Whether you’re selling goods, services, or looking to build brand awareness, relevance is a big factor in how successful your ad campaigns are. The more specific you can be on your landing pages, the higher your quality score will be. The result of which is a higher ad position for what you spend.
A user, we’ll call her Tammy, is looking for a quality cooking utensil set to see her though the next 25-40 years of her life. She prefers a set instead of individual elements since she’s really into having matching items in her kitchen. She’s leaning towards stainless, but is open to a really nice looking set of hardwood or silicone.
Here’s Tammy’s query on Google:
Theses are the ad results that are served:
Tammy picks the top ad. This is what she sees:
And pages and pages more of different types and styles of kitchen utensils. She has a lot to choose from and each of the elements on the pages are relevant to what she queried. Let’s see what happens when we choose an ad with a side, or lower ad position. We’ll use Tammy’s same query.
The third ad position garnered these results:
This is definitely not what Tammy was looking for.
I have a client who provides a service. He does installs and repairs for both residential and commercial consumers. He had a simple four page website with many of his different services listed on the same page. His ads that were for, say, iron gates would land on a page with the other irrelevant products. This affected the quality score of the ad. Our recommendation was to make different landing pages for each of the separate products and services and point the ads to the new pages.
Let’s get relevant! Contact Jen at [email protected] to get more info on making your ads match what consumers search.