If you are using Google Adwords in your online marketing strategy, you need to make sure you structure your campaigns properly to get maximum results.
In our last post, we introduced you to Google Ad Extensions and why they’re critically important for your AdWords campaign.
To sum up, AdWords significantly increase your online visibility and help drive leads to your website. Ad extensions are extra options that Google offers to improve your ads – and now Google is giving preferences to ads that use them.
But which ad extensions should you use to best promote your business? Each type of ad extension offers different benefits. Depending on your specific business, you will want to implement at least one of these ad extensions to increase the impact of your Google AdWords.
1. Location Extension
What is it? The location extension shows your address and phone number with your ad. On mobile, it also includes a link to get directions.
Is it right for your business? If you have a physical location, and it’s important for customers to be able to find you there, the location extension makes it easy for them to visit you. You can use it whether you have one storefront, or many.
What’s the key benefit? 10% higher clickthrough rate on average.
2. Call Extension
What is it? The call extension shows your phone number with your ad. On mobile, it provides a clickable “Call” button.
Is it right for your business? If most of your leads come through calls, it gives potential buyers everything they need to contact you without having to search for it. They can also easily call you while on the go.
What’s the key benefit? 6-8% higher clickthrough rate on average.
3. Sitelinks Extension
What is it? The sitelinks extension shows links to more internal pages on your website beneath your ad copy. Searchers can go directly to the page they are most interested in. Another benefit is that your ad will take up more room on the search engine results page, making it more prominent.
Is it right for your business? If you want to drive more traffic to your website, or if you know leads will be looking for something specific, this is a good extension for you. You can have sitelinks to special offers, sign up pages, your store locator, or whatever you want.
What’s the key benefit? Can increase the clickthrough rate up to 45%.
4. Social Annotation Extension
What is it? The social annotation extension displays how many Google+ followers your business has.
Is it right for your business? If your business has a large, active Google+ following, this extension gives your business credibility through social proof. It shows that others like and trust you, and makes searchers more likely to trust you as well.
What’s the key benefit? 5-10% higher clickthrough rate on average.
5. App Extension
What is it? The app extension gives a link to download your mobile or tablet app, making it more prominent for your leads and customers. Searchers can click through to the app store to get your app.
Is it right for your business? If your business has developed an app for mobile devices, this is a great extension to use. The extension can be customized to only show on certain devices, for example you can set it not to appear on tablets if your app isn’t compatible with them.
What’s the key benefit? If your goal is to get more people to download your app, this significantly increases your app’s visibility.
6. Review Extension
What is it? The (new) review extension displays reviews of your organization below your ad.
Is it right for your business? If other websites/businesses have published positive reviews or articles about your business, you should use the review extension. It gives searchers another reason to click, and like the social annotation extension, it provides social proof of your quality and credibility.
What’s the key benefit? 6-8% higher clickthrough rate on average.
Whatever business you’re in, Google ad extensions will help your AdWords do better, particularly as Google continues to emphasize them in the search results.
Like this? You might like:
How Google’s Hummingbird Update Affects Your Company’s Website Ranking
Search Engine Optimization: The Basics
Why Google+ Is Important For Your Business
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