This is one improvement you can make straight away – and if you’re already doing it, read on for a way to do it better.
If you’re not familiar with them, these are extra rows of text and info that you can enable for your text ads, making them bigger, more compelling, and frankly, better.
Everything highlighted in these ads comes from ad extensions…
Unsurprisingly, an ad that’s been ‘pimped up’ with extensions can expect a much higher click through rate and – if you use them smartly – a better conversion rate too.
Extensions are totally free…. you just have to enable them and add the details.
There are quite a few types available – this list covers most of them.
Here are the most important ones to put in place – in order of priority:
- sitelink extensions (with extra links to inner pages of your site). Do add the optional ‘description’ to these
- callout extensions (extra text for adding more features / benefits / calls to action)
- structured snippets (a list of what you offer)
and – if you are a local business – location extensions
There are more… but get these in place and you’ll be glad you did!
If you’re already using ad extensions… go through your extensions by ad group and check the ‘Association View’.
Are extensions applied at the campaign or account level? If so, could they be made more specific to the ad group…?
Yes, Amazon have a lot of products to cover, but really… ‘Prime Instant Video’ extension on an ad for de-icer…?
If this is you, it’s time to get granular!