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Keywords Marketer


Set Objectives

Last week, we mentioned how to start a Digital Marketing Plan. We started by doing a situation analysis and after set objectives and create strategies. In this new post, we are going to concentrate on setting objectives for the project.

First of all, when we talk to the client, we ask them for the objectives they have. Usually they state the goals they have and not the objectives. For this reason we are going to explain the difference between KPIs (key performance indicators), objectives and goals:

  • KPIs (Key Performance Indicators): these are specific metrics which helps us know the performance of the project. These should be between a range to help us reach our objectives.
  • Objectives: they are SMART (specific, measurable, achievable, realistic and time framed) and aid to have a clear direction and commercial objectives.
  • Goals: these are more generic, they help to shape the digital strategy. It describes on how they can contribute on the company's key areas.

Before stating the objectives, we should have clear what the company's vision is. The objectives should be in line with the vision statement.

  • Business Scope: where? markets, client segment and which geographical areas the company wants to compete.
  • Unique Competences: how? positioning, differential qualities the product or services has in comparison with the competitors.
  • Values: why? what is the main inspiration of the company.

After knowing the vision, we should start to propose future objectives. To make good objectives, we should know what SMART stands for:

  • S-Specific: is there enough detailed information to know what the opportunities or problems are?
  • M-Measurable: is there a quantitative or qualitative attribute we can create a measure upon?
  • A-Achievable: is there a good possibility to achieve the objective?
  • R-Realistic: is it possible to reach the objective, or is it almost impossible?
  • T-Time Framed: have we put a dead line to complete the objective?

Each objective should pass this filter. If it does not, we should re-state the objective so it passes each of the SMART acronyms.

Knowing this, objectives can be set and should be in line with the previous situation analysis done. In line with the company and market/sector analyzed.

Hopefully this has helped you to set objectives. Next week we will concentrate on the last, but not least, point (Create Strategies) and we can finish our plan.

Start by Planning

Like in every project we begin, we should first plan the project. If we do not, probably, the project will not be successful.

This is the same in Digital Marketing, we always start by planning. That is why, this week, we have decided to give you some tools so that you can start to plan your project.

Inside the planning section, we can divide it in 3 subsections:

1.       Situation Analysis.

2.       Set Objectives.

3.       Create Strategies.

In this post we are going to concentrate on the first point (Situation Analysis) and in the next posts we will have a look on the other sub-sections (Set Objectives & Create Strategies).

While doing the Situation Analysis, we should try to get to know our audience and the online market (for the sector we are analyzing). So we look for internal and external factors which could affect the company.

Some of the tools we use are:

a.       SWOT Analysis: It summarizes our internal strengths and weaknesses and the external opportunities and strengths. It helps us to summarize the company's effectiveness.

a.       Weakness: are the internal barriers the company has for a good flow in the organization.

b.      Threats: negative situations from the exterior, does not depend on the company, external stimuli.

c.       Strengths: advantage the company has over competitors.

d.      Opportunities: can suppose an advantage for the company but it depends upon external factors.


b.      Market Analysis: We concentrate on analyzing:

                               4 micro-economic factors:

a.       Potential of the online audience.

b.      Clients.

c.       Competitors.

d.      Online Intermediaries.

6 macro-economic factors:

a.       Political.

b.      Economical.

c.       Sociological.

d.      Technological.

e.      Legal.

f.        Environmental.

c.       TOWS Matrix: it helps to create and define strategies once the SWOT analysis is done. Combining each strength and weakness with its opportunities and threats we can create "mini" strategies.

d.      Create "Personas": summarize the characteristics, needs, motivations and environment of our targeted clients. We can create different types of "personas" depending on how we want to use them and the budget we have.

a.       Ad-hoc Personas: we create them from what the company already know, no further research is done.

b.      Web Design / consumer experience Personas: they are created to improve the results and experience of the online user.

c.       Marketing personas: summarize the clients segment with his characteristics, behavior and brand perception.


With this information we hope to have helped you to develop the beginning of your plan. Remember to plan before implementing.

Start with a Small Amount

As we mentioned in our last post (Why should we invest in digital marketing?) there are few advantages we mentioned but one of the main doubt our clients have asked us is: how much is the minimum investment?

To this question, we answer; with Google you can invest with the budget you want. Thanks to their PPC (pay per click) system, you can start with a small budget and only pay when the client clicks on your advert (and consequently enters your webpage).

When we talk with a SME we mention them  that they can star with a small budget and when they see the results, keep on increasing the investment whilst the ROI (Return on Investment) is positive.

For example: a small store who sells headphones want to advert the store in Google search network. They decide to invest 300€ for the whole month, due to AdWords tools, the advert can be limited to a daily investment of 10€.

With these new advertising systems in digital marketing, SMEs have the opportunity to compete with the big companies and advert themselves in the same way as a big one does, having the opportunity to reach thousands of people.

For a SME to be able to compete with a big one, one of the key is choose the keywords and its matching options. Here is a review of the different keyword matching options:

1.       Broad Match: the ad will be shown when the user searches for:

                                                               i.      all our keywords.

                                                             ii.      small variations of our keywords

For example: keywords bid is for: sony headphones

We will appear when the user searches for: sonys headphones, sony headphone, sony bluetooth headphones, etc.

We will not appear when the user searches for: sony, headphones, etc.

2.       Broad Match Modifier: the ad will be shown when the user searches for:

                                                               i.      all our keywords in any order.

For example: the keyword we bid for: +sony +headphones

We will appear when the user searches for: headphones sony, sony headphone microphone, sony bluetooth sony, etc.

We will not appear when the user searches for: headphones sonys (plural), bluetooth headphones, etc.

3.       Phrase Match: the ad will be shown when the user searches for:

                                                               i.      the phrase in the same order as bided.

For example: the keyword we bid for: "sony headphones"

We will appear when the user searches for: sony headphones with microphone, bluetooth sony headphones.

We will not appear when the user searches for: sony bluetooth headphones, headphones sony.

4.       Exact Match: the ad will be shown when the user searches for:

                                                               i.      same keywords, there cannot be any more words.

For example: the keyword we bid for: [sony headphones]

We will appear when the user searches for: sony headphones.

We will not appear when the user searches for: sony headphones with microphone, bluetooth sony headphones, etc.


We hope this has helped out and the matches options are clearer.

Why should we invest in Digital Marketing?

SMEs who have been using traditional marketing strategies usually take time to adapt to digital marketing strategies.

To many SMEs we have been talking to about the advantages of digital marketing usually mention us about their small budget, they can only invest small amounts and do not want to give any more to new marketing strategies. So we mention them that they can start will small amounts of investment in digital marketing.

Some of the advantages we mention to the SMEs are:

1.       Segment in a very specific manner: in traditional marketing (TM) you can reach your target in different ways but they are usually costly and complicated to handle. Meanwhile, in digital marketing (DM) there are different tools we can use so we can impact just our specific target.

2.       Measure are return of investment (ROI): usually, in TM, there is a fixed investment made and we really do not know if the client buys our product/service while seeing the advertisement. In DM, the ROI can always be measured. We can measure if the advertisement has been as effective as we wanted and if the client has bought the product/service because of our advert. This can help us to know if the advert has had profitable for the company.

3.       We can edit the advert in a fast and effective manner: in TM, once you have sent the advert to be printed, the advert cannot be changed. Once you receive the printed version and you find a small mistake, you cannot change it, so you would have to re-print everything again. Instead, in DM, if you spot a small mistake, you can enter your tools and change the mistake spotted, having it changed instantly. This is a big advantage as you can also change the pricing of your products in a fast and more comfortable way.

4.       Choose when to impact: with this we mean that the advert will be shown when you feel it is better for your company (time periods). If you know your product/service is sold better in a specific time and day, why not be only at that time?

Also, the adverts can be programmed so they can start to impact in a future without having to be pending if the advert will start to impact people or not.


Hope that this information makes you understand better the benefits of digital marketing and helps you out.


Structuring Google AdWords Ad Groups

When we are creating the structure of a Google Adwords account, we generally separate our keywords in different ad groups with similar topics. To understand this better and in order to introduce a different type of segmentation to our ad groups, let's start from the beginning. 

First of all, in Google Adwords, we have an account. This account will have the name of our firm, for example. We can now have various campaigns in the account. For example, we could have a campaign for summer offers and another one for winter offers. After we create our campaigns, inside them, we create ad groups. These ad groups will be separated in different topics. For example, inside our summer offer campaign, we can have an ad group of men swimming costumes. Now, inside the ad groups, we can have several keywords and ads. We will try to have the most relevant keywords and ads as possible. All of them should fit in well to the topic chosen by the ad group. For example inside our ad group we could have keywords such as:  men swimming costume, men swimming trunks, men latest swimming....

Now we should have clear how to structure a simple Google Adwords account. Therefore, let's introduce a new variable of segmentation inside our ad groups so they are not just separated by topics. For this we have to analyze the different match types of keywords we can introduce in Google Adwords. We have four different types:

1: Broad: If we choose this type, our adds will come up to the users whenever they introduce our keyword or similar words. It does not matter if they introduce just the keyword or many other words and the keyword. 

2: Modified broad match: This will make sure our keyword is in the search of the user. In other words in the search of the user, our keyword has to be in yes or yes. This is used to have less impacts of our ad and like this be able to control better the traffic to our website. 

3: Phrase: The search of the user must contain our keyword and it must be in the same order as we have introduced our keyword. For example, if our keyword is swimming costume, and the search of the user is swimming costume for men, our ad will appear, but if it is costume for men swimming, our ad wont appear. 

4: Exact: The user must only search for our keywords. In other words, his search must be exactly the same as our keyword. It is the best way to control impressions and to assure our adds will only be activated to relevant searches. 

Once we have this clear, we can separate our ad groups by using different topics and by match type. This will allow our account to have a better performance and will also allow us to appear in many more searches than just using the exact match type. 

The key for this structure to work is to make three different ad groups inside each campaign, which is separated by a theme. The ad groups will be one in broad, another one in phrase and another one in exact. We will then introduce the same keywords in all three ad groups but with different match types. Our bids will also be different. We will place a higher bid for the exact type ad group, a lower bid for the phrase one and an even lower bid for the broad one. Finally, we must place as exact negative keywords in the phrase and broad ad groups, all the keywords in the exact ad group. 

Like this, we will have a well organized account which can be very easy to optimize. We can easily manage our budget and have better results thanks to this segmentation. 

So, have you started segmenting your ad groups?


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