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Cool Search Tactics for 2015 – Ad Extensions

[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][text_output]After the festive break many of us return to work with the obligatory slightly fuzzy head and the overwhelming desire to make a few improvements while the aforementioned fuzzy head is still camped firmly in the ‘resolution’ period of the year.

With regards to the latter, there are a few seriously useful areas that should be explored or maximised to improve return from your search spend in 2015.

For ease of digestion we have broken this feature down into 4 parts starting today with improving creative through the (not so) humble ad extension.[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]Creative & Ad Extensions[/custom_headline][text_output]Creative will always remain king. The number of ad extensions options available is really allowing clients to take the opportunity to own large amounts of real estate.

Here is a quick snapshot of the types of extensions that you should add to your arsenal to maximise your ad potential:[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]App Extensions[/custom_headline][text_output]Show a link below your ad text that sends people to the app store or begins downloading your app.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5429″][custom_headline type=”left” level=”h1″ looks_like=”h1″]Callout Extensions[/custom_headline][text_output]Add descriptive text to your ad to help people learn more about what you have to offer and highlighting your key USPs.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5443″][custom_headline type=”left” level=”h1″ looks_like=”h1″]Call Extensions[/custom_headline][text_output]Can either be used on a desktop ad to highlight your telephone number or just as importantly via a mobile ad, allowing users to click a button and call you directly. Coupled with the utilisation of a Google forwarding number, this will also add an extra layer of data for you to optimise to.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5439″][custom_headline type=”left” level=”h1″ looks_like=”h1″]Location Extensions[/custom_headline][text_output]Utilises location details to help people nearby find your nearest shop front and includes directions via Google Maps.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5440″][custom_headline type=”left” level=”h1″ looks_like=”h1″]Review Extensions[/custom_headline][text_output]Showcase positive, third-party reviews from reputable sources that help build up that ‘trust’ factor.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5441″][custom_headline type=”left” level=”h1″ looks_like=”h1″]Sitelinks Extensions[/custom_headline][text_output]Add additional links under the main ad to help people find what they’re looking for and pass through to key landing pages on your site. If you’re already using sitelinks, make sure you’re maximising their potential by ensuring that you have full descriptions in place.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5442″][custom_headline type=”left” level=”h1″ looks_like=”h1″]Consumer Ratings[/custom_headline][text_output]Show off what customers appreciate with high-quality survey data via Google Consumer Surveys.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5444″][custom_headline type=”left” level=”h1″ looks_like=”h1″]Social Extensions[/custom_headline][text_output]Show how many Google+ followers you have, the more you have, the more those searching are going to feel that your site is trustworthy and ‘reliable’.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5445″][custom_headline type=”left” level=”h1″ looks_like=”h1″]Seller Ratings[/custom_headline][text_output]Show your online business ratings within your ad again with user reviews. Again highlights the trust aspect for your users and emphasises that they are ok to engage with a reliable site.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5447″][custom_headline type=”left” level=”h1″ looks_like=”h1″]Dynamic Sitelinks[/custom_headline][text_output]Dynamic Sitelinks

  • Dynamic sitelinks are automatic extensions that show generated links below your ad text.
  • These links send customers to a page on your website that’s highly relevant based on recent search activities.
  • Showing dynamic sitelinks can help potential customers reach key pages of your site more easily.

How dynamic sitelinks can benefit you:

Example

When people use Google to search for used cars, they may perform multiple searches and click on several search results before scheduling a test drive on a dealer’s site. While searching, they might see an ad for Joe’s Used Cars with a dynamic sitelink for the test drive page on Joe’s website, based on the customer’s current search activity.

If you’ve already set up your own sitelinks, those will show, except for the few instances when the dynamic sitelink can perform better.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”5428″][text_output]All of the ad extensions detailed above can really shift the dial for your client’s performance so make sure you are using these wherever you can!

Going live tomorrow is part 2 of this 4 part post which will be looking at audiences in more detail.[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]