to optimize the post-click content of your Google Ads //

Each PPC advertiser aims to improve performance every month.

Where should you go to improve performance once your Google Ads Account is optimized, well-managed and running smoothly?

Your next focus area should often be on content, and all that happens after your prospect clicks your ad.

What is your ideal customer?

This is the perfect time to review your onboarding materials for clients if you are an agency. Re-acquaint yourself the client’s objectives and the type of customer they are targeting.

This is often easier said than accomplished. It’s not unusual to hear these (and other similar responses) when we ask our new clients what their ideal client is during onboarding:

“Every manufacturer must have our product.”

“Customers may not understand our products initially, but when they see them they will know that they need it.”

“Any business with more than 50 employees can benefit from this tool.”

These answers raise red flags. By targeting everyone, you are not targeting anyone.

Helping clients to define their ideal client

It’s not all lost when a client doesn’t have a clear idea of their ideal client.

Google Ads can be used to determine the best keywords and content types for your client. Then, your client can use these findings to better define their ideal customer.

In this scenario, the Google Ads strategy will be to:

• Consider using more general keywords.
• Search queries are reviewed to see what comes up.
• Share your findings with the client.

We will also:

• To get inspiration, do a thorough research of competitor landing pages.
• Continue to discuss with the client new themes and angles that you can test.
• Continue to ask questions, dig, and learn.

This process will eventually help you to develop a better understanding of your client’s ideal customers.

You can then use this persona in order to focus on the best keywords, advertising messages and content that are relevant for these customers.

Finding the best words to describe your products

You can use similar strategies to find the words that your ideal client’s customer would use to describe his or her products.

You can also use your research to find some options that you want to test.

It’s important to identify the ideal client and product description terms for your client. Otherwise, it will be impossible to provide a positive “post-click experience” that continues the journey of the customer.

Your conversion rate will be low if your pre-click message and post-click text are not aligned.

This can result in a low Google Ads Quality Score which will increase your cost per click, and decrease your ad views.

Any lab can use robots

We’ll look at a real-world example to see how these strategies can be implemented.

Imagine you ask your client about their ideal customer and product, and they reply: “Any lab can use our robots.”

This can be done in two different ways. You can do both.

Go broad for demand gen

You can start with a broad keyword phrase and aim to generate demand. You bid on a broad phrase such as “lab automaton.”

This term may resonate with the end users of the lab (people who work in the lab and use the equipment), as well as those responsible for the purchase of systems that support the laboratory.

The two parties may want to increase lab efficiency and reduce costs, but they might not know which product can help.

You can support the broad keyword by providing educational content such as videos or white papers that demonstrate how lab automation works in different industries and applications.

This approach may not generate many leads immediately, but it will create important brand awareness near the top of your funnel.

Demand capture by narrowing your focus

A broad term such as “lab automation” may be expensive. You can then experiment with more specific terms. You could try more specific terms such as:

• Robotic arm for laboratories
• Pipetting robot with intuitive technology
• robotic liquid handler

You can also use a brand name to qualify “lab automation”. Use something like “COMPANY BRAND lab automation”

This strategy works well for leads who have a good idea about what they want.

This approach will only work if you have post-click content which is relevant to the type of buyer at this stage and delivers value.

This content, for instance, could show how a robotic pipetting system can enhance workflows and save time. Or, how a robotic liquid handling system can reduce human error and improve precision.

You can also provide leads with content that will give them the confidence to connect with you and ultimately purchase your solution.

The optimization process doesn’t end with a ‘click.’

Paid search marketers’ work is never finished. Always room for improvement. In many accounts – whether new or mature – this improvement can be achieved by creating post-click valuable content.

Don’t give up if you client doesn’t know exactly who their ideal customer is or what they would say about their product.

You have all the tools necessary to test new ideas and to help your clients reach their business and paid search goals.

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