Hello, and welcome to another Real-Time Tuesday. Today we will be discussing a strategy for optimizing your website based on search terms in Google.
Google AdWords is great for marketers to reach people as they search for words or phrases (also called keywords) or browse websites with themes related to your business. With cost-per-click bidding, you’re only charged when someone clicks your ad.
You're spending money to drive people to your website, but what happens when they get there? When a visitor comes to your website after clicking on a Google Ad, it is the perfect opportunity for you to welcome them to your site.You can also personalize your site based on which ad they clicked on. By showing your visitors content that is relevant to them, it will decrease the number of clicks they have to make to navigate to see the content that they are interested in and decrease the chance of them bouncing from your site.
Evergage has multiple Google AdWords campaigns running, so we thought it would make sense to create simple welcome messages that are targeted toward AdWord visitors who come to our site. There are two different kinds of messages we implemented. The first was making a footer bar message. When someone searches for the term “web personalization”, they will see a Google Ad from Evergage. If they click on the ad, they will be taken to the demo page, and this is what they will see:
This is a simple welcome message, but sometimes a greeting is all the visitor needs to feel welcome on your site.
Another way we optimize the website based on our Google Ad that the visitor clicked, is by using our new inline edit feature. When a visitor clicks on our “In-App User Messaging” ad, the text on our website will change dynamically, personalizing the site for that visitor.
This is what our website looks like if a visitor goes to our customer success page without clicking on the ad. Under our banner, the text says “Improve Your Customers’ Success with Evergage.”
When a visitor clicks on the Google Adword for “In-App User messaging,” you will notice that the in-line text has changed in order to be consistent with the search term. This is an example of how you can subtly personalize your website in order to help your visitors stay on your site longer.
We hope you enjoyed Real-Time Tuesday, see you next week! And if you're personalizing your site based off of keywords, let us know how it's going in the comments section!