Your landing pages are the moneymakers in your PPC campaigns. Or at least they should be. They’re the deal-closers. The sweet-talkers. Your online, 24-hour digital sales force. Even if your PPC ads are driving high-value traffic, you’re wasting money on every click if your landing pages don't convert that traffic into free trials, paid users, or revenue-generating leads High-converting landing page ideas come from many places-- client interviews, customer feedback, your marketing team, and your competitors. At iSpionage, we’re big fans of that last one.
Getting Started Tutorial: Competitive Keyword Research for Results Learn how to use competitive keyword research and iSpionage to discover the keyword strategies and best practices of your top competitors. This video explains the Keyword Effectiveness Index and the concepts of head, long-tail, and torso keywords. Concepts Video Watch in HD Tutorial Content Summary Keyword Effectiveness Index Competitive keyword research helps solve the issue of the blank page. Research allows you to glean valuable keywords from your best competitors. An important metric iSpionage uses is Keyword Effectiveness Index, or KEI - The KEI is a score given to each keyword indicating how long the keyword has been in use and whether it is still being used. - If the KEI is high, then the keyword is likely a good one that is delivering results. Keyword Categories Head Keywords - Single word keywords with high search volume and low specificity. Head keywords are usually associated with a low conversion rate. Long-tail Keywords - Multiple keyword phrases with a lower search volume than head keywords. Given their fact that they are very specific however, they tend to convert well. Torso Keywords - These are short, usually two word phrases that strike a balance between specificity and search volume. The web hosting industry example below has been provided to ensure concepts are well understood and can be immediately applied to your search marketing and competitive keyword research challenges. See how 1 & 1 Internet and Go Daddy's keyword strategies compare. Watch this video to see how to use iSpionage in conjunction with Excel's sorting and text filter functions to uncover valuable, high-KEI long-tail and torso keywords from your top competitors. See how to uncover your competitor's keyword strategies. Example Video: Watch in HD Continuous Improvement iSpionage believes strongly that Search Marketing is best optimized by using an iterative continuous improvement process. Refer to our Continuous Improvement post for more information. The tutorial above is part of a series intended to help you make the most of both our free account and complete system. It covers a few basics to help you get started and points out some best practices and tips and tricks along the way. Both businesses and agencies can use the information provided to improve the performance of their search marketing campaigns and achieve results. The next tutorial in this series is about the PPC ads using in search marketing campaigns: How to More Quickly Achieve Search Advertising Results. Please make sure you subscribe to our blog to receive regular updates.
When you decided to get in the Pay Per Click game, the first thing you do is set up a AdWords account. This is where you will build your campaigns, ad-groups, and keywords. You will need to understand the definition of each of the categories and how they relate to each other to ensure success in your pay per click marketing. Let’s go over these basics to get you started.
The iSpionage keyword research tool has two distinct features: “Relevant keywords” generator – to generate keywords that are relevant to your existing keywords Competitors’ keywords finder – to let you know which keywords your competitors are using. I wrote this tutorial in order to help you understand how to best utilize each of these tools.