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by Arnold Ma on 9th November 2011
Google is always looking for ways to be more relevant and what better way to be more relevant than providing the searcher with detailed information about a business, such as additional site links, addresses and phone numbers, product prices and descriptions, and even click to call phone numbers on the mobile. With ad extensions, each one gives your ad additional information, which means more screen real estate for you on the all important Google results page.
First up is location extensions. If your AdWords ad triggers from a location query, they will find your ad with full addresses from your Google Places account, including the pin of your location on the map. A location query could trigger from a user IP if they’re near your business, or a location keyword, such as “Solicitors London”. Your ad may also appear on Google Maps as an enhanced ad with a business icon that expands to show your full
Next up is ad site links. Ad site links are a great extension, a must for everyone. Essentially, when you enable it, your ad may show up to six additional links. This is a huge advantage and gives you up to double the amount of ad space for free. You generally get a single line site link, which will give you one extra line, or if you’re lucky, multi-line site links gives you two or three lines of extra space. Longer anchor text will have more chance of triggering multi-line site links but are less likely to show.
Product extensions are slightly different and work best for eCommerce sites. Product extensions may show certain products from your Google Merchants Center when a search query is relevant. You will get different exposure depending on the position of your ads. In a top three, you will take up to three extra lines of ad space, showing product descriptions and price. On the side, you will get a Google Plus box, which can be expanded to show product images, descriptions, and again price.
Last but not least is call extensions. These essentially only apply to mobiles, but if your business is based on a certain location or you take local telephone inquiries, this is essential. The main feature of all call extensions is click to call. This enables you to add your business phone number to your ad copy. As it only appears on mobiles, the user can simply click on the number and call you directly, taking out the extra steps in a potential lead contacting you, not to mention more space for your ad on a mobile screen.
For more details on exactly how to implement everything mentioned in this video, check out my four part blog post on ad extensions on Koozai.com. Thank you for watching.