If you are considering to boost
your paid search performance without working late in the office or increasing
your budget, try applying for Ad Extensions. Not only do they require minimal
set-up time, but they are also displayed at no additional cost.
It can be hard to decide which
extensions to focus on, so I have created a list to help you decide which ones
will work best for you:
v
Sitelink
Extensions allow you to advertise additional landing pages below your standard
ad text.
v
Applying
a few lines to your ad gives you more realistic on the SERP, assisting your ad
to stand out against your competition.
v
Sitelinks
also, allow the searcher an opportunity to go to a more precise page on your
site.
v
Google
has proved that adding sitelinks to your ads boost your click-through rate,
even if people aren’t clicking the site link links!
v
Call
Extensions allow you to integrate your phone number in your text ads.
v
It
helps to make it easier for customers to contact you directly.
v
Depending
on the device, the extensions will be presented differently.
v
On
desktops and tablets, your phone number is applied alongside your text, whereas
on high-end mobile devices, your ad will contain a “call” button.
v
With
the advent of Enhanced Campaigns, Call Extensions have become increasingly
refined by allowing you to measure phone call conversions
v
In
addition to it also helps to view more extensive call reporting metrics.
v
It
allows you to incorporate your business address and telephone number into your
ad.
v
Don’t
worry, you don’t have to waste any of your valued ad space!
v
The
location extension adds an extra line to your ad & often contains a map
reference.
v
You
can add multiple addresses by associating your account to Google My Business.
v
On
average, ads with location extensions see a 10% boost in click-through rate.
v
App
extensions allow you to connect to your mobile or tablet app from your text
ads.
v
People
Click either on your ad headline/ on a link to your app.
v
This
is a great way to cater access to your website as well as to your app.
v
If
your primary aim is to drive app downloads, app promotion ads (which connect to
apps exclusively) might be the better option.
v
You
can add app extensions to accounts, campaigns & ad groups.
v
You
can build mobile-optimized app extensions to show on mobile devices or render
specific app extensions on the devices that you choose.
v
If
you create an extension for each app store, they will show the store link that
corresponds to the customer's device, so someone on an iOS device will see your
Apple App Store link.
v
Adding
app extensions to your ad is free, but any clicks on the app extension will
cost the same as clicks on the text ad (a standard CPC).
v
How
to set up an app extension?
Before setting up an app
extension, make sure that you have all these features:
‡
The mobile app that's live within Google Play or the Apple App Store
‡
The
Package Name (Android) / App ID (iOS) for your mobile app
‡
The
URL of the page within the app store where users can gain more about the app or
Click to install
v
If
you have all of the items above, you can add an app extension to the ads in
your account, campaign or ad group.
v
The character limit on Review Extensions is 67 & that includes the name of the
publication.
v
A
review extension must be an accurate, credible, non-duplicative third-party
review of the advertiser's business.
v
Like
the rest of your ad text, your review extensions must observe with all Ads
policies.
v
Review
extensions also are accountable to the additional requirements described here.
v
POLICY
·
Callout
extensions allow you to incorporate additional descriptive text in your
standard text ad.
·
The
rules that apply to text ads generally apply to callout extensions, too.
v
TEXT
REQUIREMENTS
·
The
text for each callout must be 25 characters or fewer
·
Your
callout text can't involve the following: exclamation marks, punctuation at the
beginning of the text, repeated punctuation, or emoticons.
·
They
don't allow duplication or repetition of callout text with other callouts, ad
text, or sitelink text within the same ad group, campaign or at the
account-level.
·
You
can't use the keyword insertion feature within your callout text.
v
BUSINESS
REQUIREMENTS
·
Callouts
must be "family safe."
·
Any
callout that contains "non-family" or "adult" content isn't
granted.
¤
Callout
extensions are similar to sitelinks but without the links.
¤
Google
recommends that advertisers use callout extensions to draw attention
to unique selling points and important product details and benefits.
¤
You
can feature up to 4 callouts in your ad, each limited to 25 characters each
& must have at least two callouts for them to display.
¤
The
use of extensions improves the performance of your ads
(including click-through rate) & gives you an opportunity to stand out
with specific messaging in the search results.
¤
Bonus:
it doesn’t cost any extra.
v
POLICY
·
Structured
snippet extensions allow advertisers to describe features of a particular
product or describe the range of products or services their business offers.
·
Structured
snippets are subject to the same policies that apply to text ads & they
must also meet the text, business & content requirements listed below.
v
TEXT
REQUIREMENTS
·
Each
snippet text value for a header must be 25 characters or fewer
·
Snippet
text values can't involve exclamation marks, punctuation at the beginning of
the text, repeated punctuation or emoticons
v
BUSINESS
REQUIREMENTS
·
Structured
snippets must be "family safe."
·
Any
structured snippet that contains "non-family" or "adult"
content is restricted.
v
CONTENT
REQUIREMENTS
·
Structured
snippet values must be relevant and match the selected header.
·
Note
that structured snippet values that are not a segment of the set defined by the
header will be disapproved.
·
Values
must not contain any promotional text and must comply with the guidelines
listed for each header below.
v
Consumer ratings
·
Campaign
type - Search
Network with Display Select - All features for Mobile/Tablet
·
Campaign
type - Search
Network only - All features for Desktop
·
Available - US, UK, Canada, Australia
v Previous
visits
·
Campaign
type - Search
Network with Display Select for Mobile/Tablet
·
Campaign
type - Search
Network only for Desktop
·
Available – Globally
v Seller
ratings
·
Campaign
type - Search
Network with Display Select - All features for Mobile/Tablet
·
Campaign
type - Search
Network only - All features for Desktop
·
Available - US, UK, DE, FR, AU, NZ, JP,
and NL
v Dynamic
sitelink extensions
·
Campaign
type - Search
Network with Display Select - All features for Mobile/Tablet
·
Campaign
type - Search
Network only - All features for Desktop
·
Available – Globally
v Dynamic
structured snippets
·
Campaign
type - Search
Network with Display Select - All features for Tablet
·
Campaign
type - Search
Network only - All features for Desktop
· Available -
English (Global)
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