Contextual Advertising, Display Ads – Understanding PPC model by Google [Part 3]

Contextual Advertising, Display Ads - Understanding PPC model by Google  [Part 3]

Contextual Advertising, Display Ads – Understanding PPC model by Google [Part 3]

Remarketing

Remarketing describes methods for contacting the visitor after they have used your website – This option that can be activated in adwords.

Target the Device

Is your mobile conversion rate lower than the full browser? Can you improve your mobile service or should you focus on people at their computer? Adjust the bid according to the device performance.

Don’t neglect the mobile audience

Research shows less shopping is down on mobile than on full browser – but 61% of shoppers who used mobile first went on to buy more. Mobile is often ‘the research’ platform.

Utilise Mobile Specific Utilities

Speed and efficiency are becoming all important. Implement the new Google tools ‘like ‘call extension’ inside the ad and don’t forget to track it.

Make your images clearly clickable

If you have graphics or buttons that call-to-action make sure the design is obvious, Soften the border, add a shadow, there is even a tool inside AdWords to create images for you.

Include social reports & reviews

Social media is a huge driving force for traffic. Is it possible to include part of a review or meta score on your google search results? Check out the ‘review extension’ function in ad extensions.

The URL is a minor detail

But it is the minor details added together that make big differences. This is more SEO, but include the key search words in your url rather than just generic domain terms to improve QS.

Are you Graphics Relevant?

Stock images can be a massive turn off. Using understated, relevant pictures on your geographical links can make a huge difference. If you are unsure which works best test, test, test

Relevance cannot be stressed enough

To reiterate this critical point – why has the user clicked your link? If you are offering a product be sure they see the product immediately. Do not it behind promotions or hyperlinks.