Welcome!

Machine Learning Authors: Elizabeth White, William Schmarzo, Stackify Blog, Liz McMillan, Progress Blog

Blog Feed Post

Powerful Google Adwords Advertising Tools Using Ad Extensions

Think of ad extensions as a means to visually improve the visibility of your text ads in desktop and mobile searches. Using ad extensions you are able to maximize your budget and help get more clicks and therefore improve your clickthrough rate (CTR) of your ads. Getting more clicks means more customer traffic to your website.

Google Adwords Extensions GraphicIf you are using ad extensions, you are more likely to show on the left side above the search results rather than being in the right sidebar where there isn’t room for ad extensions to show.

Additionally, if there are two competing ads with the same bid, quality, and keyword, the ad using ad extensions will generally appear in a higher ad position than the other.

These are a type of ad format to show extra information about your business, your website and your advertising. These ad extensions are added manually and some can be automated.

Why Businesses Use Ad Extensions?

Ad extensions give your ad better visibility and generally receive more clicks. They also show extra information about your business and usually appear at the top of the page above the organic searches, rather than on the sidebar.

By enriching your search ads with ad extensions, you are increasing the user experience with your company. Compared to other advertisers who are not using ad extensions, giving the searcher various types of options on how to engage with you will help change their perception of your company.

When there are two competing ads with the same quality and bid, the ad that will have the greater impact from its extensions will generally appear in the higher ad position.

What Do Ad Extensions Cost Businesses?

You will find there is no additional cost to use ad extensions in your campaign. You are charged as usual for clicks on your ad and the cost of the click for the ad. There are certain interactions provided by ad extensions that you are charged for; clicks on app extensions, on call extensions, and location extensions. There are a few extensions where there is no charge for the clicks and those include review extensions, social annotations, and seller rating annotations.

For those extensions where there is charge for clicks, they are set the same way as headline clicks and the most you’ll pay is what is minimally required to keep your extensions and ad position.

 

How Do You Get To Ad Extensions?

From your Google Adwords account you will find several tabs across the top. One of those tabs is for Ad Extensions.

How To Get To Google Adwords Extensions

Once clicked, you can then use the drop down menu to select different ad extensions.

Google Ad Extensions Drop Down Menu

How To Choose Ad Extensions Based On The Visitor’s Device Type

Different types of extensions are beneficial for different types of devices that are used for searches. Desktop searchers will have a different experience over those searchers using a mobile device. Utilizing different ad extensions and understanding where they are most effective will help you make decisions on the information you use in each ad extension type.

Ad Extensions Optimal for Desktop Searches

  • Site Links
  • Review Extensions
  • Seller Rating
  • Social Extensions

Ad Extensions Optimal for Mobile Searches

  • Call Extensions
  • Location Extensions
  • App Extensions

You will find Google’s Ad Extensions Support Center indicating all ad extensions will display on all types of devices, however, some are better suited for one type over another.

Types of Ad Extensions Usage and Definition

Annotations
Annotations are automated and are placed below your ad when Google predicts it will improve your ad’s performance.

Google Ad Extensions Annotations

Social Annotations (Usage: Desktop Visitors)
Before your ads are eligible to show social annotations you must complete 3 steps:

  1. Your Google+ page has to have a verified URL.
  2. The domain of your Google+ page URL has to match the domain of your ad’s URL.
  3. Your Google+ page needs to have recent, high-quality posts and a significant number of followers. For most businesses, this means about 100 followers.

When Google’s system detects that you have a verified Google+ page your ad will now be able to display social annotations. Google’s system will then show these annotations when it predicts they will be helpful to improve your campaign’s performance.

These social annotations will display things like how many followers are following your company on Google+. Annotations will also show company endorsements from customers with their Google+ photo and name.

Google Ad Extensions Social Annotations

App Extensions (Usage: optimal for Mobile Devices)
This displays a link below your text ad to your mobile application. When clicked upon it takes users to their app store and the app begins its download.

Google Ad Extensions Mobile App Extension

Call Extensions (Usage: optimal for Mobile Devices)
Allows users to click a call button incorporated with your ad and speak with you directly.

Google Ad Extensions Call Extension

Location Extensions (Usage: optimal for Mobile Devices)
This allows people nearby you to find your nearest storefront or give you a call. Location extensions will add a map pin with your address and allow users to click on it for directions or a call option to call for directions.

Google Ad Extensions Location Extension

Review Extensions (Usage: optimal for Desktop Visitors)
This displays positive reviews from reputable third parties. These reviews will be displayed in quotes below your text ad along with the source.

Google Ad Extensions Review Extension

Seller Rating Annotations (Usage: optimal for Desktop Visitors)
This will display your overall online rating to your customers using 5 stars. It will display the number of stars you are rated for along with the number of reviews it’s based on. These reviews come from a number of reputable third party sites that contain reviews for your business.

Google Ad Extensions Seller Rating

Sitelink Extensions (Usage: optimal for Desktop Visitors)
These are links you can add under your text ad to certain pages on your site. For example if you owned a restaurant, you could add a sitelink under your ad to your menu page.

Google Ad Extensions SiteLinks

Offer Ads Extension
Offer ads were created specifically to drive in-store traffic, so it isn’t relevant for all advertisers. If you only have this promotion online, Google suggests you use sitelinks as well.

The format of the ad allows you to upload a picture along with tailoring the headline, offer date, redemption date, distribution date, and offer type (percent, amount or free).

Google Ad Extensions Offers Extension

Communication Ad Extension (currently in beta)
Communication ad extensions are unlike any other extension Google has offered, allowing you to generate leads directly from your paid search ad. Although this extension is still in beta, it’s currently being tested with a few different options; newsletter signup, request an email or a call.

Once the user selects the form of the communication they would like, Google sends the advertiser a message allowing them to complete the request.

Image Extension (currently in beta)
Although this is extension is still in beta, it will be a great extension for the travel and food industries. Image extension allows an advertiser to enhance their text ads with pre-selected Google approved images

Google Ad Extensions Image Extension

Drop-Down Navigation Ad Extension (currently in beta)
This extension allows users to click an “I am looking for” drop-down menu below the ad. The drop-down menu has 10 specific locations to different areas of the advertiser’s site.

Google Ad Extensions Navigation Extension

Summarizing Ad Extensions

Ad extensions increase engagement by the searcher with your ads and your company. This is accomplished by increasing the visibility of your text ads using ad extensions. The number of ad extensions available to you will make it easy to find those appropriate for your business and to decide if you want to target desktop or mobile users. You can learn more about ad extensions from Google and how to measure the performance of each ad extension by visiting Google’s Ad Extension Support Center

The post Powerful Google Adwords Advertising Tools Using Ad Extensions appeared first on SmartFinds Internet Marketing.

Read the original blog entry...

More Stories By Melih Oztalay

I have over 20 years of experience in developing successful, efficient and strategic web marketing and advertising solutions for businesses. Working through an entrepreneurial framework, I have focused on business development, sales, execution, and management. Combining solid knowledge of marketing and advertising with information technology, I have been successful in being able to apply digital technologies to the needs of businesses. As an early adopter of new ideas and technology, my clients are able to benefit from imaginative and effective programs that keep them ahead of their competition.

The Company

Smartfinds is a digital marketing agency working with national and global corporate clients including domestic and off-shore franchise operations with their online marketing efforts. We offer a number of core competencies including web marketing research, analysis, strategies, and tactics; website development and SEO; organic search engine marketing with content marketing and social media marketing; Google AdWords advertising including pay-per-click; Google Analytics and Google Webmaster Tools interpretation; Local Store Marketing including customer ratings and reviews management; and more.

Our entrepreneurial business approach employs open-mind creativity and early-adopter assertiveness along with in-depth planning for business growth. Our goal is to be a strategic partner with our clients focused on increasing traffic to the website, business growth, generate leads, increase sales and revenues.

@CloudExpo Stories
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
While some developers care passionately about how data centers and clouds are architected, for most, it is only the end result that matters. To the majority of companies, technology exists to solve a business problem, and only delivers value when it is solving that problem. 2017 brings the mainstream adoption of containers for production workloads. In his session at 21st Cloud Expo, Ben McCormack, VP of Operations at Evernote, discussed how data centers of the future will be managed, how the p...
"NetApp is known as a data management leader but we do a lot more than just data management on-prem with the data centers of our customers. We're also big in the hybrid cloud," explained Wes Talbert, Principal Architect at NetApp, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"We're focused on how to get some of the attributes that you would expect from an Amazon, Azure, Google, and doing that on-prem. We believe today that you can actually get those types of things done with certain architectures available in the market today," explained Steve Conner, VP of Sales at Cloudistics, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
It is of utmost importance for the future success of WebRTC to ensure that interoperability is operational between web browsers and any WebRTC-compliant client. To be guaranteed as operational and effective, interoperability must be tested extensively by establishing WebRTC data and media connections between different web browsers running on different devices and operating systems. In his session at WebRTC Summit at @ThingsExpo, Dr. Alex Gouaillard, CEO and Founder of CoSMo Software, presented ...
Enterprises are adopting Kubernetes to accelerate the development and the delivery of cloud-native applications. However, sharing a Kubernetes cluster between members of the same team can be challenging. And, sharing clusters across multiple teams is even harder. Kubernetes offers several constructs to help implement segmentation and isolation. However, these primitives can be complex to understand and apply. As a result, it’s becoming common for enterprises to end up with several clusters. Thi...
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, introduced two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a multip...
"We work around really protecting the confidentiality of information, and by doing so we've developed implementations of encryption through a patented process that is known as superencipherment," explained Richard Blech, CEO of Secure Channels Inc., in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
High-velocity engineering teams are applying not only continuous delivery processes, but also lessons in experimentation from established leaders like Amazon, Netflix, and Facebook. These companies have made experimentation a foundation for their release processes, allowing them to try out major feature releases and redesigns within smaller groups before making them broadly available. In his session at 21st Cloud Expo, Brian Lucas, Senior Staff Engineer at Optimizely, discussed how by using ne...
The question before companies today is not whether to become intelligent, it’s a question of how and how fast. The key is to adopt and deploy an intelligent application strategy while simultaneously preparing to scale that intelligence. In her session at 21st Cloud Expo, Sangeeta Chakraborty, Chief Customer Officer at Ayasdi, provided a tactical framework to become a truly intelligent enterprise, including how to identify the right applications for AI, how to build a Center of Excellence to oper...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
In his session at 21st Cloud Expo, James Henry, Co-CEO/CTO of Calgary Scientific Inc., introduced you to the challenges, solutions and benefits of training AI systems to solve visual problems with an emphasis on improving AIs with continuous training in the field. He explored applications in several industries and discussed technologies that allow the deployment of advanced visualization solutions to the cloud.
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
"We're developing a software that is based on the cloud environment and we are providing those services to corporations and the general public," explained Seungmin Kim, CEO/CTO of SM Systems Inc., in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Enterprises are moving to the cloud faster than most of us in security expected. CIOs are going from 0 to 100 in cloud adoption and leaving security teams in the dust. Once cloud is part of an enterprise stack, it’s unclear who has responsibility for the protection of applications, services, and data. When cloud breaches occur, whether active compromise or a publicly accessible database, the blame must fall on both service providers and users. In his session at 21st Cloud Expo, Ben Johnson, C...
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...