by samThe Holiday season is fast approaching, and I don’t even need to say why, at this time of the year, it’s important to make the most out of your Internet marketing. For PPC consultants and those carrying out PPC campaigns, this is one of the busiest times of the year, a result of the boom in product-related searches from frantic parents, wives, husbands, aunts, and uncles in a mad rush to complete their Christmas lists.
To make the most of PPC in this Holiday season, Google have released a few new features:
Location targeting is the way in which ads are displayed in different locations based on specified geographical targets.
Location extensions, on the other hand, attachesan address and phone numbers to ads, allowing customers easy access to these details.
Google have introduced new additions to these features, including access in more countries.
Airport Targeting
Particularly as a result of the ubiquity of mobile and tablet devices, the Internet is accessed by airport-goers a great deal- to check flight times, or to kill time before the flight during those long waiting hours.
Airport targeting allows businesses to target customers on mobile, tablet or laptop devices in over 350 airports through the use of AdWords. There are a number of different ways airport targeting can be utilised to take advantage of potential customers at airports. It allows those with a physical presence within the airport to advertise their product or service to those nearby, as well as promoting brands and product awareness outside of the airport, with a direct campaign targeted towards the needs and wants of that particular demographic.
Geographic performance reports allow you to see how well your campaign is doing, and whether your airport-targeted efforts are any different from other forms of targeted marketing.
Location Extensions and Sitelinks
Location extensions will now be found adjacent to site links in text-based ads on desktops/laptops. Particularly for business with multiple channels, this can provide an opportunity to draw attention to the various aspects of the business, with corresponding location extensions and site links.
Bigger and Better Maps
Location extensions on non-mobile devices have been enlarged, with a more substantial map panel, superseding the expandable map previously in operation. The map now appears in the top right as opposed to as a pop-up previously.
Online Conversion Reporting
AdWords Conversion Tracking can analyse how your location extension is performing and affecting conversion rates. Google implemented this capability earlier this year.
Geo-targeting and location extensions worldwide
Location extensions are now available in Argentina, Romania, Bulgaria, UAE, Russia, and Vietnam, according to Google. Geo-targeting has been extended in the UK, France, Argentina, Russia, and UAE.
Google hopes that these features will make drawing attention to local business details much easier. This will be particularly profitable during the holiday season, but the benefits will also extend past Christmas and New Years.