30-second summary:
- Coronavirus and related quarantine measures led to an increase in online sales, the amount of video content consumed, and the time people spend on the internet in general.
- PPC ads are relevant more than ever.
- In this article, you’ll find the most common errors in contextual advertising and get practical recommendations on setting up effective PPC ads.
Coronavirus and related quarantine measures led to an increase in online sales, the amount of video content consumed, and the time people spend on the Internet in general. That’s why PPC ads are more relevant than ever now for your business. All you need to improve your conversion rate and profit as well is to create these ads correctly.
In this article, you’ll find the most common errors in contextual advertising and get practical recommendations on setting up effective ads.
The most common errors when setting up ads
1. Contactless ads
Advertisements without contact information (so-called Business Card) take up less space in SERP and lose to competitors’ ones due to the fact they are less noticeable and informative.
2. Lack of quick links and favicon
This error leads to a decrease in traffic, CTR, and means that ads budget will rise.
3. Ads are not optimized for the Google Display Network
A search engine ad campaign is different from one shown on the Google Display Network. If you just copy ads, you’ll not get a good result, if any.
The main difference between campaigns on the thematic sites and in search:
- Images are not displayed in search but on thematic sites, they must be added.
- Advertising on thematic sites should be more creative than in search. There are many different formats in GDN you can experiment with.