AW - Enhance your ad with extensions

Question 1

Ad extensions create more reasons to click your ad

What do these factors create?

Improved visibility:
Better return on investment:

Answer 1

Improved visibility: Ad extensions tend to improve your ad’s visibility. They often appear above the search results, rather than along the sidebar

Better return on investment: Extensions can help improve the clickthrough rate (CTR) of your ads. More clicks means more customer traffic.

Question 2

What ad extensions cost

Answer 2

There’s no cost to add extensions to your campaign, but you’re charged as usual for clicks on your ad, as well as for certain interactions that extensions provide

Question 3

Where extensions can be shown

Answer 3

Ad extensions appear with ads on the Search network, and depending on the extension might also appear with ads on the Display network.

Question 4

What columns on the Ad extensions tab show:

Answer 4

Status
Clicks
Impressions
Clickthrough rate (CTR):
Cost
Avg. position
Avg. cost-per-click

Question 5

What call extensions do

Answer 5

Encourage calls to your business by showing a phone number with your ad.
Display a clickable call button with your ad (on high-end mobile devices).
Cost the same as a headline click (a standard CPC).

Question 6

Call extensions have typically increased clickthrough rate by

Answer 6

6-8%.

Question 7

By default, call extensions can show on any browser. You can target specific devices in two ways:

1. Give preference to mobile phones.
2. Specify device targeting when you create a campaign.

Answer 7

Give preference to mobile phones. Just check the “Mobile” box next to “Device preference” when you create or edit your call extension. This limits the call extension to show on ads on mobile phones, when possible.
Specify device targeting when you create a campaign. As you create a campaign, choose Edit next to “Show this extension on all devices.” Then choose “Desktop and tablet devices only,” or “Mobile devices only.” “Mobile devices only” gives preference to mobile phones.

Question 8

When you give preference to mobile phones, your call extension will be less likely to show on

Answer 8

on desktop and laptop computers.

Question 9

Advertising Policies

Answer 9

Vanity numbers, premium numbers, and fax numbers aren’t acceptable numbers for call extensions

Question 10

Call extensions on the Display Network

Call extensions you add to Display Network campaigns have what two limited features.

Answer 10

Display Network call extensions show only on high-end mobile phones (not on desktops, laptops, or tablets).
Display Network call extensions can’t be used with Google forwarding numbers (you’ll need to add call extensions to a Search Network campaign to count calls as conversions).

Question 11

Call extensions can be used with toll-free, standard, mobile, shared-cost, or non-standard cost numbers.

Answer 11

Shared cost phone numbers use a billing method where calls to an international phone number are partially paid for by the recipient.
Non-standard cost numbers may not be included in a typical phone plan, so additional charges may apply.

If you use a shared-cost or non-standard cost number with your call extension, when people click the call button a disclaimer will appear saying that additional charges may apply.

Question 12

Using call extensions with location extension provides what

Answer 12

Location extensions can show a “Call” button as well as a “Get directions” link.
When you enable location extensions and call extensions for the same ad, AdWords uses your address from your location extension and your phone number from your call extension.

For the best mix of local targeting and broader reach, it’s a good idea to enable both location extensions and call extensions on your ads.

Question 13

Use call extensions by themselves if you have a national service center, or if you don’t have a

Answer 13

a brick-and-mortar storefront.

Question 14

Call extensions

What’s the policy?

Answer 14

1. Accurate phone numbers
2. No fax numbers
3. Domestic phone numbers only
4. No premium numbers:don’t allow any premium numbers where people have to pay additional charges (900 or 871 numbers)
5. No vanity numbers: 1800-EXAMPLE
6. Use a voicemail - should have an active voicemail

Question 15

Call extensions

What happens if I violate this policy?

Answer 15

Ad disapproval
Domain disabling
Account suspension

Question 16

Add forwarding numbers for advanced call reporting

Call extensions with Google forwarding phone numbers are only available for numbers based in

Answer 16

in Australia, France, Germany, Spain, the US, and the UK.

Question 17

Call extensions in Display-only campaigns don’t support forwarding numbers or calls as

Answer 17

conversions.

Question 18

When you use a Google forwarding number with your call extension, we’ll assign a unique

Answer 18

Google phone number to your ad.

Question 19

Where forwarding numbers don’t work

Answer 19

1. Display network: - Call extensions targeting the Display Network don’t support Google forwarding numbers or tracking of calls as conversions.
2. Ads with low traffic:
3. Outside of Google ads

Question 20

Pricing for google forwarding

Answer 20

It’s free to use Google forwarding phone numbers with your ads, but you’ll be charged as usual (a standard CPC) when people click on your ad or on the call button (shown on high-end mobile devices).

Question 21

Track performance of your calls

You can see the phone impressions, phone calls, and phone-through rate by adding special columns to the statistics table of your campaign or ad group.

Answer 21

Phone impressions

Phone calls

phone-through rate (PTR)

Question 22

Do you get charged for manual dialed phone calls

Answer 22

No

Question 23

Where do you See details about each phone call

Answer 23

Go the Dimensions tab and select Call details from the “View” drop-down

You can see

    Start time
    End time
    Status (missed or received)
    Duration
    Caller area code
    Phone cost
    Call type

Question 24

Why your ad extensions aren’t showing

AdWords shows your extensions depending on a number of factors:

Answer 24

The position of your ad on the Google search results page (some extensions only show in ads above search results).
Your Ad Rank, which combines your bid, the quality of your ad and landing page, and the expected impact of extensions and other ad formats.
Your keyword’s quality and maximum CPC bid
Other ad extensions you’ve enabled.

Question 25

You may need to increase your ______ or your _________ (or both) in order for your extensions to show.

Answer 25

You may need to increase your bid or your Quality Score (or both) in order for your extensions to show.

Question 26

What are some possible extensions that could need fixing if not appearing

Answer 26

Fix your seller rating
Fix your sitelink extensions
Fix you call extensions (or Google Forwarding Number)
Fix your location extensions
Fix your review extensions

Question 27

Display your local business information

What location extensions do

Answer 27

Location extensions show your business address, phone number, and a map marker with your ad text.
On mobile, they include a link with directions to your business.
Clicks on ads with location extensions cost a standard cost-per-click.

Question 28

Display your local business information

How you benefit

Answer 28

Location extensions encourage people to visit you in person.
You can add multiple addresses manually, or by linking your account to Google Places for Business.
On average, ads with location extensions see a 10% boost in clickthrough rate.
You can target your ads around your business addresses.

Question 29

Where your local business info can be shown

Answer 29

Location extensions can show your business information in various formats on the 
Google Search Network, 
Google Search Network Partner Sites, 
Google Maps,
mobile devices.

Question 30

Target ads around location extensions

Location extensions allow you to

Answer 30

share your business locations in your ads

Question 31

Target ads around location extensions

If you add location extensions to your campaign, you can geographically target people located near the

Answer 31

the addresses in your location extensions, as well as set different bids for these potential customers