AW - Enhance your ad with extensions Flashcards
Ad extensions create more reasons to click your ad
What do these factors create?
Improved visibility:
Better return on investment:
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.
What ad extensions cost
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
Where extensions can be shown
Ad extensions appear with ads on the Search network, and depending on the extension might also appear with ads on the Display network.
What columns on the Ad extensions tab show:
Status Clicks Impressions Clickthrough rate (CTR): Cost Avg. position Avg. cost-per-click
What call extensions do
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).
Call extensions have typically increased clickthrough rate by
6-8%.
By default, call extensions can show on any browser. You can target specific devices in two ways:
- Give preference to mobile phones.
- Specify device targeting when you create a campaign.
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.
When you give preference to mobile phones, your call extension will be less likely to show on
on desktop and laptop computers.
Advertising Policies
Vanity numbers, premium numbers, and fax numbers aren’t acceptable numbers for call extensions
Call extensions on the Display Network
Call extensions you add to Display Network campaigns have what two limited features.
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).
Call extensions can be used with toll-free, standard, mobile, shared-cost, or non-standard cost numbers.
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.
Using call extensions with location extension provides what
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.
Use call extensions by themselves if you have a national service center, or if you don’t have a
a brick-and-mortar storefront.
Call extensions
What’s the policy?
- Accurate phone numbers
- No fax numbers
- Domestic phone numbers only
- No premium numbers:don’t allow any premium numbers where people have to pay additional charges (900 or 871 numbers)
- No vanity numbers: 1800-EXAMPLE
- Use a voicemail - should have an active voicemail
Call extensions
What happens if I violate this policy?
Ad disapproval
Domain disabling
Account suspension
Add forwarding numbers for advanced call reporting
Call extensions with Google forwarding phone numbers are only available for numbers based in
in Australia, France, Germany, Spain, the US, and the UK.
Call extensions in Display-only campaigns don’t support forwarding numbers or calls as
conversions.
When you use a Google forwarding number with your call extension, we’ll assign a unique
Google phone number to your ad.
Where forwarding numbers don’t work
- Display network: - Call extensions targeting the Display Network don’t support Google forwarding numbers or tracking of calls as conversions.
- Ads with low traffic:
- Outside of Google ads
Pricing for google forwarding
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).
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.
Phone impressions
Phone calls
phone-through rate (PTR)
Do you get charged for manual dialed phone calls
No
Where do you See details about each phone call
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
Why your ad extensions aren’t showing
AdWords shows your extensions depending on a number of factors:
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.
You may need to increase your ______ or your _________ (or both) in order for your extensions to show.
You may need to increase your bid or your Quality Score (or both) in order for your extensions to show.
What are some possible extensions that could need fixing if not appearing
Fix your seller rating Fix your sitelink extensions Fix you call extensions (or Google Forwarding Number) Fix your location extensions Fix your review extensions
Display your local business information
What location extensions do
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.
Display your local business information
How you benefit
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.
Where your local business info can be shown
Location extensions can show your business information in various formats on the Google Search Network, Google Search Network Partner Sites, Google Maps, mobile devices.
Target ads around location extensions
Location extensions allow you to
share your business locations in your ads
Target ads around location extensions
If you add location extensions to your campaign, you can geographically target people located near the
the addresses in your location extensions, as well as set different bids for these potential customers
