Enhancing Your PPC Advertising Using Ad Extensions
You likely want to use pay-per-click (PPC) advertising to drive as much online traffic to your web site as you can. However, sometimes your PPC ads alone just won’t cut it; that’s when you need to consider using PPC ad extensions.
Ad extensions are one of the primary secret weapons behind successful Google PPC campaigns, yet too few companies use them. If you’re one of those businesses not using them or simply don’t know how, here are some tips to get you started:
1. What are Ad Extensions?
Type something into Google and look at the search results. You see those PPC text ads? Look closely at those site links and any text-based information, such as a store’s hours of operation; those are ad extensions. As a customer, they’re really helpful because they provide all the information needed about a particular business. And for businesses, it’s useful to provide clients extra information and incentives for them to click on an ad and be directed to the business.
2. Make Changes to Ad Extensions Across Multiple Campaigns
Extensions are like the other Google AdWords functions: you can change them to better suit your budget and direct your ads towards obtaining the most traffic. There’s also AdWords’ bulk editing function, which can help you make adjustments and reduce the time spent managing your campaign; just go to the “Edit” dropdown in the “Extensions” tab and make the revisions you want, to everything from scheduling to rotation.
3. Use Ad Extensions on Mobile
Last fall, Google announced that they would enable ad extensions for mobile devices. They’re not much different from regular desktop ad extensions, except mobile ads offer a different two-line text format that enables both directions to the business’s physical location and forwarding to a company’s mobile site. This can be beneficial for your business, as m-commerce’s popularity is going through the roof, meaning ad extensions give you more chances to increase traffic.
4. Ad Extensions You Must Be Using in Your PPC Campaigns
Aside from the site links that allow clients to further explore your web site, there are some other necessary ad extensions:
- Call extensions are the extensions under the PPC ad in grey text that, while not links, mention special offers and promotions.
- Review extensions can be set up in your Google AdWords account and allow third parties to review your site and post links, articles, and other related content about your company. Not that these extensions will later show up in your PPC ads.
- Seller ratings are useful once you start collecting review. An extension in your AdWords account, you don’t actually control this extension directly; rather, the more positive reviews you get, the more often Google will display a rating on your PPC ads. Obviously, the better the reviews and subsequent ratings you get, the better your ads will perform.
- The consumer ratings extension requires signing up to Google Surveys to enable. With this extension, customers complete surveys, with their ratings of your business being displayed alongside your ads.
5. Ad Extensions Can Improve Your AdWords Campaign
With all of these extensions, you’ll see an overall improvement in your Google AdWords campaign. You’ll be able to track your campaign’s performance, add images to incorporate into your ads, and list a call-to-click extension where people can call your business directly via their mobile devices. In fact, the call-to-click extension also allows you to receive reports on how many clients have been calling. Finally, you will get a chance to test keywords in your extensions to see which ones yield the most traffic.
6. PPC Ad Extensions and Your Money
Perhaps the best news of all is that PPC extensions come at no extra charge to you; if you’re already working with a Google PPC account and start adding extensions, the only expense you’ll pay is for your normal clicks. Many professionals argue that since extensions provide you with a higher quality score and will likely drive in more revenue, you might actually wind up paying less than if you didn’t use them. They may require more work, but the stats show that extra effort leads to a better return on investment.
7. How Ad Extensions Affect CTRs?
Google draws a ton of money from PPC ads, and that’s why they continue to offer more extensions. The statistics also show that bigger ads with more extensions have higher click-through rates (CTRs); this improves a web site’s quality score and Google rating. Extensions for locations and contact information generally improve CTRs by between seven percent and 20%, which is significant for any company and its advertisers.
PPC ad extensions seem like a lot of work and to a certain extent they are, but once you start using them, you’ll see the dividends pretty quickly and without denting your budget.