PPC campaigns like Google AdWords are powerful tools to have in your marketing kit. Statistically, every dollar spent on a PPC comes back to you as $2. If you’ve been using AdWords for your PPC campaign, you’ve probably encountered extensions. These are the little add-ons that allow you to beef up your text-only ad with a phone number, user reviews, or some additional links.
The obvious benefit of these is that they make your ad bigger. But is that always a good enough reason to use extensions? The different kinds of ad extensions are many and varied. But which ones are right for you? Let’s take a look at some of the options:
The sitelink extension allows you to place additional links at the bottom of your ad. For example: Hours of Operation • Visit Our Showroom • Request a Quote
The advantage of these additional links is that they can take your customer directly to a landing page that speaks to their needs. This could cut out a step in the conversion process and make them more likely to buy.
Make sure that your sales process is carefully mapped, and that each landing page has a specific place within it. Optimize your landing pages so when the customer arrives, they know exactly what to do next. They should be only a few simple clicks away from buying.
This of course adds your phone number. Is your phone number critical to your business? If you’re a small bookstore, for example, and 9 out of ten calls are asking about your hours, consider just posting your hours instead.
But if the old fashioned landline is one of the ways you funnel in clients, get your number out there! Google doesn’t charge you for a click when users dial it!
Unless, that is, you opt in for Google to track your calls. In that case, they’ll replace your number with a Google forwarding number. Your phone will still ring, but Google will be able to send you analytics, including which keyword produced the call.
In this case, each call costs the average of one click.
This shows a pin with your address that links to a Google map. It’s a handy way to show your customers that you’re in their neighborhood. But like a landline, this could work against you depending on the nature of your business.
Consider that if you are an online service, or a service that makes house calls (food delivery, pest control, etc.) listing your location isn’t a good idea. It implies that the customer has to come to you, and they might skim over your ad for that reason.
Use a location extension if you are a neighborhood brick and mortar, and your business depends on in person foot traffic. A beauty salon is a good example of this. If you’re an online business, like a translation services provider, keep your ad directed to your website. Don’t make it confusing by adding your office location–especially if it’s a home office!
If you want to show off some good reviews from a third party source, try the review extension. These add a little quote, or sometimes a paraphrasing, of your amazing review to your text ad.
But be forewarned: Google has stringent criteria for these. Most of them end up getting removed because Google finds them to be fabricated by the business owner. So don’t try to fake it!
An authentic review extension can lend authority and trustworthiness to your brand before the user even clicks.
These are only a few of the many extensions available to Google AdWords users. While they are among the most popular, it’s worth taking the time to explore all of the options to decide which do–and do not–work for your company’s campaign.
As with anything PPC, the trick is to tailor an ad the way you like it, test it for performance, and then adjust it again. You never know which extensions are going to bring you the greatest return, so be flexible, and be smart. They aren’t all going to work for you, but they are very fun to test drive!
Brian Oaster is a Content Writer at translation services provider Day Translations. He has worked all over the world as an arts educator, English teacher, basket exporter, rare book dealer, fortune teller, and as the first mate of a private sailing yacht. Educated in the visual arts and an avid reader of news and literature, his focus is on international arts and culture, world religions and global politics. Follow him on Twitter @brianoaster.
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