How to Make Your Google AdWords Ads More effective Without Spending More
A simple question: would you rather have a bigger AdWords ad or a smaller AdWords ad for the same cost?
Of course the answer is obvious -- when it comes to advertising bigger is always better. So how can you go about making your Google AdWords ads bigger for the same (or maybe even a lower) cost?
This is where ad extensions come in. In this article, we’ll review why these extensions are important, and how you can start incorporating them into your Google AdWords strategy.
What is a Google AdWords Ad Extension?
A Google AdWords ad extension is piece of additional content that expands your ads with additional information. There are many different types of extensions and they each offer different relevant information for potential customers to choose your business.
While most extensions require a little bit of setup, the additional work is worth it because in general you will see an improvement in the ads' performance with respect to clicks, cost per click (CPC), page position, and ad rank.
Why You Should Use Ad Extensions
Ad extensions expand your existing ads by offering the reader more ways to interact with your company. They are appended to your ad and can offer additional pages on your site where the reader can find more or different information.
They can highlight additional benefits to working with your company, e.g.: Free Shipping, 90 day return policy, Sale now in process. They can provide a phone number to call or a location site to visit. They can even point directly to a place to download your app.
In addition, using extensions can increase the click-through rate of your ads and even your conversion rate.
And using extensions will usually raise the ad rank of your ad which can result in a higher position on the page and a lower cost per click and higher likelihood of your ad being shown.
As Google says "ad extensions typically improve click-through rate and overall campaign performance because they make ads more useful."
What kinds of ad extensions are available? There are many types of extensions available to you in Google AdWords:
- Sitelink extensions
- Call extensions
- Message extension
- Price extensions
- Review extensions
- App extensions
To help you find the best type for your company's ad strategy, we'll explore a few of the most useful extensions below.
Ad Extension Best Practices
Adding extensions to your ads will make them more targeted, relevant, and clickable -- not to mention, much more noticeable at the top of the search results page.
The good news is that these extensions are free to add. Yes, you will pay the same price per click that you would pay if someone just clicked on your ad, but think about it, you are communicating much more information about your business for no increase in price.
Google will only show the extensions if Google believes that they will improve your ads performance, so be sure to keep the information hyper-relevant to potential customers.
Don't stuff in information just for the sake of making your ads bigger -- make sure the information actually improves the search experience and helps customers pick your business.
Extensions can be created at any level of your AdWords account -- they can be shown at the account level, campaign level, or at the ad group level.
Keep Conversions In Mind
Remember to create specific landing pages for each of the site links that you create. That way, instead of just passing customers to an ordinary page on your website, you can send them to a targeted page where they can easily become a lead.