Every day the major search engines keep trying to push the envelope on ways to enhance the performance of your search ads, coming up with information that you could display to engage users. It’s for this reason that Yahoo and Bing are re-introducing a new and better Rich Ads In Search (RAIS).
RAIS will incorporate richer elements into your search ads, attracting more users and hopefully increasing your click through rate. Such elements will include extra links to different pages on your site, forms, images, and even videos.
With these kinds of elements being displayed within the real state of your ads, there is no doubt that you will be displaying more relevant information, as well as a better user experience. Also, you will be able and engage your target audience right from the search environment.
Below, you can see how RAIS was served for a user who was searching for a poker site. Now he/she has the option to click on the ad or watch a video provided by the advertiser without leaving the search results.
At the moment RAIS is still on a beta stage. Also it is only available for branding campaigns and is displayed just on ads on position #1.
With this policy, Google has the ability to deliver more relevant search engine results pages to a user’s query. This will be the case for Paid Ads as well.
But how is this going to work? You may ask. — Allow me to illustrate with following example:
A user has expressed interest on jeeps on his Google+, he watches jeep videos on YouTube, and received emails on his Gmail account about new jeep soft tops. When this user searches on Google.com for the query “bikini top” Google may display ads for bikini tops for jeep instead of the clothing related query.
The same will happen with SEO, staying with the “bikini top” scenario, Google may rank jeep stores that sell bikini soft tops versus any clothing store selling bikinis.
When creating a mobile campaign in AdWords, it is important to approach it the same way any new campaign should be approached. By this, I mean that you should separate your campaigns and create one that targets exclusively mobile devices.
From a network perspective, just like with any other campaign, you can target both the Search and Content networks. Also, we recommend having a separate campaign for each network.
However, you don’t have to target both Networks. Obviously, by targeting both networks you will have a bigger audience to reach, In the end, it all depends on your strategy and what you are trying to accomplish by going mobile- or by getting mobilized as I like to call it. With the Search network, you can have great features such as click to call on your ads. While in the Content Network you are still able to display banners on sites that relate to your business.
Another nice feature when creating your mobile device campaign is the option to get granular as far as mobile devices and carriers. For example, if you are a retailer and you sell iPhone accessories, you might want to target only iPhones. You do this by checking the “iPhone/iPod Touch” checkbox under the “Advanced device and carrier options” section. In this scenario a good idea would be to also target carriers that provide iPhone services. You can do this by checking the different carriers options provided under the “Carriers” section,
Once you have your campaigns created, remember to analyze your data and optimize based on performance.