Retailer Web Services Digital Advisor Summer 2018 | Seite 13

3. Start with the search network. For independent retailers new to online advertising via Google AdWords, the search network is the best place to start. Google’s search network reaches consumers who are actively looking for what you sell and have a high intent to buy. It’s no surprise Google data shows retailers spend more on search than other types of campaigns. 4. Display network is a staple. Google display network is another form of digital advertising popular among retailers. It consists of more than one million news sites, blogs, articles and various websites that accept text, banner and video ads from Google AdWords. Rather than appearing when a prospective customer is actively searching, ads that run on the display network appear on any site being viewed by a targeted prospect. 5. Landing page quality is key! Particularly when running on the display networ k, impactful, relevant ads that result in high clickthrough rates must also have efficient landing pages. The landing page experience for the prospective customer must be clear and concise with minimal steps, i.e., clicks, along the conversion process. (See “Landing Page” on page 6 for more on this!) 6. Work with experts. To best take advantage of all Google AdWords strategies and maximize your ad spend, work with experts in the field of digital marketing. Working with professionals who have a sophisticated knowledge of digital advertising will also save you time and resources, so you’re not taken away from the day-to-day of running your business. Meeting of the Minds: (left to right) RWS CEO Jim Kane, COO Jennie Gilbert and Google Strategic Partner Managers Liz Olinger and Lenny Hatch at RWS headquarters. 13