Google Images in search text ads are in the testing phase

Google Images In Search Text Ads Are In The Testing Phase

As Google goes on experimenting and introducing new ways to improve the experience of advertisers and users, its images in the search text Ads are still in the testing phase. Google introduced images in the Sitelink extensions, and this feature was called visual sitelink.

At the introduction stage of the beta version, Google introduced large format images of car models in the mobile ads of car makers. Although it was not clear which verticals were included except automotive industry, there is no doubt Google has witnessed good results from these. Although it is still in the testing phase, more verticals have been added to it.

If you are wondering why it is the center of our discussion, the reason is pretty simple. An advertisement with an image extension gets a 30% more CTR than other types of ads. Undoubtedly, this new feature increases the chances of procuring the leads directly from the search engine results. These ads are more prominent and bigger in size, and hence they tend to push the competitor’s results even downwards increasing the chances of the users to click on the images. The more alluring and attractive your image is the more the chances that your users would click on the link and land on your website.

How do they look like?

The standard sitelinks as they used to appear on Google was just the link and description of your site with the Meta tag, and there was hardly any difference between position one on Google and subsequent positions of the search engine results. On the contrary, when the visual sitelinks appear which the first link is usually, they appear like the images with a more vivid description which can be swiped on the mobile phones.

Google has been experimenting with image-based sitelink extensions for quite a few years, but this time it seems they have got it right. Google is intelligent enough to understand the primary intentions of the users. On typing “local hotels in Texas,” Google would come up with a map with the locations and prices of the hotel rooms. But if someone types “aeroplanes”, it would come up with nice and attractive pictures of toy airplanes displayed by brands and online sellers. If the assumption of Google that the user is probably looking for a toy airplane is right, then there are great chances that the user would click on one of these visual ads as they are not only vivid, but the user can select the image that appeals the most.

With so much said about the visual sitelinks, you must be wondering for ways to be featured as a visual sitelink. The truth is that Google is still in its testing phase in regards to introducing visual sitelinks and you have no control on the format in which the visual links would appear in the search results. All you can do is follow the steps below to increase the chances of being featured and optimize your site on the search engine results page.

Steps to follow

The fact is, visual sitelinks appear only in the first position on mobile searches and show up to lesser than 20% of the traffic which came down from 40% earlier in 2017. In order to be featured ensure that images have a unique destination URL which should be different from the ad headline. The title of the images should also be unique and relevant as well. The images should have title text and a description text associated with them. The image title, description, and the image should match and should be relevant to the keywords to which they are applied to. The more specific the images are, the better the chances of performance. The images used for the visual sitelink should also be displayed prominently on the destination page where the user is directed to.

Conclusion

With all that being said, you are now abreast of the trends and the changing algorithm of Google. Google has undoubtedly created a more visual and attractive way to allure visitors and strengthen the first position of search engine result pages (SERP) and a better way to communicate with your target audience. As the algorithms of the search engine go on changing, the best practice is to keep up with it as the digital marketing eco-space operates under the dictates of the search engine. What makes it even more critical is change is something that governs the course of search engine marketing. The quicker you ride the wave of this change the better and more advantageous it is for your business.

Social Media for Market Research - Four Key Advantages

Social Media for Market Research – Four Key Advantages

Market research (MR), is a data-driven process used by organizations to identify the solutions for various business conundrums. Be it the identification of specific needs of the target audience, or the reason they should choose you instead of your competitors, MR can be effectively used to solve many of the common predicaments that can help companies make well-informed market decisions. However, it can be an expensive and time-consuming process.

Social Media has already achieved the reputation as an effective platform for extracting in-depth insights about the market, customers, competitors, etc., making it viable for market research. Social media listening enables seamless collection of both quantitative and qualitative data, which can be analyzed to identify the sentiments of the target groups as well as forecast the future trends.

Moreover, depending on the context, marketers can draw the right conclusions, which can help in creating a fool-proof marketing plan. Discussed below are some of the reasons why social media can be much more effective in achieving measurable results for market research.

Authentic Consumer Feedback

Obtaining authentic reviews about a product or service is essential for determining its performance in the market. Though, this may not be as simple as it appears, as most customers do not always respond with genuine feedback when asked by the company.

However, when the customers are given a choice to express their opinions through the favorite social networking channels, it would make them much more comfortable to share their thoughts with the enterprise. By encouraging them to join social forums where they would not only be able to express their views, but also endorse or contradict the feedback from others, brands can gather authentic views from real customers.

Simplified Filtering Mechanism

Positive feedback coming from a genuine customer can be highly valuable for marketing and promotional causes. It’s because, genuine opinions can help the companies in enhancing their product or service, which could attract more customers.

By enabling the researchers to validate the credentials of the respondents, Social Media can be an ideal platform to filter out false opinions. It could be a major advantage that could save both the company and the potential customers from being misled.

Given the option, customers could use popular social sites that let them share their images or short videos, which show their endorsement for the product or service. These visual testimonials could go a long way in helping the companies in building trust among the prospect customers, apart from using the info as a feed for market research.

Effective Monitoring

The research process is usually divided into primary and secondary tasks. The primary research involves monitoring the sales performance. It also involves looking out for loopholes in the tools used for business communication, which can have a direct impact on the quality of service. Linking the Point-of-Sales (POS), and different communication channels with the Social Media can have significant benefits. By doing this, the market research teams would be much more competent in figuring out the gaps in customer journeys and also be able to monitor the sales in a better way.

Moreover, social media can also play a vital role in monitoring the competition. The data collected through different social channels can be utilized to keep a track on the competitors’ strategy. These regular assessments can help the companies to stay in touch with the latest market trends. The current knowledge of latest trends in the market can be valuable when it comes to tapping the new opportunities at the right time.

Explicit Collection & Compilation

The secondary research is about creating a database by collecting the right keywords and info from popular content. The social media is one of the ideal platforms to gather such data acquired through regular engagement activities. By collating this data and refining it through predictive analytics, enterprises can develop robust business strategies. Consumer Analytics can also be utilized to determine the right market segments, which can be specifically targeted.

Also, industry experts can be hired by organizations to review the products or service on their blogs. These influencing personalities can have a positive impact on the target audience. The initiative can help in building a brand-following when they start responding to the reviews made by the influencers. By analyzing these feedback businesses can gather essential keywords and brand mentions to compile useful insights.

The target audience can be easily segmented and narrowed down to analyze the behavior much more accurately if Social Media is fruitfully used for Market research. It can also help with optimizing the distribution method for products, while also bolstering the identification process of the right product features. Using the social-channeling techniques, questions related to sales performance can also be solved. Finally, it can also help in optimizing the needs and methods of data collection, while delivering invaluable information about economic shifts, competitors, and consumer demographics.

Social Media for Market Research-CTA