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Today we will tackle the last one of the 5 steps that help us understand how SEO activities and Google Ads campaigns can work in synergy. We introduced them in the article Google Ads or SEO activities? What should be done? and we have thoroughly examined each one of them. Now let’s move on to the last one: different objectives for different targets.

Who said that a page on our site is good for everyone? This is absolutely not the case.

To be able to “sell” our message we should need to create 2, 3…10 pages that provide the same content just declined and explained differently to different audiences who have different priorities and who can be convinced by different arguments.

Let’s pretend you are selling a car that we will call X. It is a small, rather economical car, with a large trunk that can also be driven by new drivers.

If you have already attempted marketing activities for yourself or on behalf of third parties, in this brief description you will have already identified four different targets and, consequently, four different lines of communication.

What do we use as a headline, a “catchphrase” to glue our reader to the page that “sells” our fantastic car? Do we put the price first? Or the spaciousness of the trunk? Or will we target those parents who are looking for a car for their children who have just obtained a driving license?

Can you imagine how different the pages that have to show such different content will look like?

SEO positioning, in this case, is the last of our problems: before we have to take care of issues like the page layout, copywriting, the choice of images, and the position of the lead generation buttons… We are talking to different people with different needs so, normally, we need to address them according to different communication and sales logics!

This is the reason why working on the usual SEO optimization of the page may not be enough. We need the support of one or more campaigns, based on different keywords, showing different ads, and leading to different landing pages, each of them built for one of the targets we have identified.

Using Google Ads as a supporting activity we can work on the target’s lateral thinking by intercepting lines of communications that we would never have thought could be successful. It could happen that by working in this direction, by experimenting, by carrying out A/B tests, we will discover that our car is particularly attractive for a market we hadn’t thought of, like for example people interested in low fuel consumption.

We can therefore fine tune our job establishing what ROI each one of the identified targets should generate and adjust the costs of the campaign accordingly. In this way we will always be ready to cut the dead branches and modulate, little by little, our main communication (for example the one we decide to allocate to our SEO) in one direction instead of another.

That’s all for this series of articles. I hope I have helped you understand the logic that leads to choosing the tools that are most suitable for achieving a given result and, above all, to understand the fact that a single communication tool can have different applications.

Stay tuned to read some in-depth information on other topics relating to web marketing which I hope you will find interesting and which can give you good food for thought to understand which marketing and communication strategy is best suited to you.