Google Ad Extensions – Improving Your Google AdWords PPC Campaign Results

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Google Ad Extensions, Previously, I have discussed why Google SEO is an important task to

complete prior to undertaking Google AdWords pay-per-click advertising

campaigns. If you were to watch Google AdWords tutorials themselves, they

will tell you that where you place in a search result on their system when

doing AdWords PPC advertising is a resulting combination of your bid price

on a keyword phrase combined with your Quality Score – and this is defined

by them as “useful information” to the consumer which means, in essence,

how much they like your site and its content.

There is a lot of competition these days to get to Page One on a Google

search engine paid search and to get there, you need to both outbid others

and Google needs to like your site in relation to the end-user keyword

phrase searching being done through their search engine.

As you learn more about using Google AdWords to promote your business,

you will also learn about their “Google Ad Extension” features which, if you

implement them for your promotional ads, will increase your quality score

and will give your site a stronger argument in Google’s eyes for getting to

Page One of a Google paid search.Google Ad Extensions


Why will “Google Extensions” help your score? This is due to the fact that by

using these extensions, you are helping to target more “relevant search

content” for the Google search user – and Google likes that. So, lets dig a

little deeper into these extensions and how to use them for your Google

AdWords ad placements.

Once you login to the Google AdWords environment and view the initial “Dashboard” screen, You will see on the left side of your screen a menu option titled “Ads and Extensions”. Clicking on that menu option brings you to this section of the Google AdWords system where across the top, you will see three options: Ads, Extensions and More. Click on the Extensions tab.

In the center of the Extensions screen, you will see a “+ – Create Ad Extension” button. Clicking that button opens up a popup window containing different types of Ad extensions. Let’s go down the list of these to discuss what they do for your ads. Note: verbiage below comes directly from Google Help pages.Google Ad Extensions

Location extensions

Encourage people to visit your business by showing your location, a call

button, and a link to your business details page-which can include your

hours, photos of your business, and directions to get there. If you want

customers to visit your business location but to call a centralized line

(rather than specific locations’ numbers), use call extensions with your

location extensions.

Affiliate location extensions

Help people find retail chain stores that sell your products.

Callout extensions

Add additional text to your ad, like “free delivery” or “24/7 customer support.” Callouts can be used to encourage people to convert offline.

Call extensions

Encourage people to call your business by adding a phone number or call button to your ads.

Message extensions

Encourage people to send you text messages from your ad. Available globally at the campaign or ad group levels.

Sitelink extensions

Link people directly to specific pages of your website (like “hours” and “order now”). Google will display up to 8 of these within the framework of an ad. A great way to improve your site’s Quality Score.

Structured snippet extensions

Showcase information potential customers will find most valuable by selecting a predefined header (like, product or service category) and listing items.

Price extensions

Showcase your services or product categories with their prices, so that people can browse your products right from your ad.

Review extensions

Add quotes or rankings from published sources.

App extensions

Encourage people to download your app. Available globally for Android and iOS mobile devices, including tablets.

In summary, as you build your Ad Groups and sales campaigns within the

Google AdWords system, using the ad extensions described above will help

you to show better within Google search engine results and will help you

fare better against similar ad purchasing competitors who are not using

extensions. In fact, Google mentions in their Help documentation that in

certain instances, they will place your add in a search result above a

competitor’s even if there’s was the lower keyword phrase bid and your ad

will place at the lower bid price per click instead of your own, thus saving

you some advertising expense.

Source by Dan Grijzenhout

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