AdWords and Google MyBusiness now dominate the “above the fold” portion of Google search results. Since the elimination of sidebar ads, Google has added an extra ad spot that forces the user to scroll to see non-paid or non MyBusiness content. The result has been an increase in the portion of users who are willing to engage that content, especially on mobile devices. If you already have ads running, you’ll want to check your account for these basic elements that will help you dominate this increasingly competitive real estate.
- Use Extensions & ETAs to Maximize your Ownership: It’s absolutely essential for businesses to take advantage of Expanded Text Ads. Not only do ETAs allow for more descriptive calls to action and value statements, they’re big! You’ll also want to use Call Extensions, Sitelink Extensions, Call Out Extensions, and (where applicable) Location Extensions. Google rarely displays more than two or three extensions, but even three will greatly expand your share of the top-of-page real estate.
- Pay Attention to Quality Score: Less real estate means higher prices if the demand is there. When Google eliminated sidebar ads, many businesses saw their impression share cut down significantly, leading to higher costs per click and less efficient campaigns. Make sure your landing pages are relevant and usable, your ad text relates to your keywords, and that you’re bidding enough to appear in the top 3 spots. {Keyword insertions} can be useful for improving quality score as well.
- Run Location Ads: Most local businesses can benefit from location ads, even if they don’t serve customers at their address. Since Google Maps and Google Plus were combined into Google MyBusiness, consumer engagement with the platform has skyrocketed. Diversifying your presence in search is as important as it is in your portfolio. AdWords, MyBusiness, and Organic all work together to improve your visibility.
In the end, you want to be as visible as possible for the right keywords. Since AdWords has become a fairly expensive platform, make sure to target your most conversion oriented keywords if budget is tight. Setting up conversion and call tracking is a must to turn your campaign into an automated revenue driver. The right targeting, a diverse and impactful search presence, and a usable/relevant landing page experience are all you need to get the ball rolling. If you have any questions, contact the PPC experts at KME.digital today!