Tag Archives: Paid Search Marketing

What you need to know about Google AdWords Expanded Text Ads

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The benefits of a well implemented PPC campaign are undeniable. With a thorough understanding of the keywords you want to rank for, you can gain exposure and visibility in an incredibly short time. Currently, Google AdWords gives you a line for your headline, your URL and 70 characters worth of ad text, or description copy. But that could soon change due the updated AdWords expanded text ads.

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As part of Google’s commitment to regularly testing different ad forms with the goal of “providing useful information to users and driving even better results for advertisers”, they’re testing a new Google AdWords format in a closed beta known as Expanded Text Ads.

Extended Headlines

Before now, advertisers could only benefit from an extended headline if they ended the first line of their description with punctuation, such as an exclamation mark.  However, the new format features longer headlines for everyone and more room for description copy. Crafting a call to action in any situation is a tricky task that requires careful consideration for it to be a success, and with just 70 characters to make an impact, that job is made even harder, requiring you to convey your product’s benefits inside out and be brief.

However, Google AdWords Expanded Text Ads give you two lines of headline copy and an additional 10 characters of description copy, giving you 80 characters to play with.

URL format changes

As part of the Expanded Text Ads, advertisers will also add up to two paths to the domain. In the example provided by Search Engine Land, these directories are “/NewYorkCity” and “/Budget”.

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This ultimately gives advertisers more freedom and flexibility in specifically targeting their ads to potential customers.

The closed beta isn’t due to begin until the 12th off May, but if it’s successful, you can be sure that Google will begin to roll out Expanded Text Ads to everybody. We’re hoping it works out – just think of the extra ad real estate you’ll have to craft some enticing copy that makes users click.

PPC – Stand Out From The Crowd, Rise To The Top

Pay Per Click (PPC) advertising does require careful and close management to ensure it remains profitable and viable, and it is often considered more expensive than SEO, but it also has a host of benefits to offer to users. It can start generating visitors to a website as soon as a campaign goes live, and effective campaign management means that these visitors will be highly targeted to the content on your site and the products or services that you sell.

What’s more, while you can spend years trying to get your website to the top of search engine results for competitive keywords, PPC enables you to reach the very top of the first page of results straight away. You don’t need to wait for results, and you can ensure that you reach the coveted top positions on sites like Google.

Why Being Top Matters

Whether you are looking at SEO, social media optimisation, or Paid Search Marketing, you will see numerous guides and articles on how to reach the top, and with good reason. Research shows that being at the top of search results pages and other lists means that you can enjoy click through rates as high as 75% or 80%, and with each position lower down the list you appear this figures drops exponentially. 6th position may not sound bad but, in reality, it means that you will only be receiving a tiny fraction of the possible visitors you could receive.

Being top really does matter to the success of your website.

Hit The Ground Running

The top position in organic search results is highly coveted spot. However, for all but the least competitive keywords, it can take months or years to achieve anywhere close to this position, and it is virtually impossible to achieve these rankings for some of the most competitive search terms and phrases.

With PPC, it is not only possible to ensure that you reach top billing, but you can do so as soon as your website is built, or as soon as you launch your PPC campaign.

Careful Management Means Optimised Budgets

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One of the reasons that some website owners and marketers shy away from PPC is because they are worried about the size of budget they require. While it is true that bidding for top positions on some choice keywords could potentially break the bank after just a few clicks, the key to successful PPC management is to conduct thorough keyword research, carefully choose targeted and less expensive keywords, and to reap the rewards for your efforts.

PPC ah the potential to start driving visitors to a website straight away. Good keyword research and content optimisation ensures that you can also enjoy highly targeted visitors, and also means that you should be able to keep costs down to a minimum, but it does require careful and ongoing management and optimisation.