There were a lot of changes at Google last year, but enhanced search engine marketing campaigns seemed to be the best or worst thing that could happen for businesses and marketers. There was a new workflow and lots of reports, so it’s surprising to see that many marketers and businesses are going with the same old strategy rather than utilizing this new campaign. The new idea is that every search can provide clues that are more valuable than a keyword. The context clues include location, device, keyword and time of day. These additional hints can come in handy to setting up a great paid search campaign.
By understanding these clues in Google enhanced campaigns, you can better reach your customers. For example, mobile and desktop searches are still the same, and yet you could reach customers better by touching into their mobile needs. You can acknowledge that user and understand what they’re doing in that particular moment in time. Especially if you can get a mobile “click-to-call” with a paid search opportunity.
To take advantage of these SEM opportunities, it’s important to understand your users and what type of devices they are using throughout the day. Data on Google campaigns shows that mobile device users are highest in the morning and lowest in the evening. Tablets are used for browsing more at night and desktop computers are typically used evenly throughout the day for users.
Customers may be searching for information in the morning before work to find something quickly. They may want to see your store hours or maybe they want to call ahead. Small businesses can take advantage of this opportunity just by offering a mobile campaign more in tune with its users for that time of day.
There are three ways to make these clues work better for your paid search campaign.
1. Look at the Data
You should look at the primary sales and secondary conversion data items like store locator and email signup by device and time of day. You can look at the data to see what indicates a better user experience for browsers. Are they using a mobile device with a browser or a tablet? What information can you put in the ad that will make them call or visit at that second?
2. Jump On Opportunities
If you know that at 1:00 PM in the afternoon, you see high CTR on mobile devices, then you should bid appropriately for these ads. If you know that there are times of the day, days of the week or devices that don’t work, then you shouldn’t be forcing them into your plan. You can actually save money for the campaigns that will work. You should also be clever about the way you show your ads and what extensions or site links that you’re using.
3. Test Your Campaigns
Testing is what makes your ad campaigns even better and more poignant to users. What type of message can you run across all devices and locations to create a better yet targeted user experience?
By personalizing the marketing experience for the user, you’re giving someone even more reason to trust your company and follow through with a sale. Data-driven hints are the best way to create these types of thorough paid search campaigns.