The previous post in our Google Ads series took a look at Campaign Set-up & Targets. This post is all about ensuring Google and Bing ads-related content and techniques that engage visitors and deliver results. Let’s move on to…
Stage 4: On-site Optimisation
On-site (or on-page) optimisation is all about ensuring your website is attractive to both visitors and search engines. There’s a bucketful of methods out there, and to name just a handful, these include eliminating slow loading times, ensuring cross-platform functionality and acquiring high-quality backlinks.
Hookson is experienced in applying every one of these techniques – and more – to ensure sites loved by searchers and search engines. In the more focused context of Google – and Bing – ads success, this Optimisation post will look at:
Content Generation
Valuable, SEO-led offerings like landing pages, blogs and white papers.
Metadata
The code that signposts your pages for users and search engines.
Internal Links
The user-friendly navigators to use across landing pages and beyond.
So… let’s get optimising.
SEO Content Generation
You’ve worked hard to create the perfect suite of Google Ads. You’ve invested time in keyword analysis and creating ad groups. You’ve studied competitors and agreed KPIs.
Now, having sweated over all these elements, it might be comforting to learn that your slick, state-of-the-art activities lead to the old-fashioned truth at the heart of every ad that’s ever lived.
It’s made a promise:
Click here for huge new-season style savings or Download the most up-to-the-minute SEO guide.
You get the idea. Now, prior to pressing GO, you should:
Align Content
This optimisation technique is all about making good on your promise.
Your ad, when clicked, leads to your site. Setting up a simple landing page – a dedicated, campaign-specific destination – can greatly enhance ad effectiveness as well as give your campaign and brand a major lift.
It’s here where, through use of devices like compelling copy, careful calls-to-action and sign-up forms – you can achieve gobsmacking conversion rates and ROI. Landing pages generate measurable, actionable data too, and they’re ace for capturing valuable contact details for follow-up activity.
A dedicated landing page enhances ad effectiveness and gives campaigns and brands a major lift.
Add Value with Blogs and White Papers
Arguably trumping every technical tweak in the book is your use of terrific content.
High-quality website writing is loved by both people and search engines. Writing a blog or a white paper about topics related to your Google Ads demonstrates expertise and piles on credibility.
Offering your articles to authoritative websites and influencers, and ensuring your text includes a link to your landing page, is a smart way of attracting engaged traffic. Blogs and white papers also improve organic search results for the same campaign keywords and themes.
