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The Daily Stream

Advertising News for the New Media

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How To Use Ad Extensions To Improve Your Ad Rank

November 18, 2013 // By: Stream Companies

To further improve their ad opportunities, and provide customers with more useful search results, Google recently added a new metric to AdWords, called Ad Rank: a calculation based on the combination of Quality Score and the amount you bid on a given keyword.

In the past, a high quality score and a measured bid was all you needed to achieve suitable, average positioning for your advertisements.  Now, the impact of your ad extensions and formats is also measured in determining Ad Rank – providing an easy way to drive more traffic at a lower average cost-per-click for your selected keywords.

Before, using extensions was primarily beneficial as a means of increasing the density of information included in an ad for conversion purposes (leads); now, it is directly associated with the ranking algorithm used to determine how and where your ad appears within a relevant Google search.

This is also useful to PPC specialists, their clients and potential clients, as the extensions (sitelinks, call extensions, location extensions, etc.) provide an excellent supplement of additional information within the ad itself – offering the prospective customer with more reasons to click the ad to learn more about a business. It’s a win-win-win!

Another upgrade in ad extensions is the capability for businesses to provide new information like reviews and awards in their ads. And since Google is rewarding advertisers with better positioning for providing more information about their business, there’s never been a better opportunity to show customers why you’re the right choice, and showcase your business’s competitive advantage.

Now, obviously you may have already known about the new upgrades and the importance of including extensions in your ads, so this blog post thus far may simply be reinforcing the benefits of doing so. But what you may not have known is it doesn’t end with the implementation of extensions, it’s about having them done properly - specifically, sitelinks and call extensions.

  • Sitelinks: Let’s say you own a high-end steakhouse.  A potential customer may see you have a sitelink labeled “top notch steaks,” but they don’t click because the description is too vague and they’re not totally sold on what exactly makes your streaks ‘’top notch.”  With sitelink descriptions, you can provide the additional, creative information new customers may be looking for when considering your business.
    • For example, “Top notch steaks: aged porterhouse cooked to perfection,” provides the search user with more engaging and meaningful details.

  • Call Extensions: One of the most commonly used extensions are call extensions. A common mistake made when implementing this type of extension is not keeping your business hours in mind.  What good is it if a customer calls and you’re not open? That could potentially result in your prospect moving on to connect with one of your competitors.
    • Fortunately, Google allows you to disable call extensions during off-hours, and instead, show another extension during that time, such as your location, customer reviews or relevant sitelinks.

With AdWords, success is in the details. It’s never enough to just have site extensions or call extensions; you have to tailor everything to your target audience and their needs. This is where data becomes critical, allowing you to effectively analyze and optimize your ads to generate more, high-quality leads and customers.

Ready to clean up your ads and make them work harder for you? Click here to download our free eBook where you’ll learn the most common and costly PPC advertising mistakes… and how to avoid them!


Topics: Advertising (general), Advertising Trends, digital advertising, display ads, google, Google Ad Rank, Google Adwords, Marketing tips, Pay-Per-Click, PPC, ppc, PPC 101, PPC Basics, PPC Secrets