The Performance Marketer’s Field Guide to AdWords Ad Extensions: Part I

The Performance Marketer’s Field Guide to AdWords Ad Extensions: Part I
Ad extensions are a way to give potential customers useful and relevant info beyond a regular text ad.  You can win a customer’s consideration, convince her of your value, or drive her right to a conversion.  Ask yourself which extensions would fit with your keywords and fulfill a potential user’s needs.

People engage with ads that have extensions.  Seller ratings give users confidence in your website.  Call extensions connect customers right to your employees.  Advertisers spend lots of time optimizing their ad text (which is great), but you should know that implementing extensions is typically a more impactful way to improve CTR.   An ad extension adds value to potential customers just by being present.  Additionally, with the recent changes to ad rank, extensions have become an increasingly important part of getting your ads noticed.

Every type of extension that we offer is intended to benefit our users, which translates to a higher CTR for you.  Many, such as sitelinks, show improvements of 10-20%.

There are tangible and measurable gains to giving users more information, and extensions are auto-optimized to show the best possible combination on each and every auction.  Sometimes the “best possible combination” translates to areas aside from CTR - users may get value from seeing a phone number on a desktop ad (i.e. a direct connection to your business via a phone number) even if that doesn’t translate to a routine click.

We’ve also found that more information is a good thing, which means that ads with multiple extensions perform better than ads with only one extension.  Identify which extensions work for your business and implement them.  The best combination of these extensions is automatically determined on an auction-by-auction basis.

Enabling extensions is a good thing, but remember that your extensions are most likely not going to show 100% of the time.  Only certain positions are eligible to show certain extensions.

There are lots of extensions in existence (and even more in beta).  While this set of options will continue to evolve, here is what is presently available and where they can appear on the page:


So take advantage of these wonderful opportunities the internet provides to everyone. To see an example of how to take advantage of it go to: http://visitwebpages.info/paypalchecks/