There are so many different variables that go into creating a successful paid search marketing campaign. One of those variables is ad extensions. Just what is an ad extension? Per Google, an ad extension is an ad format that shows extra information, extending the text ad, to give more information about your business. There are quite a few different types of ad extensions, each able to give customers a better idea about your business.
Sitelinks are limited to 25 characters in most languages. They can be updated easily, scheduled with start and end dates (or even by time of day) and are included in reporting details to give you more insight into which sitelink extensions are working best for you. All businesses should use sitelink extensions! Take advantage of the opportunity to give potential customers more information about you – or if nothing else, to take up more ad real estate.
Call extensions on mobile devices show a ‘Call’ button, and when clicked, automatically connects the customer to the business. Businesses can also schedule call extensions so that the mobile ‘Call’ button shows only during times you’re actually able to answer the phone. Pretty nifty, huh?
By using a Google forwarding number (an option in the call extension set-up), you’re given access to detailed reporting – showing you how many times the call extension was shown and how many times it converted. *Location extensions can also show a ‘Call’ button in ads, in addition to a get directions link. If you’re going to use both, Adwords will show the address from the location extension and the phone number from the call extension. All businesses should include call extensions in their ad – especially if the business is service related, i.e a towing company, plumbing, or simply pizza delivery.
Businesses should use location extensions if they have a storefront and if possible, should link it to their Google+ Business page.
Review extensions should come from reputable third-party sources and focus on the company as a whole, not a particular product or service. Read Google’s review extension guidelines to make sure your review/award text follows the rules.
All businesses should use callout extensions. It’s a great way to highlight your offerings and take up valuable ad real estate. You can even schedule dates and time of when your callouts should show, giving your more control over your ads and flexibility.
For customers who already have the app, businesses have the option to direct customers to a specific area of the app depending on the search terms. *It’s also important to note that Google will add additional extensions to ads that qualify, such as social extensions and offer extensions. No matter your product or service, Adwords extensions can give potential customers more insight into what you’re offering when viewing your ads. While you don’t have to use every extension, you should use those that make the most sense for your business.
Are your PPC ads generating you real leads? Contact the internet marketing and PPC experts at TheeDigital in Raleigh, NC at 919-341-8901 or schedule a consultation.