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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’
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.
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.
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.