Last updated 2 years ago
Search advertising is a powerful way to reach local consumers who want information about products and services you offer. But research shows that you can improve your results through doing more than just search to market your business online. In fact, a recent study by Google showed that search advertising combined with SEO can result in an incremental lift in search ad clicks. This illustrates the idea that the key to a successful search advertising campaign is often outside of the campaign itself. Your entire Web presence plays a role. Optimizing other areas of your online presence can significantly contribute to your search campaign’s performance and is an important part of getting more leads. And, since research shows that 30% of all searches will be local by 2015, now is the time to start thinking about building your entire Web presence. So, keep in mind these five tips to improve your Web presence – and ensure that you get the most out of your advertising campaign.
1. Optimize your landing page.
In order to drive more conversions, you should create an effective landing page for your search advertising campaign. When a consumer visits your landing page, they should immediately see your primary conversion path. In most cases, this is your phone number. With your primary conversion path, should be a direct call to action that tells them what to do, for example “Call Now for a Free Quote.” In general, your landing page should always clearly direct your visitor and simply communicate the benefit of your business.
2. Make your advertising and your Web presence mobile.
According to a recent Nielsen report, 50% of U.S. mobile phone users own a smartphone, and this number is steadily rising. This increase means that more people will be searching for your local business on a mobile device, and if your business isn’t visible via mobile, you could be missing many potential customers. Both including a mobile component in your search advertising campaign and developing a mobile-ready website are essential for driving mobile searchers to your business. And, you should also remember to claim your local business on Google Places and other local listing sites like Yelp, that also have mobile counterparts to boost your mobile presence.
3. Track and manage your Quality Score.
A quality score is a search engine’s formulaic way of deciding where, when, and for what cost your search ads run. Among other things, maintaining keyword consistency between your text ads and landing page is essential for maintaining a high quality score, which can improve your placement on the search engine results page (SERP) and lower the bid prices for your top-performing keywords.
4. Manage your online reputation.
When customers search for your business, your website is not always the first place they will visit. Your online reputation can affect whether or not a consumer visits you site, clicks on your ad, or buys from you. Blog posts, reviews, and comments about your business can also show up in search results, so monitoring these and quickly addressing negative reviews are just a couple of ways to ensure that your business builds a positive Web presence. Plus, maintaining a positive online reputation and asking happy customers to leave reviews can help ensure that positive comments appear on the first SERP, boosting your campaign performance.
5. Bring people who didn’t convert the first time back to your website.
Getting traffic to your website through search advertising is great, but if they don’t convert the first time they visit, remarketing is an effective way to re-engage them once they leave your site. By using remarketing technology with targeted display ads, visitors who leave your landing page will see your ads as the surf the Internet, which reminds them of your brand and directs them back to your site. By recapturing these lost prospects, remarketing can extend your search advertising campaign and help boost more conversions.
Is your local business using these tactics to improve your search advertising campaign results? Let us know in the comments!
About the Author
Tara Banda writes about how small business owners can reach local customers through online marketing for the ReachLocal blog. You can connect with her on Twitter.