Generate Targeted Leads with Micro Websites
We apologize if you hate spiders. The arachnid and its sticky web in the picture are the perfect analogy for microsites. Suppose you’re wondering why we used a spider building a web to catch prey. In your case, you are the spider who needs to make a web to acquire new online customers.
Microsites are usually built with the intent to increase ROI on paid ad campaigns. They are also designed to improve user experience. Creating a tiny website focused on one product, line, or service may also improve your campaign and keyword quality scores.
Geo-Targeted Microsites for Local Search Results
Deploying new micro websites built specifically for geo-targeted marketing strategies can position your company better in local search results. Creating microsites for specific towns, cities, regions, or states is one of the most effective tactics to target specific locations.
Creating multiple geo-targeted microsites and Google Business Profile accounts with unique content help position your business better in PPC campaigns and SEO efforts because the content on these sites is highly targeted. In your internet marketing campaign, consider building several mini or micro-sites with unique domain names targeted for specific local search queries instead of optimizing a single main website for multiple geo-specific searches.
Using your main website’s design for the microsites can make them cheaper to build. This approach can be affordable and highly effective when built and optimized properly.
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 on an Existing Website
Both microsites and custom landing pages are good for PPC campaigns because they allow you to fine-tune your messaging. Each will enable you to target specific customer types and personalities by changing the design and page layouts. You’ll also spotlight 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 the marketing campaign’s scale and your end goal.
- 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 – This may require setting up a microsite.
How To Build a Microsite
For a microsite to succeed when used with Google Ads, 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 micro websites is WordPress.
When building the website and writing the content, stay focused on the product or service you offer 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 a 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 interested consumers.
You can also promote the microsite on your main website’s social media pages since it is an extension of your business.
Dealing with Google Ads 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 close the new account. It doesn’t matter if you do it or if you hire a marketing agency to do it. Google will suspend it.
Building a website separate from your banned domain may be your only way to do PPC ads if your appeal request is denied. This is when a microsite can come in handy. If done correctly 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.