— June 23, 2017
More and more, marketers are blurring the division between paid and organic reach—often marrying content marketing with PPC in order to claim larger sections of online real estate. For instance, a focus on content marketing can lead to more organic search listings, while an AdWords campaign will land you further visibility at the top and along the margins of the SERP. It’s only through using both strategies in tandem that you can truly dominate the search listings.
Something else to consider: Some AdWords ads take up more of that online real estate than others. By making an ad bigger, you can actually increase your visible dominance of the SERP—and also increase the odds of people clicking the ad. The way to make your ads bigger is to take advantage of AdWords extensions.
These extensions come in different types, but they all do basically the same thing—they make your ads bigger. So which ones should you be using in your AdWords campaign? Allow us to highlight six of the most essential and versatile AdWords extensions.
AdWords Extensions You Should Be Using
Rather than just including one link within your ad, this extension will allow you to showcase up to five—your regular link, then four extras. You can pick a unique description for each link, too, and the cumulative effect is a single AdWords listing that looks like five separate ads! There’s really no better way to expand the reach of your paid Google ads.
This option will automatically display your physical address to customers who happen to be nearby—so, it’s a really good option for brick and mortar businesses looking to increase their foot traffic.
Display your phone number in your ads—allowing search engine users to give you a call without even needing to click on the ad.
If you’re running an ad for a particular product, this extension will allow you to highlight some of its key features; you’ll need to practice brevity, but the extension will let you pick out a few keywords or phrases to include in the ad, forming a list of benefits for your reader to consider.
Include the prices of your services and products within the ad itself—a great option for companies whose affordability is a key selling point.
If you’ve received rave reviews from reputable blogs or magazines, you can showcase that feedback with a review extension—a powerful way to build credibility and trust.