Previously, I have discussed why Google SEO is an important
task to complete prior to undertaking Google AdWords pay-per-click advertising
campaigns. If you were to watch Google AdWords tutorials themselves, they will
tell you that where you place in a search result on their system when doing
AdWords PPC advertising is a resulting combination of your bid price on a
keyword phrase combined with your Quality Score - and this is defined by them
as "useful information" to the consumer which means, in essence, how
much they like your site and its content.
There is a lot of competition these days to get to Page One
on a Google search engine paid search and to get there, you need to both outbid
others and Google needs to like your site in relation to the end-user keyword
phrase searching being done through their search engine.
As you learn more about using Google AdWords to promote your
business, you will also learn about their "Google Ad Extension"
features which, if you implement them for your promotional ads, will increase
your quality score and will give your site a stronger argument in Google's eyes
for getting to Page One of a Google paid search.
Why will "Google Extensions" help your score? This
is due to the fact that by using these extensions, you are helping to target
more "relevant search content" for the Google search user - and
Google likes that. So, let’s dig a little deeper into these extensions and how
to use them for your Google AdWords ad placements.
Once you login to the Google AdWords environment and view
the initial "Dashboard" screen, You will see on the left side of your
screen a menu option titled "Ads and Extensions". Clicking on that
menu option brings you to this section of the Google AdWords system where
across the top, you will see three options: Ads, Extensions and More. Click on
the Extensions tab.
In the centre of the Extensions screen, you will see a
"+ - Create Ad Extension" button. Clicking that button opens up a
popup window containing different types of Ad extensions. Let's go down the
list of these to discuss what they do for your ads. Note: verbiage below comes
directly from Google Help pages.
Location extensions
Encourage people to visit your business by showing your
location, a call button, and a link to your business details page-which can
include your hours, photos of your business, and directions to get there. If
you want customers to visit your business location but to call a centralized
line (rather than specific locations' numbers), use call extensions with your
location extensions.
Affiliate location extensions
Help people find retail chain stores that sell your
products.
Callout extensions
Add additional text to your ad, like "free
delivery" or "24/7 customer support." Callouts can be used to
encourage people to convert offline.
Call extensions
Encourage people to call your business by adding a phone
number or call button to your ads.
Message extensions
Encourage people to send you text messages from your ad.
Available globally at the campaign or ad group levels.
Sitelink extensions
Link people directly to specific pages of your website (like
"hours" and "order now"). Google will display up to 8 of
these within the framework of an ad. A great way to improve your site's Quality
Score.
Structured snippet extensions
Showcase information potential customers will find most
valuable by selecting a predefined header (like, product or service category)
and listing items.
Price extensions
Showcase your services or product categories with their
prices, so that people can browse your products right from your ad.
Review extensions
Add quotes or rankings from published sources.
App extensions
Encourage people to download your app. Available globally
for Android and iOS mobile devices, including tablets.
In summary, as you build your Ad Groups and sales campaigns
within the Google AdWords system, using the ad extensions described above will
help you to show better within Google search engine results and will help you
fare better against similar ad purchasing competitors who are not using
extensions. In fact, Google mentions in their Help documentation that in
certain instances, they will place your add in a search result above a
competitor's even if there's was the lower keyword phrase bid and your ad will
place at the lower bid price per click instead of your own, thus saving you
some advertising expense.
By Dan Grijzenhout - Article Source: EzineArticles.com/9784662
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