Extensions are a fantastic way to improve your click-through rate on your sponsored search ads. If you’re running a PPC campaign, don’t be afraid to make use of Google’s ad extensions as they can really make your ad stand out from the crowd and give searchers extra reasons to click through to your site. As your CTR improves, your Quality Score will increase and your cost per click will be lower, saving you money.
If you haven’t used ad extensions before and are looking for ways to increase CTR and conversions, I highly recommend trying all of them at least once. You might be surprised to see your CTR and conversions increase significantly so it’s definitely worth experimenting with as you’ve got nothing to lose.
No idea which ones to start with? Here are the top five ad extensions that you should be using in your PPC ad campaign:
1. Review Extensions
Google announced review extensions at the end of June. They allow you to add testimonials into your ads. Customer reviews have always helped add credibility and convey a sense of excellence.
This a great way to demonstrate your business’ proven track record and can help potential customers feel more comfortable buying from you. In addition, it converts into clicks and potential sales better than traditional ads.
2. Image Extensions
Another set of great extensions announced in June by Google AdWord are the Image Extensions that allow you to feature images right into your ads and create a visual, more engaging experience. Although this feature is still in beta, results so far have shown a 10-20% increase in click-through rate.
Google feels that images and visual elements can convey details that text ads might not, such as colours and designs. To get into the beta, simply fill out this form to request an invite.
3. Social annotations
These extensions allow you to offer social proof in your ads, but demonstrating how many Google+ followers you have.
Last year, Google reported that marketers using Social annotations have seen increases of up to 20% click-through rate. So, if you have a considerable number of followers on Google+, it’s worth trying out this extension. Before you do, make sure you’re active on Google+ and only share high quality content that your audience likes, comments on and shares.
4. Seller ratings
This wonderful and effective extension allows you to show your online business ratings in your ad. Here’s an example of how it looks:
A (close to) five star rating is proof of your excellent products or services and support. It lets potential customers know that you are well rated by your former or current customers which will inspire trust, thus increasing the chances your ad will be clicked. Only use this extension if you’re confident you actually provide excellent support to your customers.
5. Sitelinks extensions
This is another good extension that you can use to promote more pages from your site in your PPC ad.
What’s great about it is that it makes it easier for searchers to go directly to the page on your site they’re interested in. For example, they might want to go directly to your Menu page or to your contact page.
Not all extensions will be suitable for everyone, but by experimenting with the options available you should be able to find at least one that works for you.
Guest article by Alex Gavril, part of the 123-reg blogging team. The company offers a range of services including domain names, web hosting and pay per click management.