scared they’ll run through their marketing budget without an ROI.

Just like we’re not telling you to put your entire life savings into Gamestop stock, putting your entire ad budget into your first SEO strategy is the wrong move. Take a percentage of that budget and start testing out ads, seeing their CTR, and how much each keyword or keyword phrase costs.

Build up from there. If you take this route, you’ll feel comfortable enough with your SEO strategy to add another story on top of it, and another in the future, and eventually you’ll have a solid building on your hands. That’s when you’ll look back at yourself reading this article and think—wow, that was just the beginning.

Source: DigitalMarketer

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending