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EXPERT TALK: digital advertisements are pointless without a strong website

Companies like Google and Facebook make advertising look like child’s play. But if you really want a digital ad to pay off, you need to do more than just fill in the empty fields. A successful digital campaign is impossible without a good website.

Build dedicated pages

Does your advertisement simply link to your home page? A missed opportunity. You’ve raised the prospect’s interest with the ad, but then failed to deliver: a home page doesn’t usually tell your visitor what they need to do.

It’s a better idea to link to a page with relevant content that is related to the advertisement. Or better yet: invest in a high-converting landing page that is entirely dedicated to taking your customer on a seamless journey from the advertisement that raised their interest to the web page that motivates them to take action!

A converting landing page is an absolute must for real-estate projects. If you’re making an ad for a specific project, it goes without saying that you want those interested parties who click through to go straight to a page dedicated to the project. Ideally, they’ll leave their contact details there.

Take search terms into account

Google’s mission is to offer all the information in the world to all the internet users in the world, and to do so in a properly structured manner. To be able to fulfil this mission, Google is very strict on websites and even paid advertisements. For you to come into consideration for Search Advertisements (Google Ads), it’s essential that the search terms you use also appear on the page your advertisement links to. Otherwise, Google will consider your advertisement to be misleading—simply because the client won’t come to find what Google believes to be the expected, relevant web page. 

For maximum effect, add the search terms in different places: 

  • in the (SEO) title of the web page (meta title);
  • in the (SEO) description for the web page (meta description);
  • in the headings and subheadings (H1, H2, etc.);
  • in the running text. 

Google is not impressed when you link an advertisement in French or Dutch to a web page in English. So if you want to advertise in several languages, you’ll need to translate the website too.

Of course, your website also needs to meet the technical SEO requirements. For example, advertisements that link to a slow or non-mobile-friendly website will immediately score poorly. Technical SEO is relatively complex and the rules change constantly. That’s why you’re best leaving this side of things to professionals who have their finger on the pulse.

Measure the results

Using conversion tracking, you see exactly how well your advertisements are performing. You’re able to make adjustments quickly, whenever necessary. Often, the focus in placed on the contact form. But it pays off to measure other digital touchpoints. Examples include the number of clicks that specific links receive, newsletter registrations, downloads, forwards to friends, shares on social media and so forth. This data is also able to deliver relevant insights. If you are already using Google Analytics, you can simply import existing goals into Google Ads.

You need a good foundation for a good website.  Read more >

Save yourself the headaches: send out targeted advertisements and be rewarded with relevant leads. All for the same budget.
Because a professional partner in digital advertising pays for itself in no time.

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