How To Use Adwords Ad Extensions To Increase Profitability

Why Are Adwords Ad Extensions So Important?

We know that the more Adwords ad extensions we use with our campaigns the higher or even cheaper an ad’s position can be. If you weren’t aware of this yet, in October of 2013 Adwords adjusted its method of calculating ad rank by adding in ad extensions as a factor. Prior to this change it worked so that ad rank was calculated by max. cost/click times quality score. Now it is calculated by max cpc. times quality score times the quality and usage of ad extensions.

For more info on this. http://adwords.blogspot.com/2013/10/improving-ad-rank.html

Adwords ad extensions are important for reasons other than just getting a better CPC or higher ad rank. Ad extensions increase the real estate you contain the above the fold. The more real estate you hold the higher your chances of getting your ad seen, clicked on and converted through.

What Adwords Ad Extensions Are Available & How To Use Them

Location Extensions:
If you are a local business, location extensions are going to be a critical factor to your campaigns by showing your potential customers that you are in their area and not just a national company trying to get their business. This Adwords ad extension tells people how close you are to them and give them a chance to learn more about your business.

To add Location Extensions, you must have a Google Places account setup under the same email that you use to access your Adwords account. From there just go into the Ad Extensions tab, choose Location Extensions from the dropdown box and click +Location Extension and connect to your Google Places account.
Adwords Ad Extensions Location Extensions

When you have location extensions setup in your campaigns/adgroups, you can go into the dimensions tab, select Distance from the dropdown menu and see how far away from your location your ads are being seen, clicked on or converted from. With this insight you can optimize your ads to show within the distance that works best for your business by increasing/lowering your radius around your location that ads are being targeted to.

Sitelink Extensions
Sitelink extensions give more information to the potential customer about your business and website. If you have multiple categories that are associated to different adgroups or campaigns it is best practice to setup sitelinks that are specific to those adgroups and/or campaigns. This increases your relevance of the adgroup and/or campaign and helps the potential customer understand what variations or choices within that category you have available to them.

Using sitelink descriptions isn’t a bad idea either. This can increase the real estate of your ad above the fold if shown which is always great. These are not always shown and it is dependent on whether Google’s algorithm displays them or not, but it doesn’t ever hurt to have them just in case.
Adwords Ad Extensions Sitelink Extensions

Call Extensions
If phone calls are important to your business then setting up call extensions are a must. This gives a person a chance, if they are on a device able to make calls to click the number or call button and call you right away rather than visit the website and dial the number from there.
Adwords Ad Extensions Call Extensions

With call extensions setup it is important to setup conversion tracking for click to calls from ads so you can see which call conversions came in on specific campaigns, adgroups and keywords. Also with call extensions setup you can go into the dimensions tab and select call details. This will give you insight into where the call came from by area code, the time of the phone call and what day/time the call came in. With this information you can better optimize your advertising by day of the week, time and location to increase your calls and lower your costs per conversion.

App Extensions
If you business has an app in the Google Play store why not market this alongside your other search marketing efforts. You first must connect your Google Play Store Console account with your Adwords account which you can do by clicking on the gear icon in the top right hand corner and then click Linked Accounts. From there just link Google Play. Similar to location extensions, your Google Developer Console (where your app is held) must be the same login as your Google Adwords account.

Adwords Ad Extensions App Extensions
By marketing an app along with your search ads you can increase engagement with customers or potential customers and build a credibility with your audience. Soon you will see them searching for your brand and not just your products/services which results in a lower cost/click and potentially higher conversion rates.

Review Extensions
Review extensions are great to have but not always able to be used by the regular joe. These extensions are only available to you if there is a third party review of your business or services on a different website. If you have a third party review, it is a good place to use this extension and let your potential customers know how reputable your business is.
Adwords Ad Extensions Review Extensions

Call Out Extensions
These are some of the best extensions to have. You must use a minimum of 2 in your campaigns/adgroups. It allows you to extend the length of your ad copy and highlight important areas of your business. Use call out extensions to say more about your business, services and/or products. Use callouts like you would sitelinks and setup individual sets of call out extensions per ad group and campaign if you can. This will help increase the relevance of your ads. With an increase in relevance comes an increase in quality score and in turn a decrease in cost/click for a specific position you are targeting.
Adwords ad Extensions Callout Extensions

Structured Snippets
This is the newest addition to the ad extension family. Structured Snippets are similar to Callout Extensions but there is a key difference. Adwords tells us that Callout Extensions are used to highlight what makes your business, services, products unique. Structured Snippets are used to highlight a specific aspect of the products/services your offer.
Adwords Ad Extensions Structured Snippets
With Structured Snippets you can only choose from the following categories:

  • Amenities
  • Brands
  • Degrees
  • Destinations
  • Course Programs
  • Featured Hotels
  • Insurance
  • Neighborhoods
  • Service Catalogs
  • Shows
  • Styles
  • Types

For an example let’s use an Atlanta based realtor that has an Adwords account and wants to expand his ads for a campaign that focuses on high end real estate. This realtor would set his structured snippets to neighborhoods and for value 1 use Buckhead, value 2 use Ansley, value 3 use Druid Hills. These Structured Snippets can also show at the same time as the Callout Extensions thereby increasing your ad real estate and highlighting key information a person searching for your business’ products/services would want to know more about.

In Conclusion
We can see that using ad extensions correctly not only increases our ad real estate but increases the relevance of our ads to the searches done that show it. This helps us get more conversions by displaying the more in-depth information needed for the question (search query) at hand. When we use these ad extensions in combination with each other we see a lower cost/click to obtain our given position, a possible lower cost/conversion and in turn higher profits for the business.

Instagram Advertising Basics

Instagram advertising has been a great medium for small businesses in many verticals and especially in the fashion world from what I have seen. Small businesses have been able to make sales organically from Instagram and want to increase their exposure.

Lucky for those, Instagram has recently began rolling out advertising abilities to small businesses. This isn’t quite available to all advertisers yet, but you could be one of the lucky few ready to start now. If not, keep checking because you can be soon. So whether you can now or later let us give you the knowledge you need to start your Instagram advertising.

How To Start Your Instagram Advertising Campaigns

First off, to advertise on Instagram you’ll want to connect your Instagram account to your Facebook Business Page. You can do this by logging into your Facebook Page (not personal account) and click on Settings. Then click on Instagram. From here you will enter in your Instagram username and password to connect your account.

You do not need an Instagram account to start Instagram advertising. If you do not have one the handle (username) area will be grayed out and you will not be able to respond to or view comments on your ads. Although without an Instagram account you must still have a Facebook Advertising account setup. To connect Instagram to your Facebook Page follow the steps shown in the images below.
Instagram Advertising Setup

Connecting Instagram

Next, you have to use Facebook’s Power Editor in order to create ads targeting Instagram. If you have not yet used Facebook’s Power Editor, this is a great time to learn to. This will make advertising much easier for those that run large and even small Facebook campaigns. You can access Facebook’s Power Editor here https://www.facebook.com/ads/manage/powereditor

Create your new campaign. Make sure to have your buying type as Auction. not Fixed Price. Instagram only supports this and one of the following objectives:

  • Clicks to Website
  • Mobile App Installs
  • Video Views

So you must choose one of these to get your ads on Instagram. To create your new campaign, just click Create Campaign. See screenshot below. Once you have setup your campaign within Facebook’s Power Editor it’s on to creation of the ad set, see screenshot 2 below. Ad sets, if you are familiar with Google Adwords are the same as an ad group. Your ad set allows you to have a set of ads within a group that targets specific information such as demographics, interests, etc.
Facebook Power Editor

Facebook Power Editor
Within the ad set you will see whether you are eligible to run ads on Instagram. You will see this:
Instagram Advertising

To run an Instagram campaign by itself, just remove the checkboxes beside Audience Network, Desktop News Feed and Desktop Right Column. If you do not see Instagram in the placement settings, you are not yet eligible and should keep checking back to see when it does show.

I hope this article helps you to understand how to Instagram advertising works and increase your business’ ROI through online advertising. If you are ready to get started advertising on Instagram and need help from professional social PPC managers, contact us on the form below today for a consultation.

Tips for PPC for Small Businesses

In this day and age of intense competition online, every business of every size has to make sure they have the right tools to gain an edge over their competitors and make money. After all, the world of ecommerce is a lot like the business world; it is dog eat dog and only the strong and the smart survive. That being said, small online businesses need to make sure they are smart about their advertising and marketing. They need to become visible if they are to attract customers and entice buyers and this is where PPC marketing comes in to save the day. When used correctly, PPC for small businesses can be a great marketing ploy to attract more visitors to one’s site.
 

What is PPC?

Before getting into the nitty-gritty of how PPC can help small businesses, first a brief background on what PPC is. PPC is short for pay-per-click, and is also known as cost per click. It is an advertising model developed especially for the internet. This internet advertising method is mostly used to direct traffic to websites that have ads. Those ads are placed there by an advertiser that then pays the website owner every time their ad is clicked. In a nutshell, PPC is defined as the amount that is spent just to get clicks on an advertisement.
 

The Benefits of PPC for Small Businesses

It is sad that many small business owners are still hesitant to go for PPC even if the benefits are very real. For one, PPC ads can help a business compensate especially if they do not turn up in the top search engine page results. Another benefit is that PPC ads can augment the revenue stream of businesses while their organic SEO projects are still gaining ground. For business owners that are eager to make use of PPC for small businesses and get the most out of it, below are some tips that are sure to prove valuable:
 

  • Time/day parting

    Google allows small businesses to set the time of day when the ads will show. This is an especially good function for small businesses because they can set all their ads to show during high traffic times of day to ensure maximum clicks. Not only does it make the endeavor more profitable but it also reduces costs.


  • Match types

    Website owners no longer have to cast a wide net for keywords in the hopes that they will luck out. It is better to go for exact match types because this way, they bring down the costs of advertising. Remember that in business, it is as much about saving money, as it is about making money.


  • Negative keywords

    This is a great way for website owners to drive away unwanted traffic to their site. For instance, a company that sells materials for business cards can type in “custom” so that people who are looking for custom business card printing services do not end up on their websites.


  • Geotargetting

    Studies have shown that 80% of consumers expect the businesses they see online to be within more or less 15 miles of them. Of course, there are some exceptions to these but that should give you a pretty good idea of who you should be targeting and where. When it comes to PPC for small businesses, location also matters.


  • Alternative search engines

    Google may be the biggest search engine ever but that doesn’t mean you shouldn’t try out others like Bing or Ask.com. They often have lower bid prices, which mean lower conversion costs for you and more savings for your small business.