Are You Maximizing Your PPC Campaign with Ad Extensions?

Michael Beauchemin —  June 5, 2013

Are you maximizing your Pay Per Click (PPC) campaign by using ad extensions?  Do you know what an ad extension is?  I have met with many business owners in Charlotte who have setup their own PPC ad campaigns using Google AdWords.

Yes, there are many tutorials and it is not exceedingly hard to post an ad with keywords. However there are many nuances to setting up a good ad campaign that will maximize your Google Advertising Program  ROI.  In this post I will highlight the use of ad extensions and in the next post I will reveal how your Quality Score matters in Google and how you could be overpaying for those clicks.  For this post, onto the topic at hand…using ad extensions.

What are Google Ad Extensions?

Google provides businesses that setup a PPC campaign the opportunity to use ad extensions.  ad Extensions are simply a way for you to get more information about your business into a PPC add.  This offers a great benefit for setting up ad extensions since you are not paying any more for an ad extension.  You do pay for the click as you would for a normal PPC, but what’s great about them is they offer your prospective customers more information and more reason to click on your ad.

As with all PPC you are paying for the click and the PPC  cost will be dependent on the competitiveness of the keywords, how well the ad campaign is setup, and yes the position of the ad.

What Types of Ad Extensions Are Available?

1. Location Extension

This is a perfect opportunity for a brick and mortar stores.  It merges your business address and phone number seamlessly with your text. For example if you are an auto repair shop and someone is searching for auto repair in Charlotte, the customer searching for your ad will see your full address and phone number and directions right to your location.

2. Call Extensions

Also know as click to call  on mobile devices,  These are exactly as described.  When you add a call extension, Their is a clickable link in the ad (the little green phone receiver).  The convenience of having this clickable link on a mobile device is a great use for restaurants or any other businesses whose customers may be searching for them on a mobile device.    How many of us can remember seven numbers when switching over to our phone keypad to try and dial.  Most will just abandon and look for another business that is easier to reach. The call extensions will not be displayed as a clickable link on a desktop, laptops or tablets.

3. Sitelinks

Have you ever wanted to be able to link to more than one page because you may be targeting different buyers, but only want to use one ad.  With sitelinks you can add multiple links to different landing pages to promote your business.  For example as marketing consultant in Charlotte I am always trying to help clients maximize their PPC ads and determine how best to leverage the ad. Take a look below and check out how this example of a pizza place.  The ad speaks to loyal customers, new customers, people on the go and customers that may be new to the area.

Google Sitelinks

4. Offers

Using offer extensions allows you to promote an offer in order to create action and possibly create an immediate sale.  Are you promoting  a special deal that will push a potential buyer over the edge and cause him or her to take action?  Have a special event you are promoting.  Consider using an offer as part of your Google AdWord campaign.

5. Reviews

Do you have great reviews and ratings want to make sure that potential clients looking for you know how great others think your business, product or service is?   The rating extension provides potential customers with some insight into your goods and services based on what others think of you.  Google matches your domain url with ratings in Google Shopping to pull these ratings.  So if you are not setup on Google shopping this will not work for your business.

6. Social Annotations

This extension allows you to include Google + follower information in your ads.  To use the Social Annotation extension, you will have to setup a Google+ page and have your page verified.

Link extensions Will Help You Stand Out

Correctly using Ad Extensions will help you stand out from other PPC advertisers.  One of the biggest challenges for businesses is competing for buyers attention and seprating yourself from your competitors.  Ad Extensions is one tool that can help you achieve that.  Of course, there are many other variables that go into setting up a successful PPC campaign and many companies can easily and unnecessarily overspend on their PPC campaigns.  As a marketing company in Charlotte, it is not uncommon for us to see companies not have their PPC campaigns setup correctly.


Michael Beauchemin

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Certified Inbound Marketing Consultant committed to helping businesses grow sales through measurable, accountable marketing metrics.
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