Digital Marketing to help Alberta companies grow Since 2009 Edmonton: 780-758-5800
Posted: 26 Apr '16

Online Advertising: Best Practices for Best Results

Online Advertising: Best Practices for Best Results

By now, everyone knows that for their business to be successful, they have to know how to wrangle Google and their mysterious ways in order to show up in search results when they need it most. Now that you know there's no way around it, you create a few ads you think are awesome and sit back waiting for huge amounts of traffic and increased sales. Can you hear a pin drop? When it comes to successful online advertising for your Edmonton business, there are best practices to follow to get the best results because just creating a few ads won't get you the business you're looking for.

Successful Online Advertising Begins with Great Ads

Successful ad campaigns still begin with creating great ad that will capture your readers' attention and rank your business high in search engine results. However, a few great ads are not enough to get your customers to click through and get them to bring their business to you. There are five best practices that you need to follow to maximize your online advertising success.

1. Include Sitelink Extensions

Sitelink extensions bring your customer to the page of your site that is most relevant to what they are looking for when performing their search. Some examples include a link to your business hours page, your specials or specific pages you feel are most important to your buyers. Including these extensions can improve your click-through rate (CTR) by 20-30%, which translates to a lot of traffic you're missing if you don't use them.

2. Mobile-friendly Links and Wording

Mobile users make up a huge chunk of your potential traffic so if you aren't catering to their specific needs, you're missing out on a third of traffic. Your ads have to be viewable on mobile devices, have links that are relative, such as a link to your mobile app, location details and language should be mobile-specific, such as "visit our mobile site".

3. Callout Ad Extensions

By callout ad extensions, which allow you to increase the text in your ads, you can increase your CTR by 10%. Callouts display in ads on Google at the top and bottom of search results. Successful callouts include information specific to your business, such as free shipping, free offers and customer service hours, etc.

4. Multiple Ads for Each Campaign

Another 10% CTR gain can be picked up by creating at least three ads per campaign. With multiple ads, Google's trusty algorithm can select the best of your ads with the most appropriate keywords for each search performed. Having multiple ads with different keywords targeted improves your chances of the ad being shown in search results.

5. Capitalize on Ad Rotation

Optimize your ads for click-throughs or conversions rather than simply rotating the same ads indefinitely. Google automatically chooses the best performing ad to be shown more often and results in a 5-7% higher CTR.

Creating successful online advertising campaigns for your Edmonton business takes a lot of thought, research and monitoring to ensure you are getting maximum exposure and CTR. At WSI Edmonton, we can help you get rid of the guesswork involved in creating ads so that you can get more traffic and increased sales that you need to grow your business. We promise you won't be hearing any pins drop! Contact us to learn how we can help and be your partners in digital marketing.


Lynne Motkoski, Digital Marketing Consultant
Specialty: Digital Marketing Strategies
Education: BComm, MA Communications & Technology, University of Alberta

With over 10 years of digital marketing experience in the WSI global franchise, Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She leads digital transformation for Alberta based companies as they are adapting to the age of social distancing.