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Types of contextual ads, how to attract users' attention
Search giant Google has been a leader among other search engines for many years. Its share in the global market is more than 91%, which means that this search service has the most advertising platforms. When opening your online store and wanting to raise it to the top of search queries, it is best to focus on Google, which means that you will have to work with Google Ads.
We discussed how to work with Google Ads and what are the main types of contextual advertising in previous articles, but we touched on the topic of the variety of contextual ads in passing, and today we will answer the remaining questions.
What type of contextual ads should I use? What is the difference between expanded text ads and adaptive ads and what type of advertising is best suited for promoting your online store? We will try to answer these questions and give a specific description of each type of contextual ads, let's start!
With the types of ads
Contextual advertising is divided into two main types: search and thematic. In addition to the division into types of advertising, there are also different types of ads that can affect your target audience in different ways and, as a result, bring different results. Each type of contextual ads has its own pros and cons, which cancel each other out depending on the specific case. The success of all types of ads is strongly influenced by the ad campaign settings and the ad theme itself. If the offer that you plan to promote is not interesting to your target audience, then no matter how correctly the ad is configured, unfortunately, it will not bring the expected results.
So what types of contextual ads are divided into? Conditionally, they can be divided into two camps, as well as all contextual advertising, but in the case of ads, these are text and display ads. Text ads include:
- Expanded contextual ads
Expanded contextual ads are the most classic type of contextual ads. They consist only of text and differ from the usual Google search results only by the “advertising " mark located in the upper-left corner. This type of ad is characterized by its simplicity and clarity, it is easy to mistake it for a search result, so using expanded ads you can increase the traffic rate of your online store.
An expanded ad consists of several parts, including the title, description, link of the advertised resource, and additional materials. As additional materials, you can use the company's phone number, the actual address of the store-if your site is only an online adaptation of a physical store, or contacts in messengers. In order to increase activity in your social networks, you can notify your regular customers that it is in social networks that short-term offers with large discounts and sales will be published. This move will not only help you develop your online store, but also add subscribers to your social networks.
For the most part, the main function of an open ad is to attract potential customers by matching their search query with the words you used to create the ad. Thanks to these matches, you can increase traffic and conversion rates on your resource, thereby moving it up the search results.
- Adaptive search ads
This type of ad has a number of differences from classic text ads. The main difference between adaptive contextual ads and ordinary text ads is their ability to automatically change according to the user's request. In order to take full advantage of the features of an adaptive ad, you should pay maximum attention to creating descriptions and titles for all variants of your ad. Do not forget about the key requests and interests of your target audience. to create a popular ad, you need to have all the available knowledge related to your target audience. If you haven't done any research in your target audience or don't know how to create an adaptive contextual ad correctly, gloss will help you solve this problem.
Web Studio Glyanec has been designing and creating websites and online stores for 11 years. During this time, the company has created more than 1000 different sites that work in different niches. In addition to creating turnkey online stores, Glyanec Studio is also engaged in designing, creating and launching a variety of advertising for online resources, creating original designs, mobile applications, and much more. In order to get acquainted with all the services provided by the Glyanec design Studio, you can visit the company's services page.
Thanks to the presence of several options and proper configuration, adaptive ads can produce a very good result. Adaptive ads are considered the most practical of text ads, as they contribute to the growth of visits and increase the conversion rate more than others.
- Dynamic search ads
This is another type of text ad that changes automatically. The difference with the previous type is that if the adaptive ad changes the title and description, then the dynamic ad changes the page URL, while adapting to the request of a potential buyer.
Such ads are targeted through the pages of an Internet resource that is promoted using this type of ad. The URL for the ad is automatically taken from the pages of the advertised site, which contributes to greater coverage and consequently an increase in visits and conversions of your Internet resource.
As a rule, dynamic ads are used at the very beginning of the resource's advertising campaign, when not all key queries are checked, and there is a desire to start promoting your online store right now.
Correct settings are essential for a successful contextual advertising campaign. Keywords, titles, and descriptions are a short list of things that can negate the full potential of a well-designed but poorly configured advertising company.
In order to avoid such an outcome, we recommend that you contact only professionals to set up and launch advertising campaigns.
- Contextual ads for smartphones
There are a variety of contextual text ads that will only be visible to users who use the browser on their smartphone. These ads use a phone number instead of the title, which you can call immediately without leaving the browser. Phone ads are extremely useful, since in 2020 almost everyone, young and old, already has a smartphone.
Thanks to the ability to call your organization directly from the browser, the user can save time searching for your contacts and stay on the resource. This parameter is important for some users, because they value their time the most.
This type of text advertising will not bring you crazy conversions on the site or visits to an online store, but it will help you connect with the client if you are engaged in repairs, legal work, and other services that require a dialogue. So, despite the lack of changes in the indicators on your Internet resource, it is advisable to launch mobile advertising, but only if your business, due to its specifics, requires more growth in the number of calls to the office than an increase in conversions and visits.
Do not forget about the ability to run contextual search ads at the same time. Each of the above types of search ads can help your resource rise higher in the search results. However, this result is only possible if the contextual advertising you run is configured correctly. If you think that you can not cope with the setup of an advertising company and make a mistake, the specialists of the gloss company will help you in this difficult task. The gloss team has created and advertised more than 1200 sites and does not plan to stop. If your online store needs a high-quality advertising company, or you are just looking for a Studio that can create a turnkey online store in accordance with your wishes, design Studio gloss will solve all your problems. Web Studio gloss provides a full range of services related to the development, design and launch of online stores, as well as their subsequent promotion. You can learn more about the services of the gloss web Studio and order a turnkey online store on the company's website.
All text contextual ads have one thing in common. they are easy to understand and are focused on the fact that the user will not fall below the fifth point of the search results. Thanks to this focus and the ability to be published above all search results, such ads can significantly increase the number of visits to your site and increase the conversion rate in your online store.
Media and contextual advertising
Display contextual advertising, unlike search advertising, helps consumers make a choice or attract users to the product that the advertised online store sells. Such advertising is no longer a regular text, but due to the lack of confidence in their choice on the part of the user, such advertising helps the user to decide using visual images. Such visual images can serve as static illustrations, as well as whole promo videos designed to convince the user to make a purchase or order a service on your site.
Just like search ads, display ads are divided into several types, namely:
- Image ads
Graphic ads are ordinary illustrations that are somehow related to your company. Users can view image ads on any Google site that participates in the company's advertising program. Each site, which is essentially an advertising platform, has a special place reserved just for graphic advertising, and its name is AdSense. In addition to AdSense, Google also connects its own applications, which make the coverage of graphic ads even more solid, and increase the conversion rate on your resource becomes more noticeable.
The sizes and shapes of AdSense are completely different, so when planning to launch graphic contextual advertising, first familiarize yourself with the requirements of the services or entrust the creation of an ad to professionals.
- Adaptive display ads
Adaptive display ads are a new stage in the history of contextual advertising. There are so many new features that you need to create a separate article for this type of ad. In short, adaptive display ads are ads that use the data you entered, such as videos, images, titles, descriptions, custom colors, URLs, AND many other information, in order to further penetrate your ad on various resources. The idea of adaptive ads is that artificial intelligence finds an advertising platform and groups the information you provide so that your ad meets the requirements of the resource. Setting up this type of ad requires a huge amount of time and skills that are more common for marketers.
Conclusion
Contextual advertising is a huge space where more and more new technologies appear every year. In order for contextual advertising to give you 100% of the possible result, you need to pay special attention to finding reliable information about your target audience and configure your advertising campaigns very carefully. However, it is possible that even if you spend a considerable amount of time setting up contextual advertising, you will make a mistake. In order to get rid of such risks and start promoting your online store right now, we recommend that you contact the gloss web Studio. Employees of the gloss Studio are highly qualified specialists with extensive experience in creating effective advertising campaigns and successful Internet resources. Over 11 years of collaboration, the gloss Studio team has created and promoted more than 1,100 online resources in various industries of trade and service provision.
If your store needs remarketing, design updates, creating relevant contextual advertising, or technical support at the level of site development and completion, gloss will help you in this difficult task. To use the services of the gloss design Studio, you just need to leave your request on the Studio's website, or contact the company's Manager using the contacts tab or online chat located on all pages of the company's website. After sending your request, the company's Manager will contact you as soon as possible to clarify the details and confirm the order.
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Our services include:
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How a website audit can transform your business
A website audit is not a simple check, it is a necessity that allows you to deeply understand both the technical and marketing aspects of your site. Is your website optimized for search engines? Does it communicate effectively with your potential customers? The answers to these questions can radically change your approaches and strategies. Ordering a website analysis can reveal hidden issues that are holding back your site's lead generation and customer acquisition potential. Whether you're looking to improve your site's search engine rankings or increase user satisfaction, an audit can provide you with the tools and guidance you need.
We will look at how a carefully prepared audit can significantly improve your website and make it more competitive. We will discuss what aspects of a website are checked during an audit, what benefits it can bring to your business, and how you can order a website audit from professionals to ensure the best results.
Why does your business need a website audit?
Excellent website usability is not just a nice bonus, but a critical condition for ensuring online success. A website audit allows you to analyze in detail how conveniently and efficiently users interact with your site, and how this affects your business's ability to achieve its goals. Here are some reasons why it is important:
- Increase user satisfaction: An audit reveals navigation and interface issues that may prevent users from easily and intuitively finding the information they need or performing the actions they want on your site. Improving these aspects can significantly increase your visitors' satisfaction.
- Reduce bounce rate: When users find it difficult to navigate the site or perform the necessary actions, they are more likely to leave the site without converting. An audit helps to identify and fix design elements that can lead to a high bounce rate.
- Increase conversions: Website optimization can have a direct impact on your conversions. For example, simplifying the checkout process or improving the visibility of a call-to-action button can significantly increase the number of successful transactions.
- Search engine optimization: SEO audit and optimization is part of the overall website audit and focuses on aspects that affect your website's visibility in search engines. Analyzing keywords, meta tags, URL structure, and other SEO practices will help to push your website higher in search results.
- Improving accessibility: The audit also assesses how accessible your site is to people with disabilities. Ensuring accessibility not only expands your target audience, but also emphasizes your responsibility as a business.
- Optimization for mobile devices: Nowadays, it's important that your website is optimized for mobile users. An audit will help ensure that your website works efficiently on all types of devices, improving the overall user experience.
Ensuring a high quality website is an investment in customer satisfaction and the efficiency of your online space. Ordering a professional audit can help you identify critical issues and resolve them before they negatively affect your business. You can read more about SEO promotion in the article "Features of SEO optimization of an online store"
How the audit is conducted and what we offer
Website audit is a complex process that includes several key stages. Each stage has its own specifics and requires a detailed approach. Our team of specialists uses advanced technologies and techniques to ensure the highest quality of services. This is how we work:
- Audit planning: First of all, we identify your business goals and website features. This helps us to prepare a personalized audit plan that takes into account all the necessary aspects: from technical analysis to user experience assessment.
- Technical audit: At this stage, we check the technical component of the website: coding, information architecture, compliance with SEO and web accessibility standards. We identify technical errors that may prevent the site from being indexed by search engines or impair overall performance.
- User experience (UX) audit: We analyze how visitors interact with your website and evaluate the usability of the interface. In this context, we can also put a heatmap on the site. Heatmaps allow you to visualize where users click most often, how long they stay on certain segments of the page, and how they scroll through the page. This is very useful for improving page structure and content.
- Report and recommendations: At the final stage, we compile a detailed report that includes all the issues we found and specific recommendations for fixing them. We provide practical advice that can be implemented quickly to improve your website.
- Support and optimization: After the audit, we also offer website maintenance and optimization services. This can include regular updates, monitoring of website performance, and additional checks for compliance with changed requirements or technologies.
Our goal is not just to identify problems, but to provide you with the tools and knowledge to solve them effectively, so that your website not only works at full capacity, but also helps you grow your business.
Glyanec provides professional website audit services that include technical audit, usability testing, SEO optimization, and analysis of your website's accessibility and security. We use advanced tools, such as heatmaps, to analyze user behavior in depth, allowing us to offer targeted and effective solutions for each client.
If you want to ensure that your website functions at the highest level, meets all modern requirements, and works as a powerful tool for your business, contact us. Order a website audit in Glyanec today and take the first step towards improving your online space. We guarantee a professional approach and dedication to achieving your business goals.
What are the advantages of websites over mobile apps?
Different companies are faced with the choice between developing mobile apps and websites every day. While mobile apps may seem convenient and innovative, it's important not to ignore the numerous advantages of websites. Ordering a website is not just an investment in an online presence, but a strategic decision that can significantly reduce development and maintenance costs, provide a wider audience reach, and improve search engine rankings.
We'll take a closer look at why websites compare favorably to mobile apps, analyzing their functionality, accessibility, and maintenance costs. The importance of websites in today's digitalized landscape cannot be underestimated, as they play a key role in attracting customers, expanding the market, and optimizing the user experience.
What is a website and a mobile application?
Websites and mobile apps play vital roles in promoting a business, but they have significant differences. A mobile app is a program downloaded and installed on a mobile device that can use the phone's system capabilities, such as a camera, GPS, or gyroscope. They can offer a more personalized experience, but they require significant investment to develop and maintain.
Therefore, choosing between website development and in-house development usually turns out to be a more profitable and effective solution.
Main advantages of websites
Websites offer a number of benefits that make them an attractive choice for businesses of all sizes. Let's take a look at a few of the key benefits you should consider when considering a website for your business.
- Universal access: One of the main advantages of websites is their accessibility. Visitors can access your site from any device that has an Internet connection, regardless of the operating system. This provides a wide audience reach and the ability to attract more potential customers.
- Cost-effectiveness: Ordering a website is often much cheaper than developing a mobile app. The cost of developing and maintaining a website is lower because you don't need to create separate versions for different platforms, such as iOS and Android. In addition, updates and changes to the site can be implemented faster and easier, which reduces overall maintenance costs.
- SEO and marketing benefits: Websites provide better opportunities for search engine optimization (SEO). This means that your website can rank higher in search engines, increasing the chances of being discovered by potential customers. Optimizing your website for search engines helps to increase its visibility and attract more organic traffic.
- Improving the user experience: Websites can offer a rich and user-friendly user interface that is adapted for different devices, including mobile phones, tablets, and desktops. With a responsive design, users can easily navigate the site, which improves the overall user experience and can increase conversion rates.
With these benefits in mind, building a website is a rational choice for businesses looking to maximize the benefits of their online presence. Not only do websites save money and resources, but they also provide ample opportunities to scale and grow your business.
Why do users abandon mobile apps?
Despite the significant development of mobile technology and the increase in the number of available apps, many users still prefer websites. This is due to a number of reasons that point to certain disadvantages of mobile apps and limitations that can affect the user experience.
Most users do not see the need to install mobile applications when they can easily access the same services or information through a website on their laptop or smartphone via a browser. This is especially true for those services that users use infrequently or sporadically.
Additionally, users emphasize that mobile apps often take up too much space on their devices, which can be critical for those with limited storage space. There are also concerns about battery and mobile data consumption, especially when apps are running in the background or transferring large amounts of data.
Privacy and security issues
One of the biggest concerns that pushes users away from mobile apps is the issue of privacy and security. Many apps require extensive permissions to access personal information such as contacts, location, social media data, and even personal files, which raises concerns among users about how this data is collected, stored, and used. There is also a fear that mobile apps may be vulnerable to hacking, especially those that store sensitive financial data or personal information. Data breaches at large companies that have made headlines only reinforce these concerns.
These factors contribute to the fact that many users prefer to use websites that do not require a download and provide quick access to services without the need to install resource-consuming applications. This confirms that websites can be a more convenient and secure solution for many users. However, for many companies, creating a website will prove to be the most optimal solution to effectively attract customers and provide high quality service with minimal costs and complexity.
To summarize, a careful choice between website and mobile app development should be based on the specific needs of the business, its target audience, and available resources. However, for many companies, ordering a website will prove to be the most optimal solution that allows them to effectively attract customers and provide high quality service with minimal costs and complexity.
What are progressive web applications and what are their advantages
Progressive Web Applications (PWAs) are changing the way we think about what websites can do. This technology combines the best of the web and mobile applications, offering speed and usability that was previously only possible in apps. In this article, we'll take a closer look at what progressive web apps are, what technologies are behind them, their benefits, and key implementation considerations. We will pay special attention to how progressive web applications can transform your business by providing a better user experience and increasing productivity.
What are progressive web applications?
Progressive web applications are a type of software that is split into a website and a mobile application. This allows users to install web applications on their devices and use them in a similar way to regular mobile applications. An important feature of PWAs is that they use web browser technologies but offer functionality that is usually associated only with mobile applications.
The PWA concept was first introduced by Google in 2015. The goal was to make the web experience as convenient and fast as possible. Since then, the technology has gained significant development and support, especially from companies seeking to improve the mobile user experience without losing the versatility and accessibility of the web.
Technologies used in advanced web applications
Progressive web applications use a number of modern web technologies to provide users with an experience that is as close as possible to mobile applications. The most important of these technologies are:
- Service Workers - scripts that run in the background, independently of the web page, and allow you to manage network requests, cache resources, and use push notifications.
- Manifest file - a JSON file that allows developers to install a web application on the home screen, set the icon and the start screen.
- Using HTTPS - ensuring the security of user data and the reliable operation of web applications.
Why progressive web applications are better than traditional sites
Improving the user experience
Progressive web applications are characterized by extremely fast loading speeds and high responsiveness, which is ensured by data caching and intelligent management of network requests. This means that users are able to access content instantly, regardless of the quality of their Internet connection, which significantly improves the overall user experience.
Offline access and support for push notifications
One of the defining features of PWA is the ability to work offline. This is achieved thanks to Service Workers technology, which allows web applications to cache important content and provide access to it without the need for an Internet connection. In addition, PWAs can use push notifications to inform users about news, updates, or special offers even when they are not using the web application.
Increase engagement and conversion rates
Thanks to better user experience and offline capabilities, PWAs demonstrate high rates of user engagement and increased conversions. The ability to load quickly and run smoothly on any device ensures higher customer loyalty and a higher likelihood of completing targeted actions, such as making a purchase or filling out a contact form.
Steps to implement progressive web applications in your business
Implementing progressive web applications may seem daunting, but with the right approach, the process can be efficient and smooth. Here are the basic steps to integrate PWA into your business:
- Audit the current state of the website - check if your site is ready for conversion to PWA. This includes ensuring HTTPS compatibility, site responsiveness on different devices, and the availability of all necessary technical aspects.
- Developing and configuring Service Workers is a key component of PWA that allows the website to work offline and use push notifications.
- Creating a web app manifest - a manifest allows users to add your app to the home screen of their devices, providing easier access and a more native experience.
- PWA testing - ensure that your PWA works properly across all devices and browsers, with special attention to offline mode and loading speed.
- Monitoring and updating - once your PWA is up and running, it's important to keep it up to date and make updates to resolve any issues or improve functionality.
To illustrate how easily and quickly users can install a progressive web application on their devices, we have prepared an animated GIF. This GIF shows the process from the moment a user visits a website to the moment they install the web application on the home screen of their mobile device. This demonstrates the simplicity and ease of use of PWAs, as well as their ability to offer a native experience through a web browser.
Progressive web apps are a powerful tool for business development, offering speed, convenience, and an enhanced user experience comparable to native mobile apps. They allow you to achieve a high level of customer engagement, provide the ability to work offline and send push notifications, which is critical in today's dynamic market. Thanks to their ease of installation and efficiency, PWAs can significantly increase conversion rates and improve the overall user experience.
If you're looking for a way to make your web experience more efficient and engaging, progressive web applications can be a great solution. Remember that proper implementation and ongoing updates are essential to the success of any technology solution. Don't hesitate to bring in professionals to help you optimize your website to turn it into a responsive web app and take full advantage of its capabilities.
Virtual fitting rooms in online stores: how artificial intelligence is changing shopping
In a world where technology is changing every aspect of our lives, online shopping has become one of the fastest growing areas. However, despite all the convenience that shopping from home offers, there is one problem that still makes many shoppers hesitate before clicking the "buy" button: the inability to try on clothes before buying. This is where innovative technologies, such as virtual fitting rooms, come into play, promising to revolutionize the way we buy clothes online.
Virtual fitting room is a cutting-edge technology that uses artificial intelligence and machine learning to allow customers to try on clothes virtually before making a purchase. This innovation has the potential not only to provide a better online shopping experience, but also to fundamentally change the entire retail sector.
Our company is closely monitoring this area of technology and expects its rapid development in the near future. We believe that the integration of such innovations will not only increase customer satisfaction, but will also significantly improve the efficiency of online stores by reducing the number of returns due to mismatched sizes or appearance of goods.
Evolution of virtual fitting rooms
From early experiments to today's advanced systems, virtual fitting rooms have come a long way. Initial attempts to implement digital solutions for trying on clothes were criticized due to poor visualization quality and limited functionality. However, with the advent of advanced artificial intelligence technologies and improved image processing algorithms, virtual fitting rooms are becoming much more accurate and useful for the end user.
The key to the success of virtual fitting rooms lies in the use of a range of technologies. This includes computer vision, artificial intelligence, machine learning, and image processing algorithms. These technologies allow to analyze users' photos in real time, adapting clothes to their body parameters. In addition, advanced interfaces ensure that these systems are intuitive and easy to use.
Benefits for consumers and businesses
Virtual fitting rooms offer significant benefits for both customers and store owners. For consumers, it is an opportunity to visually assess how the clothes will fit them without having to visit a physical store or wait for the goods to be delivered. This significantly increases customer satisfaction and reduces the number of returns. On the other hand, retailers are able to attract more customers by offering a unique shopping experience and reduce the costs associated with handling returns. As a result, virtual fitting rooms not only boost sales but also improve business sustainability.
Online fitting - how does it work?
Integrating a virtual fitting room into a website requires a comprehensive approach that includes the development or implementation of specialized software. This software uses artificial intelligence algorithms to analyze user-entered data, such as body measurements, or even real-time photos or videos to create an accurate virtual image on which to "try on" clothes.
Artificial intelligence plays a key role in the functioning of virtual fitting rooms, as it analyzes and processes user data to create an accurate three-dimensional model. Such systems can recommend the most suitable size of clothing, taking into account not only the size but also the personal preferences of users regarding the fit of clothing. The introduction of virtual fitting rooms is changing not only the way people buy clothes, but also the overall online shopping experience. Customers are able not only to visually see how the clothes will look on them, but also to experiment with different styles and colors without the need to physically visit the store. This interactive approach can greatly enhance the user experience, increasing shopping satisfaction while reducing the likelihood of returning an item due to a failure to meet expectations.
Advantages of online clothing fitting
The use of online clothing fitting technologies brings significant benefits that affect both the consumer experience and the efficiency and sustainability of retail business models. Let's look at the key aspects of these benefits:
Reducing the number of product returns
One of the biggest challenges for online retailers is the high number of returns, which is often due to mismatches in sizing or customer expectations of how the product looks. Online clothing fitting can significantly reduce this risk by giving customers a better understanding of how the clothes will fit them, which in turn leads to more confident purchases and fewer returns.
Increasing customer satisfaction and loyalty
Enhancing the online shopping experience through a virtual fitting room helps to increase overall customer satisfaction. Interactivity and personalization of purchases strengthen the relationship between brands and their customers, encouraging repeat purchases and increasing loyalty.
Impact on environmental friendliness and business sustainability
Reducing the number of returns not only improves economic efficiency for businesses, but also has a positive impact on the environment. Reducing the need to transport returned goods helps to reduce the carbon footprint of companies, making them more sustainable and environmentally responsible.
The future of the fitting room for an online store
One of the main trends is to improve the accuracy and interactivity of virtual fitting rooms through the expanded use of artificial intelligence and machine learning. This includes the development of algorithms that can analyze the more subtle nuances of users' figures, as well as integration with virtual and augmented reality to create a more immersive fitting experience.
Artificial intelligence not only improves virtual fitting rooms, but also opens up new opportunities for personalizing fashion offers. This can include automatic clothing recommendations based on previous purchases, lifestyle, and personal preferences, which will significantly improve the user experience and shopping efficiency.
By closely following these trends and actively experimenting with virtual fitting rooms, our company strives not only to optimize our customers' experience, but also to act as an integration leader in the market. Recognizing the importance of these innovations, we are confident that the further introduction and development of virtual fitting rooms will not only contribute to the growth of our company, but will also play an important role in shaping the future of online retail by making shopping more convenient, personalized and sustainable.
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