Location, location, location. If you’ve got a physical location – better yet a storefront – there are plenty of opportunities for you to take advantage of in the world of PPC. It’s a funny thing, actually. Pay-per-click advertising kind of started out as an advertising method for online retailers and other online-only businesses. But today, PPC has evolved dramatically and it’s now one of the most effective methods for driving traffic to your website – and your store.
So, in today’s weekly PPC update we’re going to talk about some useful features you can take advantage of to bring more foot traffic through your doors. Even if you don’t have a physical storefront, that doesn’t mean there’s nothing useful for you here this week. Have I ever let you down?
Let’s dig in…
Checkin’ in with Google…
Google search interest in “near me” has doubled since last year, and 80% of those searches are coming from mobile. But these searchers have higher demands – they want more immediacy and more relevance. That means a bigger obligation for advertisers to rise up to meet these heightened expectations.
Google, of course, is rising to the occasion also with richer local ad formats to deliver even more relevant information. Some recent enhancements:
- Last year, Google enhanced location extensions to show up to three nearby locations for a business in a single ad unit, giving consumers more flexibility in choosing the most convenient location.
- Starting yesterday, Google is showing three to four different nearby businesses in response to searches such as “nearby auto repair.” Each ad unit will be equipped with click-to-call and directions at the searcher’s fingertips.
If you have location extensions enabled in your account, you can partake in the gloriousness of these local ad formats.
Of course, location extensions aren’t the only ad extensions that help to put all the I-need-it-now information at searcher’s fingertips. There are other ad extensions that can help you offer more useful and engaging information to your audience, such as:
- Sitelinks – Try to enable at least six sitelinks for both desktop and mobile users.
- Callouts – Both these and sitelinks should be short and sweet. Callouts are best used with brief specs, such as sizes or rates.
- Reviews – You can apply one review to your entire account, as long as it’s from a reputable third-party source. Review extensions can be put into place quickly.
More details – and how to use ad extensions to boost conversions by 14% — in this post.
Want to introduce your products with video? How about TrueView for Shopping? Now you can make it easier than ever for consumers to move from watching tutorials and informative video content to getting more information about your products and actually making a purchase.
Now you can showcase product details and images, as well as the ability to click to purchase from a brand or retail site, all within your video ad. This is available for TrueView in-stream video ads on YouTube. Not convinced? Check out this post for some compelling stats that will surely change your mind.
YouTube is celebrating 10 years of amazing ads, and you can weigh in on the most creative ad content by voting. YouTube, in conjunction with Webby Awards, has evaluated the last 10 years and selected 20 finalists. Your vote could determine the winner. More on this and how to vote here.
In the latest post in the Evolution of TV series, the DoubleClick Advertiser Blog is talking about how the cloud has shaped TV viewing across screens. Fascinating stuff, and you can read all about it here.
Digital advertising fraud, as we all know, is very not cool. So Google is taking steps to combat fraudulent advertising activity. By describing threats in common, precise language, using supplier identifiers to be sure bad actors have nowhere to run and nowhere to hide, and cleaning up campaign metrics, they’re taking a few steps in the right direction. Check out this post for more details.
Hey Bing, how’s it going?
The Bing Ads PPC goal series continues, this time with some valuable tips to increase walk-ins. Here’s the deal: Not every small business has the luxury of having a storefront where customers can walk right in to make purchases. So if you’re lucky enough to have one, you should take advantage of every opportunity to get more customers to walk through those coveted storefront doors.
So, here are four tips for making that happen, courtesy of Bing Ads:
- Use location extensions in your ads.
- Target your local customers (even if you serve a wider geographic area by also shipping products).
- Create key phrases that marry your top keywords with your location.
- Use sitelink extensions to highlight a map or store locator on your website.
More details on getting the most from each of these tactics in this post.
“Approved Limited.” Ever get one of those messages in Bing Ads? If so, you may have been among the confused. What the heck does that mean?
While it seems like it might be bad news, it’s actually not. It means your ad has already been approved in at least one of your target markets. The thing is, sometimes it shows for ads and keywords for countries and markets that weren’t selected. Bing heard you, and now that will be no longer.
Now, problem solved: You won’t see that messaging for any markets other than those you have selected. More on this here.
Got questions about how Bing and Yahoo work together? Bing’s got answers. Hit them up on Twitter with #AskBingAds to get your most burning questions answered. Details here.
Thought leaders, what’s new for the week?
What’s the role of budget in PPC account performance? Ack, I said it. The dreaded B word. Everyone struggles with PPC budgeting. Whether you’re trying to make a limited budget stretch to the max and get results with PPC or you’re simply trying to figure out where you should be allocating your ad spend, budget is top-of-mind for any advertiser. Check out this post from PPC Hero to find out how your budget impacts performance.
So you’ve mastered the search game and are thinking of venturing into another channel? Google Display, perhaps? If so, 3Q Digital has you covered with this post on Google Display, designed just for beginners.
This is a short post from Clix Marketing, but it’s one you’re going to want to read. You know all those features and shiny objects we talk about here every Friday morning? There’s a good reason to pay attention to those, and to remind yourself about them every so often. Why? Because often, there’s a handy feature that makes it far simpler and less time-consuming to do what you’re trying to do. Say, for instance, you want to update a bunch of ad group-level sitelinks. For this purpose, you can save yourself a good chunk of a day by using the AdWords Editor’s Shared Library. Read this post for more details.
So, remember last week how we wrapped up the weekly PPC update with WordStream’s awesome post on answering that frequently-asked question: Does AdWords actually work? Well, they’re continuing to ride that wave this week, this time tackling the question you all love to hear: How much does AdWords cost? Find out what WordStream has to say about that here.
Another weekly PPC update in the books, folks. And what a fantastic way to kick off your Memorial Day Weekend than getting your weekly dose of me? Enjoy the weekend, all!