Articles in the Search Engine Marketing Category

Search engine marketing is still the “bread and butter” of many digital marketing strategies. Learn about platform features and practices that will make your cost-per-click campaigns successful through their lifecycles – from impression, to click, to conversion. Our experts explore keyword strategy, ad copy, campaign structure & organization, bid strategy and more on our blog.

June 11 2013

Use Image Extensions to Expand Your Text Ads


Google has introduced a new extension format to AdWords ads called Image Extensions, which allow advertisers the ability to add visual elements to paid search ads. These images enhance the search engine results page (SERP) with rich content to make text ads stand out on the page.

Image Extensions are likely to increase the click-through rate (CTR) of ads as they will have more of an impact to the searcher than a standard text ad format.

Advertisers are able to select the images that are displayed with their Pay-Per-Click (PPC) ads and each image will be reviewed by Google. The search engine says that the advertiser must have the necessary rights to the images they wish to display.

Image Extensions are currently in Beta and can only run in English, but are available globally.

Below is an example Google shared of a PPC ad with Image Extensions.

For a full list of Google AdWords ad extensions, see here.

June 5 2013

Use AdWords Dimensions to Dissect your PPC data


Have you ever wanted to quickly see your AdWords PPC performance across a specific hour of the day, day of the week or across a user’s location? The Dimensions tab within Google AdWords allows advertisers to dissect their data across ad groups, campaigns or their entire account. From these findings, advertisers can make educated decisions on how to optimize their campaigns.

Some of the available Dimension options are Time, Geography, Search terms and Automatic placements. One way that an advertiser can use the Dimensions report is to view data by hour of the day to identify the time periods where there is a lull in conversions; from here the advertiser can choose to ad schedule their campaigns so that they are not wasting advertising dollars during periods of the day when their website visitors are not likely to convert.

Similarly, by using the Geographic Dimension, an advertiser can find which locations are more likely to bring in conversions and choose to increase their budget for those locations.

To access Dimensions within Google AdWords, navigate to the Campaigns tab and from there select the Dimensions tab.

Below is a screen shot of an example of a Dimensions report by week.

May 28 2013

Google Testing Ads in Google Maps


Google says that it is testing two ad formats within the updated Google Maps, which was announced earlier this month. The new version of Google Maps is only available by invite-only at the moment, but will be available for both desktop and mobile.

The first format is a search text ad with location extensions that can appear directly on the map and just below the search box, while the second format is a search text ad without location extensions that appears just below the search box.

To insure that your ads are running on Google Maps, advertisers should enable Location Extensions. In addition, the search campaigns should be running within Google Search and Search Partners.

Below is a screen shot that Google provided of the new ad formats within Google Maps.

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