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BEST PRACTICES & STRATEGIES

change, e.g., a new competitor may have joined the in the relevant target group, which results in increasing
market, the popularity of certain products may have conversion rates. Eventually, the more efficient niche
increased, or the Google algorithm has been modified. If strategy reduces campaign costs.
the company knows about the effects of these
processes, it can adapt the contents of its website 6. High performance SEA landing page
accordingly - anytime.
As a rule, special attention should always be given to
SEA - The right ad in the right situation the landing page, since it is the first point of contact for
the potential customer. Websites that don’t convince in
4. Granular account structure seconds make users leave immediately. In principle, it's
an extension of the ad, so it should also take its content
Google Ads campaigns should be thematic and strategic one-to-one. Otherwise, it is simply irrelevant to a user
for the best results. In fact, it is the only way for the looking for specific content. Therefore, it usually makes
company to remain fully in control and decide for itself on no sense to simply link to the company homepage in a
which budget, at which time of the day, on which devices search engine ad. The click on the respective link
and which target groups the campaigns will be played. It should lead the interested party straight to the right
is advisable to use a detailed campaign structure to spot, where more about the corresponding offer can be
provide individual keywords with individual found. In the best case, customers find here a well-
advertisements. Because if these are optimally matched placed ‘call-to-action’ (CTA) to buy instantaneously.
to the respective search intention and the appropriate Incidentally, a convincing landing page also has a clear
product, their relevance to the user increases and uniform design, which corresponds in form and
enormously. Just make sure that similar-looking content to the corporate identity of the respective
inquiries, but different in essence, are not leading to the company. Finally, the loading speed of the website
same ad. should not be neglected as a deciding factor – if it is too
slow, the users may leave the website directly under
5. Traffic Qualification certain circumstances and might be lost to the
company forever as a customer.
Even before the user visits the website, the wheat
separates from the chaff through the so-called traffic Clearly all depends on the right strategy. Hence, you
qualification. You do not only manage to bring the might want to consider the recommendations
generally interested users to the own page with certain presented above to increase the chance of boosting
niche keywords, but those who already have a very your conversion rate significantly. ◊
specific purchase intent for an article or service, too.
Even type designations or brand names help to guide the By Daniela La Marca
traffic optimally. Initially, less traffic is generated on the
website itself, but the waste circulation is reduced
considerably, since only really interested users are
addressed. Thus, a provider reaches maximum visibility

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