Improve Your AdWords ROI with These Effective Initiatives

9/22/2015

- Max Braglia, Manager of Interactive Advertising

Google AdWords is an ever-changing, constantly evolving advertising platform that, while still maintaining traditional paid keyword search as its core, is making available new powerful advertising opportunities outside of traditional search. Let's examine three AdWords strategies that we've found to be quite effective for many of our clients.

1. Gmail Sponsored Promotions
Gmail Sponsored Promotions (GSP) allow advertisers to deliver engaging full-page ads directly to consumers' Gmail inboxes using powerful targeting capabilities. Some of our clients have found GSP to be an effective channel to reach both awareness as well as bottom of the funnel conversions.

Here's how it works: Customers open Gmail Sponsored Promotions (GSP) by clicking on a teaser ad at the top of the Promotions tab, above all messages. With GSPs, the advertiser pays when a user clicks on the teaser and the ad expands. Once the teaser is clicked, your expanded ad owns 100% share of voice.

With GSP advertisers have the opportunity to customize creative around their objectives by using Video, Dynamic Content, or Standard HTML. Targeting capabilities include Keywords, Domains (target people who have specific domains in their inboxes), User Interest, and Demographics.

2. Dynamic Remarketing
Taking into account that every customer is unique, dynamic remarketing leverages "product feeds" to allow advertisers to show previous visitors ads that contain the exact products and services they viewed on the website, with the ultimate goal to bring them back to your site so they can complete what they started.

Dynamic Remarketing is available for E-Commerce, Education, Flights, Hotels & Rentals, Jobs, Local Deals, Real Estate, Travel, and for Custom data sets. For some of our clients, we've seen up to a 96% decrease in cost per conversion when using dynamic vs. traditional remarketing.

3. Call Only Ads
I consider Call Only Ads a powerful "upgrade" from the call extensions that advertisers have been using for a long time. Call Only Ads are a definite must-do for businesses focusing on phone calls as their primary key performance indicator.

In a nutshell, Call Only Ads is a campaign type that only allows your audience to call your business directly when using mobile devices. The ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls. Clicks on these ads will only generate calls — they won't link to a website.

If you consider that, according to a survey conducted by Nielsen, 79% of US smartphone owners use their devices for shopping-related activities, then Call Only Ads can become very effective in targeting and converting users while on their mobile devices.

In conclusion, Google AdWords’ always-growing advertising platform is allowing advertisers to expand ad reach well beyond traditional keyword search, and it is crucial to take full advantage of all the available opportunities, in order to improve reach and ultimately ROI.

To learn more about how we can help your online business apply these effective initiatives and more, email us and one of our Interactive Advertising experts will be available to assist.

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