Advertise Products or Services Using Microsites
We apologize if you hate spiders. The arachnid and its sticky web in the picture are the perfect analogy for microsites. If you’re wondering why, spiders build a web to catch prey. In your case, you are the spider who needs to build a web to try to catch online customers.
Microsites are usually built with intent to improve ROI on paid ad campaigns. They are also designed to improve user experience. By creating a very small website focused on one product, a product line or a service, you may also improve your campaign and keyword quality scores.
What is a Microsite?
Simply put, a microsite is a teeny tiny website used as a marketing vertical to promote a product, service or brand.
Typically, these micro websites consist of a single page or 2-3 pages max. The purpose is to keep the website small and separate from your main website.
Microsite Versus a New Landing Page
Both microsites and custom landing pages are good for PPC campaigns because they allow you to fine tune your messaging. Each allows you to target specific customer types and personalities by changing the design and page layouts. You’ll also place a spotlight on a single item or service rather than inundating the website visitor with everything you offer.
So which one do you choose? It all depends on scale of the marketing campaign and what your end goal is.
- Quick Marketing Campaign – Create a landing page on your existing website.
- Full-Blown or Long-Term Advertising – Build a microsite.
- Ad Account Suspended/Domain Blacklisted – May require setting up a microsite.
How To Build a Microsite
In order for a microsite to be successful when used in conjunction with Google Adwords, you’ll want to focus on a single product or service. We recommend using a reliable website builder to create the microsite. Our personal favorite for developing websites is WordPress.
When building the website and writing the content, make sure to stay focused on the product or service you are offering on the microsite. Here are some things to keep in mind.
- Microsites should have their own domain name
- Do NOT use a subdomain URL
- Write engaging and informative content
- Don’t veer off topic
- Have clear call to action
- Track goal conversions
How To Promote Microsites
Promoting microsites is the same as any other website. You can create paid ads to display on search engines and social media platforms. Your ads and keywords should be very targeted, make sure to fine tune your audience and location. This will help keep your ad budget down while reaching consumers most likely to be interested.
You can also promote the microsite on your main website’s social media pages since it is an extension of your business.
Dealing with Ad Account Suspensions
Another reason why a company may choose to create a microsite is due to ad account issues. Sometimes Google, and even Bing, suspend accounts for billing or violation issues. If this happens, and your account is suspended, the search giants will not reinstate your account.
After a suspension, don’t create another ad account for the same domain name. They will quickly figure it out and will close the new account as well. Doesn’t matter if you do it, or you hire a marketing agency to do it. Google will suspend it.
This is when a microsite can come in handy. Building a website separate from your banned domain may be your only way to do PPC ads if your appeal request is denied. If done properly and you follow all of the advertising rules and policies, you should be able to set up a new account for the newly purchased microsite domain name.