Posted By Industrial Web Solutions Marketing Team on October 28, 2010

Managing your Google AdWords campaign requires more than just adjusting your bid and budget amounts to keep your listing ranking in the top three listing positions. To be truly effective and get the most return on advertising spend (ROAS), you must align your website with your AdWords campaign.

From keywords to content to the way in which you seamlessly guide your respondent through the conversion process, your website, particularly if it is providing the landing page that greets respondents who have clicked through from your AdWords ad, must contain the right elements or it could kill your results in a second.

To start with, the same keywords used to attract respondents in your targeted AdWords ad must also be used on the landing page of your website, as well as throughout the sections you expect respondents to interact with as your website guides them to take the desired actions that lead to conversion. The reason keywords are important is your respondents can easily orient themselves using the very language they used to search. If you’ve done the proper research and know you are using the right keywords then your respondents will use them to connect quickly with your content because they have already internalized the language.

Next, the content on your landing page, and throughout the sections of your website that will guide respondents to place an online order, submit a form, place a call, or fulfill some other conversion goal you have carefully laid out, must match the offer presented in your ad. It is not enough that your business sells forklift parts, for example, and that your entire website has to do with forklift parts. The idea is to present highly focused content that keeps your respondent thoroughly engaged in why he clicked on your ad link in the first place. In other words, don’t distract him from his mission with competing information.

Lastly, if your website is lacking in anything – motivating, informative text; supporting images of a professional quality, easy-to-follow navigation structure; clear and concise calls-to-action that help the respondent to follow the steps that allow him to get what he wants from you; easily downloadable attachments; and interactive features that are engaging and work to keep him at your site – then you will be hurting your AdWords campaign results. Particularly if you are a distributor or reseller, avoid linking directly to the manufacturers’ sites when supplying product information. Get permission from the manufacturer to use the product information as resource material to develop your own persuasive and informative website copy and content. It is your business and your products or services the AdWords respondent is interested in. And your website needs to represent your business in a professional and comprehensive manner.

The moral of the story is your website has to be ready to greet your AdWords respondents with the content they expect, the offer they expect, the help they expect, and in the professional manner they expect. You have a lot of expectations to fulfill if you expect to get the results you’re after!

Categories: business development, google, mobile web marketing, online marketing, Sales, search, search engine marketing, seo, Technology, website content
Tags: Google AdWords, keywords, pay per click, pay per click management, ppc, ppc management, search engine marketing, sem, website content, website promotion, Websites