Be A Better Marketer

If you use Google Ads to collect lead information, you are probably familiar with the typical setup. You create an ad, directing to an awesome landing page with a contact form, and you send valuable traffic there in hopes that you collect leads for your business.

Typically, these leads will be dropped into a CRM system and boom! You’re in business!

But, something new is on the horizon that may just help boost your numbers.

Though it’s been in beta since late 2019, Lead Form Extensions in Google Ads are starting to become available for more and more advertisers.

Haven’t heard of Lead Form Extensions?

That’s okay, we’re here to help.

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It seems like every year or so, a new image-focused feature specifically for Search is released, and then shortly later it is sunsetted in place of a new test. While Gallery Ads will be formally sunsetted in August of this year, Image Extensions have now (re)launched in a closed beta. Here’s the scoop.

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Many PPC marketers have been testing Google’s Smart Campaigns as a way to top-off their existing PPC strategy, and now the reason to test it out is all the more enticing: From now until September 2020, Google will be giving businesses the opportunity to get free promoted pins in Google Maps.

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If you find yourself loving the new shopping features and experience available on Google – maybe you’ll want to consider Microsoft Shopping Ads as a complementary program. Though lesser-known, and not as widely used, Microsoft Ads (formerly Bing), also offers Shopping Campaigns.

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Google Explanations are a new feature that can help businesses and PPC marketers identify reasons for significant shifts in Search campaign impressions, clicks, cost and conversions.

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If you’re like many of our existing clients, you’ve probably experimented with Google Display campaigns in the past but haven’t found much success for the metrics that matter most – particularly if those metrics are conversion-focused. Google Display has never been a fantastic performer for direct conversions and many people who’ve tested it in the past, who are looking for more than just increased traffic and impressions, have found that display media dollars are better spent elsewhere on managed platforms like Criteo, SteelHouse, MediaMath and more. The problem with Google Display has always been that outside of Display Remarketing campaigns, it’s essentially an upper-funnel tactic. However, over the last couple of years, Google has added tons of new targeting options to help advertisers reach further down the buying cycle, particularly with the introduction of In-Market audiences and being able to layer on and combine custom segments and more audience data. Google’s Smart Display campaigns are meant to save advertisers time and drive better performance by leveraging automated targeting, bidding and creative.

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In late April 2020, an interesting change rolled out across Google: The search giant opened their Shopping results page to show more unpaid, organic listings in the US. As opposed to the paid and coveted spots, where Shopping advertisers often compete, the Shopping tab now consists primarily of free product listings. This change does not affect the Google search results page and the change has only occurred on the Google Shopping page, with plans to roll out globally in the coming weeks. Paid Shopping ads will still appear at the top and bottom of the Google Shopping tab and experiments will continue with Showcase Shopping ads and other layout experiments often tested by Google.

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If you’re a new Eboost client, or you’ve recently switched digital marketing agencies, your new team will likely recommend a restructure of your Google Ads (or Microsoft Advertising) account. There are numerous reasons to restructure an account, some of which we’ve outlined below, but more important than the reason for the restructure is making sure that our clients have accurate expectations of what they can expect post-restructure.

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