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Using Ad Extensions to Improve your Google AdWords Campaigns

Ellie Gunville
by Ellie Gunville on Dec 5, 2013 8:38:00 AM

In October, Google announced that Ad Extensions will now be factored into their ad rank calculation for Google AdWords. Ad Rank is used to determine where and when your ads appear on the results page and how much you'll pay for each click of your ad. Previously, Ad Rank was calculated using a combination of your maximum cost per click bid and your Quality Score. With the recent changes, Ad Rank will now also take into consideration the Ad Extensions you are utilizing in your Google AdWords campaigns.

Ad Extensions allow you to include additional information with your text ads such as your phone number and address. Including Ad Extensions with your ads not only give you the opportunity to take up more real estate on the search engine results page, but it has been also proven that Ad Extensions can help dramatically improve clickthrough rates.

Whether you're a local coffee shop or a manufacturer focused on b2b sales, there are Ad Extension formats that are appropriate for all business types. Let's take a look at some of the most common extension formats seen in today's search results:

    • Call Extensions include a clickable "Call" button with your ads on mobile devices and display your phone number next to your ads on desktop and laptop computers. This feature not only makes it easy for customers to contact your business, but it also helps your ads stand out on the results page.
    • Review Extensions allow you to showcase third-party reviews with your ad copy; helping to establish trust with potential customers. Review Extensions add either a paraphrased or exact quote beneath the text of your ad along with a link to the review source.
    • Location Extensions are a great way to increase foot traffic to your business. When you add Location Extensions to your campaigns, customers who are near your business searching for your products or services will be shown your text ad along with your business address and telephone number. Customers can then click the address to quickly get directions to your business location.
    • Sitelink Extensions allow you to expand your traditional text ads by providing additional links to your website beneath your ads. By including sitelinks with your ads you're increasing the likelihood that searchers will click your ad since you're providing them with more information than a standard ad. Sitelinks are a great way to highlight new products or special offers on your website.
    • Social Extensions can be used to integrate your Google+ activity with your text ads. Businesses with an active, verified Google+ page can use Social Extensions to aggregate the +1s they receive from their Google+ page, website and AdWords ads and display the number of Google+ followers they have. Adding Social Extensions to your ads is a great way to build your brand's presence on Google+ and also help improve the credibility of your business.

Not every extension type is going to be a good fit for each and every business; however, with so many different options and formats available, there is no excuse not to utilize ad extensions in some way. It's important to understand the advantage and disadvantages of each format as they apply to your business and develop an effective strategy that makes sense for your brand.

Are you using Ad Extensions within your Google AdWords campaigns? Would you like more information on how you could benefit from these tools? Contact the PPC team at E-Power Marketing, or reach out on Facebook or Twitter!

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Ellie Gunville
Written by Ellie Gunville
As the Manager of Online Advertising at E-Power Marketing, Ellie focuses on developing targeted advertising campaigns to boost sales, increase trade show and event registrations drive leads and strengthen brand recognition. She has become an expert in all things online advertising, and expanded her focus to also include Google Analytics and conversion optimization.

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