AdWords Extensions – 1/2

A short guide on Google AdWords Extensions – Part 1

DigitalAdvertisingWorks has compiled below a guide on Google AdWords Extensions. Interested in increasing your CTR at no cost? Read on…

In this week’s post, we will cover the basics of AdWords Extensions and go through Sitelinks in detail.

For those PPC managers that are trying to get every benefit out of their paid search performance, AdWords extensions are vital. According to reports from Google, you can increase your click-through rate (CTR) by as much as 30 percent when using these extensions. If it can lead to results like that, it might be worth looking at what AdWords extensions can do for you.

Easy to use – no cost

If you need another reason to want to check out AdWords extensions, remember that these are available to you at no additional cost and require minimal set-up time. Frankly, this sounds like a win-win situation for anyone who is serious about supplementing his or her SEM arsenal.

What are they exactly?

These AdWords extensions are additional features that you can choose to use in your Google AdWords ads. When you use them properly, you can make your ad stand out over the other AdWords ads that are fighting for the attention of your audience.

However, most of the time, these extensions are only available for the top three positions. This could provide you with another incentive to get your position up as much as possible.

There are a number of different AdWords extensions available, many of them offering additional information to your customers. This may include providing information such as locations, phone numbers, or extra links to different pages of your site to potential customers.

The primary AdWords extensions include Sitelink extensions, Call extensions, Location extensions, Offer extensions, and App extensions.

Sitelink extensions

Sitelink extensions give you a chance to promote additional landing pages. This will be presented right underneath your standard ad text. Because those few additional lines are going to help you fill up the search engine results page (SERP), your ad is going to stand out from your competition.

A Sitelink will also provide your searcher with a chance to find specific pages on your website. One such example might be that if someone searches for Nike shoes, it brings them to a generic Nike landing page. However, if they search for a specific style of shoe (say the LeBron James line of basketball shoes), it would increase the likelihood of them clicking the link if there is a link available that links to that specific type of shoe.

Studies have shown that using Sitelinks is going to help increase your click-through-rate, even if your searchers are not actively clicking on the Sitelink links. The assumed reason behind this is that they feel as though the page “understands” them.

When should you use this extension?

Just about any CTR can benefit from using Sitelinks. If you remain unconvinced about its ability to work for you, try measuring their impact by only using them for a single ad group or a single campaign. Keep in mind that you may not always see them, because Google only shows Sitelink extensions for results in a top position.

Make sure to have a look at our second post discussing other extensions from AdWords: Call, Location, Offer and App.

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