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Google Ad Extensions – Prove They Work (or Not!)

Anna George

by Anna George on 25th April 2011

Ad extensions are a key competitive advantage to advertising on Google AdWords, giving your paid ads that little bit more information to searchers to encourage a click. If you are not using Ad Extensions and not aware of what is available to you then take a look at AdWords ad extensions tab.

Up until recently it has been a little difficult to quantify the use of Ad Extensions and the clicks you receive. Ad extensions such as Sitelinks are suggested to have a higher average Click through Rate (CTR), which is great but what really happens when a searcher sees your ad?

Google have made it easier by showing the same metrics you are used to seeing in Campaign reporting but directly attributing them to a particular area within your ad. Now you can segment by ‘Click Type’ indicating where on your ad the searcher clicked (i.e. headline, product extension, sitelink etc).

If you have conversion tracking in place then this also demonstrates the conversion metrics attributed to that particular Click Type – now you can quantify your Ad extensions!

To see the Click Type data navigate to your Campaigns, Ad Group, Keywords or Ads tab – depending on how deep you want to report! Select the ‘Segment’ drop down above the graph and select ‘Click Type’

Segmenting by Click Type and ad extension

Your page will then refresh and you will then see the type of click that took place for each element. In the example below we can see ‘Headline’ which references the main headline of the ad, ‘Product Extension’ as this campaign has a Google Shopping account linked to their AdWords account, and then finally ‘Sitelink’ which have been implemented for this campaign.

Campaign display showing click type
Being able to segment Click Type right down to the ad or keyword gives advertisers a real advantage in seeing detailed metrics on how the searcher interacted with the ad, and with conversion tracking whether you achieved your end goal.

Anna George

Anna George

Anna has worked in online marketing and eCommerce for over 4 years, working both digital agency and client side. She provides insightful tips for webmasters.

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