Extending Brand Reach with AdWords Extensions
Although they are relatively new additions to the AdWords family, implementing search extensions is now considered to be best practice among search advertisers; however, some brands are still not taking full advantage of Google’s suite of extension options. AdWords now offers an array of extension options from seller ratings to call extensions and even, app extensions. However, some brands are hesitant to implement varying extensions beyond location and site links within their broader paid media strategy. If integrated correctly, each different ad extension can offer a new layer of visibility and engagement to resonate even more efficiently with the search audience.
While it would be too aggressive to implement every extension for every campaign in your account, you may be missing out on valuable clicks and brand visibility by not taking advantage of these additives. With your actual product or service as the foundation for your extensions strategy, you can pinpoint which extension may be most beneficial to each campaign. For example, service industries would be wise to always implement review extensions; customers are now hardwired to cross-check reviews and references, however, if they are automatically served reviews, they may be more inclined to click on your ad to save time and effort. Similarly, offline brands can optimize their presence on the SERP through the addition of location extensions to promote in-store visits.
Included below are extension options that have been somewhat slow to catch on with brands, but can potentially drive significant uptick in clicks and engagement:
Seller Ratings – Seller ratings demand that brands implement a survey on their site (to be completed after customer checkout), and these results are then synced within AdWords. While this may call for extra up-front effort, seller ratings, and positive seller ratings at that, can instill extra confidence in the customer to convert as this extension has already provided many national retailers with an average CTR lift of 17%.
Image Extensions – While still in Beta (they only appear about 10-20% of the time) image extensions add separate images above the ad copy when your ad is shown in the top position. Not only does this add more engaging content with the ad, the addition of the images also doubles the physical parameters of the paid ad, ultimately pushing competitors farther down the SERP.
Location Extensions – Location extensions require a separate data feed (of stores, hours, addresses, etc…) within AdWords, which may be stopping some brands from taking advantage of this option. However, with an increased focus on local marketing across all verticals, location extensions will likely prove to be the new standard within text ads, responsible for driving traffic from online to in stores.