So, you’re trying to drive traffic to your website using Text Ads? Sounds like a fantastic idea, optimizing your website with SEO and SEM in mind is practically a must in 2018. When evaluating your website’s SEO, there are a few things you’ll want to keep in mind…
- What is missing from most text ads that search engines want to see
- How to eliminate roadblocks to create quality websites
- What data is key to buyers finding your site
Keep reading and we will cover all these bases to ensure that your landing pages and search ads are guaranteed to see success.
First, let’s go over what search engines want to see. According to Google, successful text ads…
- Are specific, relevant, attractive and empowering
- They highlight what makes you unique
- Includes prices, promotions, and exclusives
- Empower customers to take actions
- Match your ad to your landing page
- Appeal to customers on mobile
These requirements are coming straight from Google, the king of search engines. Following these criteria should line up with how other search engines rank results.
Believe it or not, even with these cut and dry requirements, many text ads don’t do this. This gives your text ads an opportunity to jump to the top of the search results.
Next, let’s consider three common roadblocks that website owners face when trying to drive traffic to their website: landing pages, SEM and SEO.
The very first thing to consider when designing your landing pages is to make sure it is optimized for mobile. According to Google, the vast majority of searches are now done on mobile devices. Ensuring that traffic is directed to landing pages with mobile visitors in mind can really improve your website’s performance.
Also, update your landing pages to include transactional data. When a user is looking to buy, they want to know pricing information. Think about it, how often would you ever make a big purchasing decision without knowing the price first? Most people would say never.
For SEM, let’s refer once again to the master. According to Google, successful text ads are specific, relevant, attractive and empowering. An easy way to stand out is to customize and personalize your ads. Also, make sure to include specific and relevant transactional data whenever possible. This means more than MSRP – try including lease payments or finance payments, it makes a HUGE impact on your ad performance. Only you know what makes your products and brand unique so make sure highlight those things.
Also, include Call to Actions, or CTAs. Empower searchers to take some sort of action to bring them to your website. For example, adding conversions such as a “Call Now” option can be a great way to generate leads. Also, utilize ad extensions – they are free and give you extra space for more conversion opportunities in your ad at no additional cost.
Once again, optimize your ads for mobile.
For SEO, the first thing to consider is using keywords. When building your ads, including specific keywords will help Google place your ads closer to the top and will also help when measuring your ads’ performance. Remember to be aware of your page’s metadata. Include 1 or 2 keywords in the title tag and include keywords in the meta description as well. Also, include internal links on your landing page to other pages on your site. This will make your website’s hierarchical structure easier for Google and other search engines to crawl.
The very last thing to consider is to determine what data potential buyers want to see in their search results. Once again, users want to find dynamic and relevant transactional data in their search results. To accomplish this, continually monitor the performance of your landing pages and experiment with what works and what doesn’t. Finally, be sure to keep those landing pages up to date with relevant data to keep Google updated on the content of your page.
Great news! You don’t have to do all of this on your own. Contact Dealer Teamwork today to learn more about our solutions to help you implement these tactics and strategies.