Subversive SEM Strategies
Alliteration aside (oops I did it again), I want to give you some unknown tactics you may be missing on the search front. And search is important (as if it needed to be said).
We reach a lot of audiences here at Randall-Reilly. Trucking fleets, landscapers, truck drivers, diesel mechanics, farmers, equipment dealers, and more. One thing they all have in common is search engines are one of the top two or three tools for finding, well, essentially you and your product or job.
So what are you doing to separate yourself? What tactics are you employing that could give you an edge? Here is one you may not have thought of.
Get into the real estate game.
Along with the fact that so many use search engines to find you, is the fact that a large portion of those searching will do so on a mobile device. What that means is that SERP (search engine results page) real estate is at a premium because of the limited screen space. You can use that to your advantage.
There are people who will scroll past you as soon as they see the next search result. So don’t let them see the next search result. If you use ad extensions you can eat up the entire mobile screen of a person doing a relevant search. Even on laptops and tablets, the more real estate you take up the better.
5 extensions that can help you eat up real estate on SERP:
1. Site Link Extensions
This extension probably gives you the most bang for your buck. This allows users to navigate to the specific page they are looking for. See the example below.
2. Call Extensions
These are great if you want people calling your store or inquiring about an open job. But they also eat up more space on the screen.
3. Message Extensions
Not a lot of people are using this one. However, it can be great for the less eager prospect who isn’t ready for a phone conversation.
4. Location Extensions
This is great for those wanting foot traffic at brick and mortar locations. Most people navigate with their phones. So make it easy on them.
5. Promotion Extensions
Most people run some sort of sale or promotion this time of year. You can let people see your special promotions right away through this handy-dandy extension.
This is by no means an exhaustive list. There are more and you should figure out which ones are most relevant. Don’t use extensions solely to eat up real estate. Too many extensions could affect your quality score. But if the extension is relevant, by all means, use it and eat up that real estate.