It’s possible that some searchers have had to do a double-take with some of the ads they’ve seen on Google recently. It’s not a glitch. Google is testing out the display url in the headline of paid placement ads. For many searchers and companies alike, this is a welcomed breathe of fresh air.
In an article in Search Engine Land, Google wants to “clarify to users where their click-through will take them.” A lot of searchers glance at ad copy, but don’t take the time to check out the display url right beneath the paid placement ad copy. Due to this oversight, many searchers have made the mistake of clicking on the wrong paid placement ad. They think they are going to one particular site and end up on the wrong website. Some searchers have the patience to go back and figure out where they went wrong, while others may abandon their search or start a new search altogether. By showing the display url in the headline, Google is shedding a lot more light on where the final destination of an ad will lead a searcher. Some predict that this will result in better clickthrough rates for many businesses, especially since this gives searchers a better clue of where they will be landing.
For many companies this is a plus, because other businesses won’t be able to disguise themselves as another site. This is especially important for companies’ branded terms. For years businesses have been putting “official site” and the trademark symbol “®” in their ads to shine a beacon of light to searchers and help them steer clear of imitations. As Google continues to roll out ads for advertisers that show the display url in the headline, the murky waters of paid placement ad confusion should become more pristine and sparking. It’s a lot harder for imitators to pretend they are the official site when the display url in their headline glaringly, states that they aren’t the true site. Take a look at the example below. The url of “morevisibility.com” in the headline labels the ad as belonging to
Morevisibility. Even if a competitor tried to be crafty and say, “We will give your ads “more visibility” in the search world.” A searcher would be able to tell from the display url in the headline that Morevisibility wasn’t running the ad.
Display url’s in the headline give legitimate businesses an edge over crafty competitors and sneaky imitators. As Google continues to roll out this new change, it should prove itself to be a win-win situation for searchers and for companies who are the original provider of products and/or services.
Get a leg up for your business by establishing a presence with your competitor’s audience. You may as well bid on your competitor’s names and products, because they are bidding on yours. It’s imperative to bid on the names of your industry’s competitors, well known brand names and industry experts so that you can better establish your business and generate awareness (keep all trademark infringements in mind). This is an easy and often cheaper way to find new customers, primarily if you’re not well known or your products don’t have a large fan base. This allows you to piggyback on someone or something that does.
Zappos, Overstock and Amazon are just a few of many companies who have done tremendously well and have generated a lot of business by bidding on competitor’s products and names.
(Above is an example of several companies that are bidding on Nike’s name)
In addition to utilizing the sponsored ads available through the search engines, you should also use your competitor’s keyword phrases and names in the content network, which can be of a great advantage to you. The content network allows you to display your ads on other websites that may mention your competitors or pertain to your industry. Utilizing image ads in the content network can help you start to associate yourself as a top competitor and a company that someone should look into before engaging with other companies. If your competitors or their competing products are getting a lot of press or coverage, you can capitalize on their coverage. Piggybacking on your competitor’s popularity and following is a great way to find new customers and establish a larger fan base.