How to write content for website promotion on Google Ads

All website promotion strategies need to consider how to be featured on Google.

In this regard, there are 2 macro areas to work on:

1. the “organic and natural” (SEO) results of the search engine;
2. paid results, or Google’s advertising platform, called Google Ads.

Both work in a simple way: people search for something on Google and Google offers them the search results.

Having visibility on Google therefore means being there among the results that the search engine offers to its customers.

Google Ads aims to help advertisers achieve their business goals, from visibility to so-called brand awareness, to e-commerce sales goals, and this is the fastest way to promote a website.

The main concept behind Ads are in fact keywords. When you create an ad, you select the keywords you want to target.

The advantages of Google Ads are many:

• it allows you to reach the top positions by overcoming even the best positioned competitors;
• allows you to intercept visits with commercial intent;
• allows you to focus on a target of targeted visitors and therefore more profitable;
• enjoys the popularity of Google, which provides a huge pool of potential users;
• lets you know how many people have entered our site thanks to the click from the ads;
• it can be aimed at specific targets;
• allows you to check the profit made by each ad, thanks to the traceability of clicks and the monitoring of conversions set;
• allows you to check the maximum daily and / or monthly expenditure;

Your ad may appear when a user searches for terms related to your product or service, or when they are on a website with content related to your business. How does it work?

Keywords are words or phrases that are chosen when setting up your Google Ads campaign.

Matching content with keywords in your ads allows the ad itself to run when a user searches for similar terms or visits a website with related content.

For example, if you have a shoe business, you could use women’s shoe sale as a keyword combined with an ad promoting the sale of women’s shoes. When a user searches on Google using the phrase women’s shoes sale or a similar term, your ad may appear next to Google search results or on other websites related to the sale of women’s shoes.

There are various tools to be able to cross keyword data, to analyze them and define the right keyword set to focus on:

• Google Keyword Planner: keyword planning tool (usable on active Ads accounts);
• Google Trends: fundamental for the initial campaigns, especially when there is no certainty of the reference market and / or the seasonality of the keywords.

Among the factors to be taken into consideration for the choice of keywords, there are the average monthly search volume, the average CPC (average cost per click), the seasonality, the keyword difficulty in the organic context and the competitors aspects through which it will be possible to have an idea of ​​the budget to invest.

A search engine optimized website “speaks the same language” as its target audience and uses keywords that help users find it on Google.

In SEO, keywords can be divided into:

1. Short Keywords: 1 or 2 words with high search volume and high competition;
2. Long tail: 3 or more words with low search volume and low competition.

Google Ads, through content with keywords, captures the user at the exact moment when a user is looking for something on our website.

The more relevant and quality the ads will be, the more users will click on them.

It is therefore essential to focus on the “Search Intent” of your prospects, not on the keyword itself.

Search Intent is the intent that people have when they search.

For example, if a person searches on Google for “Birthday Cake” it could mean that they are looking for a recipe for a birthday cake or that they are looking for a pastry shop where they can go and get a birthday cake.

It is therefore important to find keywords whose Search Intent aligns with the goal of the ad.

Once you have identified the correct Search Intent, it will be much easier to write content with ad hoc keywords for your Google Ads ads.