Advertise more precisely with Google AdWords
In recent weeks, Google has released new AdWords functions that make it possible to make advertising in search engines even more efficient. It is worth taking a closer look at some of these functions. By Imre Sinka.
No wonder, image/text ads can now also be placed in Google Image Search via AdWords: In a Sistrix study at the end of 2010, around half of the search results included a map, videos or images in addition to text. Images were clicked on most frequently in these universal search results.
I believe that image/text ads are particularly effective for offers that are searched for and evaluated by eye. Another big advantage is that the ads in Google Image Search can also be placed under the brand names of competitors (observe Google's guidelines). This can further increase your own visibility. Image/text ads are booked on a CPC basis. First movers benefit from a high level of attention and little competitive pressure.
Longer title lines
Google is aligning the appearance of the text ads with the organic search results. With good reason: the organic search results enjoy more trust and are clicked on more often. If a text ad appears above the organic search results (top 3 AdWords results), Google automatically includes the description line 1 in the title (recognizable by the hyphen between the two sentences).
The consequence for advertisers: For any AdWords campaign aimed at ranking in the top 3 results, ensure that the second line of text forms a complete sentence.
Orientation guide
The provider's address and a link to Google Maps can now be integrated into a text ad. When searching for an offer in connection with a location, for example "dentist Zurich", a map of the provider is displayed to the right of the search results. Advertisers who use the location information in Google AdWords are shown in blue.
If you don't have a Google Places entry yet, you should do so as soon as possible and make sure that every branch is entered. And don't forget the telephone number!
Faster and more direct with sitelinks Google makes it possible to insert up to ten direct links into an AdWords ad. Such sitelinks are displayed if Google believes that the ad provides qualified answers to a search query and the ad appears in first place.
I recommend using the option for AdWords campaigns with generic keywords to suggest a quick, direct route to specific offers for search engine users. Example: For the keyword "insurance", sitelinks are set to "home insurance", "car insurance", "travel insurance", etc.
In addition to these innovations, Google has also expanded the possibilities of geo-targeting. It is definitely worth checking out these new features, as they further increase the efficiency of advertising in search engines. Imre Sinka
