By Lisa Bishop
The name of the game is to attract searchers to your ad instead of somebody else’s. Then once you have their attention, keep their attention. With the Ad Extension feature at Google AdWords, this is exactly what you can accomplish. Making your ad more useful, more relevant and more interesting will help you reach your goal of increasing Click Through Rates (CTR).
There are currently six Ad Extensions offered:
Social Extensions – This extension allows you to link to your Google + Page. One benefit to this is that all your +1’s (from your page, your website, your ads and search) will all get added together. This extension will show all the recommendations that your business has received. And remember, this info is visible to all Google users via your ad, not just Google + users.
Product Extensions – The product extension is linked to an existing Google Merchant account. This is necessary if you want your products to show in your PPC Ad. Your plusbox will contain images, titles and prices of your products.
Ad Sitelinks – This particular extension allows you to offer up different pages of your website, or even add links to a Facebook or YouTube account! You can currently ad six links, so choose wisely! This additional amount of real estate added to your ad should be accurate and relevant. If your ad is in regards to weddings, add site links to your wedding pages only.
Location Extensions – The location extension is one of the most popular extension as it shows your address, business name and phone number under your ad. If you’d like to drive traffic to a location, this is a logical option.
Multiple Addresses for Location Extensions – If you have multiple locations, the Multiple Addresses for Location Extensions will appeal to you. This option show searchers all your store locations which gives them an opportunity to find an ideal location for them, helping to drive in-store sales.
Click to Call Phone Extensions – The phone extension enable a “click to call” feature on any mobile device that has full web browser capabilities. This means when searched from a mobile device, the searcher can click on the ad and call you directly. Eventually we will be able to utilize “Call Metrics” to discover info about the caller. If you have more than one phone number, you can test this extension out by setting it with a certain number and then tracking how many times it was called.
Keep in mind, you can only use one type of Ad Extension per campaign.
Ad extensions are one of my favorite elements within AdWords. It gives your site an opportunity to shine amidst others. Utilize this feature to the fullest extent!
Don’t forget, once they click through to your website, they need to land on the proper landing page or section of your website. Make it as easy as possible for the searcher to find what they are looking for! If you need assistance in any of these areas, call the experts at Mannix Marketing!