7 Ways In Which The New AdWords Will Help Your Marketing Campaign
With Google recently announcing the introduction of expanded text ads at the Google Performance Summit, this seems to be a great boon for marketers around the world. This proves to be a great update over the currently testing ads consisting of two 30-character headlines and a single 80-character description line. With this expansion, the new AdWords provides 45 extra characters in text as well as an additional URL path field.
With more characters comes the option of highlighting your business specialties better, and thus improve your business. Here I present you 7 ways to use this new AdWords feature to the most of your advantage.
1. Time to rethink your creative on the whole
With the new AdWords, you now have at your disposal an extra headline to be creative with. Don’t get me wrong though; it doesn’t at all mean that you simply add some random new headline to the ads. Rather, use it as an opportunity to re-evaluate your creative on the whole, as this is a golden chance to produce something new, innovative, creative and more compelling than your previous ventures.
2. Concentrate on your headlines
Remember, the clickable space on your ads are your headlines, and that you now have at your disposal more than twice the earlier allotted headline characters. Be careful as to what you put into that space, as this will prove to be a big indicator of the extent to which your ad text is enticing. The content of your headlines and its quality matters a lot and go on in determining the performance of your ads.
3. Focus on user needs and benefits
As per studies based on internal data, it is found that people generally like ads that concentrate on their needs and wants. What people actually care about are things such as reliability and selection. People, in general, are attracted towards the authority of official sites. Quite obviously, they like sales and discounts, and they are known to respond to urgency, provided there lays a valid reason, such as a countdown ad. In a nutshell, focus on your users-focus on why they would want to click on your ad.
4. Prioritize the ad groups that are to be tested by volume and impact
It so happens that when you work on a whole new ad format, you discover certain new and creative ways to better the performance. And if you remember, it’s always necessary to prioritize your testing efforts on those places which matter the most. Try, think and decipher areas of your new AdWords account that do drive lots of volume, or value, for your business. Think about the place where you can notice most improvement while prioritizing your tests. It is advised that you test first on non-brand campaigns.
5. Be sure to adjust your ad rotation settings correctly
This is of great importance, since the competitiveness of your product in an auction will be affected by the ad that you are showing. In the case that you still have those standard text ads, make sure that they don’t drag down the performance by rotating evenly. Rather, try and use the “optimize for clicks” or the “optimize for conversions” settings. By doing this, if any of your new elegant expanded text ads leave your older ad behind in the race, it will definitely serve more often.
6. Don’t underestimate the power of ad extensions
With the new AdWords update, the ads now have a lot more space. However, that doesn’t in any way diminish the importance of extensions. In fact, you should make sure to implement all the ad extensions that make sense to your business and the product. What extensions do is add some cool, “hip” and user-friendly features to your ads, making them catchy, thus driving more clicks. Just make sure that your ad extensions don’t overlap with any of the new creative’s that you add to your old account.
7. Monitor and review the lost impression share due to budget
Make sure that you do revisit your budgets after you are done uploading those new AdWords if you are closing on any budget caps. If your budget happens to be static, you can always shift it from the less valuable campaigns to the most valuable ones. If it so happens that you’re budget-capped without having any budget that you can shift around then try and lower your bids.
So, before rounding off, the one thing to get excited about is that ads on the new AdWords are being rebuilt to make our ads even more creative. Grab this opportunity with both hands, and be ready for a surge in the “clicks”!