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Use Google AdWords Extensions to Maximize Click Rates

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Google AdWords continues to evolve as a marketing tool and become more efficient at targeting audiences and delivering results.

The AdWords extension feature is a prime example of that evolution.

The feature gives online marketers an option of adding more links to an ad. By presenting multiple links within a single ad, and assuming the extra links are wisely chosen, the ad click rate may double or even triple.

Extensions don’t show up every time an ad appears. They mainly show when the ad appears in the top three positions on Google.

They can appear on the right side of search results, but they do so less often. What kind of extension is used also impacts where it appears.

Google documentation notes that a number of different factors trigger when and where the extensions will appear. Because they increase the click rate of the ad, it’s safe to say that they will appear more often when it is necessary to fulfill the campaign budget.

Notice in the screenshot the two circles. The first circle shows a Social Extension and the second circle shows Sitelink Extensions.

Adwords extensions

A social extension is used in the ad with the first circle. Sitelink extensions are used in the second circle.

Types of Extensions

Google offers eight different extensions at the time of this writing, although others are being tested and may roll out eventually. One of them is a Communication Extension that includes the ability to sign up for an email newsletter.

The eight current extensions are:

Location. Merge business address and phone number with the ad.

Call. Allow viewers to call you with a click of a button.

Sitelinks. Promote specific pages on the site in addition to the main ad link.

Product. Display product images and information.

Social. Show the number of Google+ followers for your page.

Dynamic Search Ads. Automatically show your ad based on the content of your website without using keywords..

App. Link to your mobile or tablet app.

Review. Display positive reviews about the product or business.

How to Implement Extensions

Extensions can be created and implemented at the campaign level or the ad group level depending on the situation.

At the campaign level, simply click on the campaign and then on the Ad Extensions tab.

Right below that tab and to the left, click on the dropdown and then on the extension type.

Scroll down and click on the green extension button. Scroll again and click on the New Sitelink button and follow the instructions in the popup.

Although a description is optional, it is a good idea to fill it out because sometimes it is displayed with the link.

Likewise, ad group extensions are available on the same page where the campaign extensions are created. Simply look for a tab that says ad group extensions and assign them by group. The more targeted the better.

Reviewing the Results

Anyone running an AdWords budget, especially a larger one, will find it helpful to review its performance on at least a weekly basis and sometimes even daily.

Extensions are no different and should be reviewed at the same time.

It’s useful to run at least six or eight extensions in the beginning and track which ones perform best and which ones perform worst.

Drop the poor performers and try new ones. Keep rotating them until the optimum performance level is reached.

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