Pay-per-click is like being in a constant war with your competitors. You need to bid higher so your ads show at the top of the first page. You need to write creative copy so that your headlines stand out. You need to give customers a small amount of information, that is also supposed to make them choose you over all else.
However, there is one way to help increase the click-through-rate (CTR) of your pay-per-click ads: extensions.
Extensions are an addition to your ad text, either at the campaign or ad group level. What shows in a regular ad is your headline, your website’s URL, and your ad copy. Extensions allow you to add more benefit driven information to set your ad apart from competitors. One of the best things about them is they are no additional cost to your campaign. Here are the top 4 ad extensions that I like to use:
Sitelink extensions allow you to promote additional site links or landing pages to your ad. For example, if you have an ad about a product you sell, you can include a sitelink to “Request a Quote.” This way if your customers knows from your ad that they want to learn more, they can directly click this link and eliminate a step.
You could also use sitelinks to get more specific if you have a broad ad. For example, if you sell power tools you could do sitelink extensions for Nibblers, Saws, etc. Using sitelinks in this way, broadens the ad to customers who may be shopping more specifically at this stage in their buying process.
It is what it sounds like. Location extensions allow you to show your business’s address with your ad. Most of the time it is clickable and ties in with maps where users can click on the address and get directions to your location. This is especially great for businesses who have physical locations that they sell from. Also, you can include important information like your business hours.
One of the most popular ways to get in contact with a business is to call, and call extensions make this easy for customers. Call extensions allow you to promote your phone number with your ad so that customers can click and call you directly. This even shows as a call button on most mobile devices, making it easy to see and click.
Note: If you have call tracking setup, you could make this a dynamic phone number so that you can track how many customers called from this ad.
Callout extensions allow you to add additional selling points to your ad that you didn’t include in your ad copy. This could be anything from saying “Free Shipping” to “Satisfaction Guaranteed” to “Save 20%.” This allows you to showcase those additional value added benefits to an adgroup or campaign. However, like all of the extensions, they may not show every time your ad appears, so be sure to include the most important selling points within your ad text.
There are several other ad extensions available such as review extensions, app extensions, etc. Click here to learn more. It is essential to keep up-to-date with Google Ads as Google often updates their platforms with new, optimized tools.
Whether you have an existing pay-per-click campaign or are in the process of starting one, you should add ad extensions to your ad groups and campaigns, to improve click-through-rate. Want to learn more about ad extensions or optimizing a pay-per-click campaign? Contact us for more information on our online marketing services.
For more information about PPC strategy for B2B businesses, take a look at our guide, The Essential Guide to B2B Search Engine Marketing.