Ad Extensions Flashcards
Can you apply ‘ad extensions’ at the adgroup level, as opposed to just at campaign level?
Yes!
within your campaign, >Ad Extensions tab,
In the extensions area there are two tabs: campaign | adgroup, choose the relevant level THEN >+ EXTENSION. If you have selected ‘adgroup’ tab, you can then select one or more adgroup in your campaign to apply the ad extension to.
‘Call Extensions’ :
How do you edit the schedule for an existing ‘call extension’, i.e. the days and times the call extension will be displayed on your ads?
Easy in new adwords.
- select desired campaign (or not if looking at global extensions);
- Left menu>ads and extensions
- Horizontal menu>extensions
- Filter to show desired extension type
- click pencil next to extension to edit
Ad Extensions create more ***** to click your ad
Reasons
Ad extensions tend to improve your ad’s visibility.
If two competing ads have the same bid and ***** , then the ad with greater expected impact from extensions will generally appear in a higher ad position than the other.
(They used to typically appear above the search results, rather than along the sidebar - but G no longer runs sidebar ads)
quality.
So although the extensions aren’t part of the quality score, in reality they are when it comes to competing with the top slots.
Google is all about relevancy for the user - hence if they feel extensions implemented on your ad will improve the user’s experience, then you can have an edge over a competitor if google decides to consequently give your ad a higher position.
Callout Extensions
You’ll need to create a minimum of * callouts per account, campaign or ad group for your ad to be eligible to show with callouts.
Google recommends you create the max number available, * per level to ensure that as many callouts as possible are available to show with your ad.
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Callout Extensions:
What 3 factors decide how many of your designated callouts appear, and whether a callout will show for your ad?
G as ever will be considering user experience, asking whether users will benefit from seeing the extension?
- how they perform - CTR - RE: yes this makes sense, G will show the ones that work, and also they will compare with your competitors, so important to optimise callouts.
- length of callout - G advices to keep them short and snappy - for the user experience, but also because G can show more callouts if the average length of each is smaller;
- order of your callouts - I can’t find any evidence for this at the mo - Google appear to pick and show the callouts they want irrespective of the order you put them in.
Viz Length, trying to keep it short and snappy, like a crocs snap, it gets your attention. As ever, CTR.
Callout Extensions:
What is the character limit, including spaces, for each call out?
A: 25
Mnem: kneel to call out (theatrical)
What are the 3 ad extensions that focus on additional ad copy?
- sitelinks
Viz site links by way of a linked fence, that’s pulsating, surrounding the other two extensions. - callouts
person kneeling down (25 characters) and calling out!
merge with viz for 3 factors for showing call outs (rep #6) - croc. - structured snippets
viz: scaffolding, scissors slip away awning
Seller ratings and Reviews are both Ad Extensions? Which one is manual and which one an automated extension?
Reviews is manual - so i have more control in setting this up and having something displayed.
What is a ‘structured snippet’ ad extension, what does it do?
It comprises a title (header) and two or more entries giving visitors a preview of the nature and range of your products before they click on your ad.
They provide a context on the nature and variety of your products and services.
Eg products, genres , types, styles, colours, sizes
Do ‘ad extensions’ show in the ads bottom of the page?
Yes - i can see my ‘site links’ and ‘call outs’ running.
2016 March - my structured snippet was being disapproved. I thought their policy was turning the ad extension down due some issues with using the wrong header. Style: classic, modern, funky soul and disco, rock and pop.
This seemed like the perfect structured snippet for me. What in fact was the problem?
The and was the problem. This character is clearly not allowed as the ad extension was approved having changed to “and” instead.
You need at least ** sitelink extensions (for desktop), and at least ** sitelink extension (for mobile) for the sitelinks to appear in the ad.
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The number of sitelinks that can appear are different depending on where people see the ad:
Desktop: Your ad can show up to ** sitelinks. Sitelinks may appear on the same line or fill up to two lines of your ad.
Mobile: Your ad can show up to ** sitelinks. These sitelinks appear side-by-side on a single line in a **** format.
People can swipe left or right on the ** to browse your various sitelinks.
Video campaigns: sitelinks will show here too.
Up to 6 on DT
Up to 8 on mobile
carousel format
carousel
If your ad appears in the very top position, your sitelinks are eligible to show in a prominent row, with only one sitelink on each line.
How does G charge your for sitelinks in Search Camps?
Sitelink extensions are free to add – you’re only charged for clicks from people viewing your ad.
The cost of a click on a sitelink equals the cost of a click on the headline in the same ad. In other words, you’ll be charged the same amount no matter which link in the same ad – the landing page or a sitelink – that someone clicks.
Sitelinks offer more opportunities for your customers to click on and within your ad, but you won’t be charged for more than two clicks per ad impression.
However, if someone quickly clicks on more than one link while viewing an ad, this gets treated as a duplicate or invalid click and you won’t get charged.
