Google announced earlier this year that it would be phasing out its average position metric in Google Ads, and now we know exactly when this change will occur. Starting on September 30, 2019, average position will be retired in Google Ads. To fill the average position void, Google recommends using average position’s newer alternatives: search top impression and search absolute top impression.
Google sunsetting the average position metric comes as both a shock and an expected change. Average position has been used for years to measure where an ad appeared in search results, however, as digital marketing continued to develop, this metric started to become less reliable. Google has made changes to the layout of ads on its platform, and average position cannot tell you if your ad is placed as a top-of-the-page ad or bottom-of-the-page ad. Marketers are now interested in seeing if their ad is placed at the top or bottom of a page, and average position does not answer this question.
According to Google, the following functions will be disabled beginning the week of September 30, 2019:
- Rules using average position
- Custom columns using average position
- Saved reports that filter on average position
- Saved filters with average position
To prepare for average position’s termination, Google released two new metrics in November 2018 that are being suggested to take the place of average position: search top position and search absolute top impression. Search top position shows the percentage of your ad impressions that are shown anywhere above the organic search results, and search absolute top impressions shows the percent of your ad impressions that are shown as the very first ad above the organic search results.
While the retirement of average position is over six weeks out, marketers should be proactive in learning about average position’s alternative metrics and considering new ways to report on these metrics. By staying on top of these changes in Google Ads, marketers will enjoy a smooth transition to newer, more reliable metrics in place of average position.
A landing page is one of the most crucial parts to any advertising campaign. Whether the source is PPC ads, social media ads, email blasts, or banner ads, landing pages allow us to capture users’ attention at a much higher rate than directing users to an existing webpage because of its focused, direct message. Since landing pages are the cornerstones of lead generation, product sales, data collecting, and more in advertising campaigns, here are six tips for building your highest converting landing page.
Keep the design and copy simple
Information or design overload is one of the most common reasons a user may click immediately off your landing page. When it comes to design, use white space to your advantage, ditch navigations, include only a few captivating photos or videos, and keep your font large enough to be easily read but small enough to not be distracting.
As for your copy, stay focused on the goal of the specific campaign, and do not add in a bunch of other unrelated information. Also, keep your copy simple and organize your information in bullet points to improve readability. Designing your landing page to be free of clutter will keep your users focused on the call to action at hand, thus moving them down your conversion tunnel.
Maintain consistency in the headlines and copy
When a user clicks on your ad, it is the headline and/or text of that specific ad that has grabbed their attention. If they then go to your landing page, and the copy does not match what they saw in your ad, they will likely leave the page instead of digging around for the offer, survey, etc. To keep this confusion from increasing bounce rates, be sure to be consistent in your headlines and copy in ads and landing pages. In a perfect world, your ad elements and landing page elements should almost be identical.
Include a clear and convincing call to action button
One of the most obvious tips for creating an effective landing page is to clearly display your call-to-action button above the fold. However, when designing a landing page, the call-to-action button can occasionally be lost in the content if you are not careful. As a user navigates to your landing page, they may be ready to Book Now, Learn More, Submit Form, etc. immediately, so the button needs to stand out. Since this button is how you turn page visits into conversions, you should work your design around the call-to-action, making sure it stands out on the page.
Request the minimum amount of information
In today’s society where online privacy issues continue to make headlines, users are more likely to be skeptical of entering their personal information in long forms. When a user comes to your landing page to claim an offer or get in contact with the company, they will be most likely to enter only simple information such as first name, last name, and email address. Because of this, if you are including a form on your landing page, be sure to ask for only the most necessary information from users to keep it short and sweet.
Display trust elements
If a user has never interacted with your business before, including trust elements on your landing page will immediately show them that you are a reputable company. Whether you accomplish this by displaying your contact information or social links, including testimonials, or adding membership or award icons, building trust with a new user or showing a current user that others have benefitted from your product or service could make a user more inclined to take the action you are trying to push.
When it comes down to it, testing your landing page is the best way to determine its effectiveness at driving conversions. With A/B testing, you can tune into how users interact with your landing page- which videos they watched, what button they clicked, and more. By learning these interactions, you can find the perfect combination of landing page elements for your audience, ultimately leading to more conversions.
When you create simple yet compelling landing pages, your advertising campaigns benefit immensely. By adhering to these six tips to creating a converting landing page, your next landing page will be more likely to drive home conversions. If you need help creating an advertising campaign with a compelling landing page, contact us today!
Design changes will be rolling out in your search results on mobile. From the rearrangement of information in ads to the addition of favicons in organic results, Google’s search result revamp is the search engine’s way of decreasing a user’s search time and emphasizing the sources that information is coming from.
Search Ads Branding & Design Changes
The most noticeable changes coming to mobile search results are the branding and layout revamps for search ads. Currently, we have come to expect each search ad to be accompanied by the word ‘ad’ in green, outlined text next to a web address and underneath the ad’s headline. However, with Google’s new changes, search ads will now have the word ‘ad’ in bold, black text displayed next to the web address and above the ad’s headline. Changes to the design and layout of search ads is expected to make sources of information more obvious to users.
Organic Search Results Changes
You may have noticed Google testing website icons in search results on and off over the years, but these favicons are now set to appear in organic search results on mobile over the next couple of days. These favicons are icons that will show up at the top of a search result block to the left of the website’s name and breadcrumbs. The name and breadcrumbs will also both now appear in black text instead of green. Favicons should represent the website’s company or organization’s branding. To set up a favicon for your website, you can follow the steps on Google’s support page here.
Although Google is first making these changes only for mobile, it is expected that they will add them to desktop in the near future. In an effort to highlight sources behind information, these changes to search results are rolling out just as Google has also started adding more images and other visual elements to mobile search result pages to also enhance the overall user experience.
Pinterest is expanding its services for advertisers just before its Initial Public Offering (IPO) with the introduction of two new tools for Promoted Pins and Video. These tools are currently available for any brands that have a Pinterest business account, making advertising on the social media platform more effective than ever before.
One of Pinterest’s new tools is conversion optimization for Promoted Pins. With conversion optimization, advertisers have the ability to optimize their Promoted Pin campaigns for consumer actions including online checkout, email sign up, and more. Before this new tool, advertisers were only able to optimize for clicks, but now they have the ability to optimize their campaigns for more specific actions. This new tool makes it both easier and quicker for advertisers to reach their goals through Pinterest advertising by targeting people who are most likely to take specific actions.
Pinterest also unveiled that Promoted Video will now expand to serve advertisers who have traffic or conversion goals by taking users to a landing page with the advertiser’s website. This landing page will also have a close up of the video.
Pinterest building out its advertising offerings will give advertisers easier ways to connect with Pinners based on their individual goals. With 265 million users, Pinterest has quickly become an effective advertising platform over the years. Although Facebook, YouTube, and Instagram remain the social media advertising giants, Pinterest connects you with a different type of audience and is worth looking into for your marketing strategy.
Last year, Google started including thumbnail images with search results as another way for users to find the result that best fits what they were searching for. Although thumbnail images have been common throughout the past year, RankRanger, an SEO tool provider, reported a spike in the frequency that thumbnail photos are popping up in mobile search results through Google.
The report from RankRanger found that from March 7 to 11, the percent of mobile search result pages with thumbnail photos on Google jumped from 40 percent to 75 percent. This jump in frequency comes a few months after Google announced that they will be heavily focusing on image search in 2019, so this test with mobile search results showing more photos may be part of Google’s shift in focus for the next year.
With thumbnail photos clearly becoming a focus for Google, companies should stay ahead of the game and evaluate their websites and pages to ensure they are populated with relevant and optimized images that may be pulled by Google for thumbnail photos. When it comes to SEO, even if your company’s website is not ranked in the first couple of spots, it is possible for a thumbnail photo to make your result stand out from your competition while featuring a product or corresponding image.
As Google continues to push out more features that makes search more user-friendly, it is necessary for companies to keep up and make changes accordingly to benefit from the changes. As we dive deeper into 2019, images will only continue to be useful tools that should not be overlooked when designing a website and implementing an SEO strategy.
Marketers were taken aback recently when possible evidence that Google is beginning to test ads in Assistant results was posted on social media. Last Wednesday, an Android user, Gennaro Cuofano, posted a screenshot of his Assistant search results to Twitter. The screenshot showed an advertisement at the top of the search results with organic results following it.
After this screenshot caused a frenzy on the internet, Google responded by saying, “we’re always testing new ways to improve the experience on phones, but we don’t have anything specific to announce right now.” Although Google did not confirm whether or not it is currently testing the ads, Assistant advertising has been an obvious next move from Google now that more than one billion devices are equipped with Assistant technology.
If the Twitter post was indeed a test for Assistant ads, the next wave of pay-per-click and search engine optimization strategy tweaks could soon be approaching. From the screenshot, it looks as if the top ad in search results would be the ad that got the highly-visible spot in Assistant results. This means that competition to be first on search results could heighten (thus making bids more expensive) as more and more users turn to voice assistant technology.
At the rate that Assistant searches on mobile devices are growing, it will become increasingly valuable for Google to start this kind of advertising. Because of this, marketers should stay on top of these advancements to be ahead of the game if (or, more likely, when) Assistant ads do go live.