Introducing Expanded Text Ads

Introducing Expanded Text Ads

Last month Google released a new ad format—expanded text ads. And, it’s kinda a big deal. Why? Expanded text ads include over 50% more characters than their old, standard ad format. Take a look at the before and after. Before In the standard ad format the headline was limited to 25 characters and the ad text was limited to 70 characters with 35 characters in one line and 35 characters in the second line. If your ad text didn’t divide perfectly between lines, well, sorry Charlie. After Introducing expanded text ads… The new and improved ad format allows for 30 characters in the headline, plus a second headline with another 30 characters and a full 80 characters for a description, with no line division. In addition, the display URL is designed to hold another 30 characters via two new “path fields” to help users understand where the ad will take them. The logic? Mobile. Google is definitely pushing “mobile-first”, and this update is geared toward providing catching headlines on mobile devices. From Google: Our research shows longer ad headlines are more useful to mobile users because they provide additional information about your business before they click your ad. No longer do we need to duplicate ads for mobile devices; the new format is mobile-optimized, and ads are automatically formatted for mobile devices. Here at webShine we have been working hard to implement ads in the new format for all our clients, and look forward to seeing the data (aka: improved click-through-rates!) in the coming...
Local Search & “I-Want-to-Go” Micro-Moments

Local Search & “I-Want-to-Go” Micro-Moments

Your shoes are talking. It’s high time to get a fresh pair. So, you whip out your phone, and search for “shoe stores near me”. You see a results page with a map showing 3 shoe stores just down the street. Out the door you go. Micro-Moments That’s a micro-moment, according to Google; and a micro-moment involving “near me” or “nearby” or “closest” is what Google calls an “I-want-to-go” micro-moment. These micro-moments are episodes wherein we want to get information (and get it quickly), so that we can take action. From Searcher to Customer Search queries involving “near me” show a lot of intent. According to a study conducted by Google and Ipsos, 50% of consumers who conduct a local search on their smartphone visit a store within a day, and 18% of those searches lead to a purchase within a day. That data shows the serious intent behind a “near me” search. When someone searches for “shoe store near me”, “laundromat near me”, or “pizza near me”, they mean business. And that’s precisely why your local search game needs to be in tip-top condition. Size Doesn’t Matter In reference to “I-want-to-go” micro-moments, Google argues that “[w]hether you’re a small business or global brand, you need to deliver on needs in these moments. You can build upon these moments using beacons, too; but, we’ll leave that topic on the table for now. And to whet your beacon appetite, a lost puppy gets found with a beacon and a phone!...
webShine is proud to Announce its Status as a Google Premier Partner

webShine is proud to Announce its Status as a Google Premier Partner

    webShine is proud to announce that we have been selected as a Google Premier Partner. Google selects Premier Partners by assessing an agencies volume of work, performance in the marketplace, and number of certified specialists on staff. Due to our strong performance for clients in the past as well as our commitment to best practices webShine easily met the criteria for a Premier Partnership badge. Google says, “The new badge is designed to recognize Partners who manage a substantial portfolio of Google advertising campaigns and deliver great results for their customers. Premier Partners will be required to maintain additional certification requirements and will receive increased support from Google.” – Google AdWords Blog  With our new Premier Badge, we receive benefits that will help us continue to serve our clients. A few notable benefits include: Access to beta versions of Google Products Insights on specific campaigns from Google Case studies and industry insights Of course we are excited to be recognized by Google for our performance but we are even more excited to utilize these new resources to continue to provide high-quality, consistent results for our...
The Importance of Quality Meta Tags

The Importance of Quality Meta Tags

Page titles and meta descriptions are key elements of your website’s content. Let’s explore what page titles and meta descriptions are, why they are important and recommendations for best practices. Definitions Page Title (aka Title Tag) A Page Title is an accurate and short designation of a page’s content. This short description helps a user to determine which websites are worthy of a click. Oftentimes, the structure of the Page Title is set up with a pipe to separate the page topic from the brand name, like this: Featured Clients | webShine. Page Titles appear in the browser tab: Page Titles also show up in the snippet (summary) on the Search Engine Results Page (SERP). Meta Descriptions These are the short summaries of web pages that appear in SERPs and on related content pages, such as blogs.If a user searches for keywords that are found in the meta description, they are bolded. This emphasis focuses the search results on meta descriptions that use highly relevant keywords and gives greater visibility to your brand. Important? In short, yes, page titles and meta descriptions are hugely important.  They provide you with an opportunity to market your webpages in the Search Engines Results Pages as noted in the images above.   They also give the search engines insight as to a page’s primary content focus in the header of each page.   Historically, they provided an opportunity to infuse keywords in a page. They still do act as an area of opportunity for keyword usage, but we suggest a softer sell for both users and search engines to meet 2016 best practices. Recommendations SEO...
Google is No Longer Showing Right Side Ads on the Desktop

Google is No Longer Showing Right Side Ads on the Desktop

Google continues to tweak the way it presents search results. This latest change has ramifications for both organic and paid search campaigns. The Change Google is removing text ads from the right side of desktop search and placing ads at the top and sometimes bottom of the page. For “highly commercial” search terms, there may be 4 ads instead of 3 at the top of Search Engine Results Pages (SERPs), as shown below. Although ads will be removed from the right-side, Product Listing Ads (PLAs) and Knowledge Graph boxes can still appear in this space. Reasons for The Change Google has shown that it values mobile search and wants to align the desktop experience with the mobile experience. Since smartphones can only display one column on the screen, no right sidebar ads can appear. By removing the right-side ads from desktop search, the results will be similar between the desktop and mobile screens. Another speculation for the change is that Google realizes that click-through-rate for right-side ads is poor. New elements such as Knowledge Panels have pressed right-hand ads down the page. The expected cost-per-click (CPC) inflation from focusing on the top of the page is expected to be more profitable in the long run. What Does this Change Mean for My Business? With 4 paid search ads taking up top of the page real estate, the organic search results may appear “below the fold”, an area that searchers need to scroll down to see. This results in organic space is being even more precious and leads to an increased laser-like focus on SEO. It is possible that click...
Facebook. Twitter. Instagram. What platform should I choose?

Facebook. Twitter. Instagram. What platform should I choose?

Do the words “social media” strike terror in your heart? Or have you enthusiastically jumped into the social world with both feet? Either way, social media is a force that every business needs to manage and review regularly. What’s the definition of Social Media? Social media are websites and apps that engage customers to share content and participate in virtual communities. Some examples are Facebook, Twitter, Instagram and Pinterest. Social media differs from traditional media in that it allows people to co-create, share, discuss, and change user-generated content. For the first time in history, people have a direct, real-time access and interaction with companies and their client base. At the same time, businesses have a new found wealth of market information by using social media metrics. Why is Social Media Important for my Business? Besides the primary purpose of building relationships in different channels, social media has an important role in organic search strategies. 1. Link potential Let’s say you publish on Facebook about your new storefront location for craft coffee. A local reporter sees it, writes an article and links back to your website. Links to your website help to increase your SEO power, especially when the link comes from an authoritative source. 2. Search Volume Social media helps to get your brand out to a wider audience. This increases the overall awareness of your brand, which can lead to more searches for your business. When Google sees that more searches are being conducted for your brand, they view that brand as more popular and award a higher search ranking. 3. Traffic Volume Social media can improve the amount...
301 Redirects: What Are They, and Why Are They Important?

301 Redirects: What Are They, and Why Are They Important?

Perhaps you’ve redesigned or updated your website recently. During these changes, some of your pages may have moved or been deleted. This begs the question: What happens when a user tries to access those pages that are no longer at the web address (URL)? If the unavailable pages are not redirected, clients may get a page like this when clicking a bookmark or by typing in the address. To avoid sending customers to your 404 “This page cannot be found” error, it’s best to use a 301 redirect. A 301 redirect is a permanent redirect that points one URL (the old one) to another URL (the new one). To put it another way, a 301 redirect says “The page that used to exist here is now at this location.” When users land on a 404 error page, it creates a poor user experience, search engine ranking power is lost and repeat visitors disappear. No one wants this to happen! “301” refers to the web status code for this type of redirect.  They also impact the search engines who have indexed the original content and will continue to look for it at the original URL until directed otherwise via the 301 redirects. How are 301 redirects put into practice? It’s relatively easy to implement redirects. First run a “crawl” on your site to find the addresses that are missing or changed. Then take the crawl export and match new pages with the phantom pages. Third, implement the redirects on your website in your content management system or htaccess file. With properly implemented 301 redirects you can avoid lost ranking, web...
Happy Holidays from the webShine Team

Happy Holidays from the webShine Team

Happy Holidays from Lori, Lindsay, Jen and Nancy! Here’s a photo from our holiday gathering, after celebrating with wine and a delicious meal. To embrace this season of giving, webShine donated to these non-profits: My Stuff Bags Foundation – http://www.mystuffbags.org/ To Return – www.toreturn.org Aspen Animal Foundation – https://www.dogsaspen.com/ Aspen Valley Ski & Snowboard Club – http://www.teamavsc.org/ We wish you the best of health and success in the New Year. Thank you for a lovely 2015....
The Google Partners Breakfast was a Rousing Success!

The Google Partners Breakfast was a Rousing Success!

We’d like to thank all who attended the Google Partners Breakfast this morning at the Aspen Square Hotel. We learned about the “Path to Purchase” from Andrew Nelson and Rohit Adukia of Google. Lori Calcott, co-partner of webShine, spoke about the latest developments in Google AdWords. One recent exciting feature is the ability to upload client email addresses and target those customers through their Google accounts. Andrew asked us if we had Googled “What does Google know about me?” None of us had, but he explained that we can look at our Google interests and profile and correct them if necessary. A more accurate profile will show more relevant ads when doing a Google search. If you’d like to hear about what’s new at Google, give us a call at  970.315.2157 or send an email. It was great to meet all of you, enjoy breakfast and learn about the latest Google...
webShine is Hosting a Google Partners Digital Breakfast

webShine is Hosting a Google Partners Digital Breakfast

Learn more about Google AdWords from industry experts including Lori Calcott of webShine ― author of The Definitive Guide to Google AdWords ― and from Google, Andrew Nelson and Rohit Adukia. 9:00 – 9:30 | Breakfast and Introduction 9:30 – 10:30 | Presentation – What’s new at Google, the latest on remarketing & Google AdWords for local businesses. 10:30 – 11:00 | Networking The event is free, and your RSVP is kindly requested. Wednesday, November 18th in the Aspen Square Conference Room RSVP & Learn...