SEO

5 Tips to Get More Out of Your Search Ad Campaign

A study by Google shows that search advertising combined with SEO can result in an incremental lift in search ad clicks. The key to a successful search advertising campaign is often outside of the campaign itself. Your entire Web presence plays a role. Optimizing other areas of your online presence can significantly contribute to your search campaign’s performance and is an important part of getting more leads. Thirty percent of all searches will be local by 2015, so now is the time to start thinking about building your entire Web presence. Below are five tips to improve it and ensure you are getting the most out of your advertising campaign.

Optimize your landing page.

To drive more conversions, you must create an effective landing page for your search advertising campaign.  When a consumer visits your landing page, they should immediately see your primary conversion path. In most cases, this is your phone number.  With your primary conversion path, should be a direct call to action that tells them what to do, for example “Call Now for a Free Quote.” In general, your landing page should always clearly direct your visitor and simply communicate the benefit of your business.

Take your web presence mobile.

Including a mobile component in your search advertising campaign and developing a mobile-ready website are essential for driving mobile searchers to your business. According to a recent Nielsen report, 50 percent of U.S. mobile phone users own a smartphone. More people will now search for your local business on a mobile device, and if your business is not visible via mobile, you could miss many potential customers. Remember to claim your local business on Google Places and other local listing sites like Yelp, that also have mobile counterparts to boost your mobile presence.

Track and manage your “quality score.”

A quality score is a search engine’s formulaic way of deciding where, when, and for what cost your search ads run. Among other things, maintaining keyword consistency between your text ads and landing page is essential for maintaining a high quality score, which can improve your placement on the search engine results page (SERP) and lower the bid prices for your top-performing keywords.

Manage your online reputation.

When customers search for a business, your website is not always the first place they will visit. Your online reputation can affect whether or not a consumer visits you site, clicks on your ad, or buys from you. Blog posts, reviews, and comments about your business can also show up in search results, so monitoring these and quickly addressing negative reviews are just a couple of ways to ensure that your business builds a positive Web presence. Maintaining a positive online reputation and asking customers to leave positive reviews can help ensure that positive comments appear on the first SERP, boosting your campaign performance.

Convert new leads with remarketing.

Getting traffic to your website through search advertising is great, but if they don’t convert the first time they visit, remarketing is an effective way to re-engage them once they leave your site. By using remarketing technology and targeted display ads, visitors who leave your landing page will see your ads as the surf the Internet, which reminds them of your brand, and directs them back to your site. Recapturing these lost prospects with remarketing can extend your search advertising campaign and help boost more conversions.

Is your local business using these tactics to improve your search advertising campaign results? Let us know in the comments!

 5 Tips to Get More Out of Your Search Ad Campaign
Tara Banda is a content marketing manager for ReachLocal, a leading global online marketing firm. On the ReachLocal blog, she writes about how businesses can reach consumers through local online marketing. You can connect with her on Twitter @Tbanda.

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6 thoughts on “5 Tips to Get More Out of Your Search Ad Campaign

  1. “When a consumer visits your landing page, they should immediately see your primary conversion path.’

    Such a simple tweak, but many site owners forget that they need to walk a visitor down the path of conversion. Make it obvious what you want someone to do and let them do it!

    1. I definitely agree! Oftentimes online, the more direction the better. I’ve visited several websites where I know what I want to do, yet can’t actually find where to take action. It often makes me wonder how many visitors without industry knowledge simply give up at this stage and go to another site.

  2. Convert new leads with remarketing.
    Getting traffic to your website through search advertising is great, but if they don’t convert the first time they visit, remarketing is an effective way to re-engage them once they leave your site. By using remarketing technology and targeted display ads, visitors who leave your landing page will see your ads as the surf the Internet, which reminds them of your brand, and directs them back to your site. Recapturing these lost prospects with remarketing can extend your search advertising campaign and help boost more conversions.

    why?

    1. Hi Danar,
      A couple of reasons:
      1) Staying top-of-mind: The reasons people don’t convert the first time they visit a website vary, but they often include some form of uncertainty. “Do I want/need this product?” “Should I buy it now or wait?” “Is this the best or do I need to see more options?” Remarketing to consumers during this period of hesitation keeps your brand visible, and encourages them to take action.
      2) By using relevant ads with targeting methods, you can reach a greater amount of consumers who are most likely to engage with your ad, and your brand.

  3. I have used remarketin and it’s an incredible marketing tool. As a marketer I love it, however as a user I dislike it. I think it’s a bad user experience to see on every website the same “personalised” advertisement. I think it’s an harassment.

    1. It’s interesting you mentioned this. I recently had a conversation with a friend and he expressed the same sentiment. In the end, we agreed that it will be interesting to see how the growing collection of data will affect remarketing.