For example, at Directive Consulting,
That ad your user is viewing is built from a dynamic keyword insertion ad campaign, originally built for “construction management software” but including the related search term “construction management services.”Because they searched for the latter, the ad is now showing that user your ad copy for your “services” and not the software you are trying to market as a SaaS business.And because you are using a dynamic text insertion setup, your headline term “software” is now being replaced with “services,” and your user has no idea you are marketing an actual purchasable product to streamline their business.Didn’t work quite as well as you’d hoped, did it?Simpsons groaning gifNow let’s look at the same search interaction, streamlined through a SKAG ad instead.The user searches “construction management services,” for which you have built out the Benin WhatsApp Number following unique and discrete ad campaign features:SKAG built around the early-stage search term “construction management services”Unique ad that targets the “construction management services” search context (that specific long-tail keyword)Nuanced ad copy that connects “services” to “software”A well-built landing page that relates your different “software services”A singular conversion goal, ideally for a cooler lead, that will bring them back to your domain searching in a more educated context, looking for “software” in the futureSKAGs also allow you to repeat those specific keyword instances through your headline, link, and ad description, where the keywords will be bolded to emphasize their relevance to the searcher. In DKIs, you are only addressing keyword usage in the headline.
https://lh7-us.googleusercontent.com/GA6DQ47TrtHbc5PvyObekhDUv0mxB7xnkvBQ_bOWiPji0N0C7LosKk4cx6Yxt-y8DCrggnNArX2PFOg94TdWD4cyLDdyEsdKAtxXGmUuW5Ie8Xzyn-3963bZt4sxXK3xdDdggzO_L-lAzD1tnHy5iy8
Building out targeted and streamlined campaigns around SKAGs may take a bit more leg work, but the results are clear.The more granular your control, the more effective your targeting efforts will be.Under control gif4. Increasing Your CTR with Benefits-Focused AdsIf you really want to improve the success of your ads, you can jam pack them with benefits instead of branding information.This, as with most optimization efforts, will take into account the different stage buyers you are targeting in each of your SKAG campaigns.By dropping your brand name from your headline, you free up space in your copy for enticing callouts to inspire more clicks.
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