Query -> Text Ad -> Landing Page Consistency
In order to maximize conversions it is important to present your potential customers with the information or answer they are searching for. A person heads to a search engine to ask a question, our job as SEMs is to answer their question in a small ad and direct them to our or our customer’s website which will ultimately lead to a conversion.
This best practice starts when creating your ad groups, I personally prefer to create individual ad groups for each match type i.e. one for exact, one for phrase and one for broad. By doing this you can create ads that match up well with the search queries entered by the searcher.
With the Exact match ad group, you have the ability to get very targeted with your ad text and can utilize the keywords or key phrases within the ad text copy. This will provide the most consistency and match to the searchers query. The phrase match ad group while still quite targeted, you may have to be less granular with your ad text.
The area that most PPC Account Managers or small businesses have problems with is creating relevant text ads that match up with the search queries that Google matches up to broad match keywords. Google has been known to match up some quite irrelevant queries. One of my clients was having their Municipal Bond keyword matched to titles of James Bonds movies.
But with proper negatives in place, you still will have your text ads being matched up to a wide array of search queries. With this in mind, when creating text ads for your broad match ad group, you should create less granular, high level text ads that can be matched up with multiple queries. This will help you keep the QueryàText AdàLand Page Consistency
In place.
By keeping your ad groups smaller, with a smaller variation in keywords, you can still create ads that are relevant to the queries Google broad matches to your ads.
After creating a common message from the search query to the text ad the next is to continue to answer the searchers question on the landing page. Just sending a visitor to your home page and expecting them to find your product or service conversion page will likely result in extremely low conversion rates.
With a tightly structured account you can set your text ads or keywords to land at specific pages that are related and use the same wording as the text ads. If you have your ad groups set up by product type or service this should not be an issue. This consistency will provide the searcher with a feeling of finding a relevant page to their search. You can go about this by creating multiple landing pages that are very targeted to your product or services.
This common message throughout your advertising efforts should help you attract searchers that are ready to convert.
Interested in helping your business reach its potential? Contact Front Street Consulting, a Philadelphia SEM Company, at info@frontstreetconsulting.com
