Experienced digital marketers rely on Google Ads as an effective way to target in-market, low funnel prospects; using proven techniques to engage them and turn them into leads and new customers. Google Ads can also target your mid and high funnel prospects through Google Display Network (GDN), Youtube and Gmail.
As a result, Google Ads campaigns are a wealth of knowledge and an insightful guide to dramatically improve your website user experience and marketing results.
Here is what to look for:
Website Goals and Strategy: Review your existing Google Ads campaign goals. These could be to increase sales, get leads, build site traffic, branding as well as other goals. Then clearly identify your targeting data like user location, devices, demographics, language, etc. If possible, create a buyer persona for your top prospect types. Enumerating this information will provide a good starting point for informing the design, navigation, as well as content strategy for your website in general.
Website Navigation: The Google Ads campaign and adgroups (keyword group) structure can provide a great guideline for your site’s information architecture hierarchy, determining the navigation by indicating the top web page product/service categories, and secondary level web pages. In short, Google Ads can show you the way new users prefer to find information and minimize UX friction and drop offs.
Web Page Creation: Keyword research performed when creating campaign adgroups will illuminate the need for secondary level web pages and the required segmentation/navigation to these pages. You will also gain insight into the requirement of multiple web pages, dedicated landing pages or micro sites. Google’s keyword tool will give a breakdown of the mobile vs. desktop volume and opportunities—which is valuable in website design and content creation.
Content/Copy Creation: Google Ad copy creation with its disciplined character limitations for headlines, text and extensions compels you to prioritize copy that is keyword related with pertinent description and core selling points, forcing you to focus on your key messages. This process of creating ad copy is instrumental in determining the content hierarchy on the web page, while also in determining the need for separate landing or web pages across all your marketing campaigns.
Calls to Action (CTA): All the leads, sales, content downloads, phone calls, etc. generated from your website are tracked in Google Ads. CTAs like forms, buttons, strategically placed phone numbers, content downloads, etc. are created, tested and optimized. This will help you determine the CTA priorities on the home page, interior pages and landing pages, and as a result helping your page content work harder.
Incorporating insights from these 5 core elements of Google Ads will help your website traffic be decidedly more lead gen and sales friendly, and also result in more conversions from all your digital campaigns. And don’t forget to take advantage of your Google Ads manager by including them as a member of your web team!
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