Taking Full Advantage of Google Ad Extensions: Tips for e-Retailers

By now we’re all aware of Google’s Ad Rank algorithm placing more importance on Ad Extensions, but there’s a big difference in using them and using them well. For e-retailers, it is increasingly important to take full advantage of ad extensions. Not only because of the impact to ad rank, but also to provide as much value to customers as possible. Below are a few tips for e-retailers to keep in mind when incorporating ad extensions into their ads.

Sitelink Extensions

Sitelinks should be used to share key differentiators from your competitors. Why should someone shop from you? Include links to your Satisfaction Guarantees, Warranties, or Sales. Do you offer more variations of a product than a competitor? Utilize adgroup level sitelinks rather than campaign level and include these product variations and their landing pages in your sitelinks. This will get customer to the most specific page possible. Take full advantage of the space with Enhanced Sitelinks and leverage even more text to get customers to your site. For the most success with sitelinks, don’t just set them up and forget them. Give them a refresh periodically, just like you do your ads.

Call Extensions

Call extensions make it easier for customers to contact you directly by incorporating your phone number into your text ads. With Google no longer allowing phone numbers in the ad copy, this is a great way to ensure your phone number is visible to searchers. Use a dedicated number for your PPC efforts to capture orders from customers who prefer to speak to a representative before purchasing. With Enhanced Campaigns, you can measure phone call orders and other important call reporting metrics. While these extensions are visible on desktop and tablets, call extensions are increasingly important on mobile devices as there is a call button incorporated into mobile ads.

Location Extensions

Location extensions are important to e-retailers who also have brick-and-mortar stores. It’s a great way to increase foot traffic to your stores. On desktops and tablets your address and phone number are merged with your ad text. And much like with call extensions, these are increasingly important on mobile as they will include a link to directions to your store, and may also show how far your customer is from your location. Using these will help drive customers into your stores.

App Extensions

Have a useful app for your customers? By adding app extensions, there will be a link included below your ad that sends people to the app store or begins downloading your app. These help users quickly find your app and get started!

Review Extensions

Review Extensions allow you to showcase a review from a reputable, third-party source. Incorporating review extensions displays a quote beneath your ad from your positive review, award or accolade. While the review cannot be focused on a specific product or service, positive reviews on your business as a whole give potential customers another reason to click your ad instead of a competitor’s!

Social Annotations

Social Annotations can show automatically in your ads when Google predicts they will improve your campaign’s performance. Two things need to be done in order for this to happen. Your Google + page needs to be linked to your website, and the domain in ad display URL needs to match the website URL added to your Google+ page. Social annotations add a little confidence boost to potential customers by showing them the number of followers you have.

Seller Rating Annotations

Seller ratings show a combination of information and reviews next to your ads. These extensions to your ad show potential customers that your quality and service are highly rated. Much like social annotations, seller ratings will automatically be applied if you meet the criteria and have not opted out of the feature. The ratings include reviews from Google Trusted Stores and Google Shopping as well as independent review sites. You should have at least 30 unique reviews from the past 12 months of 3.5 or higher to be eligible for seller ratings. To help improve your reviews and ratings, keep excellent customer service at the top of your to-do list. Satisfied customers will likely attract more satisfied customers. Be sure your business name and website URL are consistent across review sites and also with your Google Merchant Center account. This will help ensure customer ratings are being submitted for the right business.

Incorporating these ad extensions is must for more than just ad rank. The more you can tell a customer before they even click on your ad, the better. Ad extensions may just be the reason your ad gets clicked instead of a competitor’s!

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Prepare for the August 2014 shopping search transition with Google Shopping and data feed optimization:

Guide: The New Google Shopping

Ashley Long

About Ashley Long

Ashely Long is Manager of Digital Advertising for Fathom's consumer brands team. She has over 6 years of experience in digital marketing and specializes in paid search for enterprise e-commerce and retail accounts. She enjoys problem solving and working with clients to not only meet, but exceed their goals. Outside the office, Ashley enjoys scrapbooking, watching movies, and spending time with family and friends.

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