<< by on March 23rd, 2012
Do you want to take your AdWords ads to the next level? Consider Google AdWords ad extensions, extensions that provide additional information below your regular PPC ads. Ad extensions attract attention and can help improve your click-through-rates (CTR). You may think, is it worth it to do the extra work to add these extra features? The answer is yes, and they’re really not much work to implement. Here are some great benefits to adding an ad extension to your ad:
- provide additional information about your product or company without using valuable character space in your ad copy
- they have often been shown to increase ad click-through rates (CTR)
- take up more space above the fold on the search engine results page (which is great if you’re trying to own as much “real estate” on the SERP as possible)
- usually no additional cost. For most of the ad extensions, if a user clicks on an extension you are charged the same as if they clicked on your ad headline. The exception is call extensions, which I’ll explain more in a minute.
There are several different types of ad extensions, so let me jump right in:
Ad Sitelinks Ad Extensions
Ad Sitelinks are additional links underneath your ad. You can have up to ten different links, and Google is currently showing six links on average. These links provide users with additional places to go on your site other than your ad’s landing page. If users click on a sitelink instead of the headline of your ad, you are charged normally (as if they clicked on your ad). Ad Sitelinks only show when your ad appears above the organic search results (usually spots 1-3 but not always) and you need to have a quality score of at least 7 out of 10.
Call Extensions with Call Metrics
Call extensions allow you to add a phone number on your ad. If users see your ad while on their mobile phone, using the click-to-call feature they will be able to click your phone number and call you directly.
Call metrics assigns your company with a Google Voice number, which enables them to track more information about who actually calls the phone number that is on your ad. Since call metrics uses a Google Voice number, you won’t actually see your business’ specific phone number on your ads, but the Google Voice number will redirect to your chosen number. Using call metrics, you can see when users called, whether the call was missed or received, call duration, and the caller’s area code. When users call the phone number on your ad, you are normally charged $1 per call. There is a new bid-per-call feature in limited release that will actually let you bid higher than $1 per call, but most accounts do not have this option available yet. Additionally, if the calls are missed or if the duration was only a few seconds, Google will often not charge you for the call at all.
Location extensions add location information to your PPC ads about your business. You can have one location or several locations, and you can include both your phone number and your address. Location extensions in
action actually look quite fancy since they are in the family of “plus box extensions” as you can see in the example below. Once the user expands the plus box extension, they can see exactly where your business is located on a Google Map, get directions, and more.
Interested in learning more about Google Ad Extensions? Stay tuned for the second part of this blog post, where I’ll review social extensions, product extensions, seller rating extensions, and the rumored form extensions that Google is currently testing. Have a question? Leave a comment below.