Grateful for the election almost over, it has made it near-impossible to advertise on Facebook, but one good thing that came from it was I was able to concentrate more on my Google Ads and how I can help bridge that conversational gap between the website and the ad.
Here is a quick breakdown of how to bring in leads from Google and your website regardless of the business you run.
First get into the mind of your customer and what their intention is when they type in their search query, second write the headline and google ad copy to appeal most to that person, third your website has to be a continuation of that conversation and make it easy and free-flowing.
There’s two big gaps there with the “Ad Copy” and then the “website copy, look, feel, and functionality” — bridging that gap between the two has been a lot of fun. Most people struggle with the ad copy because they can’t get inside the head of their customer, and they aren’t copywriters. Add on the fact that what a great copywriter might come up with may not align with what is being said on the website or landing page the link is pointing to. Just to give an example of this I’m going to pick an industry where I live and go through anything I think might help the ad perform better.
In the video I break down the first result when I search for “gyms near me.” The headline in the Google Ad doesn’t match up with the offer on the website at all. This is a very common mistake that’s made for a couple of reasons. 1) The company that was hired to create and manage the Google Ad is not also managing the website. Their bottom line is “winning clicks” and not on the actual conversion of new leads to the business. 2) The copy was done by a website designer who is posing as a PPC service provider and they have had some experience with winning clicks for people searching for that keyword before, so they simply copy and paste the previously working ad for the new client. Either way you look at it the website and the ad copy don’t talk well together which can lead to confusion, mistrust, and inevitably the potential lead exiting the website without calling your business or submitting the form.
So I hope this post and video was helpful, make sure you subscribe below for future blog posts and if there is anything I can help you with please schedule a call with me before you leave.
Stay personable, Heath