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Jared Hamilton
From: Jared Hamilton
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JD Rucker

JD Rucker Founder

Exclusive Blog Posts

Business Development Center to Sales Process

Business Development Center to Sales Process

We've had a business development center (BDC) at our Hyundai store for quite some time. We receive about four hundred internet leads and maybe 120…

A slight increase in customer retention will yield huge returns

A slight increase in customer retention will yield huge returns

According to the Harvard Business school increasing retention by 5% can increase profits by 25% to 90%. So the question is…Why is customer retention…

Service Staff: The Commission vs Salary Debate

Service Staff: The Commission vs Salary Debate

A tight line to walk in the service department is your pay structure for service advisors and support staff. No matter who you are, someone is going to…

How Facebook May Have Just Cost You Thousands

How Facebook May Have Just Cost You Thousands

"Who will watch the watchers?" This paraphrasing of a famous line from the ancient Roman poet Juvenal came to mind as I was reading the news…

30 Referral Stats to Rock Your World

30 Referral Stats to Rock Your World

We all know referrals are great but do you truly know how powerful a customer or employee referral is for your store? How many sales on…

With New Google "Ad" Tag, Craft Your Message For Value

New Google Ad Format

Some of you are probably seeing the new ad format that Google is testing out. It's not technically new - they've been testing it on mobile devices for some time now - but it's relatively new to desktop searches. The shading in the background to identify ads is gone, replaced by a big yellow "Ad" tag.

This is potentially good for two reasons. First, it highlights the fact that it's an ad (even though some will say that taking away the shading is just another Google ploy for more ad clicks) very nicely, meaning that you have an opportunity to craft an advertising message for your PPC campaigns a little more specifically than before.

The second potential positive is that it may reduce wasted clicks and irrelevant visitors to your site. Psychologically, people are more careful about what they click on when they're clearly tagged. This is a minor point, not enough to make anyone worry about drops in traffic, but enough to make a minor dent in conversion rates on those visitors.

If you aren't seeing it yet, I posted a quick tutorial on how to adjust your settings to see them.

One thing is certain. You should use this as a reason to increase the personalization and relevant messaging in your ads. The tag means that more people will at least look at the ads. So many skip right passed the shaded sponsor area. This change (any change, really) will draw eyeballs back to it.

Now, it's time to adjust. Make the message resonate against the search rather than just focus on the keyword itself. Give them something to read and a reason to want to click on yours rather than a different ad. In the example above, the 2nd listing from the top is almost certainly getting the most clicks because the message resonates much better than the other choices.

Things are getting more competitive in search marketing. Going into 2014, the old bulk methodology behind most PPC services are becoming less effective. If you really want to improve your ROI on PPC, your best bet is to get creative. It's more work but the results are definitely worth it.

Joe Orr
This is interesting and up for debate. I personally have always ignored the Ads and always put my attention on the 'publics favorite" or the organics on page 1. This appears to me to make it simpler for people like me (of which there are many) to ignore the "Paid advertisres" or "commercials". Prior I had a more difficult time telling the difference. Now the commercials/PPC are in my face. Interesting to see the shake down. I now personally want to work even harder on my SEO.
JD Rucker
SEO is still the juice, Joe.

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