You’re probably already familiar with Google AdWords, but what you may not realize is that there is a way you can deliver even more targeted information to your prospects for increased ROI. Ad extensions allow you to include more details than the standard headline, URL and basic copy. This additional info can help make your ad stand out and improve the chances of people clicking on it.
And, as we all know, the more clicks you receive, the lower your overall cost and the greater the chances you’ll have of converting those clicks into real, live, paying customers. Word.
Here’s what an ad with an extension looks like:
As you can see, the small snippet below the business name and website provides quite a bit of information that customers might find very helpful, and because it answers some common questions that consumers searching for electronics online might have (such as shipping cost or hours of operation), it reduces the need for frivolous (i.e. wasted ) clicks. Now, your prospects will already know much of what they need to about your business, so if they click, chances are, they’re interested.
Of course, you’re not restricted to including only the things good ol’ Acme listed in their ad. Heck – you can include just about anything you want. Just keep in mind that because your goal is to deliver as much pertinent info as possible, you’ll want to tailor it to meet your customers’ needs. In other words, include what you feel your target audience will most likely be looking for, such as specifically what they will get in return by clicking on your ad.
Beyond this, there are certain things you can do to really sharpen your ad extensions and create a killer PPC campaign that will virtually drive itself. Sound good? Great! Let’s dive into 5 powerful ways to optimize your AdWords ad extensions for kick-ass results.
Add Your Location – Location ad extensions are particularly beneficial for local search purposes, as they provide searchable details about the physical location of your business. Mobile ads include a “directions” link that visitors can click on to instantly receive instructions on how to locate your business from wherever they happen to be at the given moment. Not only do location extensions help in terms of SEO, but they also help your ad stand out as a trusted local business, which can help boost your chances of conversion.
Include Additional Site Links – One way you can optimize the use of the additional real estate your Adwords extensions provide is to include links to additional relevant areas of your website. Again, the key is to envision what your target audience might be searching for and then present that information in an easy-to-click format. For instance, you might link back to your “Plans and Pricing” page, or promote your “Specials.” This will basically expand the number of areas to click, all of which will ultimately lead back to your website (and hopefully to more conversions).
Make Calling a Breeze – Many people still prefer to pick up the phone and speak with a real, live person – especially when they’re dealing with a local business. Give them what they want by including your contact details right in your Google ads. The fewer clicks it takes for a prospective new customer to get in touch with you, the better, so if your business benefits from incoming calls then make sure you’re making it as easy as possible for your audience to reach you.
“Call Out” Your Best Features – What is it that your business offers that others in your area simply can’t measure up to? (Come on, don’t be bashful. You know you’re awesome.) With callout extensions, you can now highlight these features and benefits right within your Google ads. Maybe you offer a fool-proof guarantee, free shipping or same-day delivery. Think of what makes you special and then use that to make your ads really stand out.
Showcase Your Reviews – If you’ve earned some stellar reviews on reputable third-party sites, you may be able to use review extensions to showcase them for your prospects to see. This one may be a bit tricky, as Google has to approve proposed reviews, so there are a number of specific rules associated with the process. Your best bet is to study up on these rules here before investing too much effort. If you’re lucky enough to get your reviews approved, it could boost your click-through-rate (CTR) by up to 10%.
If you think using ad extensions isn’t really worth your time and effort, think again. In fact, according to Google, users that have added extensions have reported anywhere from a 20-30% increase in CTR. So, yes, it’s definitely worth the investment. And by knowing what information to include that will likely produce the biggest bang for your buck, you’ll be able to stay a step ahead of the competition and consistently stand out in the search results.
Need some guidance in this area, or any other part of your online marketing campaign? Don’t sweat it. It’s what we do. Give our Dallas PPC Marketing team a call today and let’s talk about how we can help.