30 AdWords Tips in 30 Days - Day #3 - Use Extensions
Google AdWords offers several different Ad Extensions, such as Sitelinks, that AdWords advertisers should always activate (when it makes sense for their business).
Tip #3 - Activate AdWords Ad Extensions
In my opinion, some of the best updates that AdWords has enabled over the past several years has been the addition and evolution of Ad Extensions. Ad Extensions are typically value-add, and provide the searcher with multiple ways to engage with your Brand/website. Ad Extensions take a traditional Paid Search Ad and enhance it's relevance by providing more information on your business, and by offering the searcher with multiple engagement paths.
Types of AdWords Ad Extensions (note: not all Extensions may be available in your country, click on the links to find more) -
- Sitelinks - Append additional lines of text, with clickable links, to drive traffic deeper into your site
- Location Extensions - Append your closest local address to the searcher in your Ad (For advertisers with local presence only)
- Call Extensions - Append phone numbers in your Ads; can make trackable via Google Forwarding Numbers
- App Extensions - Link your App, and display your App logo, in your Ad
- Review Extensions - Insert 3rd Party reviews in your Ads
- Customer Ratings Annotations - Highlight industry ratings, based on Consumer Surveys, in your Ads
- Seller Rating Annotations - Highlight positive reviews of your business (typically for eCommerce)
- Previous Visit Annotations - Reminds logged-in searchers how often they've been to your site
- Social Annotations - Shows how many Google+ followers your business has
The following Extensions are primarily opt out (considering all required conditions are met):
Customer Ratings Annotations
Seller Rating Annotation
Previous Visit Annotations
But the rest of the Extensions, advertisers have to manually set up in their AdWords Account. Outside of standard CPCs, typically there are no additional costs/fees to use any of the Ad Extensions.
Why Ad Extensions are Important
Three of the main reasons Ad Extensions are important are:
1. Increase CTR - having Ad Extensions turned on, you'll typically see a CTR lift (which can help with your Quality Scores).
2. Qualified Traffic - offering additional information on your business, and by providing multiple engagement options, you're likely to receive more qualified traffic, which could lead to increased Conversions.
3. Relevance - By showing the searcher multiple options, and additional information such as your local address, your Ads will become more relevant to searchers, and help you distinguish yourself from your competition.
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