Adwords text ads are getting bigger

Yesterday saw the announcement in San Francisco of more enormous changes to how the Google Adwords platform will soon change.

Adwords advert sizes are getting bigger.  Following on from the removal of the right hand column, the world on Adwords advertising continues to be the realm of the brave and the committed.
Google text adverts are changing from 25 character headlines and two 35 character descriptions to a WHOPPING TWO 30 character headlines and one FULL 80 character description line.

What this means to you is the chance to present better, more descriptive, relevant ad copy, which will certainly increase your ad rank/quality score and reduce click costs.  This will doubtless involve ad-copy to be re-written which can take time and cost. But it is, in reality, a golden gift to those who care promote their services in Google search results and will, if done correctly, drive more real customers to your website, increasing your market share.

DG-Keith-2While this extra space is a gift. We advise caution.  We predict many advertisers, especially those who run their own accounts internally not under the guidance of an informed Partner, will use this space in a less than optimum way.  We advise planing NOW!!!  Get READY NOW.. Call us today to work out what we are going to say in this new space and how.

Keith Trigwell
Digital Growth

Increasing Market Share

As we all know now, major search engines will not bother with your website if they deem it irrelevant, not up to date, stagnant or can’t quite place what you’ve got to offer. And if your site is invisible in search, you are left with the options of paid advertising be it via search, display CPM or other contractual arrangements to maintain a respectable market share.

Imagine having some kind of power over your online future and a way of staying ahead of your competitors!  Not in some kind of half-hearted or meaningless way, but a truly useful way that allows you to see who you are competing against, what they offer, how they win business and how you can win it back.

This is precisely what you need to increase your company’s percentage share in an already mature and saturated market. If the market isn’t growing any more, you need a larger percentage of the available business.

How to gain those market share percentage points.

There are a number of ways to increase market share. These include strengthening customer relationships, using innovative technologies and products, having a happy and dedicated workforce and knowing your competition.

Digital Growth can not assist in the first of these; the last however, we have down to a tee.

Find your Competitors. The first task at hand is identifying your real competitors. 95% of the time when we ask clients to identify their competitors they relay a list of major or obvious competitors, then a lost of local companies that they want to do better than.  Most of the time these are pretty accurate lists but most aren’t usually aware of who they compete against in the online space. Sometimes who you think your competition are, may not be your real rivals at all?

Beat your Competitors.  You may have a unique selling proposition, your product may be innovative, value for money, and you may advertise, but do any of those work towards increasing your internet market share?

You have no possible way of knowing what your online market share is. You may have access to your Adwords stats, even to the site analytics (if so, well done!), but you can not know about your competitors. How much of what you got do they sell? How do people hear about them. What do customers type into the search engines to find them and convert? How do you compare?  Is your website optimised, have you written the right pages and are they built using the key phrases real customers use?

Meaningful actions & processes to gain online market share.

Digital Growth use specialist tools that grant visibility of all this information and more. Our review service reveals to business leaders what your competitors are doing, how you compare and what needs to change. We will know exactly who your online competitors are, how they rank in search engines, what key phrases are used on their web pages to attract certain traffic and convert it into sales. We can get specific info on what key words are worth for both paid and organic research.

An SEO audit will determine how your web site’s pages themselves may be working against you, highlighting what your IT or developer should change in order to help you climb higher.

Search engines also favour web pages with the right links from the right sites. As such they are more likely to rank a site with good inbound links higher than others as these links provide search engines with an insight into how well received your web site is in your industry compared to your competitor’s.

Digital Growth gather real data on the sites that link back to your competitors and you by means of a deep link analysis.  Serious customers who want to genuinely win market share will often opt for a specific review of their link profile vs their competitors, with all the short falls. They will then seek to increase their online exposure with fair, diligent approach to gathering relevant, fair links from the right web sites.

DG-MonikaSounds like a minefield? It is, but don’t worry. After Digital Growth report on all the above, we will guide you, your staff or your agents through the meanders of SEO, or, if instructed, resolve any problems we may identify.

All this is one step forward to increasing your market share.  But it starts by knowing what the shortcomings are.

Monika Izabela Goss.
Digital Growth

Adwords Right Column Removed. Surviving and benefitting.

Google recently deleted the right column search results, removing 2/3rd of the desktop advertising real estate, bringing it pretty much in line with Mobile and Tablet. Those ads in the right column will of course now largely be removed from search results.  Fair enough…. but don’t panic.

Many Adwords Advertisers will now be wondering how to cope with the loss of the right column advertising space. This is undoubtedly a major change and many professionals in the PPC industry have strong opposing views regarding how this will effect local, national and small business, why it happened and if it was responsible or not. The truth, as usual, rests in between extremes. But action is required.

We were initially shocked. Some clients were quickly on the phone, some angry feeling this was done to drive up click costs by compressing bidders into fewer spots.

Google’s view however is very few people clicked on the right column anyway.  And, well they are right and this is supported in the metrics of almost every Adwords account there is plus usage heat maps.

So, I’ll cut to the chase. If your ad was in the right column, it wasn’t getting clicked. Your options are to now get into positions 1-4. If you do you will get 15-20 times as much traffic from that ad as before anyway. Which will cost more because you’ll need to pay a little more per click, and there will be more clicks.

How do you prevent it from costing (too much) more?

Achieve a Higher Ad Rank  through a better Quality Score

A Higher Quality Score comes about through

  • Higher Click Through Rate
  • Better Landing Page Quality
  • A more focussed Adwords account structure targeting phrases to ads
  • being mindful of your potential clients
  • Better Ad Relevance

And when you have this extra traffic, ensure you are sending it to not just better landing pages, but pages that CONVERT.

To find out more about how to not only survive these changes but flourish as a result call 01444 316320 today.

Right hand column Adwords Changes and SEO

Many advertisers will have noticed that Google have changed the available advert slots on desktop search results pages, removing the entire right column in favour for a possible 4th advert in the top.

This has been the cause of concern for some local advertisers who have seen clicks from these slots lead to sales and those in positions 1-3 are worried this will drive up the costs of clicks with competitors pushing harder for position.

But it’s not all bad.

In truth heatmaps from real searches tend to show the lion share of traffic coming from adverts in positions 1-3.  In addition positions 1-4 offer far better adverts with 2 line sitelinks and more space. PLAs will still be shown.

In our view, regardless of how big your business is, this inevitable change reasserts the case for businesses to care for their local pack results and executing aconsidered white hat SEO strategy, giving users the content they want and presenting it in the most user friendly way.

To find out what your customers want, what your competitors are doing and how to compete, call 01444 316320 today.



Why you may not need a mobile site!

imageIn line with our policy of best advice we would like to highlight a worrying trend.

By 2015 over 2 billion people will access the internet from iPads and smartphones with small screens that are harder to show content on or navigate. Yet your “content” must be equally visible and, actually, easier to find given the busy mindset of the mobile user.

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Target your Customers

When high value sales people deal with poor quality sales leads the costs can be high; this should concern both the C.E.O. and the Sales Director?

The cost of getting the new customers is said to be about 4 times that of keeping existing ones. Exactly where the numbers come from is difficult to ascertain, but even if the figure is only twice as much, this is still of major significance to companies of all sizes.Getting the right customers to start with is and always has been central to building a profitable business.

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Fruit Basket or Basket Case?

We have spoken about the Blunderbuss Approach in marketing and how detrimental and costly it can be to your business. This can be mirrored in ill considered Pay Per Click campaigns, where if created with poor market research (poor understanding of the market you are trying to target) and poor knowledge on how keywords work, you can end up with very high costs and very little, or indeed no, business. Continue reading

Avoiding the Blunderbuss Approach

When high value sales people deal with poor quality sales leads the costs can be high; this should concern both the C.E.O. and the Sales Director.

The cost of getting the new customers is said to be about 4 times that of keeping existing ones. Exactly where the numbers come from is difficult to ascertain, but even if the figure is only twice as much, this is still of major significance to companies of all sizes. Getting the right customers to start with is and always has been central to building a profitable business.

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A Google Friendly Digital Marketing SEO Plan

I am deliberately stepping into the bear-trap of only talking about Google. But as they lead the way, own the market & our own clients can often only justify focussing on them at first, I happily do so.

I’ve been around in the web a long, long time and remember the first ham-fisted & shameless instances of webmasters repeating the same phrases hundreds of times in the ‘keywords’ tag.

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