There are many different techniques that can be used to improve the ranking of your site and can be done through un-paid or paid methods. The competitiveness of trying to get on the first page of Google varies for the different industries. For example, trying to get a high rank for a local flower shop is much easier than trying to get a high rank for a healthcare business. This is because there is much more competition in the healthcare niche which is why a lot of clinics and practices go to a company offering marketing for dentists, independent physicians, and multi-location medical practices. This way, it’s much easier for them to achieve page one results.
However, one way you can guarantee your page will be on page one is by creating Google ads and paying to be at the top of the search results. This is more expensive but some prefer it.
Google recently (May 2017) made several announcements about some changes that we will be able to see in the next several months that will have a very positive impact on internet marketing through Google Adwords and Google Analytics. These changes are designed to help online marketing evolve as the internet and users are changing to stay current on trends. Marketing agencies now use these new algorithms and changes to create new, bespoke campaigns like no other. These announcements included something for everyone, regardless of the industry your company is in. There were several technology related updates and new tools to work with that were discussed as well as new additions to PPC search and PPC display campaigns. Though no specific timelines were provided, these will be items to keep on your radar for when they are released.
Here are some of Falcon Digital Marketing’s favorite updates.
AMP for PPC Search and Display Ads
AMP (Accelerated Mobile Pages) helps stress the importance of site load time on mobile. For the PPC Search side, search ads will be able to utilize fast-loading AMP pages as the landing pages. These pages will have a page load time of under one second. The AMP ad format for display will have the ads load significantly faster on mobile devices which will allow the viewability of your ads to increase.
These new landing pages are expected to have a positive impact on mobile experience and advertisers should see a decrease in bounce rate on mobile devices. If mobile has not worked well within your campaigns in the past, this will be a good time to retest as part of the issue may have been your site load time on this device.
Store Sales Measurement
Google is working to close the gap in linking your online PPC campaigns to actual transactions that are occurring in physical stores. This new update will make it so that you are able to see what PPC campaigns and devices are driving in-store purchases to be able to gain that further insight as to how your campaigns are performing. It will also allow for you to measure the in-store revenue that is coming from the in-store transactions.
In-Market Audience for PPC Search Ads
In-Market audiences have performed positively on the display network and now these audiences will be available to add to Google Adwords search campaigns after the release. By adding these audiences to a search campaign, it will help narrow the focus to those users that are further down in the funnel and remove those that are just starting their research.
Google Attribution
This new attribution tool will help close the gap on conversion attribution. There are multiple touch points on your marketing that can occur and this attribution product will help tell the story as to how each touch point guides the customer’s journey.
There were many other announcements that were made in addition to the items that were discussed in this article. Falcon Digital Marketing is excited to test out these new online marketing products and help our customers be able to further understand their marketing efforts. It is important to stay on top of trends within the PPC advertising industry as this marketing world is constantly changing and evolving.