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As summer approaches, shoppers will begin to think about getting away on their holidays. Approx. 89% of people who fly away for their summer travels like to research destinations online before they purchase a holiday break. Approx. 65% of business of business customers also buy online with others opting to deal with in-store travel agents or business travel companies.
Your business can go beyond keywords and save money with AdWords and Remarketing Lists for Search Ads (RLSAs). RLSAs where first introduced in the summer of 2013, but even today, they are still underused.
With RLSAs, ad spend is used more efficiently and improves conversion rates, giving a better return on investment (ROI). They help businesses to avoid bidding on generic keywords that generate low, if any, conversions.
A search ad group can be created to only show ads if the user is on the specific Remarketing List and if the user is making a search, with the keywords that your business is bidding on. The Remarketing List can also be used to adjust bids targeted at specific ad groups. We cover this in more detail later on.
These previous website visitors need to be actively searching Google, using the keywords in the search campaign, in order to be targeted. Whereas with standard marketing, ads are shown to users who are generally browsing on the Google Display Network.
Overall, RLSAs will let your business tailor search campaigns, in order to target valuable and more qualified users, who essentially are already aware of your business’s website and brand. RLSAs can be particularly attractive to small businesses, that may only have a small AdWords budget. They can be used to avoid the extensive and strategic optimisations that PPC traffic campaigns may need, to become successful.
Google has announced large changes to Product Listing Ads (PLAs) and these are being rolled out to benefit businesses using shopping campaigns, during July. Showcase Shopping Ads allow visitors to browse collections of products from online and local retailers.
In addition to these changes, TrueView will offer more advertising opportunities and an automatic currency conversion tool has been added, to show the prices of products in their original currency and in the currency of the visitor’s location.
Showcase Shopping Ads
Showcase Shopping Ads will use a new ad format for broad search terms that are not brand specific. According to Google, these broad search terms account for forty percent of all product queries made, using its search engine.
Prior to the update, search results showed individual products, but they will now show Showcase Shopping Ads. These ads appear in a scroll-able/swipe-able carousel, with main images and secondary images, related to the broad search term.
The space within the ad has been reserved for showing the advertiser’s location or a promotional message. Upon an ad being clicked, the user will see a page hosted by Google, which is populated with products from the retailer’s ad.
A big advantage and cost saving for online businesses is that charging only happens when a user clicks on a product shown of the Google-hosted web page. This then results in the consumer being forwarded to the retailer’s web page.
This means that a charge isn’t generated when the visitor clicks on the Showcase Shopping Ad shown in the SERPs results.
TrustView will give online retailers better opportunities for showing off and using their branding. The clearer branding that is being rolled out includes a banner and carousel of products, which can be viewed while video content is being run.
A product picker is also being added at the back end to give advertisers the opportunity to prioritise individual products.
For help with Showcase Shopping Ads, TrueView or anything else relating to your Social Media efforts, then you can contact Odyssey New Media for help at firstname.lastname@example.org or call us on 0844 500 6911.
Google’s Dynamic Search Ads (DSA) are about to go through a transitional period, where improvements that are taking place and rolling out over the next few months, will see DSA campaigns drive more relevant traffic.
Dynamic Search Ads, within Google AdWords, are a dynamic way to create and show ads to people who are interested in your business’s products and services. Dynamic Search Ads can do this without the need for your business to manage ads or keywords.
The DSA campaign’s improvements will ensure that your business’s ads will appear in more relevant searches and thus these will have a better performance. For example, ads that point to a landing page about bread makers will be less likely to appear in search results for bread.
The transitional period may see business’s having fluctuations in the performance of their DSA campaigns. It will be essential during this period to monitor DSA campaigns using the search terms report.
The search terms report can be found on the ‘Auto targets’ tab and this will show you what search terms triggered your business’s Dynamic Search Ads and resulted in a click or click through.
The information showed here can be used to find undesirable searches or landing pages. These searches and pages can be filtered out by adding negative keywords, from the ‘Keywords’ tab, and by using the Dynamic Ad Target Exclusions, found on the ‘Auto targets’ tab.
Essentially, by excluding search queries and pages that are proving unsuccessful, your business will save money.
If you or your business needs help with Dynamic Search Ads, your PCC Management or would like to advise on your business’s digital marketing strategies, then please don’t hesitate to contact Odyssey New Media at email@example.com or you can call us on 0844 500 6911.
Google has implemented the biggest change to the SERP for several years. The new layout sees the worldwide removal of all the PPC ads from the right side of the SERP and now features an extra PPC add in the top ad block for highly commercial terms.
More information on these changes can be found here.
The changes will obviously have an effect on PPC and CTRs for the top ads but will also have an impact on organic listings. By adding a new PPC spot in the main results there is another opportunity to have a paid listing in the more visible main block of results. This new spot will be highly sought after, CPCs are likely to increase as companies compete to feature in the top four positions and claim this new piece of SERP real estate.
Search Engine Watch’s Larry Kim offers an interesting breakdown of the new SERP landscape.
Kim claims that the bottom ads and the now defunct sidebar ads share a 14.6% of total click volume, while the top ads attract a majority 85.4% of the clicks. The added fourth spot in the SERP opens up a new opportunity to feature in the top performing block of ads. The organic listings will be lower on the SERP and are likely to see a fall in CTRs.
Organic listings will likely see a dent in CTRs but they still maintain significance in an overall search presence when combined with PPC. Being able to dominate the organic and PPC results establishes a SERP presence that demonstrates authority in a market, achieving great traffic that attracts new business. By running a combined SEO and PPC strategy you have double the data to work with and can effectively use this information to successfully target your keywords with the highest conversion rates, optimising the ROI of your CPCs and informing your overall search marketing strategy.
Kevin Gibbons had this to say to searchenginewatch.com
“We’ve definitely seen a significant shift in first page clickthrough rates over the last couple of years especially in organic search. Ranking on page one is often not good enough anymore, every term is different – but I’d recommend that you really should be aiming top three now, otherwise there’s likely to a big drop-off in clickthrough rates.”
With the new SERP shifting the value of organic SEO and increasing competition for PPC ads it is crucial to employ a marketing strategy that optimises ROI with increased relevancy and conversion rates of keywords.
Odyssey New Media Ltd are search specialists and vastly experienced in PPC, SEO, link analysis, recovery and getting websites better rankings and improved traffic through search engine optimisation.
For anyone concerned about the effect the new SERP will have on their website and organic search rankings contact the team at Odyssey New Media directly on 0844 500 6911 or email us on firstname.lastname@example.org we can help.
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