#POV

Google AdWords expanded text ads

25.05.2016 nedlasting

At Google har lansert en annonse som gir deg nesten 50% mer annonsetekst er en såpass stor endring at vi i iProspect har skrevet en egen POV om endringer.

24. mai kom Google med nye oppdateringer til AdWords, som bl.a. betyr at du kan målrette annonser bedre, få mer kontroll, og bedre muligheter for å komme med det riktige budskap i de spesifikke annonser.

Det største oppdateringen var Expanded Text Ads (ETA), som gir annonsører hele 50% mer plass til deres budskap. De nye annonsene er mobilvennlige, slik at de går hånd i hånd med Googles mobile first.

Dette er den første store endring av tekstannonsene i AdWords de siste 15 år, men krever samtidig også at alle annonsetekster blir gjennomgått for å kunne utnytte den nye funksjonen. Download vår POV om det nye formatet, og les hvordan du best mulig kan utnytte de nye Expanded Text Ads.

Download "Google AdWords expanded text ads"

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Want to improve your website's checkout flow on your mobile in order to increase your conversions? 9 out of 10 Danish webshops miss sales. By focusing more on your users' experience through the flow, it is possible. In this blog post, you will get some pointers on what a good user experience (UX) is on mobile and how you can improve your checkout flow on mobile with a focus on UX. What is good UX on mobile - and what is not? There are several different definitions of what good UX is. However, the core definition centers around meeting the specific needs of users in specific contexts. By focusing on mobile, you will also be ready for Mobile-First indexing. When we talk about good UX for mobile, there are some best practices that are an important part of the design process, such as: · Prioritise the user · Make the navigation intuitive · Focus on the user's goals · Make the user’s tasks easy to do · Build speed into the UX · Give feedback to the user · Minimise the amount of extra information · Layout the design according to the user's hand (see image below) By having these best practices in mind, you can create a better user experience for users who either visit your home page via mobile or app. Remember that the future of search is about one overall user experience. How do I create a better checkout flow? Buy-ready users often leave the checkout flow because they experience some form of frustration during the buying process, giving them a poor user experience. Below are some best practices for how you can minimise the users’ feeling of frustration in the checkout flow and thereby give them a better user experience. Getting started with conversion optimization is easy. Visualise the curve It should be easy and clear for the user to understand and control what is in his/her basket. A rule of thumb is that the user must have clarity about the product, which includes product images and information, such as price and delivery costs. In addition, the user should have the feeling of control when it comes to making changes to the curve. Therefore, the user must be able to update the number, colors, size, etc. as well as remove products from the basket. Save for later The Save for later feature can be an important factor in the checkout flow, as it allows users to save a product on the page itself and come back to buy it later. Some users assume that websites or apps automatically store the information in the basket, which can create great frustration when they return and discover the basket is empty. 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For example, you might add an image or illustration that clearly shows the purchase has been completed. Here, users get a sense of a successful checkout process and confirmation they completed their goal, namely, to buy a product. How do I know if it works? As mentioned earlier, good UX is characterised by meeting the specific needs of the users in specific contexts. The optimizations that are meet your users’ needs and work for your business may not work for another business and their users. It is important to be clear about what your optimizations should improve. The easiest way to do this is to set up different KPIs. With a KPI framework, you always have an overview of what to measure and how it goes. Although the previous sections provide examples of best practices in UX optimization of a checkout flow on mobile, it is not possible to know in advance whether the optimizations you make on your website or app will work with your users. 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Google AdWords expanded text ads

At Google har lansert en annonse som gir deg nesten 50% mer annonsetekst er en såpass stor endring at vi i iProspect har skrevet en egen POV om endringer.

Download "Google AdWords expanded text ads"

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