Properly managing an AdWords campaign can be a time consuming task for many. Keyword research, bid adjustment, and managing negative keyword lists are just a few things that can make managing AdWords difficult. Luckily, there’s many tools that can help make the process much easier, and some of these tools are extensions within AdWords. According to AdWords extensions can help increase click through rate by several percentage points by providing additional information. These extensions are free to the user and each extension is a bit different, and when used correctly can increase clicks to your site.
Setting up AdWords Extensions
Before diving into which ad extensions you should be using, we’ll first touch on how to setup these extensions. First log into your AdWords account and navigate to your campaigns tab, followed by the extensions tab. The row below will have a drop down with “View:”, here the user can set up a desired extension. Here there’s 10 different extensions that can help improve your ads. For this article we will focus on five of the ten extensions.
This extension allows ads to show additional links to the site within the ad, right below the regular ad copy. Highlighted in the image below.
These additional links give the user an opportunity to click additional pages that are relevant to the ad. These extensions can be setup for mobile specific ads and should be created for each individual ad group. When creating these extensions make sure to include links that are related to the search terms and ad groups.
Extensions related to location help improve ads by showing a business’ address, phone number, and map location. Within mobile location extensions the ad can provide specific directions to a brick and mortar location.
These extensions help the ad stand out to others within the search results. Users can quickly find the business, or call to inquire about additional information. This gives the business an edge on the competition.
With the call extension phone numbers are displayed next to the URL of the ad, giving users the option to call the business directly. Also, on a mobile device the user can simply click the phone number and be on a call with the business immediately.
This extension helps increase engagement through the ad, and we know how this can help. With an increase in engagement click through rate will increase, helping quality score, and lowering bid prices.
Fifty-four percent of users will visit a website after reading a positive review. What this means for ads is another area where you can entice users to click your ad. Users want to see how others have interacted with a business, by showing positive reviews this will help influence a user to click your ad.
These reviews can be shown a few different ways, depending on what you choose to show. Reviews should be from reputable sources and be legitimate. Additionally, if a user chooses to click and see the reviews firsthand, there are hyperlinks to the location of the reviews.
This is one of Google’s latest extensions, just recently added to AdWords. It’s primarily focused at mobile users, since more and more users are moving towards mobile devices. The price extension allows for ad developers to show different services and products and their corresponding prices. A link to the service or product is shown within the ad, allowing users to navigate directly to the proper landing page. These ad extensions allow for users to see what services and products are available and at what cost.