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There is a lot of confusion over the ad extensions feature on AdWords. Most accounts I come across do not make the most of them, and it’s still used infrequently compared to the rest of AdWords features. Over the next three weeks I will review and explain the three different ad extension features – location, product and site link, they are great if you can utilise just one and even better if you can use all three.
First up are location extensions, Google is constantly testing and changing this feature – not too different from rest of Google. At the time of writing, if your ad triggers from a local user’s search phrase, they will find your ad with full address and phone number in addition to the usual bells and whistles provided, plus a pin of your location on the map.
As seen above, you will take almost double the precious real estate compared to other ads, effectively giving you two extra lines for free! Making your business stand out and appear more authoritative. Not to mention the special blue pin you get rather than a red one for organic results.
Your ad may also appear on Google Maps (see above) as a text ad or enhanced ad with a marker that expands to show your business information. You will only be charged if user clicks through to your website.
How to add Location Extension to your AdWords Campaign
Check back next week for the second part “Site Link Extensions”, and please feel free to leave any comments or questions below!
Check out other parts of this series below:
Navigation Concept via BigStock
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.