Skip to main content

Top-Notch Digital Marketing Tip: Advertisements That Make Sense

man standing in front of digital advertisements


Looking for some online marketing tips to grow your business? Well, you’ve come to the right digital marketing resource! Web Market Central has been doling out the proper DM advice for years. And as you already know, marketing to customers online is 100 times easier than using dated, expensive and traditional marketing tactics. Like seriously, who uses billboards in 2019?

But you already know how effective Digital Marketing can be in the modern age. So now that you're totally convinced of what you already knew, let’s give you today's top notch-digital marketing tip!

Advertisement Congruence
If your business is running ads this is one of our most important online marketing tips! Ad congruence is when your ads and landing pages look alike or have the same message.

Have you ever clicked on an ad and been taken to a page that looked nothing like the ad?

When your ads look like the web pages they lead to, customers will feel like they are in the right place and will boost conversion rates. If your ad is radically different from the page it is linked to it’s likely that customers will be confused and exit out of your site. If you want those conversions, make sure your ads and landing pages are congruent.

This is one of the best online marketing tips to have in your back pocket. If your ads aren’t leading to conversions, it could be because your ads don’t match their landing pages. Make sure you double and even triple check this!


The Importance of Ad Relevance
Because Google is the most popular search engine, Google AdWords advertising is the most popular form of pay-per-click (PPC) search engine marketing. AdWords advertisers stand to gain the most from PPC by putting their ad campaigns in front of the largest target audience.

However, turning those clicks into clients isn't easy.  In order to gain a high return on investment from Google AdWords advertising is a matter of relevancy— ad relevance, relevant ad groups, relevant landing pages. Here's how you can increase your ad relevancy and in turn, increase your rewards:

Create more relevant Adwords ad groups
Your AdWords ad position, number of impressions, and cost per click (CPC) are all affected by your Quality Score, which is essentially a measure of ads relevance.  In terms of Facebook ads, relevancy is measured by the ad relevance score. According to Google, you can increase your Quality Score by ensuring a high degree of relevance:
  • Between your text ad and the keyword or search term you're bidding on
  • Among keywords in each AdWords ad group
  • Between your ad and the corresponding landing page

Grouping AdWords keywords by relevance is one way to improve your click-through-rate (CTR) and overall user experience along with your Quality Scores.

Write more relevant Adwords ad copy
An ad copy refers to the main ad text of the specific ad. The text of the ad copy is generally the second and third lines of an ad displayed on a search engine results page or any other web page, and is between the title and the display URL. 

Here are some tips for improving your AdWords ad copy to trigger more clicks and conversions:
  • Use the keyword in the headline
  • Try dynamic keyword insertion
  • Ask a question (so the searcher will click to find the answer)

Optimize your Adwords landing pages for relevance
The final step in your relevance plan is to make sure your AdWords ads take potential customers to a relevant landing page. Don't just send them to your home page. An optimized landing page should deliver on the promise of your text ad.

Following these best practices to maximize AdWords relevance will increase your impressions, raise click-through rates, and will ultimately translate to a lower cost-per-click. 


We’d like to thank Cindy from Comfort Keepers Scottsdale for asking about this.


Comments

Cloudi5 said…
Hey buddy
I really found some useful information here.
Visit Cloudi5 technologies
Rice Store said…
This is a really good read for me. Must agree that you are one of the coolest blogger I ever saw. Thanks for posting this useful information. This was just what I was on looking for. I'll come back to this blog for sure! hosting wordpress installation,

All Time Greats

Best of 2008 - SEO Tools, Part 1

This content has been moved to Best of 2008: SEO Tools on the Webbiquity blog. ***** technorati tags: SEO tools, backlink checking, search engine rank, website grade, link building, Searchlight, Brian R. Brown, Netconcepts, Link Counter, Search Engine Land, Mona Elesseily, Page Zero Media, SpyFu, Search Marketing Blog Online, Jon Clark, TechCrunch, Erick Schonfeld, Website Grader, HubSpot, Rank Checker, KeywordEnvy, Trevor Claiborne, SEO People, link ninja, Paul Teitelman, Traffic Marks, Small Business Search Marketing, Matt McGee, SheerSEO, SearchNewz, Navneet Kaushal, Search Engine Journal, Ann Smarty del.icio.us tags: SEO tools, backlink checking, search engine rank, website grade, link building, Searchlight, Brian R. Brown, Netconcepts, Link Counter, Search Engine Land, Mona Elesseily, Page Zero Media, SpyFu, Search Marketing Blog Online, Jon Clark, TechCrunch, Erick Schonf

Email Campaign, Newsletter and Banner Ad Click-Through Rates (CTR)

When planning online advertising and email promotion budgets, it's critical to calculate the likely ROI upfront whenever possible, as well as to establish campaign benchmarks. The first step is understanding the average and likely range of CTRs for various programs. The growth in online advertising, the proliferation of enewsletters, the emergence of new forms of information delivery such as RSS and the emergence of social media sites have all affected CTR, so planning based on current data is crucial. It can be challenging to find current statistics, but based on several studies, these are typical CTR ranges for email newsletter ads, email campaigns (blasts or internally-produced enewsletters), and banner ads. Email newsletter advertisements Open rates range from 28-40%, with an average of about 33%—meaning that roughly one-third of the subscriber base is likely to see your ad. The Advertising Is Good For You blog tracks these statistics from DoubleClick . The average CT

Best of 2008: Social Media Optimization, Part 6

This content has been moved to Best of 2008: Social Media Marketing on the Webbiquity blog. ***** technorati tags: online video SEO reputation management social bookmarking social media marketing SEO and reputation management Search Engine Journal Loren Baker Google Video ClipShare PHPmotion 30 largest social bookmarking sites Anything Goes Blog Stuntdubl social media can increase revenue Social Media Today Jacob Morgan increase blog traffic How To Make My Blog Marko Saric what not to do in social media Interactive Insights Group Robin Broitman social media gaffes Target Motrin Starbucks Whole Foods FedEx del.icio.us tags: online video SEO reputation management social bookmarking social media marketing SEO and reputation management Search Engine Journal Loren Baker Google Video ClipShare PHPmotion 30 largest social bookmarking sites Anything Goes Blog Stuntdubl social media can increase revenue Social Media Today Jacob Morgan increa

Salesforce.com's "No Software" Mantra: More Effective Than They Know

From its beginnings, Salesforce.com has emphasized its online delivery model with its "No Software" positioning, even snagging 1-800-NO SOFTWARE as its toll-free line. While the application service provider (ASP) or software-as-a-service (SaaS) model in general has never lived up to its initial hype, among consumers or business users, Salesforce.com has enjoyed impressive success with it. While the company's success with sales and marketing users is hardly news at this point, I was surprised in doing some research recently at how successful the No Software campaign has been among another group: enterprise software developers. Salesforce.com has apparently succeeded at making "software" a nasty word for many of these firms, almost like a racial slur or a misogynistic anachronism not to be uttered in polite company. For example, Synopsys , a developer of electronic design automation software, doesn't produce software at all according to either its home page

Google and the Parable of the Turkey

In The Black Swan , Nassim Nicholas Taleb writes about the life of the turkey: for 100 days, the turkey is sheltered, fed and cared for by the farmer. The turkey grows to trust the farmer completely, even perhaps developing a fondness for the farmer (and of course the feed). Then, on the 101st day (with Thanksgiving quickly approaching), the relationship between the turkey and the farmer changes abruptly and permanently. The rationale behind the farmer's apparent benevolence become clear in a final flash before the turkey takes the necessary step preceding de-feathering, vacuum-packing, freezing and shipping off to the market. Taleb's lesson for us from this: don't be a turkey. More succinctly, don't assume that the future will resemble the past, or, in the words of mutual fund prospectuses , "past performance is no guarantee of future results." Also, remember that there is no such thing as a free lunch. Of course, that doesn't take into account the pe

Throwback Thursday: Digital Marketing Style

Comment with some of your old, but favorite marketing styles and strategies! We would love to see how things have changed for us all in the marketing industry over time!

Best of 2008 (So Far) - SEO Link Building

Looking for creative ways to go beyond "standard" link building practices? Want to figure out which linking strategies your competitors are using? What's the proper balance between link acquisition and link baiting activities? How can you get links from high-authority sites? Need to build up some external links quickly for a new or redesigned website? Discover all of this and more in these blog posts and articles, some of the best so far in 2008 on link building strategies and tactics. Building Links with Big Brand Websites, Part 2 by Find Resolution Search marketer Dave McAnally explains five link-building tactics useful for big brand websites, though some of these—integrating SEO with PR efforts and leveraging all of your digital assets, for example—are smart moves for any size company. Analyzing Your Competitor’s Backlinking Strategies by Search Engine Journal The brilliant Ann Smarty shows how to evaluate your competition's niche link-building strategy,

ON24 Launches Virtual Tradeshow Platform with Real Potential

The concept of virtual tradeshows has been around since at least 2001. The appeal, to both exhibitors and attendees, is obvious. No travel costs. No lost productive time due to travel. No limit on the number of employees you can use to staff your booth or "send to the show." No need to limit the duration of the show to just a few days. No geographical boundaries (assuming you have a way to staff the odd hours). No environmental concerns. No panic because your booth staff flew to Chicago—but your booth ended up in Atlanta. Yet in practice, uptake has been very slow. This is partly for cultural reasons (can I buy you a virtual drink?) but also because the technology has never quite delivered a user experience that's a viable substitute for physical presence. Now, the folks at ON24 believe they may have changed that. Their new Virtual Show platform combines the company's expertise in webcasting with rich graphics to create a compelling visual environment with useful to