Over the next 12 months Google will finish a product roll out that will define the company for the next decade. With advertising being a $60 billion dollar business in the USA alone and Google making up 50% of that revenue. Any change Google makes to their AdWords has a profound effect on their future growth.
The two products rollouts are Expanded Text Ads and a major overhaul of their AdWords platform interface. I won’t go into detail on each change as you can follow the links above. Over ten years I’ve seen many changes with AdWords (and even Google Analytics). However, these two changes are a dramatic shift in how Google does business and a North star for the company to be more mobile focused.
If Google makes even a small misstep then that has an impact on their revenue and the moonshot projects they invest in. We are already starting to see early results roll in that Expanded Text Ads are underperforming compared to old AdWords ads. If Google can’t get this under control in the next 3 months then I don’t know if 2017 will be a brighter year for AdWords.
I’m speaking at Digital Summit Minneapolis on July 26th at 11am. I’m going to do a revised and shorter version of my talk I gave at HeroConf Phillidalia I gave back in April. This will be my first time to the midwest that doesn’t involve Chicago and I’m excited as can be.
While I was in London a few weeks ago. I had the opportunity to be interview for webcertain.tv, which covers news and updates around the marketing industry. The 5 minute talk was a cool experience and really glad I got to talk about mobile marketing.
The Importance Of User Experience In Mobile Marketing
Mobile marketing is now a vital part of any marketing strategy. We are joined by Duane Brown, performance marketer at Unbounce, to talk through differences between mobile and desktop and how that impacts user experience. We also discuss the small things that make a big difference, how to maximise the effect of mobile, and how to understand what content you should serve your customers.
Creating amazing remarketing isn’t hard but it certainly isn’t easy too. Trying to connect with visitors to your website who may not have made an immediate purchase and then convincing them to come back and but is tricky. There are people online, 3.4 Billion right now, who find remarketing creepy. People don’t know how to make the ads stop, let along how and why they are seeing those ads in the first place.
If you’re doing remarketing right now or have always wanted to get started. These are the 5 areas of your campaigns I’d look at to punch above your weight and make sure your campaigns standout from competition and don’t make people hate your brand.
Even to this day I still see brads show me their banners all day every day with no cap on the number of views a day. Maybe they think if they try to overwhelm me with ads I’ll buy their ad platform. Nothing could be farther from the true. This isn’t a hard and fast rule but I start out with capping my ads at 2 – 3 views/day. You can test having your ad show less or more then that but you don’t want your potential customers get brand fatigued. Remarketing is very much a marathon not a sprint. It’s a gentle reminder not a bash over the head.
If you’re on AdWords or any advertising platform that lets you segment by age, do it. You can waste a lot of impressions and spend by targeting people who aren’t going to convert on your product. At my last couple startups, it has generally been 25 – 44 year olds that converted the most and that’s the case again at Unbounce. Running the same ad but having different ad groups/sets by your age demo can help you understand who’s converting and who’s just looking at your product and not buying.
My talk from SMX London 2016 on May 19th. Goes over my process and how I look at converting mobile traffic. Hint, it’s more remarketing then trying to convert cold traffic.