Managing an SEM campaign can be a headache if you aren’t familiar with the things you should be doing to help your potential customers get to the checkout line faster. That’s why in today’s blog, I’m going to outline one tactic and it’s many features that you can implement today to help your campaign.
Ad Extensions provide advertisers extra space to further explain the products they’re selling. This allows you to include more helpful information and clickable elements that direct customers to your site.
Ad Extensions are a great tactic because they eliminate wasted clicks in your campaign. This should be a focus with SEM campaigns, because you’re charged only when someone clicks on your ad. While there are a lot of different elements within Ad Extensions to choose from, if you’re strapped for time, here are some of the top extension features every campaign should have.
One of the first Ad Extensions features you should include are Sitelink Extensions. Sitelinks can take people to specific pages on your website. This helps improve the user experience as it takes someone who’s searching for your product to where they want to go quickly.
A potential customer would be more likely to leave after only spending a few moments on your page if they couldn’t find what they were looking for right away. This is where Sitelink Extensions help. When someone clicks your sitelinks, they skip right to what they want to know more information about or buy.
Now, let’s say that your goal is to get the phone ringing, here’s another Ad Extension feature that can help. Call Extensions give users the option to call your business by showing your phone number with your ad. This shows up as a clickable call button with your ad. This eliminates frustration that can occur when a potential customer is just looking for a phone number to call your business.
For example; if you own a floral business, you can run an advertisement promoting a special sale on a dozen roses with a call-to-action saying “Call Now.”
When a customer sees your ad and wants to place an order, they can call your business directly instead of trying to navigate the website. This is a great option if you want to drive phone calls to your business for a sale.
What if your business has some outstanding services that you want to callout? Well here’s a great Ad Extension feature you can use. The Callout Extension lets you include additional text with your search ads. Callout Extensions are more like bullet points and not complete sentences. However, you should still be as specific as you can when you’re adding these to your campaign.
As an example, an advertiser could add callouts that say “24-7 customer service.” That would be a better option than the vague “24-7” description. Being more specific tells the customers what exactly about your business would be 24-7.
Along with adding specific descriptions like callouts, you can add another Ad Extension feature that further shows your business’s different products and services. Price Extensions give a user a quick glance into what your services or products are. This can be helpful as you have the option to put your best products and services forward. By adding in Price Extensions, you increase the user experience by letting potential customers know ahead of time that your business can serve their needs.
If you don’t provide the service they’re looking for, they will be more likely to not click on your ad. This eliminates any wasted ad dollars that would be better served somewhere else.
Extensions, Extensions, Extensions
These are just a few of the Ad Extension features that are available for you to help get your customers to the checkout line as easily as possible. If your goal is to drive phone call orders, Call extensions would be the best extensions to use. If you want to show the different prices for your services, Price Extensions are the way to go.
It’s always a good practice to A/B test even with ad extensions to see what gives you the best results. However, there are other features that can help you depending on your business goals. If you’re interested in learning more about how a SEM campaign can help you, you can download our SEM Whitepaper, by filling out the form below.