Humanizing Marketing in an Increasingly Automated World

Advances in technology bring about a lot of buzz and excitement, but also a lot of anxiety. Case in point? Look what autocompleted when I entered “machines will” into a Google search bar:

machines-take-over-our-jobs

Yikes.

Will robots replace us in our jobs? Will they be better at them? Will they convince us that they are conscious? Will they embody human qualities?

open-the-pod-bay-doors
“I’m sorry Dave, I’m afraid I can’t do that.”

Digital marketers in particular may be wary of the rise of machines, as more of their jobs become reliant upon analytics and algorithm-based machine learning systems.

On the one hand, they help us work more efficiently and learn more about our target market than ever before.

On the other, listening blindly to what the data says can sometimes lead to marketing collateral devoid of any human emotion.

So are spreadsheets, data and machines friend or foe?

In Unbounce’s new e-magazine, The Split, we explore the world of machine learning, analytics and automation to answer the question: can creativity jive with data to create better marketing experiences?

Check out the free e-zine below.


Unbounce

7 Content Marketing Lessons Brands Can Learn from Journalists

7-content-marketing-lessons-from-journalists

Before making my debut in the content marketing world, I was a journalist living out her days at coffee shops, city council meetings, ribbon cuttings and community gatherings. The daily grind was grueling at times, but it was also exciting. The prospect of breaking news always kept me on my toes and every day I worked to give my readers the latest and greatest news and information. And of course, I aimed to deliver that news and information before the competition.

Now as a content marketer, I find that while my job title has changed, the essence of what I do hasn’t. Like journalism, content marketing is all about providing your audience with quality content that informs, engages and develops your brand as a trusted go-to resource.

Journalist or content marketer, I’m still faced with the same challenge every day: actually delivering that quality and engaging content in the face of stiff competition—something all brands and marketers can relate to.

The fact is, B2B and B2C brands alike are creating more content than ever before—and they don’t plan on stopping. In fact, for B2B specifically, 76% of marketers said they planned to produce more content this year than in 2015, according to B2B Content Marketing’s 2016 Benchmarks, Budgets and Trends—North America report. And 60% of those marketers find it challenging to create engaging content on a regular basis.

But all isn’t lost. I believe that looking at content and content strategy like a journalist can give brands and marketers a new perspective—and maybe an edge over their competitors. Below are a few lessons that brands can learn from journalists to do just that.

7 Content Marketing Lessons

#1 – Know Your Audience

Journalists understand that in order to create content that gets read and gets shared, they need to understand who their audience is and what they care about.

For brands, knowing and understanding your audience will allow you to build the foundation of your content marketing strategy. To get that knowledge, here are a few tactics to use:

  • Perform keyword research: Keyword research not only uncovers the search volume behind your most important keywords, but it can also offer insights into keyword opportunities and search intent. In addition, perform your own searches for various keywords and look through the results to see who’s ranking at the top.
  • Conduct a competitive analysis. Research your top three to five competitors through their website, social media pages, news articles and search results. How does your brand stack up?
  • Dig into data and analytics: Get familiar with your website’s analytics to gain insights about the users you’ve already managed to attract to your site. Look at the most popular pages, the pages with the highest bounce rate, and the pages with the best and worst conversion rates.

#2 – Strive to Be the Best Answer

Journalists are dedicated to being the best answer for their audience. They want to get the scoop. They want to be the go-to resource. And they want to do everything better than the competition.

For brands, being the best answer means providing relevant, quality content wherever and whenever their audience is searching for it. Use the research you’ve done to identify where those content opportunities lie. In addition, don’t be afraid to engage your existing audience. Use social media to pose questions or send out a current customer survey to get feedback and insight. The more you know, the better you’ll be at providing the right information.

For example, TopRank Marketing CEO Lee Odden often reaches out to his Twitter audience to gather insights on various marketing topics using polls.

Lee Odden Twitter Poll

#3 – Write for the Reader

Every piece of content a journalist turns out is aimed at enticing the reader. Content is organized to help readers easily flow through the article and photos are often used to add a visual element to the story. Long-form pieces are often broken down into sections with headers, which is more pleasing to the eye and helps with scanability. In addition, content is written in a way that tells a story—not in a way to please search engines.

For brands, the bottom line here is to create content that’s a good experience for your audience to read. SEO is important, but usability and user experience is more important. Read 7 Ways to Optimize Your Web Content for Humans & Search Engines for more tips.

#4 – Mind the “5Ws and H”

Who, What, Where, When, Why and How—the 5 Ws and the H. These are the foundation of every article a journalist will ever write. And they can certainly be applied to your content marketing strategy.

As you map out your strategy, ask the following questions for each piece you plan to create:

  • Who is my audience?
  • What does my audience want to know?
  • Where am I going to publish and disseminate?
  • When am I going to publish and disseminate?
  • Why am I writing this? (Drive traffic? Increase brand awareness?)
  • How will I measure results?

#5 – Follow the Story

In my early journalism days, I thought I needed to cover everything. But then reality sank in. If I covered every piece of news, I was spread far too thin and I wasn’t giving my audience enough of the news they really wanted to read. Most of all, I wasn’t showing my audience value.

Brands should use their audience knowledge, keyword research, and their website data to hone in on their content strengths and opportunities. Choose a handful of topical areas to get started with—and create as much content around that topic as possible. This will allow you to begin showcasing yourself as an expert in specific areas and eventually you’ll be able to expand that to new areas.

#6 – Add Perspective

The best news articles have a face and provide perspective. Journalists use people close to the story and expert sources to give their articles credibility and depth. Brands can do the same with their content by working with influencers. Influencers not only lend expertise and authority to content, but they can also help that content reach a larger audience.

Don’t just reach out to your influencers in times of need. Engage with them on their social platforms. Share their content. Shoot them an email to check in. Just as a journalist works hard to build a network of credible sources, brands should remember that building a relationship with influencers is an ongoing journey and there needs to be value for everyone.

Mayo Clinic has a cool and interesting way of using influencers through its story hub Sharing Mayo Clinic. The hub features stories from patients, families, friends and Mayo Clinic staff about the treatments they’ve had at the famed hospital. The stories often feature photos, videos and personal messages to tell the stories.

Sharing Mayo Clinic

# 7 – Make Accuracy a Priority

One of the first lessons you learn in journalism school is that accuracy is a non-negotiable. I once received a failing grade for the misspelling a source’s name. (I’ll always remember your name Fred Woods.) It was certainly embarrassing, but really it was a careless mistake.

Make sure that you have a solid QA process for every piece of content you create. Little things that get missed can have an impact on your credibility and the effectiveness of your content.

What other professions have helped inspire your content marketing strategy? Tell us in the comments section below.


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© Online Marketing Blog – TopRank®, 2016. | 7 Content Marketing Lessons Brands Can Learn from Journalists | http://www.toprankblog.com

The post 7 Content Marketing Lessons Brands Can Learn from Journalists appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Getting Growth Minded: How Wishpond Ditched Low-Impact A/B Testing to Drive Signups

A few months ago the growth team at Wishpond was having trouble reaching our KPIs for free trial sign-ups and set ourselves on a path to find a solution. We had been actively optimizing our blog popups for a while – trying new copy, different colors, designs, images, etc. But as the month came to a close, the ROI from our optimization efforts began to plateau, and our goal seemed light years away. We needed something new that would command attention and create a reaction from our visitors. So we scoured the internet for inspiration and came up with the…

The post Getting Growth Minded: How Wishpond Ditched Low-Impact A/B Testing to Drive Signups appeared first on The Daily Egg.


The Daily Egg

Influencer Marketing Is (not) Dead: How to Breathe New Life into Your Program

influencer-marketing-is-not-dead

What’s a marketer to do? We heard that influencer marketing was the next big thing. We heard about companies getting amazing results with it. But it seems you can’t go anywhere online recently without seeing headlines like this:

Influencer Economy

And this:

confessions of a social media executive

Note the social shares on those two articles: 242,000 for the first one and nearly 50,000 for the second one. If influencer marketing is burning down, that’s a lot of people standing by with marshmallows to roast.

But don’t panic. These two articles, and many more like them, refer to a specific kind of influencer marketing. Generally speaking: the bad kind. Specifically, the practice of writing massive checks to teenagers with a lot of followers on Instagram or Vine in exchange for product promotion. That particular economy, which converted cash to “influence” or “awareness,” was pretty much doomed from the start. You’re in trouble any time you convert real money to something fundamentally unmeasurable.

But it’s not fair to say that influencer marketing is dead, or in trouble, or collapsing because bad influencer marketing isn’t working out. That’s like declaring “Movies are dead!” because Gods of Egypt flopped at the box office. Influencer marketing works when it’s done well. At TopRank Marketing, we have achieved amazing results for our clients with the practice.

The only thing better than learning from your mistakes is learning from other people’s mistakes. So let’s take a moment to mourn the passing of bad influencer marketing—and then let’s perform an autopsy to see how we can avoid their fate. Here are four ways to make sure your influencer marketing stays alive and well:

#1 – Build Relationships

In a way, the Instagram and Snapchat “influencers” are just billboards. You stand here and hold this beverage/face wash/protein powder, we give you $ 500. You deliver the commodity of X number of eyeballs for the money. If a rival beverage/face wash/protein powder company comes along and offers you $ 550, you move on.

Good influencer marketing is more than advertising using someone’s social media presence as the billboard. It’s about cultivating an ongoing relationship that continually generates value for everyone involved. Influencer relationships should be built with care, personal attention, and respect. Yes, sometimes you may pay an influencer for their involvement, but that transaction takes place in the larger context of the relationship.

#2 – Produce Something of Value

Bad influencer marketing can be, at its worst, just a celebrity endorsement with a different kind of celebrity. The celebrity gets paid, and the audience gets… what? The vicarious thrill of seeing that they drink the same brand of face wash as that guy on Vine?

Good influencer marketing goes beyond endorsement to create something of value for the audience as well as the influencer and the brand. That’s why it works. For example, our Content Marketing World eBook series from last year rounded up advice from dozens of highly-skilled marketers. The eBooks promoted the event, and they highlighted our influencers, but they were also useful and entertaining for the audience. It’s an unbeatable combination.

#3 – Recruit More than Brandividuals

One big problem with bad influencer marketing is it focuses entirely on “brandividuals.” According to our CEO Lee Odden, a brandividual is someone who is in the business of being popular. They have a huge social media presence, sure. But they may not be able to call that audience to action. A true influencer, by contrast, may be less popular by the numbers, but is credible, authoritative, and able to affect change.

You definitely can use brandividuals to help attract a crowd, and to lure in the true influencers—but a campaign that’s all brandividuals may generate more buzz than results.

#4 – Make It Measurable

Step 1: Have influencer post about our combination face wash/protein powder on Snapchat. Step 2: ??? Step 3: Profit. It’s not the most sustainable business model, right? But for a lot of bad influencer marketing, that’s a pretty accurate assessment. These campaigns trade entirely on “awareness” or, god forbid, “brand lift.” Without any way to track ROI from the influencer activity, it was only a matter of time before the C-suite decided to spend their budget elsewhere.

Don’t let anyone tell you that you can’t measure the ROI of influencer marketing. It’s not only possible; it’s crucial. Start by having a specific goal for your campaign—an action that you want your audience to take as a direct result of experiencing the content. Then make sure you can track that action and attribute it to the influencer. Give them trackable URLs to share. Give them their own landing page to send traffic to. Either way you go about it, you should be able to demonstrate exactly what your influencer brought to the campaign.

If you’re a teenager with a huge Snapchat following, the death of bad influencer marketing is bad news. If you’re a marketer looking to partner with influencers to create cool stuff and expand your reach, there’s no need to mourn. Take these four lessons to heart, go forth, and be awesome.

Need help with your influencer marketing, we can help!

 


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© Online Marketing Blog – TopRank®, 2016. | Influencer Marketing Is (not) Dead: How to Breathe New Life into Your Program | http://www.toprankblog.com

The post Influencer Marketing Is (not) Dead: How to Breathe New Life into Your Program appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Easy Guide to Creating an Awesome “About Us” Page

So, you’re looking to rebrand. Or revamp your website. Or maybe you’re building a site for the first time. How are you going to present yourself to the world wide web? What does a visitor need to know about you and your business to compel them to stick around?

As someone coming off of a fresh job search (yay, WordStream!), I can’t tell you how much About Us content I browsed over the past few months. Or worse, couldn’t find at all!

In this guide I’ll share 3 main points to keep in mind when you’re looking for answers to that eternal question, “How do I design my About Us page?”—or your audience’s question, “Tell me about yourself” —including tips for your About Us page’s content, layout, design, and concept.  

Kickstarter's About Us page 

Kickstarter’s About Us page answers all our questions

Answer the 5 W’s of Show and Tell

In kindergarten, Show and Tell was my favorite day of the week. Probably because I like to talk (a lot) and I had an impressive collection of Beanie Babies. The teachers made us follow a basic structure of “who/what/where/when/why/how” to keep our stories going in the right direction.

Turns out, kindergarten teachers knew what they were doing; using the same structure, you can share your story on your About Us page with everything your visitors need to know. So keep these five W’s in mind when writing the content for your About Us page:

Who:

…is your team? Who had the idea in the very beginning, who is in charge now, what kind of people work there? If you are connected with non-profit organizations, what do they do and why do you care? You can also use this section to plug in a “We’re Hiring!” link with open positions—if the About Our Team content is engaging, hopefully a prospect will want to join the party.

Blue Apron's About Us Page

Blue Apron features a picture of their whole team!

What:

If you are blazing your own trail and offering something brand new, this is SO important. Your branding could be amazing, your website design engaging, but if I can’t understand what it is you are offering, I’m going to abandon your site and never look back. However, if your service is retail (i.e. Brandy Melville, Kate Spade, Tobi), I think we all know what you do. Feel free to move along.

Rent the Runway does an amazing job at explaining what they do—the company’s About Us page is totally comprehensive—and I especially love the graphic they use to explain their service. Renting high-end dresses? Sign me up.

RTR About Page Design

Where:

If I am looking for a job with your company, I want to know where your offices are. If I am looking for a service, I want to know where your stores are; or do you deliver to my location? This may be the simplest step in your About Us design; an address to an office will work! Or a little map with store/office locations, those are my favorite. Cupcakes are also my favorite. (If they’re quarter-size, I can eat 12 and not worry about it, right?)

Baked by Melissa Locations 

Baked by Melissa has a store locator page directly linked to their About Us content

When/Why:

I think that you can combine the when and why because they seem to go hand-in-hand: “I lost my job in finance in 2006 and decided to follow my heart—so I became an eco-conscious jewelry designer!” This is a key part of your story to tell, probably something that is close to your heart. This is a perfect opportunity to take your customer on a mini-adventure with you through your own soul-searching; or better, where you started and how far you’ve climbed. Warby Parker uses their About Us page to do a great job at telling a story and explaining exactly what motivates the company now.

 Warby Parker About Us page

How:

The best About Us pages include some contact information. How do I get in touch with any questions? Provide phone numbers, email contacts or a Contact Us form, as well as links to your social media accounts.

About Us Page Design: Form & Function

This is the most basic. You want to make sure that your About Us page is attractive and compelling—a nice balance of graphics/photos and text. Look at the flow, whether that is having sub-pages within your “About” section, or simply scrolling through. Most of all, keep it in line with your brand. This aesthetic should be a perfect representation of your website and your customer’s browsing experience as a whole.

About Us Page Examples

Tumblr does a great job of making their About Us page true to brand—it’s simple, attractive and gives you all the information you need! Bonus point: it is easily navigable.

 Tumblr 

Yellow Leaf Hammocks uses their About Us page to explain what they provide (hammocks) but also why they provide it. The best part is the short loop-video as the hero image which gives the visitor a better idea of where the hammocks are coming from.

Yellow Hammocks example 

Shout out to Manicube for following all of the rules! Their About Us (titled “What We Do”) walks a visitor through the who/what/where/when/why perfectly. The best section is the “Why We Do It” because they understand that I might not want to read through their whole story. But they still offer. Too kind.

 Manicube About Us

HumanWrit.es is a small, South African company selling notebooks. Sounds boring, right? Somehow, through an endearing About Us page, the founders connect with their audience authentically while sharing their motivation for the product. By putting employees’ pictures and social media accounts on the site, it also provides an easy point of contact and opportunity to share through Facebook and Twitter! Plus, I love the manifesto.

 Human Writ.es

Manifesto

Above All, Keep it Real

This is so important! The most important! When I land on your “About Us” page, I’m looking for the heart of your business. I want honesty above all else—especially if I’m applying for a job—but you should also charm me.

If you run a boutique for southern belles, go ahead and say “y’all.” Maybe you are offering a suit-tailoring service – drop that James Bond reference. Be straight with your content. Choose images, media and wording that clearly reflect your brand. Tell me your mission statement. Maybe you are for-profit, but active with a specific charity. Show me what you value. Bare your soul! (But don’t make it weird…)

All of the sites listed above have About pages that are worth a visit, even just to get some ideas. As you can tell, About Us pages are diverse—they should be! Your business is unique and your page should reflect that.


Internet Marketing Blog by WordStream

A Sneak Preview of the New AdWords Interface

I was at the Google Performance Summit this week and in addition to learning about all the new changes and features coming to AdWords soon, I got a chance to try out the new AdWords interface coming in 2017, which isn’t even available in beta yet.

At the Summit, Google had it running on a bunch of demo-pods and you could ask the product managers questions. Right now it’s literally about half built – areas like opportunities, the shared library, etc. haven’t been implemented yet (clicking on them triggers a “coming soon” image).

However, there’s enough built to get an overall feel for how the new system works, and in this post I’ll give you a quick overview of the new AdWords interface along with my first impressions.

New AdWords Interface Design Principles

New AdWords interface design principles

They’re saying the new interface is designed for these three principals:

  • “Data at your fingertips” – This principle about making data-backed insights easier to surface and more actionable.
  • “Focus on your business” – With this one the goal is to make it easier to optimize campaigns based on your specific business goals and targets.
  • “Powerful, yet simple” – The new design is intended to be generally sleeker and easier to use.

When I asked them who is the intended target user of the new interface, they said it’s a tough question but in general the audience is intended to be sophisticated power users.

New Visual Dashboards

In the new interface, when you start the application you see some visual dashboards: top keywords, campaign overviews, device overviews, time of day overviews, etc.

Right now there are only three or four dashboards implemented, but Google plans to create many more dashboards that you can choose from, such as a chart to monitor for your high or low CTR keywords. 

Here’s what it looks like today:

New AdWords interface

New Application Navigation System

The Keywords, Ad Groups, Settings, Extensions (etc.) tabs that used to be along the top of the screen are now moved to the left side of the screen. The Opportunities tab, which used to be a separate area in the top-level navigation, is now made available in-line at every ad group/campaign in the left explorer navigation, as shown here:

New AdWords interface navigation

You can see here that they’ve grouped together stuff like ads and extensions in the same tab, because they’re related and usually you need to access both in the same context – it’s more intuitive.

New AdWords interface keywords 

Similarly, the keywords, negative keywords and search terms are all in the same section:

New AdWords interface negatives 

Goodbye AdWords Dimensions Tab?

The dimensions tab was always one of the weirdest neighborhoods in the AdWords interface. It felt like a dumping ground for detailed reports on every imaginable thing. Now, they’re taking some of the more popular reports from the dimensions tab and exposing that information directly at the campaign and ad group levels.

So for example, the devices summary used to be a report in the dimensions tab – it’s now just a click away in the new interface.

 New AdWords interface device summary

Similarly, a location summary showing where your clicks are coming from is exposed in every campaign and ad group. Previously, you had to run a report in the dimensions tab to get that data.

 New AdWords interface new Dimensions tab

I think this makes it easier to use, because in the current interface, people might not realize this functionality is available in the first place.

New AdWords Campaign Creation Wizards

When you hit the “+” button to create a new campaign (shown below) a new goals-based campaign creation wizard appears.

 New AdWords interface campaign creation wizard

There are so many different campaign types in AdWords it can be hard to remember them all – they’re trying to make it easier for users by asking you up front, what are you trying to accomplish? This photo is pretty hard to see but basically it’s asking you questions like: Are you trying to drive actions? What types of actions? Calls? Store Visits? App Installs? Ecommerce Sales? Your answers will determine what type of campaign you create.  

 New AdWords interface campaign creation wizard questions

Control freaks, don’t worry: Google assured me that if you already know what kind of campaign you want to create, you can skip this wizard altogether.

Final Thoughts on the New AdWords Interface

Overall, the new interface is pretty familiar. I’m relieved because even though AdWords is cluttered and complex, I’ve been using it for years and I already know where everything is – I was worried that they were going to overhaul everything. But I could find the stuff I wanted to find.

I think it’s like how if you have tons of stuff at home, and you’re piling on more stuff all the time, every once in a while you need to reorganize. Google has been adding tons of new features and functions over the years (and the dimensions tab might have been becoming like a catch-all junk drawer). I think this is a pretty nice re-org that makes things easier to find but doesn’t wreck everything!

As for who will get the most out of it, I think power users will love it. People who are newer to AdWords will probably like the sleeker look, but it remains to be seen if the completed build-out of the new interface actually reduces the complexities of AdWords or if it’s just a reskin of the existing beast.

What do you think? Are you excited about the changes?

Find out how you’re REALLY doing in AdWords!

Watch the video below on our Free AdWords Grader:

Visit the AdWords Grader.


Internet Marketing Blog by WordStream

Google Expanded Text Ads: 10 Things You Need To Know

Expanded Text Ads are coming to Google AdWords. Are you excited? But more importantly, are you ready?

Expanded Text Ads were one of several huge AdWords changes Google announced Tuesday – if not the biggest. I still can’t believe that Google will soon actually increase its ad text limits by 2x! 

expanded text ads in adwords

So what exactly is changing? Here are 10 things advertisers need to know about Expanded Text Ads.

1. What Are Expanded Text Ads?

Expanded Text Ads are 2x bigger than current text ads. The new ads are designed to maximize your presence and performance on mobile search results with a bigger headline and an extra long description. (And with a mobile-first mindset, whatever works on mobile is going to get applied to desktop too.)

Expanded Text ads will show across all devices – desktop and mobile – and will wrap automatically based on device size.

Google began testing Expanded Text ads in Q2 of 2016. 

2. Why Is Google Making This Change?

Google is calling this the biggest change to text ads since AdWords launched 15 years ago.

Several months ago, Google began thinking about what an AdWords ad would look like if they created AdWords in today’s mobile-first world, where more than half of the trillions of searches conducted on Google per year are done via a mobile device.

Google’s first move toward creating a unified experience across devices came in February when they killed off right side ads on desktop. Now with the constraints of desktop right-side ads gone, this change seems like a natural progression from the super-sized headlines introduced in 2011.

3. How Much Bigger Are These Expanded Ads?

Expanded text ads are 2x bigger (math nerd alert: technically 47 percent bigger) from today’s AdWords text ads.

You now have a total of 140 characters of ad copy space to use, marking the end of the current 25-35-35 limits. No comment from Twitter as yet about their thoughts on Google adopting a 140-character limit. Here’s a little more info on the changes from the AdWords blog:

expanded text ads details

So make all those extra characters count. Create eye-catching and emotional ads that searchers can’t resist clicking on.

4. What Do The New Expanded Text Ads Look Like?

Here’s a before and after of what the ads will look like on mobile and desktop:

Expanded Text Ad example 

And here’s what Expanded Text Ads will look like in the AdWords interface:

Expanded Text Ad example

5. How Much Are Headlines Expanding?

Advertisers will have two 30-character headlines when Expanded Text Ads become available later this year.

Advertisers currently are limited to a 25-character headline. 

That’s means our headlines will soon increase by 140 percent!

6. How Much Will Descriptions Expand?

Advertisers will have one 80-character description line. 

Advertisers currently are limited to two 35-character description lines. 

That means descriptions will increase by 14 percent. 

7. What’s Changing With Display URLs?

AdWords will automatically extract the domain from the final URL. 

Advertisers can then add up to two paths to enhance the display URL (using up to 15 characters).

8. Will This Improve CTR? 

Yes! More text means greater visibility. Early reports indicate that Expanded Text Ads are seeing CTR increase by as much as 20 percent. 

At WordStream, we’ve observed CTR increase by around 12 percent by adding ad or call extensions to mobile text ads – so we expect increasing the character counts of headlines and description should result in more clicks.

Regardless, you can bet we’ll be closely tracking the performance of this new ad format as it becomes more widely available.  

9.  When Will The New Ads Roll Out?

Google hasn’t officially revealed when all advertisers will have access to Expanded Text Ads. 

However, we’ve heard that the current plan is to release Expanded Text Ads to all advertisers in July. By September AdWords will no longer allow 25-35-35 ads.

10. What Should You Do To Prepare for Expanded Text Ads?

Raise your Quality Scores now! Quality Score is already the most important metric in your AdWords account, but it’s about to become even more important.

Businesses that occupy the top spots will take up the most valuable SERP real estate – especially for commercial queries. It could make anything below position 2 or 3 on mobile devices irrelevant!

Here is some helpful reading on Quality Score: Hacking AdWords: Winning at AdWords the Weird Way.

Additionally, you’ve got a lot of ad text optimization ahead of you. You’ll need to make sure your text ads are all rewritten to take advantage of this new format. Google is giving you 2x more space with Expanded Text Ads – so be ready to use it to your advantage!

Find out how you’re REALLY doing in AdWords!

Watch the video below on our Free AdWords Grader:

Visit the AdWords Grader.


Internet Marketing Blog by WordStream

Journey to better paid search ROI with this travel ad copy data

School’s nearly out, and it’s time for summer vacations. Contributor John Cosley shares data on what travel-related keywords and creative approaches are paying dividends for advertisers in the sector.

The post Journey to better paid search ROI with this travel ad copy data appeared first on…

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing