AdWords and Ads Extensions

Google AdWords is an advertising service where advertisers compete to display brief advertising content. The results are displayed in the Google search engine and on web pages from those results.

AdWords offer the cost-per-click (CPC) advertising where the advertiser gets a pay-per-click charge. Advertisers also pay for cost-per-thousand-impressions or cost per mille (CPM) advertisement. Other AdWord campaigns are site-targeted text advertising, rich-media ads and banner advertising as well as re-marketing or re-targeting.

The adsword program can be local, national, regional and international distribution. The basic structure of the adword is a headline of 25 characters, followed by two lines of 35 characters each and a URL link of 35 characters.

Google adwords ad extension

Adword extensions can help maximize your ads without additional expenses. They also require minimal setup time. These extensions are:

  • Sitelink Extensions
  • Call Extensions
  • Location Extensions
  • Offer Extensions
  • App Extensions

Site-link Extension

These offer you the ability to add more landing pages. If the searcher also knows what they exactly want, and it happens to be on the additional pages, then they can go right to it.

Call Extensions

This allows one to include their phone details. This is helpful now that Google does not allow one to include their phone number in the within ad copy.

Location Extensions

These are particularly helpful if you have a business that will gain customer base because of its proximity to them. A raw material business is a good example and so is a food delivery service. Also, by linking your Google place account to you adword, you make your ratings be eligible to appear alongside your location extensions.

Offer Extensions

These provide advertisers an option to include offers in their ad copy. When a user clicks the ‘view offer’ option, they are taken to a landing page where they can get an option to save of print the offer. This is good for products that perform poorly online. Ideally once the client visits the physical store, they are likelihood to come back.

App Extensions

Using this extension, you get to place links to your app page. The viewer will then click the view this app link if they are interested. This gives the owner of an app the chance to get clients to their app page to learn more about and possibly buy or download it.

Other extensions

Google will automatically apply certain extensions like Seller ratings and social Annotations when you meet their criteria.

Google Adword structured snippets extensions

As shown in the above image, structured snippets extension show under the ad copy and above any site-links. These extensions are not clickable, instead they offers a little more information to the searcher. You are limited by the choice of header. The header must come from a predetermined list of 12 categories of content. Then you are allowed to add up to 10 headers under that category with a minimum of 4 headers.

Each header has 25 characters limit. The same rules that apply to call-out and site-link extensions apply with the addition of the requirement that your chosen values be relevant to your chosen header. This is because in the finished ad, the predetermined header will appear with a colon followed by a list of your values.