{"id":9511,"date":"2023-05-17T12:48:11","date_gmt":"2023-05-17T12:48:11","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/05\/17\/how-to-optimize-your-google-ads-post-click-content\/"},"modified":"2023-05-17T12:48:11","modified_gmt":"2023-05-17T12:48:11","slug":"how-to-optimize-your-google-ads-post-click-content","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/05\/17\/how-to-optimize-your-google-ads-post-click-content\/","title":{"rendered":"How to optimize your Google Ads\u2019 post-click content"},"content":{"rendered":"<p>Every <a href=\"https:\/\/searchengineland.com\/guide\/what-is-paid-search\" target=\"_blank\" rel=\"noopener\">PPC<\/a> marketer aims to deliver improved performance month after month.\u00a0<\/p>\n<p>But once your Google Ads account is well-managed, optimized, and humming along, where should you turn to keep improving on performance?<\/p>\n<p>Often, your next area of focus should be content \u2013 and everything that happens after a prospect clicks on your ad.\u00a0<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/17\/how-to-optimize-your-google-ads-post-click-content\/#Who_are_your_ideal_customers\" >Who are your ideal customers?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/17\/how-to-optimize-your-google-ads-post-click-content\/#Helping_clients_define_their_ideal_customer\" >Helping clients define their ideal customer\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/17\/how-to-optimize-your-google-ads-post-click-content\/#Identifying_the_best_terms_to_describe_products\" >Identifying the best terms to describe products<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/17\/how-to-optimize-your-google-ads-post-click-content\/#Example_%E2%80%98Any_lab_can_use_our_robots\" >Example: \u2018Any lab can use our robots\u2019<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/17\/how-to-optimize-your-google-ads-post-click-content\/#Go_broad_for_demand_gen\" >Go broad for demand gen<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/17\/how-to-optimize-your-google-ads-post-click-content\/#Go_narrow_for_demand_capture\" >Go narrow for demand capture<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/05\/17\/how-to-optimize-your-google-ads-post-click-content\/#Optimization_doesnt_stop_at_%E2%80%98click\" >Optimization doesn\u2019t stop at \u2018click\u2019<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Who_are_your_ideal_customers\"><\/span>Who are your ideal customers?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you\u2019re an agency, this is the time to return to your client onboarding materials. Reacquaint yourself with the client\u2019s goals and the types of customers they want to target.\u00a0<\/p>\n<p>Often, this is easier said than done. When we ask new clients about their ideal customer during our onboarding, it\u2019s not uncommon to get these (and similar) responses:\u00a0<\/p>\n<p><em>\u201cEvery manufacturer should have our product.\u201d<\/em><\/p>\n<p><em>\u201cCustomers don\u2019t really understand our products at first, but once they see they know they need it.\u201d\u00a0<\/em><\/p>\n<p><em>\u201cAny company with 50+ employees could benefit from our tool.\u201d\u00a0<\/em><\/p>\n<p>These types of answers are red flags. Targeting everyone is targeting no one.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Helping_clients_define_their_ideal_customer\"><\/span>Helping clients define their ideal customer\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When a client hasn\u2019t fully defined their ideal customer, all is not lost.\u00a0<\/p>\n<p>You can use Google Ads to test to find out the keywords and types of content that work best for your client, and then your client can use those findings to define their ideal customers better.\u00a0<\/p>\n<p>So, in this kind of scenario, our Google Ads program strategy is often to:<\/p>\n<p>Lean into more general keyword terms.<\/p>\n<p>See what surfaces when we review search queries.<\/p>\n<p>Share those findings with the client.\u00a0<\/p>\n<p>At the same time, we will:<\/p>\n<p>Do a deep research dive into competitor landing pages and content to get ideas.<\/p>\n<p>Continue to talk with the client to identify new themes and angles to test.<\/p>\n<p>Keep asking questions, digging, and learning.<\/p>\n<p>Eventually, through this process, you\u2019ll arrive at a clearer view of the client\u2019s ideal customer. <\/p>\n<p>Then you can use that <a href=\"https:\/\/searchengineland.com\/content-marketing-personas-394132\" target=\"_blank\" rel=\"noopener\">persona<\/a> to hone in on good, specific keywords, ad messaging and content for those customers.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Identifying_the_best_terms_to_describe_products\"><\/span>Identifying the best terms to describe products<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You can follow similar strategies to identify the terms your client\u2019s ideal customer would use to describe their products.\u00a0<\/p>\n<p>Again, you can use research and testing to come up with some good options to test.<\/p>\n<p>You need to do all this legwork \u2013 identify your client\u2019s ideal customer and best product description terms \u2013 because it\u2019s impossible to create a good \u201cpost-click\u201d experience that continues the customer journey otherwise.\u00a0<\/p>\n<p>If your pre-click messaging and post-click content don\u2019t align, ads are less likely to get impressions and your conversion rates will be low. <\/p>\n<p>This can lead to a poor <a href=\"https:\/\/searchengineland.com\/quality-score-ppc-394513\" target=\"_blank\" rel=\"noopener\">Google Ads quality score<\/a>, increasing your costs per click and decreasing your ad impressions even more.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Example_%E2%80%98Any_lab_can_use_our_robots\"><\/span>Example: \u2018Any lab can use our robots\u2019<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Let\u2019s look at an example of how these strategies for defining keyword terms and post-click content can play out in practice.<\/p>\n<p>Say you ask your client to describe their product and ideal customers, and they respond: &#8220;Any lab could use our robots.&#8221;<\/p>\n<p>You can go two ways with this. (Or, more likely, both ways at the same time.)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Go_broad_for_demand_gen\"><\/span>Go broad for demand gen<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One option is to start broad and make demand generation your goal. So you bid on a broad keyword phrase, such as \u201clab automation.\u201d\u00a0<\/p>\n<p>This term could resonate with end users (people working in the lab who use the equipment) and those responsible for purchasing systems to support the lab.\u00a0<\/p>\n<p>Both parties want to improve lab efficiency and cut costs but may not know what type of product will help them do this.\u00a0<\/p>\n<p>In this case, you should support this type of broad keyword with educational content, such as <a href=\"https:\/\/searchengineland.com\/video-content-guide-examples-393269\" target=\"_blank\" rel=\"noopener\">videos<\/a> and white papers that showcase how lab automation can work in different applications and industries.\u00a0<\/p>\n<p>With this approach, you may not get many immediate leads, but you\u2019re creating important brand awareness at the top of the funnel.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Go_narrow_for_demand_capture\"><\/span>Go narrow for demand capture<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You may find that a broad term like \u201clab automation\u201d is expensive. In that case, you can experiment to get more specific. So you could test more precise terms, such as:\u00a0<\/p>\n<p>robotic arm for labs<\/p>\n<p>intuitive pipetting robot<\/p>\n<p>robotic liquid handler<\/p>\n<p>You could also qualify \u201clab automation\u201d with a branded term. So, use something like \u201cCOMPANY NAME lab automation\u201d or \u201cBRAND NAME lab automation.\u201d\u00a0<\/p>\n<p>This strategy is good for capturing leads with a pretty good idea of what they need. <\/p>\n<p>But for this approach to work, you need post-click content that delivers value to that type of prospective buyer and aligns with this stage of the funnel.\u00a0<\/p>\n<p>So, for example, this content could showcase exactly how a pipetting robot can improve workflows and saves time. Or how a robotic liquid handler can minimize human error and increase precision.\u00a0<\/p>\n<p>In other words, you provide content that gives leads the confidence to take the next step, connect with you, and eventually purchase the solution they need.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Optimization_doesnt_stop_at_%E2%80%98click\"><\/span>Optimization doesn\u2019t stop at \u2018click\u2019<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The work of paid search marketers is never done. There\u2019s always room for improvement. In many accounts, new or mature, that improvement is often achieved by creating valuable post-click content.<\/p>\n<p>Even if your client isn\u2019t 100% clear about their ideal customer or how those customers would describe their products, don\u2019t give up.\u00a0<\/p>\n<p>You already have the tools you need to test different ideas \u2013 and help your client to reach their paid search and business goals.\u00a0<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/optimize-google-ads-post-click-content-423899\" target=\"_blank\" rel=\"noopener\">How to optimize your Google Ads\u2019 post-click content<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Every PPC marketer aims to deliver improved performance month after month.\u00a0 But once your Google Ads account is well-managed, optimized, and humming along, where should you turn to keep improving on performance? Often, your next area of focus should be content \u2013 and everything that happens after a prospect clicks on your ad.\u00a0 Who are your ideal customers? If you\u2019re an agency, this is the time to return to your client onboarding materials. Reacquaint yourself with the client\u2019s goals and the types of customers they want [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-9511","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/9511","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=9511"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/9511\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=9511"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=9511"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=9511"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}