AdWords Ad Extensions Tips for Ecommerce PPC Advertising
The ad extensions feature in Google AdWords is must-utilize for ecommerce PPC advertisers. Not do ad extensions help to enhance the appearance and coverage of an ad, but they are also free to implement.
It's important to understand how use AdWords ad extensions appropriately, especially if you're doing paid search advertising for an ecommerce site. There are five main ad extensions that you can leverage for you PPC campaigns. These include:
- Location Extensions
- Product Extensions
- Call Extensions
- Sitelinks Extensions
- Social Extensions
In this article, we are only going to focus on the three most ecommerce-relevant ad extensions. These are product, sitelinks, and social extensions.
Prelude to Using PPC Ad Extensions
First and foremost, it's imperative to understand that ad extensions are implemented on a campaign-wide basis. This is important to keep in mind because PPC campaigns are often times set-up with only a couple campaigns containing a number of vastly different ad groups.
Like ecommerce PPC management as whole, you want to be a specific and targeted as possible. Before implementing any ad extensions (particularly sitelinks or product extensions,) make sure that it will make sense across all ad groups in the campaign. If not, you may need to do some PPC optimization or campaign segmentation.
Tip for Using Product Extensions
Product extensions are one of the most powerful options for ecommerce PPC advertisers. These ad extensions are not to be confused with Google Shopping Listings, which are often seen in the top right of the Google search results.
Product extensions are ideal for more branded keyword-based PPC campaigns (not so much campaigns targeting specific products.) The idea is, when a Google users searches for a certain brand or product category of that brand, you as the PPC advertiser can leverage product extensions to offer them more specific options.
Take advantage of product extensions for popular, top selling items. This can drastically facilitate sales by minimized the conversion funnel. Think of like this: if the user clicks on a product extensions link, they are mostly likely interested in purchasing that exact product.
Tip for Using Sitelinks Extensions
Sitelinks offer endless opportunities to get creative with the presentation of your ads. You can use sitelinks in a similar manner as product extensions by taking Google users to more specific landing pages. However instead of adding sitelinks for products, you can leverage promotions, such as clearance or seasonal sales.
What's great about sitelinks is that they offer tremendously flexibility for ecommerce PPC campaigns. Additionally, sitelinks can help expand your ad's real estate coverage in the paid search listings. It is important ensure that you're bidding enough so that your ads are seen in the top, premium listings (typically top 3 ad spots.) Ads that are not in the premium listings will no be able to show the sitelinks.
Tip for Using Social Extensions
Social extensions are connected to an ecommerce store's Google Plus page. This extensions is very powerful for brands that have a strong Google Plus following. If your ecommerce site doesn't have very many followers, the impact is less powerful.
With social extensions, the ad will simply shows how many people have +1'd the brand's Google Plus page. What's nice about this ad extension is that you can use it make side-column (non-premium) ads standout more in the search results. Social extensions will also give your ecommerce store an added level of credibility by showing how many people have endorsed your business on Google Plus.
By taking advantage of AdWords ad extensions, you can leverage a powerful tool to help maximize your search exposure while increasing the effectiveness and conversion potential of your ecommerce PPC campaigns. It's great feature for web presence optimization and bring about the outcome for you paid search advertising efforts.