Extend The Potential Of PPC Advertising

04-02-2015Tags: PPC

As a proactive digital marketing agency, we adopt Google's best practices to ensure that we help our clients to outperform their competitors with their PPC advertising. By aligning our values with those of Google, we keep track of the latest developments in the paid search landscape.

This article will explore the opportunities to enhance PPC advertising with the ad extensions available through Google AdWords. Ad extensions show additional information about your business, giving the user more reasons to click on your advert. By extending the content of the text adverts, ad extensions improve the visibility of your advert and can help to improve the return on investment, with no additional cost.

Callouts

An opportunity to showcase key points of difference, offers and promotions as an additional line of text under your adverts. Google can show up to 4 callouts per ad at any one time. Callout extensions help users to learn more about what your business has to offer. Find out more about Callout extensions here.

Reviews

This extension showcases third party reviews from reputable sources. This is a great opportunity to instil user confidence and share positive write ups, awards or third party rankings with an additional line of text underneath your advert.

Sitelinks

Sitelink extensions provide additional links below your advert to help users find what they are looking for. This is great opportunity to direct users to popular or highly converting sections of your website. In addition to a link to your landing page, sitelinks can be supplemented with descriptions.

Locations

Help users nearby to find your business location or to get in touch via the phone number. The location extension shows your business address, phone number and a map marker beneath your advert text. This is effective on mobile devices, as clicking the address with provide directions to your business via Google Maps.

Social

Show users how many Google+ followers your business has. This automated extension requires your business to have a verified Google+ page with recent, high quality posts and a significant number of followers. Social extensions offer the opportunity to display your social engagement and user activity.

Calls

Encourage users to call your business directly. This ad extension is suited to mobile users, where a call button is displayed with your advert, dialling your phone number when clicked. The call extension makes it easier for users to call your business when on the go.

Seller Ratings

This automated extension enables users to make more informed browsing and purchasing decisions. By gathering seller ratings from reputable sources, this extension aggregates business reviews and displays a combination of information and reviews next to your advert.

Structured Snippets

As a new ad extension, Structured Snippets allow users to highlight important aspects of your business. Whilst limited to 12 pre-determined categories, this ad extension can provide the searcher with more information about your business, increasing ad relevancy and the likelihood of a click-through.