The latest Google update is shaking things up for advertisers. Instead of the old ‘Ad’ instead Google just gives the option to hide sponsored results in both search and shopping.
As a user, this should make it much easier to improve the relevance of searches, rather than most known brands dominating the top of the page.
This shift should encourage advertisers to think more about these key areas:
- Ad copy will need to be stronger and more compelling than ever
- Auction insight will have to be monitored more closely to see if advertisers are appearing in the right ‘niche’ or market
- Landing pages will also have to reflect the messaging in the ads. Therefore, a fully integrated SEO and PPC strategy will allow for a better user journey.
- People who tend to ignore ‘ad’ tagged results may not realise they’re clicking on an ad, so this can lower ad discrimination. This is useful for campaigns that want to target more top funnel users.
