The QUESTION
Hi dear Simon!
We have two domains in two different locations, with same product group. In both domains we have similar ad groups – we target by similar strategies. As our business is a retail furniture.
In both cases we target people who want to buy new house, or looking for construction services, or planning to do some repair / redisign in his house, or looking for interior design services.
These people more likely to buy furniture. And furniture is almost same in price, so, in both cases auditory is the same.
No 1 domain is older, more than 7 years, and has good SEO positions for its location.
No 2 domain is new, only 1.5 years, it doesn not hav good SEO positions for it location.
So for display campaings, they have different “Impression” vs “Viewable Impression” ratio.
Older website has ratio of 50%, like if there is 100 total Impressions, 50 of them will be viewable.
Newer domain has ration of 7-10%, only 7-10 impressions will be shown in vieable place of total 100 impressions.
Questions is: Could domain authority affect that parameter, does good SEO positions could result Google showing your display ads more the others?
If so, then what about Google Ads, who is to be shown more likely in 1 st position on 1st page.
If some website has Good SEO positions, does it means that, this domain will pay less in Google Ads competions (auctions)?
The ANSWER
Hi, dear Zhandos!
Well, if your site has good organic rankings, that means that Google is happy with it. So it has a good score. Landing Page Experience is crucial in Google Ads, both in Search and Display.
So if Google likes your website, you will definitely get more impressions.
But you will get even more if people like your ad. If people like your ad, they click on it and google gets paid (CPC). So google will like your ad (as it gives her money) and will show it even more.
I don’t think the answer to your problem is in the SEO of your websites.
What works in one country doesn’t work in another.
We consult a beauty business in a large city in Europe. We created 2 ad groups to target women in the north of the city and in the south of the city. Both regions of the town are rich.
But these women in the north and the south don’t like the same ads; they want different ads with different products. The product that works fine in the north doesn’t work well in the south. The climate is different, and the mentality is also different. In the north, they are “old money” and in the south “new money”. In the north they have more classic taste, in the south they have more modern desires.
So if two women, living in the same country, in the same city, have the same income, want two different ads because some of them live near the sea, and others in the mountain, imagine how various your marketing efforts should be if you target two countries or even two cities.
Give more time to the newer site to better understand your audience, their needs, what works best in this region. Use your experience but don’t copy-paste it.
We also have one luxury hotel in the Mediterranean sea that targets British, French and Germans. At first, they copy-pasted their site and marketing efforts three times. It didn’t work well because people in the UK, in France and Germany, don’t come to the island for the same reason and don’t like the same things.
British and German appreciate a large variety of beers, French like wine. English people like the bar of the hotel, the French like the beach.
So we created three different hotel websites to show the advantages of the hotel for every nationality better. We also added three different phone numbers with local numbers and asked the personnel to answer in the local language (saying “allo” when people call from France). It worked like a charm.
So if your site is right, give time to your marketing efforts to find what works in the local audience.
by Simon Koss – Google Partner Premier, SEM & Analytics Business Trainer
