How to use top of the funnel advertising for seasonal demand
“Game theory is ultimately about how individual participants in a marketplace can cooperate to their mutual benefit.”
The new Google Maps ads are designed to help businesses be more visible at moments when consumers are searching online (especially on a mobile device) for somewhere to eat or shop.
In the coming weeks and months, Google will be revealing several new Maps ad formats and features that are designed to drive more foot traffic to your physical location. These include Promoted Pins (including brand logos), in-store promotions, customizable business pages, and local inventory search.
Back in February Google removed right-hand side ads and optimized the search engine results page in order to tailor its display for the most popular smartphone screen sizes. On the back of this, AdWords advert lengths will increase later this year from a single 25 character headline to two x 30 character headers. Designed to give advertisers more creative space, the description line character limit will also change, increasing from the current two x 35 character lines to one x 80 character line.
Google says these improvements are essential to help advertisers capture the attention of busy mobile users as they browse through search offerings.
Early testing of the upgrades look promising with some advertisers reporting click-through rates of up to 20% more than those recorded using the current format.
Launching a new AdWords search campaign is an exhilarating process. Excitement, anxiety, fear, and hope are emotions that come to mind when I’m about to click the Enable button on a new campaign.
If you’re just starting your journey, then fear may be dominating your thoughts, so in this article my goal is to put you at ease. The steps I’m about to go through will ensure you’re depositing more money into your own bank account, rather than just funding Google’s empire.