1. Image Extensions 

The consumer visual experience when browsing products and services online has become more critical as time passes. Image extensions help create a more visually appealing search ad that will draw in your target market. Image extensions appear on both desktop and mobile devices while enhancing the relevance of your search ad by including images of your business’s products or services in the ad. Image assets for these extensions perform best when they are closely relevant to queries within the ad group or campaign. They should convey useful information to your potential client and match the experience they will find on your landing page. Google has other requirements in terms of content and quality that need to be followed to make sure you campaign is successful. If you are struggling with extension or ad creation search for a digital marketing agency that can help you with google ads. 

2. Structured Snippets

Structured snippets extensions list specific aspects of your product or service. This extension has a predefined “header” for values. You do not need landing pages for each product or service because they do not link to your website. This good for businesses that do not have a complete website yet, but still want to get the word out about their product or service. Each snippets extension has a “heading” such as:

• Amenities
• Brands
• Destinations
• Degree programs
• Courses
• Featured hotels
• Insurance coverage
• Neighborhoods
• Service catalogs
• Models
• Show
• Styles
• Types

After selecting the header, enter the values such as “free Shipping” for amenities or any unique features your product or service has that your competition may not. This ad extension can add value by giving your potential client more information and differentiating your ad from competitors who are not using this extension.

3. Price Extensions 

Price extensions are a great alternative for businesses that do not have product feeds or is a service-based company. They can instead showcase products and services with price points. This extension presents themselves in search results below the main ad text which can lead to attracting greater attention to the ad as well as a curiosity to dive deeper into the content of your business’s website. You have a minimum of three and up to eight items, or cards, that can be added per price extension. A potential client can then scroll through and click on items individually to view. Like the structured snippets, Google has predefined types of price extensions:

• Brands
• Events
• Locations
• Neighborhoods
• Product categories
• Product tiers
• Service categories
• Service tiers
• Services

Each card has a header and description of 25 characters each, appearing above and below the price. This is important for business that do not have one set price point. A price qualifier can be added such as “from”, “up to”, and “average.” Price extensions can be added to the account, campaign, or ad group level. Note that adding to the ad group level is a great place for more detailed items to be tailored to a subgroup for example: “European cars” vs. “German cars.” These ad extensions can also be scheduled for a start and end date, along with custom hourly scheduling. This is ideal for seasonal or holiday promotions. 

4. Call Extensions 

Call extensions serve a phone number with your ads that is redirected to your official phone number. Since mobile is the primary device for search, you want to connect potential clients directly with your sales or customer service team by phone call. Use the PPC platform forwarding numbers. They will show your call information, call conversions, and valuable search data on how people are finding your business’s phone number. Note that a phone call can be counted as a conversion, defined by the number of seconds a caller is on the phone call. Also, the number of seconds should be defined based on each business’s unique phone behavior for closing callers. If phone call lengths are below this threshold too frequently, or many calls are missed, it’s a good time to review optimization ideas:

• Are too many “wrong” numbers coming through? 

This could be due to the ad being triggered by different business names or competitors based on keywords. Check search queries and ask phone repetitives what they have been hearing from callers. These keywords can be used as negative keywords.

• Too many missed calls? 

Ensure the ad is scheduled during business hours only when someone is available to answer that call. That could mean not running ads during the holiday shutdowns, for example.

• Calls from physical locations not serviced by your business. 

Adjust geotargeting to be more accurate. Also use this instant as an opportunity to learn more about these callers and the current market demand around your product, service, or industry. 

Let us help you with your Google Ads.  Call 248.528.3600.

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1. Do you stick to the recommended character limit when writing your ad copy? 

Character counts can be frustrating when you have a complex message to get across, but it is important that you stick to the limit. Narrow down what you want to say, so it reads clearly and precisely. If you are really struggling with narrowing down essential details, cut it off at an interesting point. Then add a call-to-action and link to your company’s blog or landing page. Sticking to the character limit makes it easier for the social platforms’ algorithm to recognize you and prioritize your business as a subject matter authority. 

2. Does this ad work for mobile users? 

Most social media users are on their phone when interacting with a platform. Make sure your ad is optimized for mobile. This means company logo, text, and images all must be recognizable at a small size. Different platforms have different sizes for video and picture layouts. You may want to have a few landscape and portrait versions of the ad so nothing important is cut off. 

3. Are the image and copy aligned with the goal of the ad?

Make sure your photos or illustrations match what your body copy is about. For example, if you are a dress boutique and your goal is to attract more people to your website. Have a photo of one of your dresses. Then add text. Your text might be something like this:

“This dress and other beautiful dresses like it are now available on our amazing online shop!”

Another example for a service-based company is say that you are a law firm, and your goal is to gain more bookings. You may use flat icon illustrations of the type industries that need your services. Then add text like this:

“We provide the best lawyers to help your business. Book now for your first free 30-minute consulting secession.”

4. Does your ad have a CTA wording on a button or link?

CTA stands for call to action. Social media platforms such Facebook, Instagram, and LinkedIn have built in call-to-action features that allow you to add to your post. You still need to design an ad that contains CTA for platforms that do not have built in features. Some basic CTA samples that you can as links or buttons are:

• Learn More
• Buy Now
• Purchase Here
• Book Now
• Order Online Today
• Sign Up Today
• Call Now
• Get Started 
• Contact Us
• Let’s Chat 

5. Is your ad directed towards the correct audience? 

Even if your imagery and body copy are well-designed and written, this means nothing if the correct audience doesn’t see it. Make sure SEO best practices are included. This means important keywords are included in your body copy and hashtags. Setting features on a lot of platforms have features such as alt tags, meta description, and location tags. Make sure that these are all tailored based on your target audience. You want to make sure your ad has maximum reach. 

Struggling creating an effective social ad? Let us do it for you. Call 248.528.3600.

The post 5 Items to Consider Before Using Paid Social Ads appeared first on Miller Media, Digital Marketing Agency, PPC, Industrial Web Design, WordPress.

Search engine marketing (SEM) or #PPC has been a game-changing marketing tool for companies for the last ten years. But today, creating a simple ad is not enough to keep driving traffic to websites. Paid search has become so complex that it is more difficult than ever for the average individual to create a successful #Google search ad campaign.

Smart Features – bring complications, but offer advantages

The update from Google AdWords to Google Ads brings many new features, including more automated and smart options, like Smart Campaigns, with new and updated tools integrated directly into the Google Marketing platform.

These updates have great potential but they could have both positive and negative effects for users. While the new features open up possibilities for professionals, these same features could confuse and discourage novice search advertisers.

Working together yields better results – Google Partner

One of the consequences of the updates is that google ads will not be completely automatic. Experts who are familiar with the platform will easily take advantage of the new platform’s features, thus gaining an advantage over both manually created and automated ads.

To create a really profitable campaign today requires a considerable amount of prior Google knowledge and experience; this new complexity in Google Ads will now force general marketers to seek out an agency that specializes in Google Ads for help a GOOGLE Certified Partner.

Google Ads trends in 2019

An already complicated field is becoming even more complex. The enormous number of digital advertising options now offer an equal or even greater potential for failure. Those who choose to manage and execute advertising campaigns by themselves, or to only work with general agencies, will likely face a significant loss of time and, potentially, revenues. True Google Ads advertising professionals, who can create winning campaigns in a timely manner, will be worth the investment.

For this reason, the field of digital advertising, and more specifically advertising with Google Ads, is becoming more and more professional. Real success requires real experts. If you are looking for help give us a call 248.528.3600.

The post Google Ads (AdWords/PPC) Trends appeared first on Miller Media, Digital Marketing Agency, PPC, Industrial Web Design, WordPress.