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.
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, https://klientboost.com 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.
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.
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.
Zoho Introduces Free Digital Invoice To Empower SMEs
Zoho Corporation, a global technology company yesterday announced its free online invoicing solution, ‘Zoho Invoice’ to further extend the company’s support for Small and Medium Enterprises (SMEs)
The Corporation’s Regional Manager, Africa, Mr Andrew Bourne, said in a statement that the company’s decision reinforced its support for the SME community and would allow business owners to simplify billing and payment processes.
According to him, digital invoice also helps companies receive payments faster.
According to reports that digital invoice makes life easier.
It replaces the tedious processing of paper invoices and manual processes, with an innovative, simple, automatic and secured method of conducting businesses.
Bourne said that Zoho Invoice’s revenue growth had rapidly increased, demonstrating the need for a comprehensive invoicing solution to aid businesses from any industry to shift from manual to digital.
According to him, due to the pandemic, SMEs have decided to modernise their invoicing processes at an accelerated rate.
“We launched Zoho Invoice in 2008, with the goal of providing a fully customisable invoicing solution for businesses of all sizes; since then we have grown to millions of users worldwide.
“Through the migration from paper-based invoicing to digital invoicing we have seen the need for simplified billing to fit the customised needs of the SME community.
“Our roots are centred around helping the SME community which has supported Zoho from the beginning, and we understand the challenges that SME’s have had to undergo that were onset from the global pandemic.
“We hope offering Zoho Invoice for free continues to help businesses rebuild and grow amongst challenging times that they face today and for the future,’’ he said.
Bourne said that to continue the company’s support of the SME community, Zoho Invoice was also offering advanced capabilities such as time tracking, auto recording of expenses and project billing,.
NCC To Strengthen Judicial Collaboration In Tackling Telecoms Challenges
The Nigerian Communications Commission (NCC), in a bid to further protect telecoms infrastructure in the country, has restated its commitment to continue to strengthen collaboration with judicial institutions in Nigeria.
Director, Public Affairs, NCC,Dr Ikechukwu Adinde, made this known in a statement yesterday in Abuja.
The statement said that the Executive Vice-Chairman (EVC) of the Commission, Prof. Umar Danbatta, gave the assurance during a courtesy visit by a delegation of the Kano State Judiciary to the NCC’s Kano Zonal Office.
Danbatta said that the Commission was doing everything within its regulatory mandate to enforce compliance among licencses as well as collaborating with stakeholders to protect telecom infrastructure.
He expressed regrets that some individuals indulged in willful damage of telecom infrastructure, vandalism, telecoms facility theft, and fibre optics cuts, among other crimes.
He said the criminal conspired to degrade the quality of service (QoS) in the country and, since the NCC had no prosecutorial power, the need to strengthen collaboration with the judicial arm of the government at all levels became expedient.
The EVC said that the recently-concluded NCC’s Judges Workshop held in Abuja, was a very important initiative of the Commission to continuously collaborate with members of the judicial arm of government.
He said that it was a good avenue toward updating the judiciary with the trends and regulatory dynamism of the sector with a view to improving their knowledge for effective dispensation of justice.
“NCC does not have prosecutorial power in criminal acts committed by the citizens and licencses which are inimical to the progress of the sector.
“We appreciate the ways and manners such criminal cases are being dispensed by the judiciary.
“This is a testimony to the kind cooperation NCC has been enjoying from the judiciary,” he said.
“The Commission will never fold its arms while unscrupulous citizens cause havoc on telecommunications infrastructure since that affects the quality of service innocent citizens enjoy.
“Therein lies the importance of the judiciary in the work that we have been assigned by the government to do.
“We very much appreciate this cooperation with the judiciary and we are committed to ensure that the cooperation grows stronger and stronger going forward,” the statement said.
The Chief Registrar of Kano State High Court of Justice, Alhaji Abdullahi Ado Bayero, who led the delegation, commended the efforts of NCC in fast-tracking digital transformation of governance and other sectors of the economy.
Bayero said that Judiciary, as a whole, had recognised the necessity and inevitability of digital justice system as well as full integration of ICT-based court system in the administration of justice.
He said that this position was well entrenched in the National Judiciary Information Technology Policy (NJITP), 2021, and was consistent with the NCC’s objective and strategic intervention to advance ICT knowledge and training for various public institutions in Nigeria.
“It is in line with the above that the Kano State Judiciary is determined to explore all necessary avenues and opportunities to integrate ICT-based court systems as well as digitised justice delivery systems.
“This is for efficient and effective administration of justice in the state and we request NCC’s intervention in this regard,” he said.
Some Nigerians In Diaspora Still Rely On Fake News About Nigeria, FG Laments
The Minister of Information and Culture, Alhaji Lai Mohammed, has insisted that some Nigerians in Diaspora still rely on platforms that peddle fake news and misinformation about Nigeria.
Mohammed also said that secessionist groups that are campaigning around the world for their causes have identified some Nigerians in Diaspora to propagate their fake narratives about the country.
The minister stated this when he received members of Nigerians in the Diaspora Organization (NIDO), UK Chapter, in Abuja, yesterday.He urged NIDO to seize the Initiative from those who are bent on painting Nigeria bad in the comity of nations, especially in the area of insecurity.
The minister also implored the organization to leverage its contacts in government circles, parliamentary groups and global think tanks in world capitals to help change the narrative and sweep the carpet off the feet of secessionist groups, insurgents and anarchists who are bent on pushing false narratives to portray Nigeria in a bad light.
Mohammed said, “I want to commend your patriotism and steadfastness, especially for this Initiative, which is aimed at shining a positive light on Nigeria, celebrating the country and contributing towards a better Nigeria. This is what patriots do, not badmouthing their country around the world.
“The Buhari administration considers Nigerians in Diaspora as critical stakeholders in the Nigerian project, hence has done the unprecedented by establishing the Nigerians in Diaspora Commission (NIDCOM), which has been doing a good job in coordinating and providing an organized system of collaborations of Nigerians in Diaspora.
“Thanks to the commission, issues affecting Nigerians in Diaspora have been receiving prompt attention. NIDCOM has also ensured that Nigerian in Diaspora are well informed about the activities of the government. It is therefore alarming and disappointing that some Nigerians in Diaspora still rely on platforms that peddle fake news and misinformation about Nigeria.
“Also, each time Mr. President travels outside the country, he has made the engagement with Nigerians in his host country a regular affair, just as we at the Federal Ministry of Information and Culture have always ensured that we interact with Nigerians when we travel outside the country for official purposes. Unfortunately, the avoidable division among Nigerians in Diaspora in some countries has hampered such engagements. But we will not relent in seeking out and engaging with patriotic Nigerians in Diaspora.
“It is in recognition of the relevance of Nigerians in Diaspora that the secessionist groups that are campaigning around the world for their causes have identified and are effectively using some of them (Nigerians in Diaspora) to propagate their fake narratives about the country, in addition to relying on their financial contributions to fund their nefarious activities. This is disheartening.
“I, therefore, want to use this opportunity to appeal to NIDO to seize the Initiative from those who are bent on painting Nigeria bad in the comity of nations. Yes, we have challenges, especially in the area of insecurity. But this administration has not only acknowledged these challenges, it is earnestly tackling them. I am bold to say that no government in the history of this country has done so much with so little.
“Instead of contributing their own quota to these efforts, all you hear from a section of Nigerians in the Diaspora and their allies back home are fake narratives and untrue allegations of religious persecution, political marginalization, human rights abuses, etc. These are baseless and false.
“As an organized and well connected group, I implore NIDO to leverage its contacts in government circles, parliamentary groups and global think tanks in world capitals to help change the narrative and sweep the carpet off the feet of secessionist groups, insurgents and anarchists who are bent on pushing false narratives to portray Nigeria in bad light. I have no doubt that you will take this call seriously and do everything in your power to change the narrative for the better.
“On our part as government, we are currently re-engineering and ramping up our diplomatic efforts to counter and reverse the narrative, in addition to countering pervasive anti-government propaganda.”
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