Every PPC marketer aims to deliver improved performance month after month.
But once your Google Ads account is well managed, optimized and advanced, where should you go to continue to improve performance?
Often, your next area of focus should be content and everything that happens after a potential customer clicks on your ad.
Who are your ideal customers?
If you’re an agency, now’s the time to go back to your client onboarding materials. Familiarize yourself with the client’s goals and the types of clients they want to target.
This is often easier said than done. When we ask new clients about their ideal client during our onboarding, it’s not unusual to get these (and similar) responses:
“Every manufacturer should have our product.”
“Customers don’t really understand our products at first, but once they see it, they know they need it.”
“Any company with more than 50 employees could benefit from our tool.”
These types of responses are red flags. Targeting everyone is targeting no one.
Help clients define their ideal client
When a client hasn’t fully defined their ideal customer, all is not lost.
You can use Google Ads to test to find out which keywords and content types work best for your client, and then your client can use these findings to better define their ideal customers.
So, in these types of scenarios, our Google Ads program strategy is often:
Focus on more general keyword terms. See what comes up when we review your search queries. Share these findings with the client.
At the same time, we will:
Do deep research on competitor’s landing pages and content to get ideas. Keep talking to the client to identify new topics and angles to try. Keep asking questions, digging and learning.
Ultimately, through this process, you will arrive at a clearer view of the client’s ideal customer.
You can then use this persona to drill down on good and specific keywords, ad messages, and content for those customers.
Identify the best terms to describe the products
You can follow similar strategies to identify terms that your client’s ideal customer would use to describe their products.
Again, you can use research and testing to find some good options to try.
You have to do all this work: identify your customer’s ideal customer and the best product description terms, because otherwise it’s impossible to create a good “post-click” experience that continues the customer journey.
If your pre-click messages and post-click content don’t align, your ads are less likely to get impressions and your conversion rates will be low.
This can result in a low Google Ads Quality Score, increasing costs per click and further decreasing ad impressions.
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Example: “Any lab can use our robots”
Let’s see an example of how these strategies for defining keyword terms and post-click content can be put into practice.
Let’s say you ask your customer to describe their product and their ideal customers, and they say, “Any lab could use our robots.”
You can go two ways with this. (Or, more likely, both ways at the same time.)
Expands demand gen
One option is to start broad and make demand generation your goal. So, bid on a broad keyword phrase like “lab automation.”
This term might resonate with end users (people working in the lab who use the equipment) and those responsible for purchasing systems to support the lab.
Both parties want to improve lab efficiency and reduce costs, but may not know what type of product will help them do that.
In this case, you should support this type of broad keyword with educational content, such as videos and white papers that show how lab automation can work in different applications and industries.
With this approach, you may not get a lot of immediate leads, but you are building significant brand awareness at the top of the funnel.
Scale to capture demand
You may find a broad term like “lab automation” to be expensive. In this case, you can experiment to be more specific. So you can try more precise terms like:
robotic arm for laboratories intuitive pipette robot robotic liquid handler
You can also qualify “lab automation” with a branded term. So use something like “COMPANY NAME lab automation” or “BRAND NAME lab automation”.
This strategy is good for capturing potential customers with a good idea of what they need.
But for this approach to work, you need post-click content that provides value to this type of potential buyer and aligns with this stage of the funnel.
So, for example, this content could show exactly how a pipette robot can improve workflows and save time. Or how a robotic liquid handler can minimize human error and increase accuracy.
In other words, provide content that gives customers the confidence to take the next step, connect with you, and ultimately buy the solution they need.
Optimization doesn’t stop at the “click”
Paid search marketers work is never done. There is always room for improvement. In many accounts, new or mature, this improvement is often achieved by creating valuable post-click content.
Even if your client isn’t 100% clear on their ideal customer or how those customers would describe their products, don’t give up.
You now have the tools you need to test different ideas and help your client achieve their business and paid search goals.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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