
Google AdWords example results
Savvy search engine marketers know that the Title and the Display URL are the two most important areas for Text Display Ads. That is, the Title is the first thing a searcher looks at, while the Display URL is the second. Take a look at the search engine results in the attached image.
The first result actually contains their toll-free number is the display URL! Prior to today, I had never seen this. Now, is this a good practice? With the knowledge I explained above, the answer is probably not. BEDinaBOX is likely assuming that the Title is read first, then the Ad Text and finally the Display URL. They do answer quite a bit of questions in the Ad Text though, noting that the mattress is new, it is the queen size I am looking for and it ships free.
As for the other Text Display Ads, one mistake that 3 of the 5 make is wasting four characters on “www.”. The only use of that nowadays is to let new Internet users know that, yes, this is a website. Those types of users are unlikely to convert anyway.
Sears does a good job of positioning their brand, but my main question when I read it is “Where is a Sears Outlet close to me?” My second is I wonder if I can pick it up from the Sears stores too.
DirectBuy.com shows the excellent practice of geo-targeting, with the “Portland, OR” designation grabbing my attention. However, I am interested in a queen mattress, not wholesale furniture. Furthermore, Free Visitors Pass? It sounds like a membership to me, and that is NOT what I am looking for.
Lastly, MattressDepotUSA.com does an excellent job of keyword insertion, and a slightly worse job of geo-targeting. I am in Portland, yet Seattle comes up. Vancouver, WA would have worked for me, but that’s not what showed.
All this goes to show that no matter what industry you are in, optimization for text display ads can be done. I am happy to help, drop me a line!
I haven’t bought contacts in over two years, and it was definitely time for a repurchase.
The United States of America turns 232 today. For my American readers, I wish you a relaxing and safe weekend as we celebrate the freedom we have here. Everyone else: why not, have a great weekend too!