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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.

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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.

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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!