How Using SubDomains In Your Pay-Per-Click (PPC) Can Jack Up Your Profits
The Subdomains could be:
As you can see they’re usually used to focus on a subset of the main domain topic. Whether they’re good for SEO will be addressed in another article. For now we want to look at their use for Pay-Per-Click (PPC) or Paid Search Campaigns.
Why would you use them in your Google AdWords advertising? A couple of reasons. First, they allow you to slip in a keyword into your ads. Let’s say you’re a real estate agent. You want to match your ads to your major keywords, and their markets, as closely as possible. Here’s what you’d do.
For your business customers you create a subdomain that goes like this:
This insertion of ‘Commercial’ clearly emphasizes that you can find real estate for business clients. In the limited space of an AdWords ad, gaining that extra keyword mention can be extremely valuable. After all, most searchers who need space for their shop or business are going to use that term, ‘Commercial’, when they’re using Google. It’s just logical because that’s how most define and label that category of real estate, right? But that subdomain gives you more than just that bump up in searcher’s minds
The AdWords Built-In Advantage
You may have noticed that Google bolds the words in your AdWords ads that matches any of the search terms a searcher has used. So when someone has searched for ‘Commercial real estate agent’, any and all occurrences of those 4 words in your ad will now be in bold type. And that includes terms in your URL. If you haven’t noticed, Bold Type makes things stand out.
Anything that causes your ad & your message to stand out on that search page is an advantage over the competition. You need to grab any and every edge you can get in business because that can be the difference between success and failure.
What You Give Your Pay-Per-Click Visitors Matters. A lot.
That’s not the only reason to use a subdomain in your Pay-Per-Click campaigns, though. Subdomains also give you the ability to focus on serving that customer you’ve gained from Google with exactly what they want.
Every day businesses online lose customers and clients because their visitors can’t find what they’re looking for fast enough. How soon do you leave a site if you can’t locate that one thing you want? Pretty quick, I’m sure. You and I both know there’s another person selling the same thing a click or 2 away so it’s no big deal to hit the Back button.
By creating the subdomain that’s concentrated purely on a specific area. You restrict the content on the subdomain to the subject of that subdomain, like commercial real estate, for example. When you serve your visitors precisely what they want, that increases the probability of a sale. Why wouldn’t you do that?
Now to make all of this work you still need to target your AdWords campaign so that the right customers get the right ad and the right subdomain. You don’t want Residential real estate clients getting the Commercial real estate ad.
That means keyword targeting and focus within your campaigns has to be lined up accurately. That’s a subject and process that will have to wait for another article, or series of articles. For now, keep in mind the use and powerful benefits of subdomains in Pay-Per-Click. They could make a huge difference for your business.
Contact us today about taking your Pay-Per-Click (PPC) & Paid Search to new levels.
Article written by Jonathan Cook