Need a few new advertisement ideas?
You’ve come to the right place. Below, I’ll go over some of the most exciting new advertisement features and options available today.
Advertisement Ideas: Life Events in Google AdWords
AdWords has always featured a healthy mix of targeting options.
First introduced by Facebook, Google’s joined the game and is now offering
Life event targeting allows advertisers to target their ads based on important life milestones, so they can better reach their audience at the most crucial times.
Because purchase behavior shifts and brand preferences change during major life events, you can now use the following targeting methods to help you identify and target potential customers:
- About to graduate college
- Recently graduated college
- About to move
- Recently moved
- About to get married
- Recently got married
The life events are triggered by users’ search history, which Google uses to determine which major milestone they may be entering or leaving.
So, what does all this mean for brands?
A lot of opportunities, that’s what.
According to research by Network Insights, life event targeting is more effective than demographic targeting, noting that “Consumers going through life events are much more likely to have similar purchase needs than consumers that are merely in the same age, gender or income demographic.”
It’s able to produce big returns because life event marketing taps into major, emotional events. And when it comes to major purchases, emotions play a major role.
The success stories are already streaming in from brands like Sonos, who reported a 50% increase in ad recall, a 35% increase in purchase intent, and a 5x lift in Search after using life event targeting.
Google does note that because major life events are infrequent, brands will likely be reaching a smaller audience.
But the opportunity to catch customers when they’re primed to make such major purchases more than makes up for it.
Advertisement Ideas: In-Market Audiences
In-market audiences aren’t exactly new to Google.
For those unfamiliar, using in-market audiences is a way for advertisers to connect with consumers actively researching and comparing products.
“Reach potential customers while they’re actively browsing, researching or comparing the types of products you sell. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in-market behavior and purchase intent.”
Previously, this feature was previously only available for Display Network and YouTube campaigns, but Google recently extended in-market audiences to Search ads as well.
These too use users’ search history to look for “behavioral signals” and determine when they may be nearing the end of the buying cycle and ready to make a purchase.
Based on those signals, Google can then place users into categories based on buying intent, which advertisers choose from when they set up their ads.
The move to Search signals a big opportunity for advertisers, as Search is generally considered a better way to target real buyers.
As opposed to the Display Network where someone often stumbles across an ad while browsing, Search targets buyers during the search process.
Google currently offers in-market audiences in the following categories (along with subcategories in each):
- Apparel and Accessories
- Autos & Vehicles
- Baby & Children’s Products
- Beauty Products & Services
- Business Services
- Computers & Peripherals
- Consumer Electronics
- Consumer Software
- Dating Services
- Financial Services
- Gifts & Occasions
- Home & Garden
- Real Estate
- Sports & Fitness
Like other methods, in-market audiences can be used in tandem with other targeting options to better an ad’s performance. Specifically, Google recommends using them with remarketing ads for optimal results.
Advertisement Ideas: Use the New AdWords Extensions
AdWords users are no strangers to extensions.
AdWords extensions allow advertisers to add additional snippets of information to their ads.
Rather than the usual headline, URL and short description, an ad with an extension will include a little extra, whether it be a star rating to indicate customer reviews, a phone number, additional links to the advertiser’s site, a product price, etc.
Using extensions is well worth it – Google reports that adding an extension can improve your click-through rate (CTR) by 10-15%
And now, there are more options than ever. Recently, Google unveiled the following:
- Promotion Extensions
- What they are: Promotion extensions are used to highlight any upcoming sales or promotions your business is offering, to better target those looking for the best deals in your niche.
- Promotion Extensions
- How they appear: They appear below the body copy of your ad, with a bold label and up to two lines of additional text. This can include price discounts, coupon codes, etc.
- Who should use them: Businesses promoting upcoming store or holiday sales
- Message Extensions
- What they are: Message extensions allow customers to text your business directly from an ad. As Google explains, “people can contact you to book an appointment, get a quote, ask for information, or request a service. Message extensions can help you grow your business by giving people another option to reach you.”
- Message Extensions
- How they appear: These extensions appear as a message icon in your ad, and only appear to those with a phone capable of sending and receiving text messages. When a user clicks the icon, their messaging app will open with a pre-populated message the advertiser has created
- Who should use them: Those with the capability to receive and answer the queries. Make sure you have a strategy set up to deal with any incoming questions, and have populated the text with the correct information.
- Price Extension
- What they are: Price extensions let you prequalify with price by adding in a list of services and their prices, which allows customers to browse your services without having to look for them on your site.
- Price Extension
- How they appear: These appear as a set of up to 8 clickable cards below the text of your ad. When clicked on, they take prospects directly to the corresponding product or service page
- Who should use them: Any ecommerce business looking for an effective way to better qualify potential customers
- App Extension
- What they are: App extensions encourage people to download a brand’s app through a link in your ad.
- How they appear: These appear below the text of and direct users directly to your app download
- Who should use them: Businesses with an app to offer users
Advertisement Ideas: Location Extensions and Store Visits for YouTube Ads
Speaking of ad extensions, Google just announced YouTube ads would be getting a location extension of its own.
This is the first extension to be added to YouTube, and will be available on TrueView in-stream ads and Bumper ads.
As viewers watch the ads, they will be able to see the address, directions, and opening hours of a business.
To go with the location extensions, Google also enabled store visit measurements for YouTube, which will track how many people actually went to a store after viewing an ad.
This is a big deal for a few reasons: 1.) It brings one of AdWords great features (extensions) to one of its most popular search engines – YouTube, and 2) it gives advertisers more ways to measure the impact their ads have on offline activities.
Combined with the targeting abilities of YouTube ads, location extensions will help advertisers target real prospects and give them the information needed to visit their store – all in one ad.
Then, advertisers can track the effectiveness with the store visits measurement to see the actual impact their ad has on buyer traffic and behavior.
For any brands with a local business, this signals a major step forward in online advertising.
Advertisement Ideas: Google Optimize
Google Optimize rolled out with a slew of new programs in Google Analytics 360.
A few those programs also came with AdWords integration – one of them being Google Optimize.
Optimize allows advertisers to create and test variations of landing pages tied to their specific ad campaigns. It’s fully integrated with Google Analytics, which will allow advertisers to gain insight into conversion rates, bounce rates, mobile friendliness, etc.
The use of Optimize will make it easier for advertisers to A/B different elements of their campaign landing page, at either the campaign, ad groups, or keyword level.
Google gives a good example of targeting high-end customers using Optimize.
“An antiques dealer with AdWords campaigns targeting high-end customers can leverage those signals and run experiments on their premium landing page. For example, based on a hypothesis that high-end customers are more focused on authenticity and historical value than price, an antiques dealer could create an experiment on the landing page that prominently displays proof of authenticity and excludes prices.”
Currently, the Optimize integration supports search and shopping campaigns as well as Search Network with Display select, but only search traffic.
Advertisement Ideas: Google Surveys 360
Google Surveys 360 is another AdWords-integrated Google Analytics 360, and ties in well with Optimize.
The Surveys allow advertisers and marketers to create and target surveys to remarketing lists to gather key information as to what is and isn’t working.
The use of these surveys will allow much easier A/B testing, as it provides advertisers a way to directly ask their audience why an ad was or wasn’t clicked.
Though similar to the previous Google Surveys, Google Surveys 360 adds much more functionality by allowing brands to target users by zip code or remarketing list.
The surveys are a three-step process:
- Create the survey
- Find a specific audience to sample
- Generate statistically relevant results
The speed of the surveys is one of the big selling-points for Google; typically, results can be returned in as little as a few days.
Advertisement Ideas: Google Attribution
Google Attribution and Google Attribution 360 were also recently released.
Google Attribution is a tool that helps marketers identify each channel that played a part in a sale, and how much those channels contribute to overall ROI.
It uses machine-learning to measure the impact of each customer touch-point by collecting and analyzing data from Google Analytics, AdWords, and DoubleClick search.
Too often, marketers look only at the last click a customer makes on their journey to a sale (called last-click attribution), but Google Attribution will help them understand the impact of each channel that customer interacted with, whether it’s email, social media, PPC, etc.
Using Google Attribution has the potential to:
- Help advertisers better understand lower and mid-funnel interactions; it will reveal which channels a specific customer interacted with, and how a big of an impact that channel had in their conversion process
- Help advertisers decide where they should be spending the bulk of their budget
Initial beta tests of Google Attribution have seen success, with companies like HelloFresh reporting a 10% increase in conversions since using Attribution.
Note that the paid version, Google Attribution 360, comes as part of the Google Analytics 360 suite, while the free version was rolled out initially to select advertisers.
Advertisement Ideas: AMP Landing Pages for Search and AMP Display Ads
We all know it by now: page load speed is crucial to success, especially when it comes to mobile.
In fact, every one-second delay on a website causes a 20% decrease in conversion rate, according to Google.
Enter Google’s accelerated mobile pages (AMP), designed to make pages load in less than one second.
And now, advertisers can take advantage of AMP’s accelerated speed by applying it on their landing pages. Advertisers are now able to drive traffic from search and display ads to AMP landing pages.
Back in September, Google released testing results from a few of the first to try AMP landing pages:
- Wego.com reported a 95 percent jump in partner conversion rates and a 31 percent drop in bounce rates from AMP landing pages
- Greenweez reported an 80 percent increase in mobile conversion rate and 66 percent lower CPA on mobile from AMP traffic between January and March 2017.
AMP now supports dynamic content, checkout and payments, and A/B testing (note that it does not support third-party testing).
Also, keep in mind that Google suggests you not use AMP if your site has complex checkout flows.
In addition to the search landing pages, Google is also speeding up ads on the Google Display Network using AMP technology.
Google has automatically converted a number of ads across the network, and found that they typically load up to five seconds faster than regular ads, with no changes to the ad’s design or creative elements.
Wrapping up Advertisement Ideas
There are plenty of new ways to get your ad out there.
By taking advantage of the new features and targeting options, you can better ensure that your ad is delivered to the right people at the right time.