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Webinar 5 new best practices for paid search

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5 New Best Practices For Paid Search …

5 New Best Practices For Paid Search
Text Ad Strategy: Advanced Site Links
Key Points:
Ad with Sitelinks must show above Google search results
Account must contain live ads closely related to the Sitelinks in your Adwords campaign
Each campaign can have only one site link

Why Site Links:
Improve CTR
Improve quality score
Ad exposure / competitive advantage
Alternate CTA/conversion paths (landing pages)
Brand awareness

Text Ad Strategy: Mobile App Extension
Key Points:
Active applications on Google Play and App Store
Available only on mobile devices
Download tracking available for Android only

Why Mobile App Extension:
Improve CTR
Increase your app downloads
Improve credibility of the business
Complete tracking of downloads on Google

Location Targeting Enhancements
Zip Code Targeting
Location Insertion & Advanced Location Targeting

Location Targeting: Zip Code Targeting
Location Targeting: Dynamic Location Insertion
Use the syntax {lb.city:Local} in your new text ads
“ Find a {lb.city:Local} Store or Shop Online, ” will appear as “ Find a Chicago Store or Shop Online” to a user viewing your ad in Chicago


Why use location targeting
Target 5-digit U.S. ZIP codes on Google Search and Display networks
Fast and easy bulk uploads
Target using physical location
Target audience by understanding their search intent
Reach more profitable customers
Exclude non-profitable physical locations
Service based targeting

New Keyword Match Type Changes
Ads to appear for close variants of Exact Match and Phrase Match keyword
Close variants include:
Misspellings
Singular and plural variations
Acronyms (should be interesting)
Stemmings (…ing)
Abbreviations
Accent

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  • 1. 5 New Best Practices For Paid SearchGurdanish Bawa| Search Engine Marketing Manager | July 31 2012 © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 2. Text Ad Strategy: Advanced Site Links © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 3. Text Ad Strategy: Advanced Site Links Site links name / Display name Destination URL of respective site linksSitelinks Setup Sitelinks Reporting © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 4. Text Ad Strategy: Advanced Site Links Key Points:  Ad with Sitelinks must show above Google search results  Account must contain live ads closely related to the Sitelinks in your Adwords campaign Each campaign can have only one site link © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 5. Text Ad Strategy: Advanced Site Links Why Site Links:  Improve CTR  Improve quality score  Ad exposure / competitive advantage  Alternate CTA/conversion paths (landing pages)  Brand awareness © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 6. Text Ad Strategy: Mobile App Extension © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 7. Text Ad Strategy: Mobile App Extension © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 8. Text Ad Strategy: Mobile App Extension Key Points: Active applications on Google Play and App Store  Available only on mobile devices Download tracking available for Android only © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 9. Text Ad Strategy: Mobile App Extension Why Mobile App Extension:  Improve CTR  Increase your app downloads  Improve credibility of the business  Complete tracking of downloads on Google © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 10. Location Targeting Enhancements  Zip Code Targeting  Location Insertion & Advanced Location Targeting © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 11. Location Targeting: Zip Code Targeting © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 12. Location Targeting: Zip Code Targeting Reporting © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 13. Location Targeting: Dynamic Location Insertion Use the syntax {lb.city:Local} in your new text ads “ Find a {lb.city:Local} Store or Shop Online, ” will appear as “ Find a Chicago Store or Shop Online” to a user viewing your ad in Chicago © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 14. Location Targeting: Benefits Why use location targeting  Target 5-digit U.S. ZIP codes on Google Search and Display networks  Fast and easy bulk uploads  Target using physical location  Target audience by understanding their search intent  Reach more profitable customers  Exclude non-profitable physical locations  Service based targeting © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 15. New Keyword Match Type Changes Ads to appear for close variants of Exact Match and Phrase Match keyword Close variants include:1. Misspellings2. Singular and plural variations3. Acronyms (should be interesting)4. Stemmings (…ing)5. Abbreviations6. Accent © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 16. New Keyword Match Type Changes: Sample © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 17. Thank You© 2012 Regalix Inc. Confidential, All Rights Reserved 17
  • 18. Get in Touch Forefront of Innovation  visit: www.regalix.com  Digital Marketing Services  Technology Enabled Services  If you have any questions about this webinar please  Regalix Labs feel free to get in touch with the speaker Gurdanish Bawa, gbawa@regalix-inc.com Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team  For a free evaluation of your website / ecommerce portal, please get in touch with Ritu Josan, Fortune 500 and Venture Backed Customers (B2B and rjosan@regalix-inc.com B2C) Global Operations: HQ in Silicon Valley, 4 Offices Industry Recognition © 2012 Regalix Inc. Confidential, All Rights Reserved 18

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