{Webinar Q&A} Google AdWords Changes: Impact & Recommendations

Category: Marketing Dilemmas, Netelixir Updates

2016-06-01

Our recent webinar, Google AdWords Changes: Impact & Recommendations highlighted what Google’s announcements mean for the future of search marketing and provided concrete actions you can take to immediately take advantage of the new opportunities.

The Top 5 Recommendations shared during the webinar included:

Updates

NetElixir Recommendations

Expanded Text Ads (ETAs)

  • Implement for Trademark and bottom of funnel keywords. Test constantly.

  • With ETAs, two paths or directories can be added to the display URLs. An interesting SEM Hack would be to bid on your competitor’s trademark terms and use those terms in the display URL. (Google’s trademark restrictions are not applicable for display URLs.)

Responsive Display Ads for Mobile

   Only for mobile optimized websites:

  • Capture top-of-the-funnel searchers for branding. Target (keywords and topics) for best results.

  • Target (in-market audiences) for lead generation.

Local search ads across Google.com and Google Maps

  • Beef up your local SEO listings by using structured data.

  • Use this tool – https://search.google.com/structured-data/testing-tool.

  • Retailers who have a single view of stock will benefit.

  • Local Inventory Management and SKU specific promotions will be key. (Google shopping feed)

Similar Audiences in Search

  • Show unique ads/offers for similar audiences.

  • “Target and Bid” for top and middle of the funnel keywords.

  • Track performance per audience list, per message.

Redesigned AdWords interface

During our webinar, we received some very pertinent questions and we’d like to take the opportunity to share the top three.

  1. When will these featured be launched?

These new features will be rolled out through the end of 2016 and into 2017. Google will start inviting larger agencies soon, but there will be no account migrations or upgrades needed.

  1. What is Programmatic Marketing?

Programmatic marketing—the use of technology and algorithms to automate the buying and optimization of digital media inventory— is one of the fastest growing strategies in digital advertising, and has been gaining increased traction with online retailers worldwide. Programmatic marketing helps retailers target their right audience, at the right time, with the right content—all at lightning speeds. Programmatic marketing has also been shown to deliver high returns to retailers throughout multiple touch points in the purchase funnel.

  1. What does promoted pins in Maps mean and how does it work?

Google wants to bridge the online – offline gap by blending ads with Maps. Since there are 1.5 billion destination searches everyday, Google is introducing promoted pins within Google Maps (ads). Multiple research studies indicate that online often does get credit for in-store conversions. (Per their research, 3/4 local mobile searchers visit the store the same day and 28% of those leads to a purchase). With its focus on localization of ads + use of Google maps, Google wants to win some credit for dollars invested offline. They are going to be using beacon technology to track in store buying patterns and recommend promos on the phone.

If you missed any of our webinar, you can catch up via YouTube or download our webinar slides here!

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