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AdWords PPC: Ever Changing, Ever Expanding

Posted on 27th May 2016 by David Ogletree

The way Google changes the AdWords platform to address the changing needs of businesses will always be as flexible as possible. Because the entire program itself is mainly based on this idea of user experience and user experience technology, we can expect specific industries will be catered to over time.


One such industry is the automotive industry. At the end of March, Google made the decision to dock individualized ads as swipeable media at the top of searches about certain vehicle models. So for example, if you go to Google on a mobile device and type in the keyword “Ford Fusion”, you’ll get a swipeable carousel that first features information from the OEM, then moves on to include pictures that break down into text ads from car dealers in your area.


It’s a nifty way to change things up, and a foretelling of what’s to come. With Google, the devil’s in the details. Over the past few weeks Rand Fishkin has discussed Google placing more emphasis on keywords in captions, file names, alt tags on photos and all those little details that are part of the meta structures of sites. It’s a step beyond Google’s move into a more user-friendly and completely contextual experience. Google is telling us in terms of context clues what it wants to see from a well-structured website. Likely, we need to take these kinds of philosophies and apply them to our own AdWords accounts.


Because, again, the devil is in the details, it makes sense that we take a deeper look into the overall structural components of our AdWords accounts to make sure we’re addressing details at a super high level.


We’ve talked about this before, but let’s bring it home again: Does your keyword appear in your ad? Do keywords and contextual text that is relative to your product and your offering appear on your landing pages and throughout your website? Are you continuing to give the customer the best experience possible on your website? Do you have a privacy policy, and if necessary, a terms of use set up?


The way you answer these questions and think about how customers are using your website will add up to a better and better experience. Paying attention to details pays off. And most of all, keeping abreast of the latest AdWords technologies can make a huge difference in terms of most recent offerings showcased by industry.

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