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INFOGRAPHIC: Extending Your Google Ad Visibility with Google Ad Extensions


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INFOGRAPHIC: Extending Your Google Ad Visibility with Google Ad Extensions

  1. 1. ADEXTENSIONTYPES To request a quote, call 800.939.5938 x1 or visit ©2014, All information in this document is the property of Marketing Mojo. EXTENDING YOUR GOOGLE AD VISIBILITY WITH GOOGLE AD EXTENSIONS WHAT IS AN AD EXTENSION AND WHICH SHOULD I USE? Location Extensions • Shows address of closest location to the searcher • Often combined with other types of ad extensions • Merge your business address and phone number seamlessly with your ad text Pro Con • Searchers could click the “Reviews” or “Rated” links on the ad, instead of the ad itself – taking them away from the search results page, where they may opt to purchase from another company Ads with Seller Ratings could garner higher click-through and conversion rates • Displays customer-submitted ratings next to AdWords ads • All qualifying advertisers are automatically opted in (campaigns targeted to the US, at least 30 unique reviews and an average rating of 4 stars or more Seller Ratings Pros Call Extensions • Free Google forwarding numbers • Measure duration of conversations • Show number on all devices, not just mobile Cons • Can bring in calls that are not sales calls • Can cannibalize clicks and/or conversions • Timing of when ads are live and inside sales’ hours • Charged if someone calls, similar to if they had clicked Great for measuring calls from AdWords Many people will prefer to simply call vs. fill out forms Further insight into the types of ad respondents that paid search generates Pros Ad Sitelinks • Provides way to extend ad • Up to 6 additional links on the ad • Shows for ads that appear above organic results • Need a 7/10 quality score minimum to show • Have to land on website pages • Set mobile sitelink preferences Cons • AdWords tracking is limited • Can’t edit or pause ad sitelinks once added • Need to land on website vs. separate landing page Extend visibility Extend links for broader keyword terms Great for seasonal offers or sales Increase CTR Social Extensions • Links your Google+ profile & displays your brand’s total +1’s • Search & Display Network visibility • Increase +1’s for your brand • Google has stated including social annotations improves CTR on average 5-10% Set-up 1. Verify your Google+ Page by linking website & Google+ Page to each other 2. In AdWords under Ad Extensions > Social, check the “Connect my Google+1 page to my ad campaign” box 3. Enter your Google+ Page URL Pros Product Extensions • Link Google Merchant Center and Google AdWords • Provide additional information with your ads regarding specific products Cons • Have to have images for every product • Example: book seller client • Google decides which products to show Images help improve ad visibility Use Data Feed for Google Shopping Improve lead quality TIPS BEST USE OF PRODUCT EXTENSIONS • Ensure you have images for all products • Once merchant center is connected to AdWords, you cannot control individual products showing/not showing • Google will show most relevant products to search query On average, advertisers who use Ad Sitelinks have seen their ad click-through-rates improve by 30%. “ ”—Google Ad Innovations Team Product Social Seller Ratings Call Metrics Location Sitelinks B2B B2C Government Non-Profit E-commerce Brick and Mortar WHICH AD EXTENSION SHOULD I USE? WHAT ARE GOOGLE AD EXTENSIONS? BENEFITS OF AD EXTENSIONS • Take up more real estate • Draw more attention to your ads • Increase click-through-rates (CTR) • Easy to set up GOOGLE ADWORDS AD EXTENSIONS • Google AdWords feature • Show more information with existing ads • Campaign-level settings, with Ad Group-level setting with Enhanced Extensions • Detailed, measurable performance statistics