Hey, guys! Happy that you popped in to take a look at our new post. This is the next article in our “Crucial SEM Questions” series. Today I am going to tell you what is ad extension, what kinds of extensions are there and how do they differ, what are ad formats in Google Ads, what is сall-only campaign, what are dynamic search ads, and finally we will answer the question what is Keyword Planner.
If you are the beginner at SEM (search engine marketing), this knowledge is an absolute must for the success of your advertising campaigns. So, we’d better start immediately.
1. What is an ad extension?
An ad extension is a special feature showing extra business information with your ad. It may be an address, phone number, store rating, or more webpage links.
If you want to give people more reasons to choose your business, use ad extensions. Additional information typically increases an ad’s click-through-rate by several percentage points.
Ad extensions – the principle of work
The great thing about Google Ads is that it selects which extensions to show in response to a particular search on Google. This helps to maximize the performance of your text ads.
Don’t you think that this is a good reason to use all the extensions that are relevant to your business goals?
Extensions add more content to your ad, read give your ad better visibility and prominence on the search results page. This lets you squeeze more value from your ad. They increase your total number of clicks and gives people additional interactive ways of reaching you.
Manual extension types require a bit of set-up. Some of them are added automatically when Google Ads suggests it. Those are automated extensions.
When do ad extensions show?
I can’t give you a guarantee that an added extension will show with your ad all the time. Extensions show with your ad when:
- The extension is going to improve your performance.
- Your ad’s position and Ad Rank is high enough for extensions to show.
How much does adding ad extensions cost?
Clicks on your ads are charged as usual, which means that there is no cost to add extensions to your campaign. In simple words, you’re charged for a click only when someone calls you from a call extension or when someone downloads your app from an app extension. Google Ads charges not more than two clicks per impression for each ad with all its extensions.
How to choose ad extensions?
This is simple – select your extensions according to the primary advertising goal. Below you will find a quick recap of common advertiser goals and the extensions that can support them.
Affiliate location extensions – use them to help people find retail chain stores that sell your products.
Callout extensions allow you to add additional text to your ad. For instance: “free delivery” or “24/7 customer support.” Use the callouts to encourage people to convert offline.
Call extensions are good for encouraging people to call your company by adding a phone number or call button to your ads.
Message extensions come in handy if you need to encourage people to send you text messages from your ad.
Sitelink extensions are used when you want to direct people to your website. They let to link people directly to specific pages of your website like “hours” and “order now”.
Structured snippet extensions allow displaying valuable information to potential customers by selecting a predefined header like product or service category and listing items.
Price extensions let you showcase your services or product categories with their prices, which means that people can browse your products right from your ad.
2. What are ad formats in Google Adwords?
Here is a list of ad formats available in a Google Ads account:
- App promotion ads
- Product Shopping ads
- Showcase Shopping ads
- Call-only ads
You may be surprised but text ads that appear alongside Google search results are not the only type of ad format you can create with Google Ads. The list above shows that you can also promote your products and services with video ads, image ads, app or digital content ads, and many more.
As you understand, each ad format has its benefits. For instance, it may be the ease and affordability of running a text ad, or the colorful storytelling that is shown with video.
By the way, you can run multiple kinds of ads from the same Google Ads account and from the same campaign in some cases.
3. What is a сall-only campaign?
Do you want to get phone calls to your business? Then you need to set up a call-only campaign. This way you will be able to encourage customers to call you by clicking or tapping your ad. With call-only campaigns you drive calls instead of clicks to your website. You can set your ads to show only when you can take calls. Thus, you won’t miss a single opportunity to connect with your customers.
4. What are dynamic search ads?
It’s safe to say that Dynamic Search Ads are the easiest way to find customers searching for your products/services on Google. They are suitable for advertisers with a professionally-developed website or a large inventory.
Dynamic Search Ads use your website to target your ads. They can help to fill in the gaps of your keyword-based campaigns.
What can happen if you don’t use Dynamic Search Ads? Even if you have a well-managed Google Ads account with many keywords, you can miss relevant searches, experience delays getting ads written for new products, or get out of sync with what’s actually available on advertisers’ websites.
5. What is the Keyword Planner?
Keyword Planner is a very helpful tool that supplies you with keyword ideas and traffic estimates. These will help you build a Search Network campaign.
What can you do with Keyword Planner?
Search for keyword and ad groups ideas based on terms that describe your product or service, your website, or a product category related to what you’re advertising. Besides, you can enter or upload a list of keywords. Additionally, you can multiply two or more lists of keywords to create a new list combining your keywords.
Get historical stats, i.e.: the number of times people have searched for a keyword or how competitive that keyword is.
And finally, you can get traffic estimates, like how many clicks and impressions your keywords might get for the given bid and budget amounts.
Well, you have just read the last blog post in our series of “Crucial SEM Questions”. Hopefully, we answered main of them. Do you have any more questions on search media marketing on your list? Maybe something was not clear enough in this post? You can everything you feel like asking in the comments section. Your impressions/thoughts and suggestions on the topic are also welcome.
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