How to Make Your Google AdWords Ads More Impactful Without Spending More

By groeder@hubspot.com (Gil Roeder)

Intro to Lead Gen

A simple question: would you rather have a bigger AdWords ad or a smaller AdWords ad for the same cost?

Of course the answer is obvious — when it comes to advertising bigger is always better. So how can you go about making your Google AdWords ads bigger for the same (or maybe even a lower) cost?

This is where ad extensions come in. In this article, we’ll review why these extensions are important, and how you can start incorporating them into your Google AdWords strategy.

What is a Google AdWords Ad Extension?

A Google AdWords ad extension is piece of additional content that expands your ads with additional information. There are many different types of extensions and they each offer different relevant information for potential customers to choose your business.

While most extensions require a little bit of setup, the additional work is worth it because in general you will see an improvement in the ads’ performance with respect to clicks, cost per click (CPC), page position, and ad rank.

Why You Should Use Ad Extensions

Ad extensions expand your existing ads by offering the reader more ways to interact with your company. They are appended to your ad and can offer additional pages on your site where the reader can find more or different information. They can highlight additional benefits to working with your company, e.g.: Free Shipping, 90 day return policy, Sale now in process. They can provide a phone number to call or a location site to visit. They can even point directly to a place to download your app.

In addition, using extensions can increase the click-through rate of your ads and even your conversion rate.

And using extensions will usually raise the ad rank of your ad which can result in a higher position on the page and a lower cost per click and higher likelihood of your ad being shown. As Google says “ad extensions typically improve click-through rate and overall campaign performance because they make ads more useful.”

What kinds of ad extensions are available?

There are many types of extensions available to you in Google AdWords:

  • Sitelink extensions
  • Call extensions
  • Location extensions
  • Callout extensions
  • Message extensions
  • Structured snippet extensions
  • Price extensions
  • Review extensions
  • App extensions

To help you find the best type for your company’s ad strategy, we’ll explore a few of the most useful extensions below.

Callout Extensions

To make your ads larger and provide useful information to your potential customers, consider the simple but powerful callout extension. Callout extensions add an additional line of text to your ad directly beneath the headline:

The text in a callout is limited to 25 characters, so you should try to keep the text short, specific, and compelling. You can set up callout extensions at the account, campaign, or ad group level. And you can schedule when you want the specific callouts to appear. You need to create at least …read more

Read more here:: hubspot

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