One of the most overlooked aspects of a successful Google Ads campaign is congruence.
You can take certain steps to optimize each component of your campaigns to improve the performance of specific parts, but no matter how much attention you give to any individual piece of a campaign that’s underperforming, you won’t get the results you want without congruence.
You might believe that weak points such as bids, landing pages, or individual ads are holding you back as you focus on one area. However, congruence is always key if you want your campaigns to excel.
The Necessity of Congruence
When it comes to Google advertising, congruence occurs when keyword search intent is aligned with both your landing pages and ads.
This is why it’s necessary to have a good understanding of what your audience wants throughout the buyer’s journey. You can have all of the highly optimized and fully fleshed-out ads, copy, and pages it’s possible to have, but they won’t help your campaigns flourish if you don’t take search intent into account.
Through the implementation of congruence across your Google Ads campaigns, you can rest assured that your ads are displayed to the right people at the right time, which will help maximize conversion rates and ROI.
As more people click through your ads and become leads because of a high-powered and congruent ad campaign, you’ll also benefit from improved Google quality scores. In the end, congruence can mean the difference between a floundering hindrance to your PPC campaigns and a high-performing campaign that yields consistent results in the long term.
How to Make Your Ad Campaigns Congruent
One of the best ways to make sure your campaigns perform the way you want with optimal congruence is to look at the big picture. Don’t zero in on a single aspect of your campaigns. Instead, try to optimize every element to match the intent of leads and prospects at every step of the sales funnel.
The following steps may help you get the results you want with improved congruence that gives you long-lasting results.
Begin by Mapping the Buyer’s Journey
When developing and optimizing your ad campaigns to align with user intent, try to map out every stage of the buyer’s journey, i.e., your sales funnel.
For example, you might begin with focusing on ads geared toward people who are in the research phase of their journey, when they’re looking for more information about a certain topic. At that point, you would determine which offer goes with those ads, along with the appropriate landing page that provides more educational information. You can also launch a remarketing ad campaign at this point that reminds those users to visit your website again if they’re ready to make a buying decision.
Once people are farther down the sales funnel, then you might want to launch more sales-oriented ad campaigns that provide a specific offer, with email campaigns and phone sales scripts that help further lead the prospect toward a sale. Determining where your audience is along the buyer’s journey will help you pinpoint which types of ads and media are best to push in an attempt to attract more conversions and sales.
Determine What Your Audience Wants With Each Search Query
It’s not enough to have an extensive list of keywords to use for your campaigns.
You should also know what the intent is behind each to better understand how to market to your audience. If you simply focus on creating high-quality visually appealing ads and optimized content, you’ll be missing out on what really matters when selling to your target market.
If you take the time to understand the specific intent behind each query, you can more sufficiently align them with all of your copy, including content in your ads, landing pages, email campaigns, phone call scripts, and many other marketing and sales pieces that will lead people through the buyer’s journey. While some keywords might make the searcher intent obvious, particularly specific long-tail keywords such as “best places to buy [product],” others may not be as clear and may require some thorough research.
The more you figure out what people are looking for with each query, the more you can cater your PPC content to meet their needs while establishing your business as an industry authority in the process.
Keep All Offers Consistent and Follow Through on Promises
The last thing people want to encounter when looking for a product or service from a reputable company is inconsistency.
Few things can be more frustrating than coming across an offer for a discount or free sample only to learn the offer is nowhere to be found later on, which makes it seem deceptive (even if it’s unintentional).
Make sure your messaging is consistent throughout all of your campaigns, with consistent offers that follow through on any promises you make.
A prospect might come across an ad that offers a free product or service when they sign up, but when visiting the corresponding landing page, they don’t find that offer anywhere in the copy.
This could lead the person to turn away entirely out of distrust.
In addition to consistent offers and promises, you should also remain consistent in your PPC copy and designs. Use the same imagery and language to make your brand stand out from others and help build more trust among audiences who become more familiar with you.
Use Congruence to Your Advantage When Developing Google Ads Campaigns
If you want to make the most of Google Ads and supercharge your digital marketing campaigns with PPC, congruence is always key. Even if you suspect or find that a particular element could be causing a slump in sales, double-check to ensure that your ads are aligned with user intent, or you might find that your other PPC optimization efforts are wasted.
Through mapping the buyer’s journey, identifying the specific intent behind your keywords, and maintaining consistency across all of your PPC marketing and sales materials, you’ll be able to get the best possible results from your campaigns.
For help with optimizing your PPC campaigns and getting the results you want, turn to Vigor Seorchers for reliable PPC and other digital marketing services.