5 Tips for AdWords Best Practices for 2017

Webcroppers is here to help small businesses succeed for the upcoming shopping season with some words of wisdom about the latest and greatest practices for AdWords in 2017.

Webcroppers is here to help small businesses succeed for the upcoming shopping season with some words of wisdom about the latest and greatest practices for AdWords in 2017.

Fresh Ad Copy

Make sure that your search and display campaigns have a minimum of 3 ads per ad format. This will ensure that they’re being rotated. With AdWords pushing for more advertisers to leverage predictive ad rotation, it will give you extra peace of mind in case the system starts adding more weight to lower performing ad copy.

Make sure that your campaign structure is user-friendly to the point where you can create your own internal system to find and replace search ad content.

If you’re dealing with display ad copies, leverage the AdWords image gallery and responsive ads to create ad copy on the fly.

If you have a fully-fledged design team for the display side, create one set containing all the ad sizes with one ad copy message. Once you’ve found the best performing and highest volume ad sizes, leverage the team to create varying different messages only in those sizes for each step of the customer acquisition path.

Ad Extensions

Structured snippets, callouts, review, price, location, and site link extensions are playing a bigger role than ever before. Google is rolling out location and call extensions to the display side to complement their new approach to responsive ad copy.

For the search side, it’s always been important because of the size boost it gives to non-extension search ads. Again, campaign structure plays a big role in how to mobilize the extensions. You can attach extensions to the account, campaign, and ad group level.

AdWords has always run on a hierarchical method of serving. If something is attached at the account level, it will override the campaign level and the campaign will override the ad group. However, putting everything at the account level will create a very one-dimensional message for your ad copies and it can also limit the amount of impressions earned for each extension, simply because of the relevance factor.

If a campaign is oriented around cookies…

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