By Max Kewal, Special to California Business Journal.
If you are creating a new website, using information from Google Ad campaigns will help you deliver better user experience and improve marketing results.
Creating a Google Ads account with campaigns, ad groups, keywords and ad copies will greatly assist you in designing website navigation, web page or landing page formation and content creation. And if you already have a Google Ads campaign you can get feedback from your SEM Manager.
Here is what to look for:
- Website Goals and Strategy: Review your existing campaign goals. If none exist, consider creating them within your new Google Ad account. These could be to increase sales, get leads, branding, app promotion or all of these as well as other goals. Furthermore you will need to include targeting data (location/s, devices, demographics and language). Enumerating this information will provide a good starting point for deciding the design, navigation, as well as content strategy for your website.
- Website Navigation: The Google Ads campaign structure with its ad groups will facilitate in organizing top-level navigation for your website by indicating the top web page product/service categories. You will also develop some basic idea on creating secondary level web pages.
- Web page Creation: Keyword research performed when creating campaign ad groups (keyword groups) will throw more light on 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 you data on mobile v/s desktop searches which is valuable in website design and content creation.
- Content/Copy Creation: Google Ad copy creation with character limitations for headlines, text and extensions compel you to prioritize copy that is keyword related with pertinent description and USPs. This process of creating ad copy is instrumental in not only deciding the content hierarchy on the web page but also in determining the need for separate landing or web pages for your marketing campaigns.
- Calls to Action (CTA): A Google Ads campaign helps you track leads, sales, content downloads, clicks to a dealer site, phone calls and more on your website. For this purpose you will have to create CTAs like forms (as pop-up or separate pages) and strategically place phone numbers and content downloads for the website visitor to take your desired action. You will have to prioritize your CTAs on the home page and all the landing/web pages. Most importantly you will need to design and write the content on the web pages keeping in mind the desired CTAs.
Incorporating the insights from these five Google ads setup features will make your website customer, sales and lead friendly. And also result in more conversions from all your digital campaigns. For e-commerce sites, you will need to look at the setup and insights from Google Shopping campaigns as well for creating/optimizing your category and product pages.
Of course other elements for website creation are also important like researching competitor websites, analytics information, and feedback from your social sites. Google Ads is a valuable tool in the website creation or improvement process when used properly. Just remember to make your SEM manager a key member of your team during this process.
Max Kewal is CEO of Matcorp Initiatives.
714 348 2322 / firstname.lastname@example.org