Like a kid with an anthill, Google loves taking a magnifying glass to its search results – purely for research, of course. There are hundreds of thousands of sites and many of them are using online advertising.
So how does Google ensure that advertisers are picking relevant landing pages for search queries?
It used to be that they really didn’t. If your actual domain matched your display domain, you were all set.
Last month, Google integrated Instant Preview for Ads. Much like instant preview in Organic Search, a little magnifying glass will allow the searcher to view the landing page before potentially wasting ad dollars on a click.
What does this mean for Online Marketing Agencies and Online Advertisers? No more hiding behind poorly planned and/or developed online marketing.
For advertisers like L2T Media, who have been direct linking, it shouldn’t cause much of an issue. In fact, it will most likely enhance the quality of the visitors direct-linking advertisers attain. Since its release we’ve seen increases in CTRs across the board.
What will change with Post-Click Advertising?
Landing page, landing page, landing page! The design, and copy on the landing page are going to be essential in capturing highly relevant, pre-qualified traffic.Google automatically highlights sections of the website with relevant content to the search and displays what that content is. (see image below)
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This change will only push advertisers to manage strategies with tightly-knit ad groups, and relevant ad copy.
The bottom-line here is that Instant Preview will enhance both user and advertiser experiences. Users will see more relevant content to their searches, and advertisers will obtain more pre-qualified traffic. It’s a win-win…as long as you’re not doing it wrong.
