INFOGRAPHIC: Extending Your Google Ad Visibility with Google Ad Extensions
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Transcript of INFOGRAPHIC: Extending Your Google Ad Visibility with Google Ad Extensions
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To request a quote, call 800.939.5938 x1 or visit search-mojo.com/sales. ©2013, All information in this document is the property of Search Mojo.
EXTENDING YOUR GOOGLE AD VISIBILITY WITH GOOGLE AD EXTENSIONSWHAT IS AN AD EXTENSION AND WHICH SHOULD I USE?
Location Extensions
•Shows address of closest location to the searcher
•Often combined with other types of ad extensions
•Merge your business address and phone number seamlessly with your ad text
Pro
Con•Searchers could click the “Reviews” or
“Rated” links on the ad, instead of the ad itself – taking them away from the search results page, where they may opt to purchase from another company
Ads with Seller Ratings could garner higher click-through and conversion rates
•Displays customer-submitted ratings next to AdWords ads
•All qualifying advertisers are automatically opted in (campaigns targeted to the US, at least 30 unique reviews and an average rating of 4 stars or more
Seller Ratings
Pros
Call Extensions•Free Google forwarding numbers
•Measure duration of conversations
•Show number on all devices, not just mobile
Cons•Can bring in calls that are not sales calls
•Can cannibalize clicks and/or conversions
•Timing of when ads are live and inside sales’ hours
•Charged if someone calls, similar to if they had clicked
Great for measuring calls from AdWords
Manypeoplewillprefertosimplycallvs.filloutforms
Further insight into the types of ad respondents that paid search generates
Pros
Ad Sitelinks•Provides way to extend ad
•Up to 6 additional links on the ad
•Shows for ads that appear above organic results
•Need a 7/10 quality score minimum to show
•Have to land on website pages
•Set mobile sitelink preferences
Cons•AdWords tracking is limited
•Can’t edit or pause ad sitelinks once added
•Need to land on website vs. separate landing page
Extend visibility
Extend links for broader keyword terms
Great for seasonal offers or sales
Increase CTR
Social Extensions•LinksyourGoogle+profile&
displays your brand’s total +1’s
•Search&DisplayNetworkvisibility
•Increase +1’s for your brand
•Google has stated including social annotations improves CTR on average 5-10%
Set-up1. Verify your Google+ Page by linking
website&Google+Pagetoeachother
2. In AdWords under Ad Extensions > Social, check the “Connect my Google+1 page to my ad campaign” box
3. Enter your Google+ Page URL
Pros
Product Extensions•Link Google Merchant Center
and Google AdWords
•Provide additional information with your ads regarding specificproducts
Cons•Have to have images for every product
•Example: book seller client
•Google decides which products to show
Images help improve ad visibility
Use Data Feed for Google Shopping
Improve lead quality
TIPS BEST USE OF PRODUCT EXTENSIONS
•Ensure you have images for all products
•Once merchant center is connected to
AdWords, you cannot control individual
products showing/not showing
•Google will show most relevant
products to search query
On average, advertisers who use Ad Sitelinks have seen their ad click-through-rates improve by 30%.“ ” —Google Ad Innovations Team
Product Social Seller Ratings Call Metrics Location Sitelinks
B2B
B2C
Government
Non-Profit
E-commerce
Brick and Mortar
WHICH AD EXTENSION SHOULD I USE?
WHAT ARE GOOGLE AD EXTENSIONS?BENEFITS OF AD EXTENSIONS• Take up more real estate
• Draw more attention to your ads
• Increase click-through-rates (CTR)
• Easy to set up
GOOGLE ADWORDS AD EXTENSIONS• Google AdWords feature
• Show more information with existing ads
• Campaign-level settings, with Ad Group-level setting with
Enhanced Extensions
• Detailed, measurable performance statistics