What’s that you say? Not too many people searching for “Acme red widget maker webinars”? But those webinars are high converting – and one sale can make your entire PPC program worth it.
So how do you take an unsearched event, keyword or important conversion point and turn it into an all-star PPC initiative? In this post, I’ll share two creative ways you can leverage Google AdWords features to do just that.
Tactic 1: Sitelinks Strategy
It could be that only a handful of people are searching for something like “[company name] webinars” – but that’s still enough for you to create a plain-old search campaign because you know that every lead for this type of event is very valuable.
Then, you can dive into the sitelinks strategy. AdWords Sitelinks are a great way to add promotional and targeted messaging to ads that grab attention. This works for ads served to those who may be searching for that thing (whatever it may be you’re promoting), and for ads served to those who weren’t searching for that thing, but would be glad to know about it.
Consider implementing a two-fold sitelinks strategy for situations where low search volume is an issue:
- Step 1: Create promotional sitelinks for ads that are served when a person searches for something topically relevant to that which you are promoting (for example, sitelinks that promote the Acme red widget maker webinar when someone searches for something like “Acme red widget maker”).
- Step 2: Create promotional sitelinks for ads that are served when someone just searches for branded terms (for example, a search for anything “Acme” serves an ad with sitelinks that promote Acme red widget maker webinars).
The following screenshots illustrate examples of both steps. Important details have been blurred to protect client privacy.
Here’s an ad served for when someone searches for …read more