How to Use Google AdWords Ad Extensions to Improve Your Ad Rank

By Laura Kimball | Ad Management

Nov 13

Why should you use Ad Extensions? You have probably heard several weeks ago that Google added Ad Extensions and Formats as part of their ad rank which now makes it essential for you to implement extensions as part of your campaigns. Winning an ad placement went from Quality Score + Bid = WIN to Quality Score + Bid + Impact of Extensions = WIN.

Google AdWords Ad Ranking

So where do you start? You need to create a variety of extensions in your campaigns and Google will pick which ones to use depending on what they believe will have the most impact. Keep in mind not all positions will include an extension, typically only above search results which tend to have a higher CPC to begin with.

First here is a breakdown of Ad Extensions:

Locations: You can link a Google Places address or create an address manually.

Call: Add a phone number for your campaign or ad group. You can also select all devices, Desktop and tablets, or Mobile devices only. If you want to use call reporting you must use a Google Forwarding Number(Google Voice).

This feature is currently only available in U.S., U.K., France, and Germany.

Sitelinks: You can create up to 20 custom links by defining the link text and destination.

Example:  Home, Stores, On Sale, Support, Products, About Us

Social: Add a Google + page.

Dynamic Search: This extension uses your website content to target your ads.

Apps: Target either Google Play or Apple App Store to promote your application.

Review: Promote third party review links.

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What does Google like to see? You can create any combination of the above extensions and simply add them to a campaign or ad group. Google will decide which extension to display based on what they feel is relevant and will produce the highest click-through-rate.

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About the Author

Laura Kimball is the CEO of Click Measure Media. She combines internet marketing with software development expertise to deliver PPC automation tools designed to save ad buyers time and money managing their campaigns. Follow on Twitter, Google+ or LinkedIn

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