Google needs your help with their ad serving. The right approach by you can help you gain favor with Google and, ultimately, with your target customers.
In case you haven’t been paying attention in recent weeks, Google ads are getting a lot smarter. You can’t seem to make a web search without finding a wide range of ads that are well suited to exactly whatever it is you’re searching for. And Google doesn’t give up fast, either. Many people who search for something find a range of ads for the balance of that day that all fit that category. It’s like Google is trying to help you along. Ad serving is the technology search engines use to determine which ads are shown on a given site and if you pay attention to how it works, you can definitely capitalise on it.
Google tries to serve your potential customers with exactly the type of ads that will appeal to them. Google needs your help in this regards so the right online advertising efforts are vital.
With these ads getting smarter and smarter, it’s more important than ever that you’re delivering high quality content that’s on task, on target, and getting Google’s attention. Here are a few things that you can do to ensure that your web copy is working smarter, so you don’t have to work harder (and pay more money for ads than is necessary).
Dig a Little Deeper for Content Details than Your Competition
It’s important to know what your competitors have to offer and give your customers and prospects a little more. Don’t merely skim the surface or hit the highlights. Give your audience, and the search engines, real meat and potatoes type information and it will serve you well in the end. Give it to them in the way of detailed information that gives them enough pertinent information to pique interest and ensure they are wanting more (and knowing that you’re the one who can give it to them). This will mean that you get a real opportunity to serve their needs and to achieve high conversion rates on your ads, which will help you get more value for your money now and in the future (via a good Google Quality Score). Good landing pages are essential in SEO and PPC (pay per click) campaigns.
Don’t Stray off Topic
This can be so difficult. Almost all online marketing efforts can be guilty of going off topic, at times, and have a bit of ADHD with their online marketing campaigns. Sometimes, that works in your favour as you’re able to hyper-focus on the job at hand. However, it can be a real distraction too, at times, and make it difficult for you to maintain strict the mental focus that is necessary to keep your content and strategy grounded and effective without straying to other topics or going off-course.
Mine for Keyword Gold
Ad serving technology presents this is the perfect opportunity for businesses to work really hard to find those special golden nugget keywords that will pay off big for them in the end. You don’t want to waste this opportunity to zero in on the profit pulling “buy” words in your market. Once you find marginal success, play around and find words that offer an even greater return on your investment to target and build your content around. Do the same with your landing pages and do A/B tests so you can figure out what types of content work best for certain types of prospects.
The most important thing to remember when it comes to ad serving, SEO, and marketing on web is that content is today, and always will be, King. Don’t ever forget that and you’ll be much more likely to find success in your Internet marketing endeavors.
Need help with online advertising, web content for your site, site design, or conversion optimisation? We’re an SEO Adelaide specialist and we’re happy to offer a consultation.