What Paid Search Has In Common With The Cereal Aisle?
Part 1 of 2
If you have ever wandered down the cereal aisle in the grocery store, you might notice that Captain Crunch and CoCo Puffs are generally positioned at a good eye level for a 7-year-old. Meanwhile, anything with a lot of bran is positioned at the eye level for older adults. You might also notice that just about every inch of available space on the cereal aisle is occupied and there are only a handful of companies fighting for that precious shelf space. Both getting your product onto the aisle and capturing the perfect location are essential for success in the cereal business.
Paid search has its own cereal aisle. It’s called page one of the search engine results page (SERP). If you are not on page one, your “cereal” might as well be hidden behind the tuna fish. If customers are looking for a product or service, they seldom move beyond page one. Page one is, in most cases, the only real estate that matters.
Beyond simply being on page one, businesses also fight tooth and nail to get near the top of the page. With the meteoric rise of mobile commerce, the top two positions are the prime spots to catch the eyeballs of customers. When was the last time you scrolled to the bottom of the page to find what you were looking for, especially on your phone? Having an average position above two is crucial to capture an audience for your product.
One of the key factors for maximizing your shelf space with paid search ads is utilizing effective ad extensions within your ad. Just from a practical standpoint, these extensions make your ad bigger. They take up space. This will not only make your ad standout but will also crowd out your competitors (maybe THEY will end up behind the tuna fish).
That’s all for part one of this two-part post. Please join us again for the conclusion which we’ll post next week. Thanks!