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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.


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