How do I get more results out of my blog?
Step 1- Consult the AdWords keyword planner
First of all, it is important to have a good idea about the content of your blog. Scroll through your current blog articles and scan the content. Consult the AdWords keyword planner to see which articles are interesting for an AdWords campaign. With this tool you can check if there are interesting volumes on your keywords or blog topics. With these results, you might come up with new ideas for writing useful articles.
Tip: as possible keywords you can also think about questions that are asked surrounding your blog topics. For example: “what do I need for …?” or “how do I make a …?”.
For an online shop in camping items you should think about questions like: “how do I clean my tent?” and “how do I calculate the orbit size of my trailer?” Do you have an online shop in the market of alcoholic beverages? Then think about questions like “how do I make a mojito?” and “which tonic belongs to which gin?
Step 2 – Set up an AdWords campaign for relevant blog articles
Have you written interesting blog articles and are there high volumes on the keywords from these articles? Then you should set up an AdWords campaign. In order to evaluate the results of each blog article, process your blog articles in separate ad groups. Google offers the ability to make your ad texts as relevant as possible with ‘KeyWord Insertion’. For the keywords of your specific ad, you obviously choose the most interesting combinations and questions about your blog topics, as provided by the keyword planner. Keep in mind that your blog campaign should not compete with your current AdWords campaigns.
Step 3 – Links in blog articles
When you send extra traffic to your blog articles through an advertising campaign, it is important that visitors can click through to relevant product pages, contact forms or download pages. Your articles probably already contain links to relevant pages. If not, then it is important to add them. When you link to old articles it is important to check if the internal links are still working. Finally, make sure that all of your blog articles are provided with a call-to-action.
Tip: for a higher CTR, make sure that you summarize your relevant products in the blog article. For example, sum up all the cleaning products in a blog about cleaning a tent, or in a blog about making mojito’s you create an overview of different kinds of rum.
Step 4 – Measurements
When setting up an AdWords campaign, you are interested in two things: how many conversions will my campaign generate and what are the results in the end? When your blog is published on the same domain as your website or online store, you use the current settings for your blog campaign. However, when your blog is published on a subdomain, do not forget to turn on cross-domain tracking in Google Analytics.
Step 5 – Time to go live
Now that you have insights in the search volumes, the campaign is ready to go, the links are right and the measurements are all set. Time for the fifth and final step in the process, putting your campaign online. In the beginning we recommend to monitor the results frequently and to view the search terms regularly. Are you satisfied with the results? Find out if you can write new articles that are interesting for your blog campaign. For this you can use Google Trends, developments in the industry or questions of customers.
Working with AdWords?
Do you need help with the advertising of your blog campaign? Or do you want to start with other advertising opportunities? Contact one of our Advertising Consultants, we are happy to help you out!