By using display advertising in conjunction with search, advertisers are likely to see a lift in conversions. Many consumers convert on a site where they are familiar with the name of the company.
In addition, if a consumer sees a display ad, they are apt to go to a search engine and research the company; this leads to a higher lift in searches. Since the visitor is already familiar with the company, they are most likely doing a branded search, which tends to be much more qualified traffic. Consumers interested in your products may just want to find out a little bit more.
For example, a person might see a display ad for a new hybrid car. If the person wants know more, they may go to a search engine and look for that specific car to learn more.
Participating in simple search advertising has some limitations because the ads that appear are restricted to just what people are searching for. People on the internet don’t know what they don’t know; so display advertising in conjunction with search engine marketing is a great way to get your name, products and services out across the internet. Running search ads can also lend to the credibility of a company if visitors see a display ad and do a search for it.
Using both display and search engine marketing can help people find businesses, products and services when they may not be searching online and lead to an increase in branded searches as well as an increase in conversions.
Gone are the days of the simple text ads in Google AdWords, with a headline and 2 description lines and the display url. Google now offers several ways to enhance your sponsored ads.
First, geo-targeting ads to a specific location can strengthen your ad because the location will be displayed at the bottom of the ad. For example, this ad is geo-targeted to New York state.
Another way to spruce up your ads is to include the address on the bottom of the ad. This can be done by creating a local business ad. In order to create a local business ad, you will need to create a local business listing on Google. Including an address tells the searchers your exact location without having them look for it all over your site.
Incorporating product images into your sponsored ads is a powerful way to draw attention to your ad. This can be done by creating a Google Base account and linking it to your AdWords account through the Google Merchant Center.
There are many ways to make your sponsored ads on Google more enticing for searchers. No longer is effective ad writing and enticing offers enough. By incorporating these features you can literally stay on top of your competition.
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