Paid search can be a funny thing. It’s temperamental, demanding and ever-evolving. As a result, it needs effective management to deliver acceptable levels of ROI.
Perhaps one of the most fundamental ‘secrets’ to AdWords success lies in the following four-step user journey. Content plays a crucial role in two of these four stages.
Step 1 – A Search
A potential visitor to your site searches with their own individualised search phrase. Incredibly, Google loves to emphasise the fact that “15% of the searches we see everyday, we’ve never seen before”.
Thinking about it, that’s pretty astonishing. Google’s insight grows every day, every month, every year and, despite that, they see new, unique searches that they’ve never seen before.
The important thing to remember is that different people really do search in very different ways. How you search doesn’t match how your neighbour might search.
Step 2 – Keywords
Paid search managers need to build keywords and keyword match types into their PPC accounts to mirror these unique searches. Some will be relevant, some won’t. There are literally thousands of keywords to consider.
Step 3 – Adtext
This is where content plays a key role. We must display an Ad Text which is highly relevant to a user’s search. We must include your business’s USPs and it has to be compelling and stand out from your competitors. High quality website content helps drive Ad creation and, with correctly constructed Ads, featuring optimised content, you’ll see higher click-through rates and more traffic.
Step 4 – Landing Page Content
Ever heard of Google’s Quality Score? Well, ultimately, the cost of your PPC campaigns is influenced by the content on your site. Google wants to drive its search engine users to quality, relevant websites so has factored in landing page content quality to its ‘cost per click’ formula. For PPC managers, this means driving visitors to targeted landing pages which match the original search query.
Visitors who have clicked on a paid search ad expect to be immediately presented with relevant content to their search. It may sound obvious but, whether they stick around and convert, is heavily influenced by your content.
What I’m saying, in just 2 lines, is this:
- Content affects your Cost per Click
- Content affects your Conversion Rates
Should you review your site content today?