Ad Extensions at the Ad Group Level – Google AdWords and Bing Ads

April 11th, 2016 by Molly Rod

BLOG-ad-extensions-at-ad-group-levelThere is no question that ad extensions are critical to the success of any search campaign. Extensions provide additional information about a product or service, capture more real estate on the search engine results page, and set your ad apart from the competition. All too often Google AdWords and Bing Ads PPC accounts include one set of extensions across the entire account and miss the opportunity to get creative with site links, call outs, and structured snippets. Creating these extensions at the ad group level will further tailor your message to the search query and make your ad even more relevant!

Site Link extensions (available on Google AdWords and Bing Ads) offer additional links for customers to click on. While the more general “Contact Us”, “Directions”, and “About Us” site links are necessary to include in the account, more specific ad groups may benefit from the use of tailored site links. For example, an ad group designated to blue sweatshirts could include site links to Men’s, Women’s, and Youth Blue Sweatshirts. Offering these extra links related to the search query could give the searcher more options to find a more relevant page.

Call Out extensions (available on Google AdWords and coming to Bing Ads sometime in 2016) provide an additional line of text and are a great way to reach your customers. Let’s revisit the blue sweatshirts example. While the account may be using more general call outs like “Satisfaction Guaranteed” and “Free Shipping”, we can get more specific for the blue sweatshirts ad group. “10% Off Blue Sweatshirts”, “15 Different Shades” and “Super Soft & Durable” will give the customer more information about the specific product and may make them more likely to click on your ad.

Structured snippets (available on Google AdWords) are currently only available in a few headings. If applicable to the business, this extension can allow an additional line or two of text to show with your ad. Account wide, you can use a snippet similar to “Types: Sweatshirts, T-shirts, Jackets, Long Sleeve Tops”. However at the ad group level, an ad for blue sweatshirts will not make much sense with such a general snippet. Instead, “Types: Hoodies, Pullovers, Crewnecks, Zip-Ups” would be more relevant to the search query and would increase the effectiveness of your ad.

Image extensions (available on Bing Ads) are a new way to add a visual component to your ads. Showing an image of a blue sweatshirt next to your text ad can really attract attention.

Using site link extensions, call out extensions and structured snippets creatively can increase the impact of your extensions strategy by making your ads more specific to search queries and increasing the relevancy of your ads. Get the most out of this extra space on the SERP and continue setting yourself apart from your competitors!

Google AdWords and the Countdown Widget

January 19th, 2015 by Kelly Levine

BLOG-CountdownWidgetDo you run time-sensitive promotions on your website? Wouldn’t it be great to have a way to automate your Google AdWords text ads to match the dates of your current promotion? Well, there is!

Over the next few weeks, a new feature called the Countdown Widget will be rolling out across Google AdWords accounts.  As you create a text ad, simply type in {= and you will see a window appear, which will allow you to input a Countdown End Date and time, as well as how many days until the Countdown ends. You can also set the Time Zone and Languages to target specific viewers.

Once you have entered your countdown information, you will be able to preview your AdWords ad before setting it as active.

Example:  You are running a sale on red roses for Valentine’s Day. Your sale starts February 1, 2015 at 1PM, and the ends February 13, 2015 at 6PM.

The Google AdWords Countdown Widget allows you to create an ad that will let customers know how many days they have left to take advantage of your sale! If your customers see your ad four days before the end of your sale, your ad text will reflect that there are four days left of the sale.

To get started, go to your Ads tab in AdWords, and create a new ad. To create a text ad description line that includes this information, simply type “Hurry, Sale Ends in {=” Once you type {=, just enter the date and time your countdown ends, then the number of days you have before the countdown end date. Your text ad will automatically count down as time passes!

Would you like help using this feature, or any other tools that AdWords offers? Contact a proven PPC agency like JumpFly today! We love to help people achieve and exceed their advertising goals!

Callout Extensions: A Great Way to Enhance Your Ads

October 20th, 2014 by Charlotte Catsadimas

BLOG-calloutsLast month Google announced callout extensions, a new type of ad extension in AdWords. The callout ad extension allows advertisers to include additional text that provides details about their website, before potential customers even click an ad. Businesses can draw attention to specific products and services they offer, such as free shipping, price matching or anything else that might make them stand out from competitors. Callouts appear below text ads and can also be shown with other ad extensions.

Google requires a minimum of two callout extensions per account, campaign or ad group. However, they do suggest creating four callouts per level to ensure as many callouts as possible are available to show with the ad.

With a little PPC management, callout extensions are updated very easily. For example, you can keep your special offers and sales current without having to create or edit text ads. And unlike text ads, if you edit callouts, you won’t reset any of the performance statistics!

Comprehensive reports allow you to see the number of clicks on your ad when the callouts appeared at the campaign, ad group or ad levels. They can also be scheduled, allowing you to select the day or time callouts show. The reporting and scheduling features are available from the Ad extensions tab.

There are some best practices to keep in mind. Google has discovered that ads using sentence capitalization perform better than those with title capitalization. For example: “Free shipping” vs. “Free Shipping”. In addition, callouts may have a maximum of 25 characters, but Google recommends keeping text short, using a maximum of 12-15 characters. Callouts should be like a bullet point, using specific details to help customers decide whether or not your website is the one they are looking for.

Callouts started rolling out September 3rd, and should now be available to all AdWords accounts. Take advantage of this valuable, additional ad real estate.