Websites: tree, menus and Google Ads campaignsWebsites and Google Ads campaigns: the structure of the sites is as important as it is underestimated (unfortunately)!
How many of you when you approach the creation or restyling of websites already start with the idea of getting them SEO optimized? and how many of you are already starting with the idea that these sites can be promoted with Google Ads campaigns?
Website trees and menus can be very important both in SEO ( Search Engine Optimization ) and in SEA ( Search Engine Advertising ), for "zone" remarketing and for dynamic campaigns.
Those who start from an organized structure then find themselves having articles, categories and menus optimized, both for the actual optimization and for advertising.
SEA: tree and URL for remarketing and dynamic campaigns
Remarketing or Retargeting, re-engagement campaigns for potential customers
Also with regard to advertising, it is essential to check on our website how to take advantage of remarketing and DSA campaigns.
We can take advantage of the structure and method of writing URL addresses for what I call "zone remarketing", ie re-engagement of the public based on the pages and type of content visited within a website.
To do this, it is essential to be able to create lists based on specific rules that take as a basis the display of particular pages or particular sections of the website, whose URL addresses are shared by one or more portions of text.
Warning: I'm talking about remarketing lists created through Google Analytics, so I assume that the monitoring tool is already set up, and possibly well configured and complete with tracking of objectives, events, etc.
Being able to create specific ads, for example for / cameras /, rather than for / cameras / nikon /, or for / cameras / nikon / model-xyz, here I can create as many targeted campaigns, without having to use dynamic remarketing, but proposing as many specific ads to specific user lists.
We need key elements upstream, and we can define them by asking ourselves specific questions:
Do I have meaningful pages on which to create remarketing lists via URL?
How many and what are they? Do they have key elements in the URL address that distinguish them?
Do I have significant page groups on which to create remarketing lists via URL?
Can I create remarketing lists for specific interests of my user audience?
Having areas of the website that can be defined and grouped by URL also allows you to carry out targeted analysis activities, so the benefits are always and in any case multiple!
And let's not forget the URLs of the thank you pages, usable with exclusion lists (in addition to the possible exclusion lists for conversion to the goal, if well tracked).
DSA: Dynamic Search Ads, a dynamic ad campaign on the Google search network
DSA, Dinamic Search Advertsing campaigns are automatically generated by the Google Ads system on the basis of specific website content, which we can suggest and which the system detects automatically. When my site has a well-defined structure and URL, the system is able to identify the tree, the relevance of the contents, the correspondence between possible user queries and possible response pages.
Here, too, let's not forget the URLs of the thank you pages, which can be used with exclusion lists (in addition to the possible exclusion lists for conversion to the goal, if well tracked).
Other URLs that can be included in exclusion may be categories and sections of the site that we do not want to promote ... always and only when they are identifiable with specific rules and groupings!
Posted By Abdul Rimaaz
About This Author | MARSH MAXWELL
This is a leading account for sharing the information for o
Joined: November 28th, 2019
|
|
