{"id":552,"date":"2019-02-20T05:54:36","date_gmt":"2019-02-20T05:54:36","guid":{"rendered":"https:\/\/slingdigital.com.au\/?p=552"},"modified":"2019-04-03T10:00:26","modified_gmt":"2019-04-03T10:00:26","slug":"the-key-to-designing-a-website-for-google-ads-success","status":"publish","type":"post","link":"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/","title":{"rendered":"The Key to Designing a Website for Google Ads Success"},"content":{"rendered":"<!-- wp:paragraph {\"className\":\"sd-med-text sd-blue\"} -->\n<p class=\"sd-med-text sd-blue\">Designing a website is a bit of a chicken and egg conundrum. Many build a website taking the easy road using a flawed design-led \u2018build it and they will come\u2019 philosophy. Unless you have something VERY unique to offer, the website will rarely pay for itself let alone provide long-lasting, meaningful returns.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A better, yet more challenging, approach is to define who your customers are, what they are looking for and how you will reach them. Then build a website to support that. For our recent client <a rel=\"noreferrer noopener\" aria-label=\"LocksOn (opens in a new tab)\" href=\"https:\/\/lockson.com.au\" target=\"_blank\">LocksOn<\/a> this approach proved to be the more profitable for their business.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2>The Challenge<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>LocksOn provides a high-quality locksmith service to residents and businesses on the Central Coast of NSW. Google Ads had proven worthwhile at getting new business but was getting expensive. Higher Costs per Click (CPC) indicated a more competitive market than ever before. Everything that could be done within Google Ads had been done using the existing website. It was time to redesign the website to not only to lower the CPC but focus on improving the overall <a href=\"https:\/\/slingdigital.com.au\/digital-intel\/digital-advertising-optimisation\/\">Return on Ad Spend<\/a> (ROAS).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2>Step 1: Knowing your customer\u2019s online behaviour<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The process of building an effective Google Ads campaign, in the end, comes down to how connected you are with what your customers are searching for that relate to services you offer. Simple in principle but this requires effort to be put into practice. Apart from extensive research, you also need to know how to structure the content and flow of your website. Call it customer-centric or user-centric design, at the end of the day your website needs to be a natural extension of your customers search query.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2>Step 2: Getting your house in order<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Practically speaking,\nif your keywords, ad groups, ad copy and website copy is not 100% aligned you\nwill pay more for less when it comes to your advertising spend. This is known\nas your Quality Score and it has a major impact on your Ad Rankings. You could\npay significantly more yet appear below a competitor if they have got their own\nhouse in order. Google\u2019s algorithms simply reward relevance and penalises\nirrelevance.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2>Step 3: It\u2019s not all about the robots<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>While Google\u2019s Ad robots\ndetermine your relevancy, a website still needs to be designed for humans. Humans\nare emotional creatures and an appealing design, simple and easy to read\ncontent and clear reasons to take action all matter. Once you\u2019ve done the job\nto land someone on your site you need to appeal to the human to make the\ndecision to call, email or otherwise get in touch.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2>The Results<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>With the launch of the\nnew LocksOn website and an aligned Google Ads campaign, Ad impressions\nincreased by 1000%, clicks from Google Ads increased by 200% and the cost per\nclick was reduced by one-third. More importantly, the crucial Return on Ad\nSpend (ROAS) doubled. The added bonus was that organic google ranking shot up\ntoo. That\u2019s because aligning for paid search behaviour will help traffic from\nnon-paid sources improve also.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Not every website needs\nto be so closely aligned to their Google Ads campaign, but for a local service provider\nlike LocksOn, this alignment is vital for survival. It\u2019s important to remember\nthat a website or Google Ads campaign is never a set and forget exercise. New\noptimisation opportunities present themselves every week. Simply by following\nwhat customers are looking for and responding accordingly you will stay on top\nof things, including the all-important search results.<\/p>\n<!-- \/wp:paragraph -->","protected":false},"excerpt":{"rendered":"<p>Designing a website is a bit of a chicken and egg conundrum. Many build a website taking the easy road using a flawed design-led \u2018build it and they will come\u2019 philosophy. Unless you have something VERY unique to offer, the website will rarely pay for itself let alone provide long-lasting, meaningful returns. A better, yet [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":651,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Key to Designing a Website for Google Ads Success &#8211; Sling Digital<\/title>\n<meta name=\"description\" content=\"Many website designers follow a flawed design-led approach. For our recent client LocksOn to acheive success in Google Ads we needed a better approach.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Key to Designing a Website for Google Ads Success &#8211; Sling Digital\" \/>\n<meta property=\"og:description\" content=\"Many website designers follow a flawed design-led approach. For our recent client LocksOn to acheive success in Google Ads we needed a better approach.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/\" \/>\n<meta property=\"og:site_name\" content=\"Sling Digital\" \/>\n<meta property=\"article:published_time\" content=\"2019-02-20T05:54:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-04-03T10:00:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/slingdigital.com.au\/wp-content\/uploads\/lockson-success.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"947\" \/>\n\t<meta property=\"og:image:height\" content=\"710\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Warren\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Warren\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/\"},\"author\":{\"name\":\"Warren\",\"@id\":\"https:\/\/slingdigital.com.au\/#\/schema\/person\/b55d5843c1b1ea2ad6e99b6c7cedc5c4\"},\"headline\":\"The Key to Designing a Website for Google Ads Success\",\"datePublished\":\"2019-02-20T05:54:36+00:00\",\"dateModified\":\"2019-04-03T10:00:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/\"},\"wordCount\":594,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/slingdigital.com.au\/#organization\"},\"image\":{\"@id\":\"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/slingdigital.com.au\/wp-content\/uploads\/lockson-success.jpg\",\"articleSection\":[\"digital intel\"],\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/\",\"url\":\"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/\",\"name\":\"The Key to Designing a Website for Google Ads Success &#8211; Sling Digital\",\"isPartOf\":{\"@id\":\"https:\/\/slingdigital.com.au\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/slingdigital.com.au\/digital-intel\/the-key-to-designing-a-website-for-google-ads-success\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/slingdigital.com.au\/wp-content\/uploads\/lockson-success.jpg\",\"datePublished\":\"2019-02-20T05:54:36+00:00\",\"dateModified\":\"2019-04-03T10:00:26+00:00\",\"description\":\"Many website designers follow a flawed design-led approach. 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