In this video you're going to learn about the different
ad extensions you can use within Google
AdWords to make your ads even
more engaging.
You'll learn how to use site links structured
snippets and more.
So what are ad extensions.
Well basically they complement our
standard ad formats
and they're designed to make our ads more relevant
and engaging.
Google actually says that ads extensions create
more reasons for people to click through
on our ads
and on top of this ad extensions
are actually a factor in calculating our ad
rank.
There is a range of different manual extensions
that we can manage ourselves directly
inside Google AdWords.
These are also complemented
with a handful of automated ad extensions.
So let's head into our Google Adwords
account to see where we can manage our ad
extensions.
Here I in a search campaign
and across the top we can see I've selected
the add extensions tab.
This is where you'll find all of your existing
ad extensions as well as being able
to configure new ones on the drop
down. We can see I'm currently
on site link extensions.
You can actually switch between all the different
add extension types are right here
inside the Google Adwords interface
so let's travel through the different
types of extensions
site links allowed to display additional links
along with your ads.
I like to think of these as secondary calls
to action
and two to six site links can be displayed
along with those ad formats as people are searching.
So let's take a look here unperformed performed
a flight related search
and we can see we have some ads at the top
and these two top ads have
some site links included
with them so the additional links
included with our standard ad format.
Next we have call out extensions.
This basically allows to include additional
information.
It's a little bit like the site link
but without the link so it's just providing
this extra context.
Google recommends keeping the tech short so
12 to 15 characters using
specific details
and capitalizing words sparingly.
So sentence case starting
with a capital and then going to a lower case.
Here I can say I have performed a search
and these two advertisers
have the call out extension
included along with their ad format providing
additional context
with their standard ad.
Next we have structured snippets these
allow to highlight specific aspects of
products and services
and you basically select from a predefined
header and then you enter in information
against those headers So it forms a bit of a
list. Google recommends entering for
snippets and adding all headers that are
relevant to your particular business.
Here I've performed my search
and I can see these two advertisers
have included structured snippets
and they have the Course's header being
used along
with the snippets associated
with those who have created this list that goes along
with that particular header.
Next we have call extensions
and this is where you display your phone number
along with your ADD variation you can actually choose
from using your phone number in the ad
format or using a google forwarding
number. The benefit of the Google forwarding
number is that you will have automated call reporting
right within AdWords itself.
You can also set preferences so you can have
a mobile preference if you want a particular number
for people using a mobile device
and you can also schedule these as well.
For example if you had an emergency after
hours number that you wanted displayed
at particular times you could do that as
well with the call extension.
Calls are charged as a regular
clickthrough on your card.
Now with the call extension they can appear slightly
differently. So here on the left
we can see an example of what we might see
if someone searching on a desktop
or a tablet device
with the phone number right there in the ad
variation
and four people on a mobile.
It's a little bit different.
We can actually have the call iconium
people can click to actually call
your number directly
on top of this we have the special call.
Only ads which is a special sub campaign
type available inside Google AdWords
and this is where the headline will actually direct
people through to your phone number as well.
This is only available on mobile devices
and it means are directing people straight through
to your phone number. You're not actually sending people
to your website
or landing page.
Then we have a message extension.
This allows people to contact you from
your ad and it's basically connecting
that user directly
with you via text message.
So here we can see on this particular
mobile search we have this
particular message extension so
people can click this
and begin engaging
with you via text message.
Then we have location extensions
the shows address
and phone number details along
with your ads
and it's automatically going to be targeted based
on the search location.
And the keyword that they're using.
You can link up to Google my business to
pull in address details automatically.
And on top of this you can actually filter addresses
so if you are managing multiple locations
for your organization you can filter
them out account campaign
and aggregate level if you wanted particular addresses
to show at those particular levels
location extensions are eligible to show on
Search and Display Network although I've only
actually ever seen them on search network
they can potentially appear on display
as well.
So here I performed a search related
search in this instance.
See here we have a number of different advertisers
using the location extension.
There's also a fill out location extension
services designed to help people find stores
that sell your product.
They're designed for manufacturers
and you can choose from a list of retail
chains in the US.
So here we can see we can select
where our particular item is being
sold and this for the
extension to our.
Next we have price extensions which
are eligible to display on both desktop
and mobile devices
and they showcase your products
and services and they actually include
pricing details
and a later link through to the individual
product pages on your website.
Here we can see an example on mobile
and we can see we have these additional
details about the products that
are offered for this particular advertiser.
Then we have extensions.
This adds a link to download your mobile
app and the headline will continue to link
through to your Web site.
So here I've performed a search for pizza
delivery. And we can see that we have
this option to either click through on the headline
of the ad
or download the advertisers app
to our mobile device.
Finally we have review extensions
which include third party reviews along
with your ads.
They do include a link through to the review
website
and there are some requirements so they need
to be from a reputable third party source
than to be recent So published within the
last year. And they need to be accurate.
We can actually head in
and we can either use the paraphrased
or exact quote enter in the details
and then add this extension inside
Google AdWords.
So that's how you can use ad extensions
with your Google Adwords campaigns.
Tell me how you're using ad extensions.
Let me know and leave your tips in the comments
below.
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