GOOGLE ADWORDS EXTENSIONS | TRENDS OF 2018

Google AdWords is an effective platform and tool for businesses to creatively use text and images to reach a highly specific audience you are targeting. When a user searches for particular terms, you can be 100% sure that your ads appear in the search engine results.

Online advertising is extremely competitive and businesses will do anything to get an edge on that competition. This is especially true with Pay-per-Click advertising. It is important to not to forget that each search results page only allows 10 paid ads to be displayed, therefore qualified clicks are valued at a premium.

According to Forbes, AdWords is also flexible because it has customizable options for your campaign to suit your particular needs. For example, AdWords can be used to add specific extensions. This gives you the ability to display everything from product images, contact information, to a pack of links to your website.

ADWORDS EXTENSIONS: WHAT TO CHOOSE?

Below we explain 4 most effective Google Adwords ad extensions,  that you definitely need to pay your attention to!

Location extensions

Roughly 20 percent of the searches on Google are for local information and roughly 40 percent of mobile searches are after local info.

Based on a user’s search and location, AdWords can automatically display a link to show your multiple nearby locations. When a user clicks on the address link, a new map panel appears to the right of the top search results that will showcase your additional nearby locations. This way, you can increase the chances that your customers find the ideal location for their search.

 

 

Reporting is available to evaluate performance at a location extension level. You can even evaluate its impact on online conversions and measure your online conversions per location, according to ThinkWithGoogle.com.

Call Extensions

Call extensions make it easy for prospect clients to call you directly from your ad and for you to better understand the value of your campaigns by measuring the phone calls that your ads generate per day.

 

 

Call extensions are an effective type of ad extension, an ad feature that allows advertisers to include additional information about their businesses and offering to their text ads. In the case of call extensions, this additional information is your business phone number.

According to Novasolutions, if you want to receive more calls from your ad campaign, it is crucial to take use of enhanced call extensions to target tablets and desktops only, mobile devices only, or all three. Businesses targeting all three can assign one extension to PCs and tablets and the other to mobile devices. The setup for each enhanced campaign differs, so be sure to follow directions.

Sitelink Extensions

 

 

Ad sitelinks are a feature in AdWords that offers you additional links to pages beyond the destination landing page in your ad. In the above image, “Free Shipping,” “Free Personal Engraving,” “3G or Wi-Fi models,” and “10-hour battery” are all sitelinks.

According to WordStream, the image here is a good example of some of the powerful benefits sitelinks can provide, including:

  • Additional real estate for your ad (not unlike the other ad extensions)
  • The ability to highlight and elaborate on certain benefits and features (free shipping and personal engraving or 10-hour battery)
  • The ability to point to specific models of a product in response to a generic query (3G or Wi-Fi enabled)

The benefits of sitelinks are pretty obvious: you’re able to direct people to a greater number of pages on your site from within the same ad, without paying a premium. Using sitelinks can also help improve click-through rate (and subsequently Quality Score) and allow you to create a different experience for searchers.

Sitelink clicks tend to be more qualified, and more valuable, clicks. Make sure your landing pages are optimized for your sitelinks.

A couple of ways to ensure that you’re sending sitelinks to the right pages of your site — use campaign drafts and experiments to find the right page (where you should set up separate, new extensions that direct to a new page in your experiment campaign), then use Google Optimize to further refine that page once you’re confident you’ve found the right one.

Product Extensions

Product extensions is a feature that allows you to link your Google Merchant account with your AdWords account to have enhanced listings for your products shown in search results on Google properties.

 

 

Product extensions are important for much the same reason the other ad extensions are important: they offer increased visibility in search results. This means more clicks – in many verticals a 1% click-through rate is good, which means most advertisers are trying to figure out how to turn as many of those 99% missed impressions into clicks (and ultimately customers), and of course click-through rate is a major driver of Quality Score, as stated by WordStream.

HOW TO SET UP AD EXTENSIONS?

Once you are logged into your AdWords account, you need to use the following steps to set up extensions:

  1. Click on the “Campaigns” tab at the top of the screen to display your account tabs
  2. Click the “Ad extensions” tab
  3. In the row below this tab, click on the dropdown that says, “Sitelinks extensions”
  4. From this drop-down, you can customize each type of extension you wish to set up, as well as apply the extensions to the entire campaign or a specific ad group.

Managing ad extensions can be done at the level of the entire accounts, campaigns and ad groups.

Ad extensions are an effective type of ad format that show additional information about your business. Their effectiveness is reflected primarily in the increased visibility and conspicuousness of your AdWords ads. If a hypothetical two competing ads have the same range and quality, the ad that has a higher expected impact of the extension ad is more likely to appear in a higher position.

Another reason why it is advised to use Ad extensions is higher Click-through rate (CTR) of ads as a consequence of the greater visibility of ads. This will certainly affect a better return on investment in Google AdWords advertising because more clicks mean a higher traffic to the company’s website.

Conclusion

The digital marketing landscape is increasingly competitive, where generating great results for your clients is a constant battle. In order to gain a competitive edge, the constant optimization practices and strategy adjustments should be made on a continuous basis.

Ad Extensions are one the best tactics in your arsenal to outperform your competitors and driving the results that your business expects.

Ad Extensions are extra pieces of information to display along with your text ads. Why is this so extremely valuable? Communicating to your consumer base all of your unique offerings can be difficult, and sometimes not possible, due to the character constraints involved with basic expanded text ads (ETAs).

When ad extensions are utilized properly, fully conveying your USPs can become a reality and positive results become more plausible (PowerDigitalMarketing). Along with displaying additional content, ad extensions can provide your ad greater visibility with the added real estate required to display them on the SERP of Google. Finally, using extensions come with no supplementary costs as you are only charged on a Cost-per-Click (CPC) base.

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