Retailer Web Services Digital Advisor Summer 2018 | Page 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.
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