2018 was a big year for digital advertising. New advancements were made, shiny new products were launched, and businesses put more effort into being found online than ever before. And 2019 is going to be bigger and better than ever. But with so much competition out there, it can feel a little bit like trying to make yourself heard at a shouting competition. So to help you kick off the New Year on the right foot, we have 3 ways you can up your Google AdWords game in 2019.
Despite the rise of the small business over the last few years, the digital world is still very much dominated by the ‘Big Fish’. Over 200 billion dollars was spent on digital advertising space in 2018 alone, and we can only see that number going up in 2018. The vast majority of that went to Google, but Amazon, the behemoth shopping giant, is nipping at its heels. In fact, Amazon is the only digital platform that’s generated enough loyalty that users will bypass Google altogether, starting their product searches there instead. And Google has noticed.
What does this mean for businesses? If you sell products, you can now get two bites at the apple. With Google Ads new Promotion Extensions, e-commerce businesses are being given a real chance to push more products out the door. Simply put, promotion extensions highlight your sales and promotions in searches, giving viewers a better chance to view and interact with them. You can find out about the nitty-gritty of how promotion extensions work by clicking here. It’s well documented that using Promotion Extensions will improve click-through rates, and with more features lined up specifically for e-commerce customers, it’s pretty clear that Google is trying to keep online retailers of all sizes spending their advertising budget with them, and not with Amazon.
There is nothing that compares with being able to talk to a prospect directly. If you can manage to get them on the phone, on email or in person, the odds of them converting are significantly higher. But with digital advertising, this has always been a real challenge, with businesses often wishing they could communicate with prospects earlier in the process.
Cue Message Extensions. Because there are some people who would rather just find an easy way to contact you, without reading through you’re beautifully crafted masterpiece of a landing page. This new extension allows your prospect to chat with you directly on the search results page, instead of reading through your landing page. It’s the height of convenience and ease, and these days convenience sells. With Message Extensions, you could see an increased click rate of over 50%, with increased engagement and conversion. And that’s just on mobile! Plus, the with a Message Extension, even if you don’t manage to convert that person into a sale, you’ve still had the chance to speak to a real prospect, learn about their pain points and what they were looking for in a solution. That kind of information is absolutely priceless.
These days, over 60% of Google searches are done on mobile devices. And mobile devices have a lot more scope for interaction than a standard desktop ad does. For example, mobile phones can make phone calls or send messages instantly – both of which are great ways of promoting interaction with prospects and getting them to contact you. So, the easier you make the process of contacting you, the more likely they will be to actually do so. That’s where Call-Only Ads come in. These ads are only run on phone enabled devices, and are optimised for a click on your phone number to lead to the autodial on a touch screen, just waiting for them to hit the call button. But bear in mind that there is no headline in these ads – just a phone number, a description and a URL, so make sure your call to action is simple and clear. Once you’ve been running these campaigns for a while, you can access data like:
- How many users clicked through without calling you
- How many people called
- The length of each call made
- Where the call came from
- Which ad was clicked, and which keyword produced the call
All of which is gold dust in the digital world. With that information, you can create more targeted and tailored ads to generate even more calls, and you can even use it to identify where the blocks in your sales funnel are. If your ads are getting people to call you, but you aren’t converting, then you know where you need to focus your efforts.
At Ad-Extra, we believe that even the smallest businesses deserve to be promoted online, alongside if not ahead of the bigger competition. Google advertising is a great marketing strategy for business owners of all sizes, it just takes a bit of know-how to make the most of it. That’s why we offer Google AdWords support, management and analytics, to help your business get the most from its online advertising and stand out from the crowd. You can find out more about our AdWords services here, or just get in touch with the team to chat about what you want to achieve in 2019, and we’ll see if we can help you get there.