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Use Keyword Bidding for your Digital Marketing Strategies

Use Keyword Bidding for your Digital Marketing Strategies

Keyword Bidding Basics

When you look up and use keyword bidding, also known as search engine advertising you get your ad to appear at the top of the results page via organic searches. It is a hybrid of PPC digital advertising bidding model and the keyword targeting adapted by search engines.

When you launch a PPC campaign, you are not actually purchasing keywords, instead- you are volunteering in a bidding/auction that occurs every time a user searches for the specific phrase. This is where Google AdWords Platform comes to be handy.

Keyword Groups

Advertisers choose a maximum cost per click (CPC) for each keyword to make sure their ads show first when users search for the related term. Search engines will evaluate the ad and landing page quality in relevance to the specific term/phrase.

The ad rank is classified by combining the maximum CPC and the quality scores. During the bidding, the highest-ranking ad will appear at the top but will only pay a little higher click price than the ad which comes right after.


Functional Bidding Strategy

  • Define your Target Keywords-First and foremost, make sure you build a list of ad keywords. Best done via keyword research project in which you pick the relevant keywords and their search volumes.
  • Group keywords-Group keywords are based on two main elements: the advertising they fit with and the intent the user has while utilizing them. Ad groups can form as a natural arrangement of your campaign.
  • Determine your bidding granularity-You can set bids for each keyword, but in many cases, it makes more sense to set a bid for each keyword category or even for the whole campaign at first. They can be tweaked later based on performance and algorithm changes.

Adjust bidding depending on performance. Once your campaign is launched-you will receive feedback on the visibility of your advertisements as well as their CTR/CPC per ad and Key Phrases. You can use those insights to the advantage of altering your bids up and down in order to meet your ads target audience.

Beneficial Keyword Bidding Elements

  • Use multiple advertisements-You can use several ads inside an ad group. It is preferable to create for example four commercials and rotate them to figure out which one performs the best. You may retest by adding alternatives to the most outstanding ads and repeat the process.
  • Don’t make too many adjustments—Don’t forget to collect adequate data before making too many changes. Being patient might be challenging, but if you alter too many things too frequently, you won’t be able to examine what actually worked and what did not.
  • Use negative keywords-Once you have keyword-related data in your research outcomes, you may filter out the irrelevant terms and phrases. If your goal keyword was “Photo Editing Online” and your ad showed for “free photo editing online” you may make “free” a negative keyword to attract only people who are interested in at the very least trying out your services for the free trial means-which later gets the conversion job done quite well.
  • Raise your quality score-Keyword bidding isn’t the only thing influencing your campaign. You should enhance not only your ads, but also the overall user experience-including user behavior after they get a quick look at your landing page. The greater the quality score and the lower the cost of visitors to your site, the better the user experience. Not to mention the effective use of your overall budget for these campaigns.

What We Offer

For more similar articles make sure to scroll through our Publications on Edana. And, don’t forget to check our services for Expert-Level assistance from your Swiss Digital Agency. Our expertise includes Search Engine Optimization Services and many more. Feel free to contact us anytime!

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Use Performance-Based Digital Marketing Plans for Productive Online Presence

Use Performance-Based Digital Marketing Plans for Productive Online Presence

Basics of Performance-Based Marketing

Basically, performance based marketing strategy is what it sounds like, only we can replace “performance” with “results” for more clarity. Marketing strategies sampled from general or previous results of your campaigns, generally tends to work best especially for products which don’t really change much concept over time and target audience as well.

To measure the results of this marketing strategy, you will need several metrics. Here is some of the examples:

  • App Installments
  • Ad Views
  • Page Clicks
  • Ad Clicks
  • Sales
  • Social Media Engagement

To find out, how these basic metrics help you figure out the performance of your campaign, we shall be reviewing them as a chain reaction.

App Installments

This time we are speaking on mobile friendly marketing. Of course there are desktop apps as well, but let’s be honest-if it’s an app we are talking about, mobile apps are surely leading the game. Now, installation only is one metric, which can have a very positive outcome alongside with great ratings on an app store, but there is always one “but” isn’t it?

The download rankings are so far so good, but without the actual use of the application, it has practically zero performance over time. Now, here is the example of that:


We all have social media apps that we use regularly (more or less) and they are never in the list of unused apps on our devices. Yet, remember Face App? Or Sigma editing for some cool artistic visuals on your images? Well, those were good while trendy, but after a short time of fun we all went back to Lightroom and Snapseed.

So, these apps have a had a good run, but a very short one. So, maybe ratings are still 5+, but we can call these ratings pretty much expired at this point. You are least likely to notice these apps in tops anymore. Which means downloads are better to be regular and permanent than just one-time and then offloaded after a short period of time.

Ad Views and Ad Clicks

Ads can be meant to be viewed fully or clicked to refer you to the connected landing page. In these cases, creative content plays a huge role. Funny enough, best example of the catchy headlines is the ones we have from BuzzFeed for example. Like, what type of cheese are you? We have all taken that quiz at least once.

Surely, just like apps, only viewing and clicking is one particle of performance indication. The main component is action followed by the views or clicks. Also, re-visiting users give a good idea of how our campaign is working.

Clearly, the effectiveness of these campaigns primarily show up on your sales and increase or decrease of the budget.

Social Media Engagement

Here we are with social media again! Engagement can be measured especially well on basic Facebook and Instagram platforms. The main question here is what we want from our social media campaigns. The desired outcome can differ-some might want more sales, yet some might want more visibility which has a potential of later affecting the sales.

No matter the desire, one thing is clear, that especially SMM serves the online presence idea. By creating functional content, we are more likely to want to inform the target audience about the existence of our products and services and their benefits as well.

Focusing on Social Media Marketing for online presence is by far the smartest move, especially if we keep in mind, that modern customers spend maybe more than 50% of their waking time on the social media.

What We Offer

For more similar articles make sure to scroll through our Publications on Edana. And, don’t forget to check our services for Expert-Level assistance from your Swiss Digital Agency. Our expertise includes Branding Strategy Planning and many more. Feel free to contact us anytime!

Featured-Post-ADS Growth Marketing & Growth Hacking (EN)

Customer Behavior Research Strategies For Better Advertising

Customer Behavior Research Strategies For Better Advertising

Customer Behavior And Advertisement

Marketing, retail, and other professions use advertising to interact with potential customers or prospects. Before launching an effective campaign, marketers must understand customer behavior and advertising, as well as how the two are related. To do this, the content of any kind of advertising must appeal to the product’s primary demographic; an ad must speak directly to the individual. It must be distinctive and provide valuable information to customers.

The Benefits Of Consumer Research

Understanding how consumers choose a product allows businesses to fill a market gap and determine which items are required and which are out-of-date.  Without having a deep understanding of what your consumers like and how their preferences change from time to time, it is impossible to keep up with today’s market demands.

Calculate Risks

Customer research is an effective way to make a decision or take a calculated risk when it comes to marketing. According to Google, 40 percent of marketers believe that the success of their campaign depends on the research and its results. Meeting and exceeding expectations should be every company’s main goal. However, it is hard to do than standards are so how, but the relationship between a business and a client is fragile.


Research Objective

The first stage in the consumer research process is to explicitly identify the research objective or the goals of the study. Studies can be on what people believe about a certain brand’s image or what they felt about a specific commercial. More effective advertising may be given by identifying what customers respond to best.

Stay Commited

Without an understanding of what your consumers except from, meeting their needs will be hardly possible. Every relationship needs commitment. Businesses demonstrate their commitment by going the extra mile in acknowledging the clients and their requirements. When you have a clear objective, you can take the next step and choose a research method.

Research Methods

In general, there are two approaches to consumer behavior research. Primary and secondary research methods are equally effective and the outcome depends on your objectives as well as the budget. Primary research collects data through self-completed research methods, whereas secondary research gathers information from past studies.

Choose Accordingly

They are further subdivided into qualitative and quantitative methods. For conducting the research you can create and utilize any survey, poll, questionnaires, etc.  All of them be completed remotely. Therefore they are more convenient for customers and inexpensive for companies.

Qualitative Consumer Research

The goal of qualitative research is to dig deeper into insights into customer motivation and emotion. Focus groups are one of several methods for doing qualitative market research. As the name implies, focus groups are small groups of highly vetted subject specialists that gather to assess a product or service. A focus group consists of 6-10 people. The focus group is given a moderator, who facilitates talks among the members in order to elicit relevant ideas.

Focus Groups

Focus groups tend to be flexible and adjustable. This technique encourages discussions and exchanging ideas, which helps the participants to see the service or product from a different perspective. In the debate, the group or individuals might express concerns that the marketers may not have contemplated otherwise.

More Study!

Studying individuals in their natural surroundings is a very forceful marketing strategy. It is called Ethnography and can be especially productive if the company wants to improve consumer experience or enhance the level of satisfaction. Conducting usability tests also helps understand how practical or convenient your products or services are.

Quantitative Consumer Research

Numbers and statistics are vital for quantitative research. The goal of quantitative research is to gather trustworthy, standardized information and figures to help respond to important business issues.  Quantitative research is the best instrument for assessing points of view.
In order to quantify any topic or variable, quantitative research often relies on bigger sample size. This study technique employs mathematical and statistical methods.

Understanding The Market

There are many reasons why a company might decide to conduct consumer research. The saying that we learn from our mistakes is simply true. The research results often help businesses see their missteps or errors, and offer a chance to fix every single one of them.


Launching new products is challenging as the responses can never be predicted. The polls and questionnaires give you an idea of how consumers might feel about it. In the end, all approaches can equally important and help companies understand the market.

What We Offer

For more interesting articles make sure to scroll through our Publications on Edana and don’t forget to check our services for further professional Assistance in your Digital Marketing Campaign. Feel free to contact us anytime!