On April 14th, Google has altered the way in which ads are displayed in the search results. Due to this, the visibility of an ad is dependent on the position and the ad format. These ads display relevant information such as address, phone number, and business hours. Google has also changed how the ads look by removing one column of useable space. This means businesses have less space to advertise and must compete for visibility.
In today’s world, having visibility on Google is crucial for any business. Google’s recent changes to their ad settings will directly affect small businesses. For a business to succeed with Google ads, they must have high quality, professionally designed ads that receive more clicks than other ads. How can you ensure visibility on Google with the increasing competition and exclusivity of Google ads? Borenstein Group recommends 4 essential tactics to ensure visibility on Google that will help combat these changes, increase quality competition, and bring the exclusive advantage to you, the customer.
The first essential tactic is quality. A higher quality ad generates more views and in a way, becomes more popular. Google places ads based on their “quality score.” Make yours high. Focus on relevant keywords instead of ‘keyword packing.’ Put high priority on relevancy and specificity, and you’ll be more likely to see a higher rank for quality. Every impression counts, so make yours a good one.
Second, localize. It is all about locations. Google has included maps in their ranking factors. This provides businesses with the opportunity to target people based on locality–take advantage of it. Ads will now show up on maps, and your ad will not show up anywhere without your location.
Third, mobilize your ads. The most recent Google change only impacts desktop searches. Desktop is important, but mobile searches are dominating the market more and more. If you want increased visibility, make sure your ads are mobile friendly. If you are not focusing on mobile, analyze your strategy and make mobile part of your future.
Fourth, explore new strategies. Google Ads are not the only way to be seen. Ads should be a part of your strategy, but not the whole thing. The best way to increase visibility while being cost-effective is improving your SEO efforts. If you have a strong SEO strategy, your ads will get high ratings on Google. Your SEO efforts should mirror your Google Ads strategy- increase quality, localize, and mobilize.
We hope these tips help you navigate the new ad changes. It is crucial to stay on top of new changes and trends, especially with search engines. And remember, it’s always best to ask for help from professionals to achieve success and avoid common pitfalls.