Online Advertising

Online advertising can get expensive very quickly. Conversions like purchases and downloads can be hard to come by, putting many businesses off this form of lead generation for good whilst also leaving a big hole in the budget.

To succeed with online advertising, it is necessary to complete competitor and keyword research, as well as conduct step-by-step A/B testing and messaging refinement once the campaign is live. It is also critical to have expert knowledge of the tools and platforms which need to be utilised to publish, test and measure the success of ads. But most of all, (and this is something that many professionals will not tell you as their fee is a percentage of your budget) it is critical that these campaigns are built on the solid foundations of a website that is already optimised for SEO.

So why are solid SEO foundations necessary for optimal online advertising?

Nearly all online advertising platforms give a quality or relevancy score. This is a metric used by the platform to decide if your ads are relevant to the landing page they are pointing to. They do this to ensure the user isn’t clicking on an ad that says one thing, and being shown something completely different.

Why does this matter?

The way that these platforms determine this is via the same processes and metrics that search engines like Google rank you… that’s right. SEO. The higher your relevancy score and the better optimised your website, the better the ad placements and the cheaper your ads will be.

TLDR… If your website is already search engine optimised and ranking for the right keywords, online advertising becomes cheaper and your ads get shown to more people. This can halve your advertising budget and increase the number of conversions at the same time.