You’ve probably noticed the little magnifying glass next to Google search results. When you click it, you see a preview of what the site looks like. Google has recently added this preview feature to paid search results as well, letting people get a glimpse of your page before even clicking the link. What are the implications of this new feature for automotive advertising search campaigns?
First, this makes the quality of the landing page all the more important. Before, people would have to click an ad to even see your site. Now, they can see it before even clicking, making it all the more necessary to have well-designed graphics and a clean, appealing look.
Second, the page needs to be specific to what people are searching for. If they are searching for a 2011 Nissan Sentra and can see that they are going specifically to a page about the Sentra, they will be more likely to click the ad. If they are just going to the main dealership page which has 10 different brands listed, people will not be as likely to click since they are not going straight to the vehicle being searched for.
Finally, be aware that Flash, Java, or other web platforms may not show up in your site preview and instead show as just an empty white space. Check your pages in the preview to make sure that graphics do indeed show up.