That “Trial Run” ad format is priced per click or per conversion.

Use some split testing to get an idea of which Design Directors Managers Email Lists pricing model works best for you.

Google also offers interactive interstitial ads that allow advertisers to promote their brand with outstanding creatives. Here’s how some companies are using that ad format:

For example, early tester Zalora, makers of a fashion shopping app, built an ad that allows users to swipe to discover an exclusive offer. Other app marketers could create ad formats like “scratch off’s,” or use the ads to create swipeable image carousels. They can even use live app content to create real-time ad formats, says Google.

 

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It should be pointed out, though, both interactive interstitial and Trial Run ad formats are still in beta. Contact your account manager if you’d like to be one of the beta testers.

Speaking of Google, it’s worth pointing out that mobile ads completely dominate the search engine results pages (SERPs) on a mobile device.

Do this experiment: take out your smartphone, hold it in portrait mode, open the browser and search for a plumber in your area (for example, if you live in Richmond, VA enter “Richmond plumber” in the search bar). Check the results.

Chances are pretty good that your first three or four results were paid ads. Then, you got the local 3-pack with a nice button that gave you the opportunity to see more local results. Only after all of that did you see organic results.

Do you see where this is going?

If you want the name of your business to appear at the very top, you’re going to have to advertise on Google. If you want it to be near the top, you’ll have to ensure that you’re at the top of the local 3-pack. Otherwise, people are going to have to scroll quite a bit before they find your local listing.

Now, envision yourself as a homeowner who’s currently watching

your kitchen get flooded because of a sink pipe that won’t stop leaking water. Are you going to scroll down to the 7th or 8th

option on the Google SERPs to find the right plumber? No, you’ll probably just go with one of the very first options.

That’s why local businesses that advertise on Google have a competitive advantage.

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