There are lots of things you can do to improve your ads and one of the most important ones is by using ad extensions.
There are currently 7 ad extensions available, but the one I see being used most infrequently is the structured snippet extension. Maybe it’s because it just sounds to techy? In reality, though, it’s very easy to set up and can help give your ad that edge over the competition.
A structured snippet extension allows you to highlight a particular aspect of your product or service, such as brands, styles and types. The full list of categories you can use is below (Google calls them ‘headers’):
• Degree programs
• Featured hotels
• Insurance coverage
• Service catalog
Ray-Ban are using two structured snippet extensions in this ad – types and styles. As you can see they can add considerable real estate to your ads and helps searchers to understand better what you do and how your products are relevant to them.
If any part of your product or service can be categorised into the pre-set headers above then you can use structured snipped extensions.
Probably the most common would be adding brands you stock or types of product/service you sell. If you have a retail store or venue you can use the ‘amenities’ header to let people know whether you have disabled access or on-site parking for example.
It’s easy to look at the list and think you don’t fit into any of them, but try and be creative: an accountant, for example, might not be the obvious type of advertiser to use these. But you could use the ‘service catalog’ header to list your services such as year-end accounts, personal tax returns, payroll and the like.
‘Types’ could also be used to show who you do this for: sole traders, limited companies, landlords etc.
The issue of quality score is worthy of a separate blog post but suffice it to say that using ad extensions improves your quality score and so improves the chances of your ad showing up above those of your competitors.
Quality score aside here are a few more reasons you should be using them:
• They give your ad more space on the page (who doesn’t want a bigger ad for free?)
• They increase the chance of your ad being clicked by giving more information to searchers
• They make your ad more relevant – which again will improve your ad’s click through rate.
You’ll find them under the ‘Ad Extensions’ tab. Structured snippet extensions can be added at the account, campaign or ad group level so it’s worth giving some thought to how you might structure this before you start. Account level extensions will show on all ads in the account so if you want to be able to show different snippets for different campaigns or ad groups then you’ll want to set them up at this level instead.
Once you click on the big red ‘+extension’ button it’s pretty self-explanatory: you can either choose to add an existing extension to this campaign or ad group, or add a new one.
Simply choose your Header and then create values in the fields below. You can add as many as you need. Notice you can schedule your snippets, so if you have a promotion coming up they can be one ahead of time and set to run automatically.
Head over to your AdWords account and start adding these extensions! As with all ad extensions they’re a quick win and can only improve your campaigns’ performance so why wouldn’t you?
Would you like to get more clicks for your Google Ads? More clicks mean a higher Click Through Rate, which means a better quality score and in turn lower costs and higher ad rank. So yes, of course you do!
It sounds great but it’s not an easy task – you have to come up with a sales pitch that fits into 3 lines of text made up of only 95 characters in all! That’s a big ask for anyone, but here are some ways you can get an upper hand and outplay your competitors for those valuable clicks.
Of course you won’t be able to use all of these in the same ad so you’ll have to mix and match and test them out in different ads to find out what works best for you. Remember, you should constantly be split testing your ad text to find your best performing ads.
This is something that doesn’t just work with AdWords – it’s a proven strategy in sales copy writing in general. Put prices in your ad: ‘Shoes From Just £9.99’ or if you’re having a sale give a discount percentage ‘Save 20% During June’. You can even put ranges eg ‘Great Choice From £29-£99’
AdWords allow you to include symbols in your ads such as #1, ® , % , $ & é – if these are appropriate to what you’re advertising then use them! Your ad will stand out from your competitors to attract that click.
This is another proven strategy – if you want someone to do something then just tell them! There’s a reason why the internet is full of ‘Buy Now’ buttons☺ Other examples would be ‘Call Us Today’ or ‘Subscribe Now’.
Features tell your customer the specifics of the product or service; the benefit tells them what they will gain by buying it.
Eg a laptop feature would be: ‘14 Hour Battery Life’ and the benefit would be ‘Get More Work Done On The Go’. Both can be used to great effect in your ad copy so test it out and see how well it works for you.
If you’re a local business you can add location extensions to your ads so that customers can see exactly where you are and come in person. Call extensions show your phone number and as an added bonus if a user is on a mobile they can even ‘click to call’. ( Note: don’t forget to use a call tracking number – Google provides them for free)
This is another mainstay of sales copywriting – use guarantees to remove the risk for the customer, or offer a free trial/sample of your product. If you have a no quibble returns policy tell them about it!
This doesn’t just work for AdWords, it’s a surprisingly powerful thing to offer, and you’d be amazed how often customers don’t see past the ‘free shipping’ to see whether they’re actually paying more overall.
Likewise if you offer an express delivery option that might just be what your customer needs so try putting it in your ad. It’s worth considering ad scheduling with this, though, so if someone has to order by noon for fast next day delivery they only see the ad between 9am and 12 noon.
Do you need more clicks on your AdWords ads? Our top 10 tips will help you do just that! ☺
By choosing keywords that reflect the searcher’s question and using ad copy that reinforces it they are much more likely to click on your ad as they will see it as both relevant and the solution to the problem they came to Google to solve.
If you’re lucky enough to have endorsements from major names then use this to your advantage. Or maybe you have 100% positive feedback on eBay, or 10,000 reviews on Google – it’s all proof that you are a reputable, trustworthy company and the searcher will feel much safer and be more likely to click on your ad.
We’ve all seen the TV ads ‘hurry, sales ends soon’: adding a sense of urgency compels people to act more quickly in case they miss it. And example is ‘Save 30% Today Only!’. Bringing scarcity into the equation has a similar effect: ‘Only 20 Remaining’ for example.
So get logged into your AdWords account and start trying some new ads so you can measure them against your existing ones. Keep testing so you’ll always have the best performing ads possible, and more clicks for your AdWords account.
If you’re managing your own AdWords campaigns then hopefully you try and keep up with all the latest news and updates as well as looking for help with what to do to keep your account performing at its best. You’ll find countless checklists, guides and posts telling you what you SHOULD do, but what about what you SHOULDN’T do! Well here are the 5 most important things you should avoid when managing your AdWords account:
You’ve just set your brand new campaign running and you’ve got all the info on how to split test and optimise. You diligently log in every week to check your account and make those all important tweaks to improve performance. Then you miss a week…. and another….. and before you know it it’s been a month or more since you last checked on your campaigns. This is probably the most common mistake people make once they get things going and start seeing results. They think things are all tickety boo and just leave the account to get on with it. The problem with AdWords is that unless you are constantly looking for ways to improve your performance the account can stagnate – there’s always something that can be improved upon, whether that’s getting a better click through rate with a new add, or identifying new keywords that could bring you more clicks and conversions.
Action Step: Set a weekly alarm to remind you to log in and do your optimisation or if you don’t have time consider hiring a professional to manage the campaign for you.
Many businesses who manage their own accounts overlook the impact that adding negative keywords can have on an account. It’s shocking sometimes to see how much money is being wasted when people click on your ad for some completely unrelated search term – a search term for which you shouldn’t even be showing up in the first place! This is where negative keywords come in. Imagine you are advertising for your Excel training course – someone does a search on Google for ‘puppy training’ and Google in its infinite wisdom matches this search to your keyword ‘training’ and shows your ad. Clearly it’s not what they’re looking for – by adding the words ‘puppy’ and ‘dog’ as negative keywords you can stop your ads from showing for searches like this and can often save a fortune in wasted clicks.
Action Step: Check your Search Query Report regularly to see which search terms are triggering your ads and add ones which aren’t a good fit as negatives.
If you’re not using all the ad extensions that are available you’re missing a huge trick. These can add extra lines to your ad giving you extra real estate in the search results FOR FREE. At the very least you should be using Call Out Extensions and Site Link Extensions as illustrated below – callouts let you add promotional text to your ad and site links allow you to link to different pages in your site while also giving you the opportunity to say more about your company and encourage people to click on your ad.
To learn more about ad extensions see this article on Google’s help centre: https://support.google.com/adwords/answer/2375499?hl=en-GB
This should probably be #1 because it is hugely important – if you don’t track conversions on your website then you have absolutely no idea if your advertising is actually working. A conversion can be any action you want your visitors to take when they visit your website: fill out a form, call you, buy something or get a free download. It’s vital for the success and ongoing optimisation of your campaigns that you set up conversion tracking in your account so you can see what actions people are taking and more importantly which keywords they used and ads they clicked on to get there.
Check out the AdWords help centre for help with Conversion Tracking: https://support.google.com/adwords/answer/1722054?hl=en-GB
Many times someone will click your ad and visit your site but not complete the desired action – maybe they got distracted or simply wanted more information before making the final decision. With remarketing you can ‘follow’ people around to other websites and show them your ad again to encourage them to return. OK, so if not done right it can be very creepy and make you feel a bit like you’re being followed around the internet by the sites you’ve visited, but when done properly it offers excellent conversion rates by keeping YOUR business top of mind with your visitors and reminding them about what you offer. It’s very powerful and it’s certainly something you shouldn’t be avoiding!