Add AdWords ad extensions to your campaigns and stand out from the crowd.
As digital marketers, we want our paid search campaigns to perform well (definitely better than those of our competitors) but how do we stand out? What can we do to boost our performance without going over budget? The answer is Ad Extensions. Not only are they easy to set up but they also are free of charge which is quite unusual in the AdWords world. If you’re not convinced yet, think about that precious SERP space that your ads could be covering…
Look at the result for the search term “hotel in Edinburgh” below. See what I mean? The first ad is taking twice as much space as the next two and getting across much more interesting information to the potential consumer.
Which one do you think is more likely to get clicked on? You’re right! The answer is the first one so now that we are on the same page, let’s get into more detail about the main available extensions to discover which ones are the right ones for you. Read on and find out!
As you can see above, Sitelink Extensions provide additional clickable information about your business, allowing users to quickly get to other landing pages different from the ad’s main landing page. They give visitors the chance to get to more specific information straight away.
In the ad above for example, someone looking for accommodation for a romantic weekend away will click on the ‘Romantic Hotels’ sitelink and go directly to the information she/he is after rather than a more general landing page.
Bear in mind that the sitelink extensions only show if your ad is in the top positions but when showing will have a great impact on CTRs.
Location extension add the business address, phone number and opening hours to your ads. It can be for only one shopfront or many if the business has many branches as hotels or gyms do.
As you can see in the example above, they’re showing me my nearest branch, making it easier to find them or get in touch on the go without having to click through to your site.
They are a must have extension for businesses who want to attract customers to their shops and you only have to link your Google Places account to your Adwords account to start using them.
It does exactly what it says, allows you to directly call the business through the ad by clicking a call button. Customers on the go sometimes prefer to call the business directly as they don’t have time to browse through the website and find what they’re looking for so the call extension is there to make things easier for them.
Keep it mind to restrict your call extensions to only show during your business hours as getting an answering machine on the other end or even worse, no one answering, might not be what the customer is after.
92% of consumers read online reviews and 68% say positive reviews make them trust a local business more (Source: Local Consumer Review Survey 2015, BrightLocal) and that’s why having positive reviews within your ad will help the potential customer trust your business and click on your ads.
I know it sounds great but as oppose to the other extensions, these review ad extensions, are tricky to get approved due to Google’s regulations: reviews must come from a third-party reputable source and link directly to it, they can’t be older than 12 months, etc. Quite a few guidelines to follow but once you meet them all and get your extensions approved, you’ll see the difference it’ll make to your campaigns.
As the sitelinks, the callout extensions let you add extra information about your business that didn’t fit within the 70 character limit for the description. As oppose to the sitelinks, this is not linkable text and users clicking on them will be taken to the ad’s main landing page.
They are great to highlight your USP, what makes you different from the competitors. They are great to point out credibility (i.e. XY approved service) and special offers (i.e. free delivery).
Structured Snippet Extensions
Structured Snippets help people instantly identify the variety of your products and services before they click on your ad. Remember that you’ll only pay for the clicks you get so the more educated the clicks, the best ROI you get.
You can add as many headers relevant to your business as possible (if they’re not relevant they won’t get approved) but there’s a limit of two structured snippet extensions showing at a time and the headers are limited to the following:
- Degree programs
- Featured hotels
- Insurance coverage
- Service catalog
These ad extension are only available on mobile and tablets and allow users to install your app directly (or send them to the app store). It’s a must have for businesses with an app as all smartphone users spend 89% of their mobile time using mobile apps (source: Mobile Apps Statistics and Trends, Go-Globe)
So you know what to do now, it’s time to start setting up some extensions and take your campaigns to the next level but that’s remember that’s not all to be said about ad extensions (probably you gathered when you saw the “Part 1” in the title). In this post I’ve only covered the manual extensions but watch this space for the second part of the post where I’ll be going over the automated Adwords ad extensions.