August 20, 2019
Leveraging CRM Data to Dictate SEM Investment
While “more is better” is not always true, it is definitely a given when it comes to PPC ad space. When someone searches for your product, would you rather have just two lines of text, or two lines of text, plus price, location, and product information? You probably answered with the second option.
But how do you make the most of your ad space? The answer is pretty simple and doesn’t take much time to set up. To ensure you fill up as much real estate on the search engine results page as possible, you should check for full coverage on your ad extensions.
An Intro to Ad Extensions & Best Practices
Ad extensions are additional pieces of text that can show up below your normal ads at no additional cost. These help improve CTR by providing your potential customers with valuable information about your business, which entices them to click.
There are two types of ad extensions, manual and automated. Manual extensions need to be set up individually and give you more control over the message that shows. Automated ad extensions are generated automatically by Google and do not give you much control over messaging.
Before we jump into the specifics of each ad extension, here are some general best practices to note:
– Utilize all relevant ad extensions. While not all ad extensions are guaranteed to show up at the same time, it’s best to max out on the extensions you have running to increase the likelihood of having at least one ad extension show. Google recommends having at least three ad extension types per campaign.
– Since manual extensions allow you to control what your customers are seeing, max out on those before relying on the automated counterparts.
– Set extensions at the account level to ensure that all your ads have ad extension coverage. If needed, you can add more specific ad extensions at the campaign level, and these will trump account level extensions.
– Understand the searcher’s intent and choose the most appropriate ad extension types and information to display.
Commonly Used Manual Extensions
Sitelinks: Promote more pages within your site beyond your main ad landing page. You want to drive people to high volume and historically strong performing pages.
Enhanced Sitelinks: Allows for additional text below each header of your sitelinks. The main difference between the two is how it appears on the search results page.
In the image below, Sitelinks would only show the clickable text highlighted in yellow. Enhanced sitelinks would show everying in the blue box.
Callout extensions: Add descriptive text to your ad to help people learn more about what you have to offer. This additional text is not clickable.
Structured snippets: Highlight specific aspects of your products and services such as brands or types. Again, this text is not clickable and must fit within Google’s predetermined categories.
Call extensions: Connect consumers to your business directly by phone.
App extensions: Display a link to your mobile or tablet app right below your ad.
Location extensions: Help consumers find or call your nearest storefront.
Review extensions: Showcase third-party reviews from reputable sources.
Price extensions: Showcase your business’s price offerings in detail.
Commonly Used Automated Extensions
Previous visits: Show people if they’ve clicked through to your website from Google search results before.
Dynamic structured snippets: Show additional landing page details automatically with your ad on Google search.
Seller ratings: Show your online business ratings with your ad.
Ad Extension Use Cases
Let’s walk through some potential business goals and how ad extensions can work towards those.
1) You want to drive customers to your site who are in the earlier stages of purchasing your products or services. This would be a great time to utilize enhanced sitelinks, callouts, and structured snippets. Since these are more top of funnel customers, you should direct them to pages where they can learn more about your company and what you offer.
2) You have many products that fall under one category or products that you know customers are price sensitive about.
This would be a great time to utilize price extensions, especially if your items are competitively priced.
3) You have a specialty product or service where it is important to show credibility. Here, you should implement seller ratings and review extensions if possible.
While every ad extension might not be right for your account, there is bound to be more than one that is. Happy ad extension picking!