Ad extensions in both Google AdWords and Bing Ads are a great way to take up additional real estate on a search results page (SERP), convey more information about your products and services but they also do it for the same CPC as you would pay for a plain text ad that we’re all so familiar with.
Ad extensions are a powerful addition to ad copy that when used properly can make a huge difference in CTR, CPC and quality of visitors to your site. The trick is knowing which ad extensions to use and when, so as to not only get the best bang for your advertising dollars, but being able to track how that performance is influencing your overall business.
For example, sitelink extensions are extremely useful, it’s where you can show as little as four or as many as six additional URLs and text per impression to potential customers, directing them to different areas on the site. They’re particularly useful on brand name terms or with head term keywords that are less specific, like “Toyota parts” where you can add sitelinks for particular models, types of parts or even social media profiles.
If you have a brick and mortar store, location extensions, sitelinks and call extensions can be great for directing people to stores, displaying popular information like operating hours and if you have in store sales or promotions not found online.
You may find call extensions, paired with click to call tracking useful for products or services that have a longer life cycle to conversion when it comes to getting that customer on the phone and beginning that conversation and it will help you give proper attribution to your pay per click efforts.
Got some killer reviews on websites like Autoweek, Cars.com or Motor Trend? Leverage and link those to your AdWords account and display them with your PPC ads. The list goes on! Find out more by attending my session, Expanding Your PPC Territory with Ad Extensions, at the upcoming Digital Dealer Conference. It will not only dive into all of the extension options on AdWords and Bing Ads, but also best practice pairing and implementation as well as how to pull reports that will give you the insights needed to optimize performance.
