The World Wide Web was launched in 1989. It was created to meet the demand for online information sharing. After a year, the first search engine tool, Archie, was released. In 1998, Larry Page and Sergey Brin wanted to rank the importance of pages in the World Wide Web. It resulted in the creation of Google, the largest search engine in the world today.
According to a digital marketing speaker Hong Kong, Google marketing evolves from a vast expanse of information into knowledge that only a brand or business can provide. To succeed, they need to make it easier for modern consumers to find everything they need about their products and services. How can someone do business if they do not know where to buy and how much is the price? All the more, how can someone buy something if they do not know how it can solve their problems or use them in actuality.
Most brands and businesses target to rank on Google searches. It is what we call search engine optimization or SEO. This is because 87.8% of online searches happened on Google. More than 86% of online searchers looking for the location of a business on Google. Being the world’s largest search engine, there is no doubt that Google can help in the discovery of a brand or business. Below, here are the 4 pillars of a great Google campaign!
Build Mobile-Optimized Creatives
Out of 7 billion people in the world, 4.48 billion use mobile devices. It means more than half of online users do their searches using Android devices or smartphones. Thus, the 1st pillar of a great Google creative is to create mobile-optimized content. They are easy to read content when accessed even on small screens. Basically, these creatives minimize the amount of scrolling involved and use uncomplicated designs.
The best way to build a mobile-optimized creative is to use a responsive web design. It displays a single design that automatically alters its look when clicked on a phone. However, a site optimized for mobile must still contain information about a brand or business. These include the address, business hours, contact information, and the list of products and services it offers. Allowing a user to click the phone number for direct calling is a must. So is a checkout option to add items to a cart and readily checkout.
Mobile-optimized creatives typically contain images with no overlaid text. If there is a need to put a caption, the text should not be over 20 characters. Such creatives performed 1.2 times better than those with longer overlaid texts.
Connect to a Wide Variety of Assets
A social media agency Hong Kong highlights the importance of connecting to a wide variety of assets as a pillar of a great Google campaign. Modern consumers can get bored seeing pure ads on a brand or business page. They are no longer purely interested in articles and blogs when doing a Google search. A great Google campaign includes images, videos, and text. Text formats may be memes, infographics, quotes, etc. Most people look for the helpfulness of content. More than 78% of online searchers expect brands and businesses to show them how they can help in everyday living.
For a video marketing agency Hong Kong, videos are now a part of SEO on Google. They are the most popular types of content when people want to learn how-to, product assembly, unboxing, etc. It is because many people retain information from moving media rather than a static image. Using people in your video can also boost engagement. More than 64% of consumers took action after seeing a diverse or inclusive ad featuring people in a video campaign. Through ratings, reviews, and testimonials, a lot of brands and businesses can better resonate with their audiences using people as assets.
Find Time to Test Your Creatives
The 3rd pillar of a great Google campaign is finding time to test your creatives. Google recently enabled automated bidding and video 360. It is an A/B testing framework that helps evaluates all dimensions of a campaign. Using these types of experiments, brands and businesses can test the dimensions of every single creative. These include interval settings and targeting. Google recommends waiting for 2 to 3 weeks to test your creatives. It is to minimize fluctuations in their performances. It will also allow the Google ad system to learn more about the creative. After finding time to test your creatives, Google can provide more accurate reports on:
- Click-Through Rate (CTR)
- Conversion Rate (CVR)
- Cost-Per-Action (CPA)
- Cost-Per-Click (CPC)
- Cost-Per-Thousand Impressions (CPM)
Use a Clear Call-To-Action
The 4th and last pillar of a great Google campaign has to do with influence and motivation. How can you influence or motivate someone to do an action out of your Google creatives? The answer is through clear call-to-actions (CTAs). They tell your target audience what to do next. The simplest call to action is “Buy Now.” Other common words for a CTA are:
- Call today
- Click here
- Fill up form
- Find out how
- Get 50% off
Putting distinct or personalized CTA in the description or headline of a Google creative can also relate clearly to a target consumer.