In the newspaper business, the most important information goes "above the fold," or at the top of the front page. This strategy of putting information "above the fold" doesn't just apply to newspapers, but to the creation of online ads.
Recently, the Small Business Development Center held a seminar for Google AdWords at Jamestown Community College. While using social media to market can take some time, Google AdWords can get quality traffic to websites in minutes, according to Josh Curcio, vice president and owner of protocol 80, a marketing firm based in Bradford, Pa. While generating website traffic is easy enough, generating leads, conversions, sales and high return on investments takes a bit of work.
ROI is calculated by subtracting the investment gained by the investment cost, then dividing that number by the investment cost before finally multiplying by 100. Every part of the strategy should be on goals and generating ROI. The goals should not only be measurable, obtainable and time-based, but also answers questions such as, "Why are you doing this?" and "What are your goals?"
To obtain the maximum ROI, a high-quality score is needed - which can only be done through good account structure. The quality score is based on factors such as click-through-rate, landing page, historical performance, keyword relevancy, ad relevancy and other relevancy factors.
" The reason good account structure is important is it is ultimately what determines what you are paying every single time someone clicks," Curcio said. "If you just throw everything into an account, campaign one, ad group one and every keyword I ever thought of, those keywords are going to have low quality scores. Low quality scores means higher cost per click, so you want to keep that cost per click as low as possible. ... The reason Google has gotten to where it is today is people search trying to find things they are looking for, and Google returns relevant results. That's why we use Google."
Keeping this in mind, accounts should be structured to revolve around relevant topics. To structure the account, there should be an overall campaign, followed by ad words, then keywords and ad groups. For example, if a business is selling shoes as a campaign, the ad words should break down into the different types of shoes, such as walking, tennis and running. The keywords then would be specific to those ad groups, such as pink walking shoes, black walking shoes and blue walking shoes, which all should lead to the walking shoes landing page. It is possible, and highly advised, to have many landing pages.
"If you have 500 completely different products, you should have 500 unique ads that are related to these keywords within these ad groups," he said.
A good landing page should have a catchy headline - just like how a newspaper uses headlines to draw a reader's attention to a story. A good ad headline should make the consumer want the product being sold, according to Curcio. Related images or videos should also be included, along with a supporting paragraph with content related to the actual conversion. It should contain benefits or unique selling propositions. Important tips to keep in mind when making a landing page are relevancy, being concise, avoiding unnecessary distractions, and on forms, only ask for necessary items. Don't forget to track what happens.
Good ads are relevant, have a call to action, are well written with good spelling and grammar, are unique and use ad extensions - those links below ads that connect to other parts of the website. Using the shoes example, an ad extension would have links to women's shoes, men's shoes, boots and sandals if the business carried them.
Protocol 80 is one of the region's only Google partners. For the past 12 years, it has been helping businesses with websites and creative marketing strategies. It is located at 15 North Kendall Ave. in Bradford, Pa. and can be contacted at 814-596-0020. It can also be found on social media outlets such as LinkedIn, Twitter, Facebook and Google +.