Whether you’re an SEM specialist or simply overseeing your company’s digital advertising spend, you probably follow changes to Google’s AdWords the way day traders follow the stock market. Google’s notoriously shifting algorithms and the media usage pattern. Ad spend rules can seem like a barrier for the average small business owner, and a Byzantine maze of rules and regulations for agency pros like our Orlando-based digital marketing team. Although there’s no tried-and-tested way to beat or get ahead of Google’s changes, the best way to stay in the game is to simply stay on top of critical updates. Over the last year, a few key AdWord enhancements have changed the game yet again and we’re here to unpack the top four updates that might change how your company thinks about PPC management.
Goodbye right rail:
One of the biggest changes that Google AdWords has announced is the removal of the right rail search results. In the past, paid advertisements would pop up in the top 3-4 search results, followed by a list of organic rankings through the fold and onto the following search pages. To the right of these results, advertisers could feature their business ads in small, less prominent paid slots. This gave small businesses and smaller budgets a chance to bid against the big dogs without overextending themselves.
Those days are over. Today, only four search ads will populate before organic results begin. And there’s no right rail. In short, no other opportunities. Additionally, only seven natural results will appear on the first page, meaning that there are fewer paid and organic slots on the coveted Google page one. For advertisers, this means you may have to pay more for paid slots. It also means you should have started polishing your SEO key words list and bringing your content up to speed … well … yesterday. Organic rankings are going to be more important than ever before with these new limitations on paid ads.
If you have previously relied solely on PPC AdWords, it’s time to call in the experts at your local Orlando marketing agency. These changes are impossible to ignore and will fundamentally change how marketers think about vying for top spots in the Google ecosystem.
App developers rejoice:
Mobile and tablet applications are more important than ever before in the average user’s media usage pattern, which is why Google’s AdWords’ improvement to app promotion is something to celebrate, rather than fear. Once this feature is released, you’ll be able to target anyone who has already downloaded your application. Chances are, if your app isn’t brand new, you’ve made enhancements, fine tuned your UX, and rethought how your app can better serve your customers.
Use this new retargeting tool to reengage your current audience and teach them about new features in your app. You will be able to link directly into the app based on your users’ keyword searches, making it easier for you to provide self-service help and guided support. Instead of wasting paid advertisement dollars targeting prospective customers or trailers, use this update to ensure customers searching for your product login, app help, or information find exactly what they need the first time.
Conversions now optimized:
Not all conversions are created equal when you’re considering a customer’s holistic media usage pattern, which is why Google AdWords’ new conversion optimization updates are one of the most important updates on our list. If you are using Conversion Optimizer, Target ROAS or other bidding tools, you’re in luck. With this update, you’ll be able to pick and choose which KPIs you want Google to rank as part of the bidding process.
Any serious SEM specialist will enjoy this nuanced refinement because it acknowledges that one KPI isn’t more important than another and allows you to optimize based on which metrics are most profitable for your business.
Calling all Adwords extensions:
Although this update seems simple, it’s probably our favorite. Google’s newest AdWord extension allows you to add a few extra lines of text featuring a unique CTA based on your business needs. For example, you might include a call out for a free trial, or special seasonal promotion. And no, it does not replace or interrupt your normal product or business descriptions, so you can rest assured that your most important information – and a few extras – are getting to your audience.
This update is a great way to lower your care and support calls by featuring your FAQ page, boost sales with a special CTA, or call out your latest and greatest app. In other words, the sky is the limit. So don’t miss out.
Talk to our team for a more comprehensive list of Google AdWord updates or click here to learn more about how search engine optimization can impact your digital marketing strategy. We consider it our duty to stay abreast of the latest SEO trends and updates so you don’t have to, so check back often for more release news.