Google is constantly making changes to improve people’s experience on their search engine. One of Google’s latest changes will affect businesses of all sizes that are running or plan to run paid search campaign. It’s called the Ads Preferences Manager and it’s worth paying attention too.
Google is giving searchers a choice of what types of ads they want to see and even giving them the ability to block ads. When a searcher does a search on Google, there is a little note that appears near the paid ads that says, “Why this Ad?” or “Why These Ads?”
After clicking on these words, a box pops up that gives them the option to learn more about the Ad Preferences Manager. Once they click on the link they are asked to sign in to access their ad preferences. They are then given the option to block ads from advertisers whose ads displayed on their most recent search. An advertiser can be blocked or unblocked with a simple click of the mouse.
According to Google they want to personalize a user’s search experience. In fact on the Ad Preference page it says, “With personalized ads, we can improve your ad experience by showing you ads related to websites you visit, recent searches and clicks, or information from your Gmail inbox.” In all fairness, Google even allows users to block Google ads. (I tried it and it works). Google also gives the searcher the option to opt out of these personalized ads.
This new option presents a whole new element to paid search ads. For advertisers, not only do ads, keywords, and landing pages have to be relevant, now users have to like them so they don’t get blocked. This is all the more reason to run relevant campaigns that display ads which are associated to a user’s keyword search, and leads them to a relevant landing page.
It’s a little early to tell if users will adopt this new option and begin using it. However, businesses should keep in mind that at any given moment their ads can be blocked from showing to a specific user. It’s a somber thought, but it is the new reality.
Recently, I watched a commercial where a waiter brought the bill to an individual who was eating dinner with several people. The individual told everyone how much they owed and. immediately, everyone at the table, except for one, whipped out their cell phones and began to transfer money to this person’s bank account to cover their portion of the bill. It just goes to show that mobile devices are here to stay, at least for now. As technology advances, businesses have to adopt to new ways to reach people and one of these ways is through m-commerce.
M-commerce also known as mobile commerce, according to eHow “is the buying and selling of goods and services through the use of hand-held devices such as mobile phones or PDAs. This form of buying is known as next generation e-commerce and it’s conducted by allowing users to access the Internet without a computer connection, “ For right now, m-commerce in most circles also includes tablet and iPad shoppers. The beauty of m-commerce is that a person is capable of shopping online just about anywhere.
Many businesses are missing the boat by not having a mobile friendly website. A mobile friendly website not only reaches cell phone users, but it can also reach tablet users. An article by e-marketer states, “According to Ipsos, tablet owners shop via mobile devices on a more frequent basis and spend more than smartphone owners.” Keeping this in mind. Businesses who don’t have mobile friendly sites are missing out on some of the action. In fact, the article went on to say that dual owners, “those who own both tablet and smartpone devices,” spend more than those who only own smartphones. Businesses with ecommerce sites can truly benefit by creating a mobile version of their site .Think about how many more sales could be received by businesses who sell things online if they created a mobile friendly website?
There are new tablets and smartphones on the market just about every day and eventually desktop computers may become obsolete. In order to stay current and get in on mobile commerce, businesses have to be willing to quickly adapt to technology changes.
When people like something they normally tell their friends. Many businesses would agree that word of mouth advertising is incredibly powerful as well. In fact, a satisfied customer can be one of the greatest assets to a company. Social share buttons are the online version of word of mouth. This brings back the question of “where’s your social share button?”
Social share buttons allow users to share relevant information with their friends and associates. Many businesses don’t always see the value of the share button, but it definitely helps. The social share button is not about joining the social media bandwagon; it’s about getting relevant information to a greater number of people. Social share buttons should be located in obvious areas on your website where relevant information is located. Relevant information includes blogs, white papers, newsletters, and more.
When someone is reading quality information on a business website, they should have the option to share it with their social media circle. People want to share information of value with others, which is an added benefit to businesses. It’s literally free advertising. Want more proof that social share buttons work? A study done by BrightEdge mentioned in an eMarketer article states that, “On average, a website without a Twitter share button was mentioned four times, while a site with a tweet button was mentioned 27 times. Including a Twitter plugin button increased mentions on Twitter almost sevenfold.”
Social share buttons shouldn’t be underestimated by businesses, especially if that business produces a lot of written content that can and should be shared with others. Adding a share button doesn’t take a whole lot of time and the benefits should definitely outweigh the time it takes to add it. If your business wants to share more info with others, social share buttons should be considered.