Mark McDowell

General Manager

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Google AdWords: 6 Ad Extensions To Improve Your ROI Today

Google AdWords: 6 Ad Extensions To Improve Your ROI Today

What Are Ad Extensions?

Ad extensions are clever add-ons from Google to help your text ads stand out from the rest of the other ads displaying on the first page of Google. I mean it’s all text right? It is a no-brainer to utilise these extensions every time you create an ad based on your campaign’s objectives, yet, advertisers sometimes underestimate their usefulness.

If you’re achieving top 3 positions within your keyword auctions, you want to enable Ad Extensions to ensure you capitalise on this premium space.

There are two groups of Ad Extensions currently offered by Google:

  1. Manual Extensions
  2. Automated Extensions

Automated Extensions will be automatically generated and inserted into your ads by Google and we have no control over how it will be shown except for Dynamic Structured Snippet Extensions, which we will cover in another post.

The other extension type is Manual Extensions, where you can take charge of their features such as: how the extensions will appear, when are they going to appear, text format you’d like them to appear in, and which landing pages you want to redirect your audiences to?

The effectiveness of including ad extensions into your ads can not be overstated. Let me walk you through how adding a few tweaks to your campaigns or ad groups will dramatically improve your Return On Investment (ROI) and overall advertising performance.

Why Should We Use Them?

In the ideal world of digital advertising, the holy grail of all metrics that defines campaign performance is (or should be) a “Conversion.” Your odds of getting conversions are significantly improved as your clicks and click-through-rate (CTR) are higher and that’s where ad extensions come in. Each extension is engineered for a specific purpose, each to make your ads distinctive and useful to visitors. Including well-refined ad extensions will increase your CTR and increase the possibility to generate more conversions and maximise your ROI.

Here are all of the Manual Extensions currently available at your disposal.

What Are They?

Sitelink Extensions

Sitelink extensions could be the most widely used of all extensions as it is easy to setup, straight-forward, and trackable. Most Google AdWords advertisers favour the extension mainly because it gives their ads extra text space and the ability to redirect audiences to designated landing pages. The extra text space will increase CTR by showing sub-messages visitors might be looking for. Since you can include up to four sitelinks, the chances that the visitor will click at either your ads or one of your four extensions increase fourfold depending on if visitors like what they see in your ads or not. Sitelink extensions also improve the consistency between the ad and the landing page, since you can customise the URL you want to take visitors from the sitelink extension to.

Google-AdWords-Site-Link-Extension

Call-out Extension

Another extension that will give you another 25 descriptive characters to be included into your ads. I find them useful when used in conjunction with statistic and number. The extension is also useful for temporary promotions as it can be scheduled to turn on and off automatically. This will be shown three extensions at a time and will entice visitors to click on your ads when they see that ongoing promotion you included in your ads.

Google-AdWords-Call-Out-Extension

Call Extension

This extension is exactly what its name implies. Visitors click on a phone button and the extension will automatically call the provided phone number. This extension will only shown on devices capable of making calls and each call click will be charged the same as a standard text ad. This is useful for busy visitors who instead of clicking to learn more about your products, call you and get the information they need. You can schedule this extension to show only on a certain time (only shown during your business hours) to make sure every call you receive will be answered. According to Google, “call extensions have typically increased clickthrough rate by 6-8%” and you can also count those calls as conversions.

Google-AdWords-Call-Extension

Location Extension

Location extension can be linked to your Google My Business account or you can add new addresses manually. This is designed for physical businesses that want to encourage visitors to visit their stores and even better, target your ads around your business area for people who are in the immediate presence of your shops. Google also claims that ads those adopt the extension see a “10% boost in clickthrough rate” on average.

Google-AdWords-Location-Extension

Review Extension

The extension let you use reviews from credible sources to be included in your ads to establish your credibility. There are some restrictions in review extensions making it a bit difficult to manoeuvre, but the core principles are to use the same tone and content of the review as the original source page and the review must be less than 12 months old. By creating your ad’s credibility, users are more likely to click on your ads, spend more time on your website and lead to more conversions.

Google-AdWords-Review-Extension

App Extension

This extension lets visitors either click on ad headline and be sent to your website or click on app extension to be sent to either Google Play or the Apple App Store to download your app. It will automatically show apps for detected devices. For an example, if an app extension is for mobile devices, people who are using tablet will not see the extension. The extension also gives you a better customisation by specify which device you want to target and schedule start and end dates.

Google-AdWords-App-Extension

Mark McDowell

General Manager

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6 of the Most Common Questions Digital Agencies get Asked

If you aren’t currently advertising online your business is most likely going to fail within the year of now. Traditional Marketing managers are running scared because they don’t understand the ability to measure Return-on-Investment accurately enough through digital platforms such as Google Analytics and they do not bother. They would rather allow their companies to sit in the dark ages than succumb to progression. We’re hoping this isn’t you.

If this is old news for you, this should be a good refresher. As a Digital Campaign Manager, I’ve gathered some enquiries that I am frequently asked from the clients and I’d like to share them with you below.

What is Digital Marketing?

The marketing promotion of products via one or more forms of electronic media in order to reach and convert traffic into paying customers.

The main medium of digital marketing is the Internet, where marketers can target specific audiences, to evaluate quantitatively and qualitatively, campaign performance. This enables them to calculate revenue acquired online, in-store, or as a lead.

Digital marketing activities include Search Engine Optimisation (SEO), Pay-per-Click (PPC), Content Marketing, Social Media, Email, Video Advertising with more formats coming into play on a yearly basis. Have you heard of “Native Advertising”? From my experience, integrating these channels is the most effective way to pursue your business’s objectives. Each channel plays a part in the path-to-purchase for the end consumer.

path to purchase
Google Insights

For instance, a user may see a display banner to become aware of the brand, later then see a billboard for the product that the brand offers. Which sparks interest for the consumer who proceeds to perform a search for the product before being remarketed to driving them to make a payment online at the store.

What is SEO? And does my business need it?

Search Engine Optimisation (SEO) is the process of improving a website’s visibility on the organic — also known as ‘unpaid’– Search Engine Result Pages (SERPs). In other words, it is the process of how to improve your website to appear in the better rank on SERPs when someone searches for the keywords that relate to your business. Higher ranking implies you are more trustworthy and relevant to what they are looking for. It is proven that companies generate the most revenue by ranking at the top since that’s where people look first and assume you are the “authority” of your industry since your website is located there. It is essential for those businesses offering intangible products such as hotel and spas where competition is high especially within Bangkok, Thailand and other tourist based areas.

Two main steps of SEO are Onsite and Offsite work. Onsite SEO refers to the actions made on your website such as coding, on-page content including keywords, website speed improvement, meta tags and sitemaps. With Offsite, recommended to start after Onsite is done, includes acquiring backlinks to your website from other relevant websites to improve your domain and page authority. Think of it as votes from other websites saying “Hey, these guys are good, I’m going to link to you” to Google.

Another important consideration is deep Keyword Research and is the foundation of any good SEO strategy because it helps you become relevant for the most popular search terms for your industry.

How long does it take to see a result from SEO?

SEO is a long-term process. It takes anywhere between 4 to 12 months from onsite SEO to affect your website’s performance on SERPs. Yet, the ranking can be fluctuate during this time due to many factors such as competition and Google algorithm updates.

What is Content Marketing?

If you don’t want to sound hard-selling on your ad, content marketing is your answer. Content Marketing is a form of promoting your brand through contents such as articles, blog posts, infographics, videos, reports and email subscription. It builds brand awareness among your targeted audience and drives higher brand loyalty among your existing customers.

As for platforms to publish your content. If your brand has a website, your Blog page can be one. WordPress is highly recommended as it is Google-friendly in regards to SEO. You can also post content on Google+, Twitter, YouTube, Facebook and other social networks as well. Further to this are content discovery platforms such as Outbrain.com

What is a CPC Campaign?

Cost-Per-Click (CPC) is an online marketing method that allows the advertiser to pay when user clicks on your ad. CPC is an effective way to advertise your product/service on your website with a monitorable budget, with the ability to target on specific audience groups. CPC campaigns can improve your business’s market awareness and increase number of valid leads and customers, as your ad will appear on your targeted group’s SERPs, by offering you advertising space based on the budget of the campaign.

What is the most effective way to do digital marketing?

Each industry is different, and so are the the different channels your business could be on. To put your business in the best possible position to drive amazing results would be to integrate the channels that your target audience engages with the most on the devices they use the most before making a purchasing decision. Integrating these online channels, testing, refining and growing the campaigns based on positive ROI performance is the best way forward.