The Search Advertising Move That Gets You More Customers: Ad Extensions

Get more customers from search advertising with ad extensions

The competition among businesses using search advertising has continued to increase year over year. But just having an online search engine marketing ad campaign is not going to be enough to entice a potential customer anymore. And what’s even harder is making sure you are bringing in the right type of consumer from your online advertising. That’s where ad extensions can help.

Ad extensions in your text ads are a great way to help boost your search advertising performance because they allow you to enhance your brand, showcase more information about your business to potential consumers before the click, and help with a strong mobile presence. Check out these ad extension best practices to boost your search traffic results.

Use Extra Space to Differentiate Your Brand

With ad extensions, you are no longer confined to only a headline and 70 characters to entice a searcher to click your ad. Ad extensions are your chance to showcase differentiators about your brand that don’t fit into traditional text ads. The more relevant ad extensions you can include in your campaign, the better chance you have to help increase the identity of your personal brand to a searcher. But it’s also important to pick ad extensions that are useful to your campaign, and not just enable everything just because they are an option.

When selecting ad extensions, focus on what pages or information on the site you want potential customers to know about your business before the click. For instance, using the sitelink and call-out extensions on Google allow searchers to see a sneak preview of your site. You can also use ad extensions to highlight any discounts or specials pages on your site.

Enhance Your Presence on Mobile

As your mobile presence grows, it is imperative to use ad extensions to reach potential customers online. Two of the best ad extensions to help boost search conversions on mobile are location extensions and call extensions. If your business is brick and mortar, then location extensions are a great way to help boost in-person visits. On mobile devices, the location extension in your ad includes a link with directions to your business. And, if the mobile device has a full browser, the ad could also display when someone searches on Google Maps. If you have multiple locations, make sure you have location extensions enabled for each one, and then target searchers by IP locations in your campaign.

Call extensions on mobile are also a valuable tool as they allow searchers to click to call directly from your ad. If a searcher doesn’t have to visit your website, then they will be even more likely call you from their mobile device.

Include Links to Your Social Presence

Another best practice is enabling the social and review ad extensions for your text ads. This helps your SEM work side by side with your social media marketing efforts, showing how engaged you are with your brand online. The social extension links your ad to your Google+ page on both desktop and mobile. If you enable this option, make sure your Google+ page is up to date and active. In addition, include information on your Google+ page that reiterates information in your ad extensions, such as your offers and call outs.,

Your online reviews are also a key part of your search engine real estate, and the reviews extension in Google allows you to show your Google rating as part of your SEM campaign. But you need to spend some time and energy boosting up your Google+ reviews before enabling this feature. You can also add quotes from customer reviews in your ad. Select short quotes that are compelling and describe what you do as a business. Double check and make sure it has proper spelling grammar; you don’t want any misspellings or poor punctuation showing as part of your ad.

Showcase Your App

You can enable app extensions to promote your app to people searching on mobile devices. This way, searchers can click a link to your app directly from the ad directly and open it in Google Play or the iTunes App Store. This extension provides additional marketing to your app without taking up valuable text ad space, potentially increasing downloads and engagement rates.

If you already have a good adoption rate for your app, you can use the mobile app extensions to link to a relevant page or section of you app, instead of the download page, based on what the consumer was searching for.

What ad extensions have you tried, and what impact did they have on your search results? Let us know in a comment below.

Stephanie Scanlan

I have been in the search and social media marketing space for over six years. I have specialized in several different specific verticals for SEM campaigns including automotive and attorneys & legal services. I have also worked within ReachLocal to roll out several Google updates including enhanced campaigns, mobile bidding, sitelinks, and all beta ad extensions.

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