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How to Tweak Your PPC Copy to Boost Your Retail E-Commerce Conversions

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It is an unarguable fact of retail e-commerce that despite everything that you have done, the actual decision by the visitor to click or not on your advertisement takes just a few seconds. The reason why a visitor may not have actually clicked on the advertisement despite having high purchase intent may simply rest on very small details in your advertisement copy. When all that stands between successful conversion and failure are some details that can be easily addressed, you should make it a point to understand how you can tweak the advertisement to deliver better results and get you the competitive edge that will make your business successful.

Understanding the Function of Headlines

Both Google and Bing offer advertisers the flexibility of using up to three headlines with a character count limit of 30 on each in every PPC advertisement. It can be a difficult call whether to use all or most of the available characters, as it is possible to easily go overboard and confuse the reader with too much text when a simple message may be all what you really need. However, depending on the nature of the product, sometimes having the flexibility of more text can really be an advantage. Most experienced marketers will suggest that the second headline is used for incorporating the call-to-action because it is not necessary that there will always be enough space for the third headline to be displayed. Due to this, you should be ultra-careful about what text you keep for the third headline- – if there is anything that is mandatory, it is better to avoid placing it there.

The URL That Is Displayed In the Advertisement

While the actual destination URL can be as long and ugly as deemed necessary by the web developers, it can be a big turnoff to have it on display. Therefore, you should have a display URL which is shorter and looks better in the advertisement. Name it in such a way that it serves to deliver a dose of confidence to the visitor who is about to click on the URL that they will definitely find what they are looking for by clicking on the advertisement. Because the URL is of critical importance, very wisely, both Google and Bing give it a contrasting color so that it becomes more prominent and easier to click. URLs that are more noticeable can make all the difference between you and your competitors.

Sitelink Extensions

Even though sitelink extensions have been around for quite long and are possibly one of the most basic extensions of ads, it is surprising how many advertisers don’t use them at all or even if they do, don’t use them effectively enough.Using ad extensions, visitors have the opportunity of learning more without clicking and since they take up more space on the results page, says that they stand out more prominently and generate more traffic. The best use of sitelink extensions is when you want to give visitors multiple potential destinations for a common search phrase whenever such an option is justifiable or when the intent of the search is vague.

To offer sitelink extensions to advertisements, you need to have a well-defined PPC program with a proper structure and hierarchy. Unless that is available it will be impossible to offer site extensions that are differentiated according to the nature of the user query. The choice of site extensions that will be available in response to a general branded query will depend significantly on how the campaign is structured. However, there is no assurance that the sitelinks will be displayed on the search page as you would expect. Sometimes, even after doing everything as required, they simply don’t display on the screen so you need to be prepared for such an exigency and not pivot your entire CPC strategy on the availability of site extensions. While, it is not very clear as to why the display sometimes disappears, according to JHSM Sydneyexperts, it may be due to factors like the rank and position of the advertisement as well as other extensions that have been enabled. For maximum impact, it is important that the landing page that opens when a site extension is clicked is relevant to what is being advertised.

Call Extensions

There are some customers who feel more comfortable talking to a real person even when they are shopping online. The reasons can be diverse but usually it is to have a chat with an expert to confirm what they are buying is actually suited for their purpose, to make sure that the SKU is actually in stock, or for the sheer reassurance value that talking to a human gives rather than an impersonal click on a button. Whether you want to extend this kind of support to customers is something you have to decide depending on your business model because it can be costly but generally speaking, providing an additional channel for customer contact can help conversions. However, to do it will, you need to ensure that you have adequate staff and that they are trained properly to answer questions and close sales. You can end up damaging your reputation by letting the call go unanswered so you should make use of the facility of scheduling your call extensions in such a way that they only show when someone is available to take the call. Remember to use the same number as that on your landing page to prevent the advertisement from being disapproved. A call is at par with a click so you incur the same cost.

Conclusion

To give your PPC content more punch, you can show the rating of the advertiser that gives added confidence to buyers that they are buying from a reputed source. To get customer reviews displayed you have to get a minimum of 100 reviews or if according to Google, there is sufficient information contributed by customers for the rating. Getting positive reviews from customers remains the tough part. Enabling the location extension is also a valuable tactic if you have a presence at physical locations that can be used by walk-in customers as an alternative to ordering online. For the tactic to work properly, you need accurate information in your Google My Business listing that is linked to your Google Ads account. Using affiliate extensions gives an additional choice to the customer to buy from you directly or from an affiliate.

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NCC Assures Safe, Accessible Digital Space

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The Nigerian Communications Commission (NCC) has assured Nigerians of accessible, resilient and safe digital space in the nation’s digital economy.
The Executive Commissioner, Stakeholders Management, NCC, Rimini Makama, gave the assurance at the NCC’s Digital Economy Sensitisation Forum, with the theme, “Leaving No One Behind: Digital Access, Equity and Empowerment” in Abuja.
Makama said that the commission remained committed to ensuring that Nigeria’s national telecommunications infrastructure remained resilient, accessible and secure.
“Digital empoScientists Advocate Shared Responsibility To Boost Food Securitywerment must be inclusive. Without inclusion and equity, the benefits of the digital economy will remain unevenly distributed.
“The commission, through its Universal Service Provision Fund (USPF) and other initiatives, is actively extending digital opportunities to the unserved, underserved, physically challenged and vulnerable groups through several impactful programmes,” he said.
The Publicity Expert for the Association of Telecommunications Companies of Nigeria (ATCON), Dr Nihinlola Fefa, said that the association had been an advocate of cyber security awareness and sensitisation over the years.
“ATCON has been a very key stakeholder in the ICT and telecom industry. We have always advocated for cybersecurity awareness and sensitisation.
“We have been giving our own input over the years. We interface with all the telecom companies. We do a lot of studies, and we also give our contributions in so many ways,” she said.
She commended the Minister of Communications, Innovation and Digital Economy, Bosun Tijani, for deploying technology into rural communities.
According to her, though Nigeria is doing well in the area of cybersecurity, there is room for improvement.
“We are in a good position right now and we can do better from the government side,” she said.
Also speaking, the Head, IT and Cybersecurity, National Data Protection Commission (NDPC), Olorunisomo Isola, said that the commission had rolled out the necessary framework.

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Expert Tasks Nigerians On AI

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An economist, Dr Chinedu Amadi, has urged Nigerians to leverage the opportunities inherent in Artificial Intelligence (AI) to become competitive in the global business and social spaces.
Amadi, who is also the President, Organisation of Youth in International Trade and Commerce (OY-ITC), gave the urge during an interview with newsmen , in Abuja, Monday.
Amadi noted that humanity has always advanced by expanding its intelligence and capabilities through technology across different eras pointing out that AI now drives economic systems, social interactions and competitive advantage among nations globally.
“The world is entering a phase where humans and intelligent machines will share cognitive functions, so Nigeria should innovate or risk being sidelined in the emerging global digital order.
“The next frontier extends beyond AI tools to a deeper relationship between human consciousness and machine intelligence. This phase has the dawn of shared human machine cognition shaping future innovation and development worldwide,” he said.
Amadi noted that countries like the U.S., Japan and China already integrated AI into national planning, logistics and defence operations.
He warned that a deeper wave of collaboration between humans and intelligent systems is rapidly emerging
urging Nigeria and other African nations not to remain passive observers in this technological transition.
“Nigeria must innovate urgently or risk missing another major industrial revolution. Future global leadership will favour nations that create, regulate and ethically manage advanced technologies,” he added.
He said that the youthful population is viewed as a potential cognitive economy capable of driving digital creativity.
He advised policymakers and institutions to develop indigenous technologies, reflecting national priorities and moral values.
The president, however, noted that energy and agricultural sector can gain efficiency through predictive AI and advanced computation, adding that governance can also benefit from digital systems that strengthen transparency and curb corruption.
While noting that neural interfaces and quantum processing would soon merge human thought with computationAmadi said that the evolution demands ethical guidance, empathy and deeper human conscience in education system.
According to him, nations worldwide are racing to regulate AI and Nigeria also needs to define its strategic position.
“The future beyond AI will favour societies that balance innovation with wisdom and uphold human dignity,” he said.

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NIGCOMSAT Expands Nigeria’s Digital Broadcast Subsector By 35%

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The Nigerian Communications Satellite (NIGCOMSAT) Limited says the country’s digital broadcast subsector  has expanded by 35 per cent to 75 per cent utilisation in two years.
This, it said, represented a milestone in the country’s digital transformation drive.
The Managing Director, NIGCOMSAT, Mrs Jane Egerton-Idehen, made the remark  at a retreat with the theme: ‘Aligning for the Future: Innovation, Collaboration, and Sustainable Growth”, in Abuja, Monday.
According to her the theme reflects NIGCOMSAT’s commitment to driving Nigeria’s digital transformation and positioning itself as a global satellite industry leader.
She said one of the notable achievements in its broadcast segment was the Digital Switch Over (DSO) project, describing it as not just a technical milestone but also a national service.
“This growth is a testament to the organization’s improved service delivery and stronger engagement with partners and clients.
“The DSO project, a collaborative effort with the National Broadcasting Commission (NBC), is a key milestone in Nigeria’s digital transformation.
“NIGCOMSAT’s contribution to the project is enabling digital broadcasting penetration across the federation, cementing the organisation’s position at the centre of Nigeria’s digital transformation,” she said.
Egerton-Idehen said the achievements were expected to drive revenue growth, with target of three billion naira in annual revenue and eight billion naira in revenue within three years adding that the organisation’s expansion of broadband services and private sector partnership was key to achieving the goals.
“We cannot move boldly into the future without addressing the weight of the past. Our debt profile — both financial and operational — is a reality we must confront with strategy, discipline, and creativity.
“These are our headwinds. We acknowledge them openly because honesty is the first step toward transformation.,” Egerton-Idehen said.
She said in spite of challenges such as economic barriers and competition, the organisation remained optimistic about the future.
“We must out-innovate the market, deepen partnerships, and build a culture of solution-focused, profit-driven, and people-centered excellence.”
“The key initiatives include transitioning to software-defined satellites, expanding broadband services, and the NIGCOMSAT Accelerator for the Space Ecosystem.
“The organisation is prioritising public-private partnerships, branding, and communication, as well as investing in its people,” she said.
The Chief Executive Officer, Data Science Nigeria, Olubayo Adekanbi, said satellite-based economy could revolutionise key sectors such as agriculture, health, and education, creating new job opportunities and increasing productivity.
“By providing internet access to remote areas, satellite technology can bridge the digital divide and ensure no one is left behind.

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