You deal with a lot of online content. You know that if people can’t find that content, it might as well be invisible. That’s why – as you know – it’s crucial to Using Ginza Metrics and make smart decisions about how to target each ad and keyword campaign, in each location where it’s targeted.
Keyword, content and competitor groups as a strategy
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Say you’re designing a campaign for a trail running shoe. Ideally, you’d like to know not only the top keywords related to trail running shoes overall, but also the top-searched features, services and brands in each of your target markets – and how search behavior differs among those markets.
In other words, maybe your target audience in the Seattle market frequently searches for shoes with responsive cushioning, while your target audience in Asheville, on the other hand, tends to search phrases like “most durable shoes for trails,” “long-lasting trail shoes,” and “Appalachian trail shoes for men.” The more clearly you understand those market-specific search trends, the more precisely you can target your ads and keywords to each group, create content that matches audience intent, and understand how to beat the specific competitors within each marketplace.
That’s exactly what Ginza Metrics does best. The platform gives you the tools to compare how features, products, and campaigns perform across markets – as well as which content and content types perform best for your audience. You can also drill down into how your competitor landscape changes for each feature, product, message strategy, and location. Even better: you can do all this on a budget.
It starts when you decide how you want to segment and target your marketing. Here’s how.
The power of groups
Ginza Metrics is great at partitioning and comparing campaigns, messages, features, products and audiences – not to mention content types, geographies, demographics and targeted accounts – across a wide range of locations and competitors. Plus, groups enable you to sort your data in ways that make sense to you – especially when you’re handling large numbers of variables – and to quickly generate meaningful reports.
*Check out our solution page on creating groups
Remember the campaign for trail running shoes? Say you want to analyze two types of shoe features: responsive cushioning and durability. Each of these features will become the basis for its own group.
Each of the two groups – the “responsive cushioning” group and the “durability” group – needs two core components. The first component of each group is content: the assets you believe are most relevant to that group. The second component is keywords: the most relevant words, phrases and product searches.
*Watch our Found Friday episode on strategies for creating content groups
In other words, the “durability” group might have content in the form of a landing page, a video and a blog post, plus a list of ten keywords related to durability. The “responsive cushioning” group, on the other hand, might have a different video, a different landing page, and a company interview for its content, plus its own list of eight different keywords.
Adding content to a group
It’s simple to add content to each group from your Ginza Metrics “Content Groups” panel. Once you’ve entered the name of the group at the top of the panel, the next step is to set up keyword-matching regex rules that will automatically find and add matching keywords, based on AND, OR and NOT specifications. This will also automatically add new content that matches these rules to the group.
You can also isolate subdomains, folders, and other types – for example, subdomains like /blog or /trail-shoes/, or any other subdirectories you choose. Next, add content and targeted keywords manually to isolate URLs. This works for both onsite and offsite content. Then add keywords to the group – as soon as you add a keyword, it’s applied to all content you’ve added to the group.
From your “Groups” panel in Ginza Metrics, choose a set of target locations for each group. Next, enter a list of top competitors for that group, in each location. You can group competitors for easier filtering – sorting them, for example, into categories like “online retailers,” “brick-and-mortar retailers” and “publications.”
Repeat the same process for the remaining groups, and you’re ready to start comparing locations, audiences, competitors and more. We’ll dive into that process in the second article of this series.
The investigation into your data
The more clearly you understand how the content and keywords around specific features perform in specific locations, the more accurately you can target your campaigns, and beat out the competition in each market. That’s exactly the kind of analysis that Ginza Metrics does best.
In the first article of this two-part series, we explored the power of groups in Ginza Metrics. By creating testing groups around specific product features (or campaigns or audiences), it’s easy to compare the performance of content and keywords ac
A common topic during platform demos, conferences, and discussions with digital marketers is whether or not they’re capturing the market accurately. What’s scary is that people seem okay with tracking two or three competitors, but you need to know what’s happening across dozens of places. Just not every data point every day. In our recent episode of Found Friday, a weekly series dedicated to all things findability related in content marketing, search, and digital, I took on the topic of competitor tracking and intelligence… And lack thereof.
Competitor intelligence basics
There’s plenty of research done into how our audiences make choices about what content they consume, and what of that content sticks and makes an impact. But how do we leverage that as marketers? How do we know when the research is applicable to us and our industry? Good questions.
In this post we’re going to explore core topics around competitor intelligence for content creators, SEOs and marketers, and tie it together with a broader discussion around what’s involved in today’s competitor intelligence and where might we be going in the future.
This blog post and Found Friday episode correlate to our other recent episode “Are you tracking enough keywords” and also with a big issue I see in the marketing analytics and monitoring tools market.
People are too often constrained by budget to actually track the total number of competitors that they really need. Obviously, at Demand Sphere, we feel differently what is it how does it work where to launch it and promote a different type of workflow for competitor content tracking – but regardless of what SEO and content marketing tools you’re using, let’s talk about what “enough” is in competitor intelligence.
How do you know when enough is enough in competitor intelligence?
Okay, so let’s talk about what types of competitors most of us are tracking now. I’ll give you the most common scenarios and we’ll see if you fit into one:
One: You are allowed to track three to five competitors in your platform and you’ve picked the top few most direct competitors as determined by research or marketshare.
Two: You inherited competitors in a platform when you took on your role and they have been there for a hot minute and you may or may not have changed one or two but it’s mostly still the same.
Three: You have no authority to choose or change the competitors in your analytics platform or monitoring tools and you either think what’s in there is fine or you see some opportunities for updates and want to make recommendations.
I’m guessing most folks fit into one of these spots, but regardless, let’s get down to some other options.
For most people, tracking a hundred competitors on a daily basis is too much – and what do you even do with that data regularly anyway? (Actually, I could give you some ideas if you had the bandwidth, but that’s for another time.)
What we actually need to get to is a more fluid way to understand the competitor landscape. Because the reality is that our competitors are changing all the cn numbers time and they are making moves and delivering marketing messaging that impacts our findability. And we’re doing the same to them.
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Segmentation for smarter competitor analysis
In our episode about tracking enough keywords we discussed the power of segmentation and keyword grouping. This is a big part of that discussion. With segmentation and grouping what you’re doing is looking at your marketing effort from different facets. Here are some examples of segment categories that we recommend and build in our client’s dashboards:
Product lines
Services
Features
Solutions
Campaigns
Messages
Audience types / personas
Funnel stages
Locations
Within these, there are segments that we can create detailed groups around. Let’s walk through an example so we can illustrate how this works. I’m going to use a B2C example because I can pick a product that most people know and it’s easy to follow – like coffee – but this works for B2B and other marketing efforts as well.
Let’s say I’m Keurig, the coffee maker brand. Like a lot of organizations, Keurig has a variety of product lines that span coffee makers for individuals and businesses, they also have partnerships with coffee brands like Starbucks and Dunkin’ Donuts, and their own brands within Keurig. They also make accessories for their machines and have services offered to businesses and individuals.
A few of their services and offerings include things like coffee auto delivery and servicing for their corporate machines.
content categories and segments for creating a content calendar
At Deman dSphere, we make Segment Maps for our clients (this is not an example of a Segment Map – simply of the categories we may consider) so they can analyze their marketing efforts more easily.
Additionally, they run campaigns throughout the year, some of which are related to holidays like Mother’s Day or Christmas, and others that are things like.