Getting the Most Bang for Your Buck
Ad Extensions are an important part of PPC advertising. In all forms of online advertising, you have limited space in which you can sell your wares. Ad extensions extend the amount of space and characters you have and allow you to give your customers more detailed information about your products, or show reviews. So if you’re not using them, you’re wasting your own potential. Here we take a look at some statistics from Bing, the second largest PPC advertiser, on how effective ad Extensions can be.
Both Google and Bing agree that you should run ad extensions to make the most out of your PPC account. But the statistics recently put out by Bing make that fact even clearer. With a text ad with three ad extensions getting around 30% more CTR than an ad without.
So what options do you have in Bing Ads when it comes to ad extensions:
- Callouts – Maximum of 4 at one time.
- Sitelinks and ESL – Show relevant links to other pages on your site.
- Structured snippets – You can show 10 per category.
- Image – See below.
- Locations – Link to your location on Bing Maps.
- Application – If you have an application that customers can download.
- Review – Link to any online reviews you have.
- Call – A link to your phone number, or a forwarding number, that can be called on mobile devices.
- Price extensions – Display the prices of various products you have on offer.
These ad extensions will be similar to anywho who is familiar with running ads on AdWords, all apart from Image extensions. Image extensions give you 135 characters and the ability to show a small image when your ad is displayed. You have various different ratio and size options for your ads, giving you a fair amount of flexibility over what is displayed. These extensions may have been added as a result of Bing ads dropping the display advertising option from their PPC platform.
One best practice suggested by Bing is changing your ad extensions for your remarketing campaigns. Often people will create ad extensions when first setting up their account and then just leave them. But remember you can change them for each campaign. So changing them for different seasons, events or to focus on each ad group, is an excellent way of driving clicks.
Specifically, with remarketing lists, remember that these users have more knowledge of your site. So you can be more detailed on your ad extensions and offer links that go deeper into your website’s content.
Ad Extensions Takeaway
As with all advertising you need to refocus on your goals often. This is true of ad extensions too. Always circle them back to what you want your account to do. Remember that extensions are there to give users more context to your ads. So make sure that the context is used to them and makes them want to click. Finally, don’t just set them and leave them. Make sure you’re updating them from time to time too, just like you would with your ads. If you do that, you should have healthy ad extensions.
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Photo credit – Bottom: Pixabay