The recently mooted changes to Adwords, such as expanded text ads, will require some adjustments if you’re going to continue getting maximum use from the service. Here are some top tips:
Try out longer ads now
End description line 1 with a punctuation mark, and you’ll be able to add text next to the headline, and provide a bigger link for users.
Test out best-performing ads
To find out which existing advertising phrases work best for you, build pivot tables around elements of your advertising text to see what’s working.
Invest in great advertising copy
You now have 140 characters rather than 90. Does this make writing good copy easier or harder? The onus has shifted from fighting character count to fully using the word count to write compelling advertising copy.
Demographics, demographics, demographics
The new demographic targeting facility about to be launched will demand different ads for different demographics. Start thinking about the different messages you’ll need to create for your different audiences.
Extract demographic data from audiences
Use audience lists to extrapolate gender and age demographics, and add audiences to your ad groups to learn about performance, which will allow you to make strategic bid adjustments to maximise advertising revenue.
Calculate tablet bid adjustment
Short and sweet, here’s the formula
Mobile bid adjustment =
100% x ( (Value Per Mobile Click/Value Per Desktop and Tablet Click) -1)
Choose your anchor bid
Importantly here, make sure your software choice doesn’t interfere with set device bid adjustments.
There are a lot of feeds available (Google my business feed, local inventory feed, promotion feeds etc) providing information to Google about the business being advertised, and its capabilities. The more feeds you provide Google, the better it can do its job of generating traffic and leads.
Future-proof against technological innovation
As typed Google search is inevitably replaced with voice search, and Google-prompted search, the best way to future-proof against the vagaries of these developments is to give Google as much useful data as possible to ensure greater overall response, until you’ve learned how to focus this.
Invest in attribution modelling
Build the most sophisticated attribution model you can afford and understand. This will give you a far more complete sense of the effectiveness and value of your online advertising, and where to direct additional resources.
Google is a system in constant evolution, which is exciting, if sometimes frustrating, but it’s definitely worth the investment of time and resources to keep abreast of developments and ahead of the game.