We've talked a lot before about the importance of matching marketing campaigns with searches. You'll learn why it's so important in this article, where we'll look at the components of an advertising campaign, and explain how to set up search-matching campaigns.
Are you ready to successfully market your business on search engines?
Advertising Campaign Components
“Relevancy” may seem a bit of a complex jargon, but it’s easy to understand if you think of it from the perspective of someone who uses search engines.
For example, let’s do a search using the phrase “wedding photographer” and look at some of the ads that pop up. Here we have three ads:
- The first ad is titled “Wedding Photographer” and is followed by information on pricing and selections. This ad is most relevant because it matches the search term and provides information.
- The second ad is titled: “Spontaneous Wedding Photographs Taken” and includes some information about the types of wedding photos provided by the photographer. This title is reasonably appropriate, but less than the first ad because it does not accurately reflect the search term and thus, search engines will consider this ad less relevant.
- The third ad is titled “Wedding Pictures”, but it appears to be an ad for a site that sells posters and not pictures, which doesn't match what we're looking for.
See: Importance of Local Evidence for Business
The importance of relevancy
On the other hand, when it comes to relevance, search engines also rely on the first web page that the user arrives at after clicking on the ad, which is known as the landing page.
Here's the breakdown: In addition to matching the ad with the search term, the landing page must match the ad the person is clicking on.
You may be wondering why it is so important to relevance advertising to searches. In fact, the task of a search engine is to find results that match your search words, and that includes finding ads that are relevant to your search words.
Relevancy is also important for businesses that display their ads on search engines, as it gives relevant ads a higher position on the search results page.
Also, if your ad is more relevant to search terms than your competitors, you may get the same amount of ad traffic at a lower price.
Methods of publishing search engine marketing campaigns to achieve a high relevance rate
Now that we've explained the importance of relevance, let's now move on to the techniques of posting search engine marketing campaigns to achieve a high relevance rate.
Imagine your search engine marketing plan as an inverted tree, with your account at the top, which is the account you create in Google AdWords, Bing Ads, or any other search engine.
Campaigns are launched from the account, and each campaign is based on important decisions, such as your daily budget, which regions or countries your ad will appear in, and which ad networks you want to use.
Within each campaign, you can create multiple ad groups, which are a combination of keywords and ads that you try to show when you search for those words.
By organizing your account in this precise way, you can ensure that the most relevant ads appear within searches.
Another example for a photographer to explain the point! Imagine that you are a photographer, and that you specialize in different types of photography, such as weddings, children's portraits and family portraits.
Each of them includes different services, so you have to split your ads into separate campaigns.
Within each campaign, you will create ad groups for each type of service. For example, in a wedding photographer campaign, you may create ad groups that include engagement and wedding photos and other similar images.
In the ad group for baby photos, you'll add keywords that the user might search for, like "baby photography" or "newborn photos" so you can write an ad that matches the keywords, like "baby photography, we take the cutest photos" For newborns at affordable prices, book an appointment now! If the user searches for the two words “baby photography”, this ad will be relevant to the search topic.
Summary
Whatever your type of business, your search engine marketing campaigns should be well-thought-out and clear-cut.
And remember that by dividing your products or services into separate ad campaigns and ad groups, you will be able to show ads that help customers find exactly what they are looking for, which is a win-win situation for all parties.
See: Display Ads and How They Work