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Auto Ad Generation from Google is Coming

As the old adage goes “variety is the spice of life.” Everyone likes to have options and choices, your customers are no different. They are going to be looking for different services and products at different times. It’s important that your digital marketing efforts both appeal to these potential customers at these different points and fully encompass the entire breadth of your business. By having more ads running in your Google Adwords account you open up more possibilities of offering exactly what your customers are looking for at a given moment. According to Google, having more ads in your account leads to more impressions and more clicks. Since they are always looking for ways to help their customers increase online interactions, Google is implementing a new beta feature for Adwords. Essentially, Google will examine your current headlines, descriptions, ad extensions and relevant information found on your ads’ landing page to auto generate new ads as a way of expanding impressions and clicks for advertisers. This new feature will begin testing on September 24, 2017, and Google will notify all advertisers 14 days in advance of any auto ad creations. This will give time to review ads and decide whether to implement them or not. If no action is taken the new ads will begin to run after 14 days.

Reaching more people and adding more variety to online advertising efforts without having to put in work seems like a winning proposition- and most of the time that would be true. But it is always a good idea to keep an eye on all the factors of your online advertising efforts- including budget, keyword review, and conversion rates. As a certified Google Partner and Adwords expert, 3PRIME monitors each advertising account closely for any changes or impacts that new ads or policies may have. And while reaching a wider audience and more potential customers is great, there is also the need to ensure that you are targeting the right audiences and that any new ads – especially auto generated – aren’t bringing empty clicks to your website with little chance of increasing your business or gaining a new customer. If you are planning on taking advantage of this just be sure that someone is monitoring your account so you don’t end up spending money on underperforming ads.

June 14th Google Partner’s Livestream

The Google Partners event on June 14th was about finding ways to get your business online and how to optimize your web presence to reach more customers. Some of the important things we learned today were how mobile influences purchases, how consumer behavior is changing, and how to grow your business from there.

With the increase of mobile usage in the past few years, it is more and more important for your business to make use of digital platforms. Searches from mobile are more common than searches from desktop computers.  People are doing more local searches for services or products around them. In the last four years, a 34% increase in Google searches included the phrase “near me”. Mobile makes up 84% of ‘near me’ searches, and there is a strong purchase intent after a ‘near me’ search as 3 in 4 people who searched on mobile visited a business within 24 hours. This is why it is so important for a business to be up-to-date in the digital world, and be very mobile-friendly.

Consumer behavior has changed drastically over the past few years. People are reacting on a more immediate basis, consumer expectations are higher, and there is less brand loyalty involved in immediate purchases. Businesses are now forced to adapt to the in-the-moment decisions of consumers in order to keep up with the times. Years ago, purchases used to revolve around physical location and consumer knowledge was limited. Today people can go shopping and compare prices and features of products that aren’t in front of them but they may be interested in.

In order to grow your business, Google shows us how to win by taking business digital. In the past year, revenue growth was 4 times higher for business who used digital marketing. Online shopping is increasing 120% every year, so make sure your website is easy to access.  A couple of tips from Google’s presentation on how to grow your company included creating a free business listing on Google, creating a website that clearly states what your business offers and advertise through display ads, re-marketing, and use demographics to find new customers.

 

Missed the Livestream? Watch it below!