Context Clues: The Tool for Paid Advertising Campaign’s Success
February 25, 2014
It’s been almost 6 months since Google launched enhancements in its Google Ads campaigns, last July; but many advertisers have not yet imbibed them in to their campaigns. Contextual clues as it is referred to is what was launched to help advertisers gain better insights into their ad campaigns and therefore yield better visibility.
Businesses are not alike nor are their target audience, which leads us to the fact that two ads cannot be similar, nor can their management be. What works for one may not work for the other. Post the mobile marketing revolution, almost all businesses have been looking at mobile marketing in a very hopeful manner. And it’s justified too, having said that the larger chunk of the audience is seen to be using mobiles as the device to access the internet, be it for surfing or shopping.
[See: How Techmagnate can help you with Google Ads PPC Campaign Management to perform better?]
While this may definitely point out to websites to optimize their website for mobile viewing, it also leads to the significance of optimizing ad campaigns for different devices. This is where the contextual clues help. Location, day, keyword and device are the various contextual nomenclatures to the new ad enhancements, where ads can be optimized on the basis of the following fields.
Analysis of the past and current data at hand will help you gauge the areas where the ads can be improved (additions or subtractions) to enable better user experience. The clues could be from the sales (primary) or email sign-ups, store locator, product catalogue (secondary) sources of data.
Again, if, for a flower boutique, the highest CTR is seen to happen during the day time, it doesn’t mean that the same would apply for an e-commerce ad too. The latter may be getting higher CTR during late evening hours. Again, for the flower boutique, it may be more useful to have a call button activated for the mobile ads rather than the desktop ads, whereas for the ecommerce it may be more fruitful to have breadcrumbs and site links to their favorite product pages for both desktop and mobile ads. In other words, ads can be optimized as per the analysis of the CTR.
Ads become effective through the ‘trial and error’ method. Watch your data and statistics closely and regularly to understand and analyze it better. Look for ways that can help you attract those eyeballs. It’s quite possible that the kind of message that may work for your desktop ads may not go well with the mobile ads. Conclusively, it’s all about personalization and adaptations to changing occurring every now and then. No wonder they say – Change is the only constant!
Have you opted for Google Ads’ latest enhancements? What improvements has it brought about in your CTR? Share your thoughts and experiences with us.