The 36 extensions required for high ROI Google AdWords campaigns
We will focus this article to the main Google Ads sitelink extensions proposed in AdWords ads.
Sitelinks are certainly the most important extensions to implement because they will improve CTR, which will give a better quality score, so cheaper clicks and a better average position. Links only appear on advertisements positions called “premium”, that is to say from 1 to 3. It is essential to vary Sitelinks based campaigns or ad groups.
It is not uncommon for accounts that have set 4 Sitelinks(think backlink service) applied to all the campaigns, it is a practice to be avoided because it lowers the relevance and hence the rate of conversion of the announcement.
Here is a graph illustrating the impact of adding Sitelinks.
Black: Click Rate without Sitelinks, red with Sitelinks:
What looks like an annex Link?
It may appear in different forms, typically as below:
In cases where your ad has a strong clickthrough rates (at least> 15%, eg on ads related to awareness, your brand name), optimized Sitelinks will appear. These links offer two description lines in addition to the classic blue link.
How to configure?
1 – The title of your Schedule link displayed in blue
2 – The destination URL of your link
3 – Check this box to display the link preferably on mobile devices
4 – The two description lines that will appear on the ads with high CTR
5 – The dates of beginning and end of broadcast links (useful in the case of ephemeral events, such as shows, concerts)
6 – Plan hours of these links display (a restaurateur offers 10% off an order online between 21h and 23h, it wants to display a special link for the occasion) Recently, Google has implemented extensions of dynamic ads that are created automatically.
The call extensions
This extension will allow you to display a phone number that matches your store / business.
This allows for a direct contact point without even having to visit the site. Display differences are visible depending on the paging terminal, PC or mobile.
On PC, the number is displayed conventionally below the description lines:
Mobile, we have a “Call” button that appears. The mobile user will then simply press the button to trigger the call directly to the number you have chosen:
How to configure?
1 – Enter here your number and your country.
2 – Here we offer you two options: use your own number or use a “number of Google Call Transfer”. In this case, Google uses a number starting with 08. The interest is to provide a conversion set for this call.
For this, it will go to the “Conversions” AdWords expert settings and setting a type conversions “Outgoing calls from ads using call extensions” tab.
You can choose the value, call duration, follow-up period to determine how to account for the conversion.
3 – You can choose to display only your number, not your site (useful in case you have precisely no website).
4 – Check this box to display the link on mobile devices
If you have a physical store, it is interesting to see the address directly into your ad. Clicking on the link will redirect to its location on Google Maps. If you have multiple stores, Google will display the closest to the location of the user.
On Mobile, a click on the address can activate the GPS guidance to get to the address indicated. How to configure?
Link your Google My Business account to retrieve the addresses of your different stores.
The extension allows the view to give credit to your site or product. Indeed, it is based on an external source (eg newspaper article) will showcase the product.
To view the notice must date from the last 12 months and come from a source called “credible” (meaning, a site with minimal traffic).
How to configure?
1 – Choose if this is an exact quote or paraphrase. Warning Google is very strict in matters of opinion extensions.
2 – Place here the content of the quotation or paraphrase (attention to limitations of text) and the source (the site name, for example).
3 – You will learn here the URL of the notice, the site that contains the article.
4 – As in the previous extension, you can schedule start and / stop.
The application extensions
More and more e-tailers will equip applications. With application extension, you can simply promote your new app. The logo display your application makes ad easily identifiable. A click on the green link redirects straight to Google Play.
How to configure?
1 – Choose your platform (Android and IOS available)
2 – Type the name of your application
3 – Enter the title under which your application will be seen
4 – The destination URL clicks on the title
The customer’s opinion extensions
These extensions are very useful to stand out from the competition, especially when the ads occupy the majority of the search results page.
Thus, even in “non-premium” position, we maintain good visibility here in position 5:
To provide display these notices, you must have received at least 30 reviews in the last 12 months and have an average rating of 3.5 / 5.
There is a safe bet that new extensions will emerge soon. Google regularly tests sometimes quickly deleted extensions, like the extension of the defunct “Newsletter”.
Bing Ads launches optimized Sitelinks
Ads Bing just announced on his blog the deployment of optimized Sitelinks. Available since September 2014 in the US, this feature now supports multiple languages and countries. As on Gooogle AdWords, only ads with a very high level> read article
Available for several months in the United States, a new AdWords extension is now available to the market, it is the opinion of extension. Not to be confused with the opinions of consumers (represented as stars), this extension must be> read article
Analyze the performance of your Sitelinks
Google PPC Management Services provides for some days the possibility of further analyze the performance of Sitelinks included in the ads. To discover the statistics of your Sitelinks, visit the Ad Extensions menu -> Display:> read the article