Don’t be one of many. Stand out from the crowd with Ad Extensions.
In my previous post, I talked about AdWords Manual Ad Extensions and how to use them to take your paid search campaigns to the next level. If you missed it, you can check it out here.
In this second part, I’ll be covering the automated extensions available in AdWords. These extensions, as opposed to the manual ones, can’t be set up within the AdWords UI and it’s the system itself that decides whether to show them. If your extensions are considered to improve your ad’s performance, they’ll get displayed, otherwise, they won’t. But even if you are at the technology’s mercy here, it’s always worth using all the features available to us so the likelihood of having more precious SERP space increases.
There are five different automated AdWords ad extensions you can make use of:
1. Consumer ratings
These extensions are pulled from Google Consumer Surveys, which is a Google service to collect consumers’ opinions after they’ve purchased a product or service.
In the hotel’s example above, you can see ratings for 5 different aspects of the buying experience: selection, website, travel info, prices and fees. These metrics were rated the highest and were therefore chosen by Google to be seen by your potential new customers.
Bear in mind that although the extensions themselves are free, Google Consumer Surveys are not. Moreover, it seems to take at least 1,000 ratings for Google AdWords to pick it up and start showing them along with your ads, so the sooner you get started the better!
2. Previous visits
Previous visit extensions show if the person typing in the search query has already clicked through to your website from either previous search results or search ads.
As long as they’re logged into Google, it can show when their last visit was and how many times they’ve clicked through.
3. Seller ratings
These ratings have been around for years but at the beginning, it was mainly retail advertisers benefiting from them. It hasn’t been until recently that advertisers in other industries have started using them and increasing their click-through rates, too.
In my experience, they are the best performing automated extensions, albeit tricky to get right as reviews need to come from third-party trusted sites with difficult/costly setup processes.
Google matches seller reviews by comparing the domain of the Display URL with the advertiser’s domain from the review source and it’ll only show if the rating goes above 3.5, so there is no risk to show poor ratings along with your ads (although the bad ratings will still be online).
4. Dynamic sitelink extensions
These ad extensions were rolled out last summer and are basically automatically generated sitelink extensions, which were mainly created to help accounts with no existing manually created sitelinks.
I’d definitely rather recommend creating and testing manual sitelink extensions to be able to see what works best for your business, but the automated option is good for advertisers with little resources.
5. Dynamic structured snippets
Similar to the dynamic sitelink extensions (see above), these are the automatic version of the manual structured snippets.
I’d also advise creating your own snippets instead of relying on AdWords but as I said before, they’re a good option for people with less knowledge/resources as they can be generated automatically.
And that’s it for now folks. Go and start using extensions!