The recent adaptations Google has made to AdWords means that business owners need to be aware of how to best tailor their SEM campaigns to align with the changes.
Relevancy is essential for any business hoping to score big with the search engine giant and achieve better ad positioning. However, creating such relevant content requires a fair amount of research into the rebranding Google has undertaken. Your SEM campaign will need to align with Google’s new practices to keep up.
Here are a few ways that your company can adapt its SEM campaigns to capitalize on the Google AdWords rebrand.
What has changed?
Essentially, the rebrand from Google AdWords to Google Ads highlights a significant shift. A more rounded approach to search engine marketing (SEM) is the name of the game; Google is moving away from solely keywords. A combination of Search, YouTube, Display, Apps, Gmail, Maps, and other channels will be the focus of this more dynamic approach. Content is also becoming a huge focus with Google saying good, quality content is a defining factor when ranking a website.
Mobile optimize your content
Mobile optimization will seem a dated phrase when considering your SEM campaign, but this doesn’t mean it’s not relevant to the Google AdWords rebrand. With more Google searches taking place on mobile devices rather than desktop, ads, too, must adapt to this shift. All content must scroll smoothly on a person’s phone, image size must be appropriate to a mobile’s screen, and content must have fast-loading times.
A holistic approach
A holistic approach will encompass maps, video, other Google apps, and call extensions. It means that users can find what they are looking for, quicker and easier, no matter where they are.
For example, a search for accommodations near the location of the user could offer suggestions such as a suitable app recommending low prices and comparisons for hotels or could be targeted to show quality images options.
Similarly, telephone numbers, reviews, and prime locations now incorporate that search.
Encompassing a wider audience is part of the aim of the rebrand, so try to embrace this with your search engine marketing. Through a dilution of match types, companies can capitalize on how they target potential consumers.
Thinking outside the box
This change in Google AdWords allows Google to find additional relevant results that advertisers may not be appearing for that may be classed as relevant and show ads for them. A business’ approach to their ads should include more than just keywords to capitalize on this holistic approach.
Try to consider and clearly define who your customers are and which visuals will engage and cause them to respond. Stock images no longer resonate with consumers, and the use of infographics and videos can greatly improve a website’s appeal.
Keep in mind:
- Speed is a driving factor
- Make sure that audience targeting and automated campaigns are considered
- Display, video, and voice will become more integrated into user searches