Advertising in the search engine opens the way to the offer, but it does not explain all the terms of cooperation itself. The effectiveness of the campaign is worth considering together with the target page and the handling of queries.
Advertising and organic result are different things
Sponsored link leads from paid advertising area. It is not a purchase of a higher position in ordinary search results. Google clearly distributes these mechanisms in description of advertisements in the search engineThe campaign budget should therefore not be presented as promotion fees in SEO.
Before launching the advertisement, determine what specific offer you are promoting and what will be a valuable result of the visit. For one service it will be a complete inquiry, for another to book consultations or purchase. The entrance itself is only the beginning of this road.
The promise must lead to an answer
Compare the content of the advertisement with the first screen of the target page. Does the recipient see the same service, understand its scope and can find the next step? If the advertisement is talking about a particular product, the general description of the whole company may require too long searching.
For example, advertising of the store design should lead to information about e-commerce, implementation process and data needed for the conversation. The form may ask about the catalogue and the current sales method. It does not need to immediately require complete technical documentation.
Check the entire contact scenario
Go to a path from the perspective of a person who does not know the company. Make a test on your phone and check:
- whether the destination address is operational and does not lead through unnecessary steps;
- whether the most important information is readable before contact;
- whether the form explains the errors and confirms the sending;
- whether the notification reaches the right person;
- whether the team knows the promoted offer and can handle it.
Tests of applications mark as a test so as not to confuse them with the actual campaign effects.
Separate interest from result
The report should combine expenditure and traffic information with quality assessment of queries. Many clicks do not prejudge cost-effectiveness, as a single week without sales does not automatically explain the whole situation. A context of scope, data and commercial process is needed.
Further reading: current support for the advertising campaign and SEO and Advertising — How to Divide Their Tasks.
