Jaclyn Jordan's blog
Ad text relevancy is important to keeping your audience engaged, and in some cases can dramatically improve key metrics like click-through rate (CTR). Whether it’s advertising your latest promotion, lowest sale price, or resonating with an audience interested in up-to-date stock prices, there are many scenarios when switching up your ad text is not only valuable but imperative.
Constantly updating ad text has its challenges. Keeping up with these updates can be time-consuming, especially for large accounts. Additionally, ad text updates are not always timely as they need to go through the Google review process which can take up to 24 hours. When a last-minute promotion only lasts a day, the update to your ad text can become moot as it may never reach the SERP. A great workaround to update... > Read more
The Gmail platform has been evolving, and Gmail advertising options are no exception. The ongoing Gmail Sponsored Promotions (GSP) beta was rolled out in early 2013, introducing new targeting and display options for advertisers. Previously, search marketers could target an audience on Gmail through managed placements.
With GSP, Gmail advertising targeting became much more advanced. Aside from your normal display targeting options via the AdWords interface (age, demographic, keywords), you can now target by more options including email address, subject line, job title and product category. The catch? A very high spend requirement, without guaranteed results.The promos are also managed through an interface separate from Google AdWords, which can only be opened in the Chrome browser. Here’s... > Read more