Skip to main content

MKTG 349 Week 6- Benefits of Ad Extensions for Google Search Campaigns

A Google text ad is a window into your business. An ad shows what is being offered. Ad extensions allow advertisers to incorporate additional information into an ad. Using ad extensions provides benefits such as increased visibility, cost, and better-qualified leads.


Ad extensions increase ad visibility. In “The 10 Best Google Ad Extensions You Should Be Using”, Neil Patel discusses the benefits of ad extensions. Ad extensions have the potential of expanding ad space on a search page. In the example below, the Macy’s shoe ad is an average text ad. In comparison, the Shoe Carnival ad takes up more space on the search page. The Shoe Carnival ad used sitelink extensions that expanded the size of the text ad. Ad extensions create larger advertisements.



Include relevant ad extensions at no extra cost. According to Google Ads Help's article “About Assets", an ad with any ad extensions will be charged using cost-per-click (CPC). The advertiser will only pay when an individual clicks on any part of the advertisement. In the Shoe Carnival example, the advertiser will pay only once when an individual clicks on the ad or one of the extensions. Clicking any ad’s asset will be charged as usual using CPC.


Ad extensions produce higher-quality leads. Patel describes ad extensions as creating high-quality leads. Ad extensions provide a Google user with more information about a product or service. The information in the ad extension shows the individual what to expect on the landing page. Ad extensions can improve an ad’s click-through rate (CTR) because users are provided with more information. 


Three benefits of ad extensions include better visibility, no extra cost, and increased high-quality leads. Ads with ad extensions provide relevant information that improves CTR. Ad extensions require no additional fees. By using ad extensions, ads can increase their visibility. Overall, ad extensions can improve ad performance.


References: 

“About Assets.” Google Ads Help, Google, 2022, https://support.google.com/google-ads/answer/7331111?visit_id=638054259912478844-1160782501&rd=1#zippy=.  


Patel, Neil. “The 10 Best Google Ad Extensions You Should Be Using.” Neil Patel, 3 Mar. 2022, https://neilpatel.com/blog/essential-adwords-extensions/. 

Labels:

Comments

Post a Comment

Popular posts from this blog

MKTG 347 Week 2- Engaging An Audience Through Social Media Marketing

Social media marketing is an overwhelming endeavor. Individuals can get lost in a pile of marketing terms, missing the key points of social media marketing. To understand social media marketing, focus on the basics. Engaging an audience through social media marketing requires an understanding of the audience, attention, and monitoring.  Identifying the audience of the product or service helps with engagement. According to Introduction to Social Media Marketing , there are two broad audience categories: business to consumer (B2C) and business to business (B2B). B2C focuses on the consumer. For example, Target’s primary consumers are individuals. B2B’s audience is another business.  B2B entails a longer sales cycle, more content, and more research than B2C. The type of audience impacts the approach taken to engage an audience through social media.  Gaining the audience’s attention is a goal of social media marketing. To attract an audience, social media utilizes promotional...
Post a Comment
Read more

MKTG 349 Week 7- Adapt to AI

Artificial intelligence (AI) has become embedded into everyday life. AI is used for everything from displaying the best Google Search ads to creating works of art with a few phrases in DALL·E 2 . Individuals are exploring the continuously evolving AI through different means. The first level of responding to AI is adapting. The adaptation level requires developing habits and awareness through research. In Todd Kelsey’s Surfing the Tsunami , the author explores how to adapt to AI. After developing some interest in AI, individuals can start taking an active approach at the adapt level. Developing habits, such as setting aside time to research AI, is an active approach. To build a habit of researching, individuals can set reminders on a Google calendar or their phone to read an article or book about AI. Adapting to AI requires a habit of researching. Developing an awareness of AI helps individuals understand the importance of AI. Kelsey suggests investing time in reading the news. With AI...
Post a Comment
Read more

MKTG 349 Week 6- Google Ads Search Campaign’s Universal Ad Extensions

Google Ads offer a variety of ad extensions to add additional information to an ad. The ad extensions an advertiser chooses are based on goals. A few goal-specific ad extensions are location, call, app, and price assets. With numerous ad extension options, advertisers can be overwhelmed. In “Google Ads Tutorials: Ads & Extensions” , Google Ads identify callouts, sitelinks, and structured snippet ad extensions that can be universally used for all marketing objectives. Callout ad extensions can increase the performance of an ad. In Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners , Todd Kelsey describes the beneficial ad extensions. Callout extensions add value propositions or unique qualities of the business to an ad. A callout can include phrases such as low prices or free shipping. For example, L.L. Bean lists a return policy in their callout extension. Callout extensions provide users with unique business information. Text ads can include siteli...
Post a Comment
Read more