Ad Extensions An In-depth Look

This week we are taking an in-depth look at Ad Extensions. We will be covering what your options are and how to best take advantage of ad extensions.

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Closed Caption:

alright it looks like we are now live
and hi my name is Jacob with marketing
playbook that CEO or we help small
businesses increase their sales and
reputation online through digital
marketing today we got a pretty good
show free lined up and that's going to
be AdWords ad extensions and it will be
interesting because there's a few more
extensions that have come out in inside
my AdWords search training guide up
covered extensions before but since then
to new extensions have extensions have
come out and there are new changes that
are coming down the pipeline so I'm
going to be covering what those changes
are and ultimately how how ad extensions
help with that click through rate which
ultimately boost your quality score and
this is kind of a play off of our last
week's guide where we talked about how
to really get that top click through
rate by optimizing your ad copy using in
your ad campaign so today we're just
gonna be covering the Attic centuries
and going a little bit in depth of how i
personally use them in which ones i
recommend most people use so just take
care of business here we have the show
notes page which is going to be at
marketing playbook that co /a episode 11
so if you're listening to this are
watching this you want to follow along
just head over to marketing playbook
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should be good to go so let's go ahead
and and kind of dive in here we see
there is no other show notes that i have
so again we're covering at Edwards
extensions for the win a lot of this is
going to carry over into being too now
while being won't have all the same
options for you it does have many of the
same options so you know something 24
for you to consider so i'm gonna go
ahead and we're going to select let me
move this over move this because I'm
going to go and share my screen just to
make it a bit easier for everybody to
kind of follow along in and if you're
not sure screen share present to
everyone so this is gonna be straight
for the marketing playbook that's your
website and again you can get that to
that market playbook . c 04 / episode 11
and this will take you right to it and
even if you're listening you just fine
i'll be able to walk you through most
what it is and and so really what the
reason why you use ad extensions is kind
of twofold and they the biggest reason
for using it is to help really boost
that click-through rate so they're
click-through rate ties in directly to
your quality score so if you have
well above average click-through rate
your quality score is going to go up now
it might not go up overnight but over
the course of just a week or two weeks
that quality scores going to boost and
we have the higher quality score you're
going to be paying a less less
cost-per-click you're also going to get
more impression share so if somebody
searching for you know
auto repair and you have your your ad
set up for auto repair in st. Paul then
you're going to get more and more of
that search impressions because Google's
like hey this is really really relevant
because look it's making us money right
in you know more people click on the ad
which they can ultimately reduce their
overall all right to you so you can get
more clicks at less cost which is just a
win-win
and the second part of the extensions is
they allow you to fully describe or
better described about your products and
your services and you can help to send
people directly to a landing pages that
that that match them more in depth so
those are are really the two reasons why
you use ad extensions they are fantastic
since day 1 i've been using them and it
just it's amazing that did the type of
impact they can happen they don't always
have like oh no night-and-day difference
but there are clear campaigns I've had
that night and day difference so it's
definitely something to to look out so
covering of the several different ad
extensions that you currently can use we
have site extensions sitelink extensions
location extensions call extensions app
extensions review extensions call-out
extensions structured snippet extensions
and then price extensions now most
people are gonna be using the app
extension and unless you actually have a
business app and i actually just wrote
an article the other day of marketing
playbook that co about does your small
business needed nap and I'll fill you in
on the details
no you do not in fact it's it for most
people to be a waste of time and I've
had this argument and I kind going to
adapt as as to why i think most
businesses really don't need a nap and
it's a waste of their time it's wasted
the money its way to their effort so
check that out
if you've been that interested in having
a nap in the past of why it's most
likely just wasting your time so that
doesn't mean it won't change over time
but let's go ahead and jump in here and
cover the $MONEY each and every one of
these extensions one by one so first up
we're going to take a look at the
structured snippet extension and a
structure snippet is a very similar to
the call-out extensions it's not
clickable but it is intended to provide
the structure with more information
about your product line or services so
basically what you're going to be able
to do is you can put things like a
styles in there so you can have the year
amenities your brand's if you if you
have courses that you're selling
different courses degree programs if
your school different destinations you
know featured hotels insurance coverage
of this is the big one for a lot of
individuals and that's gonna be your
service catalog especially for the
service based industry so you know break
repair engine repair tune-ups things
along those lines and you can also
include if you're an e-commerce store
such as models and then types is as well
as styles in there so few few things
that most people going to are going to
use especially the service based in
industry is going to be the amenities
and then you're going to be using the
Service Catalog so those are the two
biggest things for service based
companies now if you're an e-commerce
company you can obviously do a lot more
such as models and items around those
lines but amenities and the Service
Catalog oh the two i tend to use the
most 44 service based companies out
there and these are relatively new
extensions and though the work with a
search Network only and search network
with display select but the only going
to work on the search and so they're not
going to work over on the display and at
least not currently and i found no
documentation to see that they are going
to work on the display and long-term you
never know you know AdWords always test
things out so they might roll that out
down the road but for the sake of this
kind of guide and hang out
we're just pretty much talking about
search on adwords because most of these
aren't going to show over on the display
and next up yet price extensions which I
really really like so price extensions
are for mobile only but you really want
to ensure if you're using a price
extension which you should already use
because we've covered this in the past
hang out of why you need to have your
webpage be mobile friendly especially if
your service based company because
mobile is just taken over it seriously
is just for your year local mobile
searches for businesses and services are
up like fifty percent that's that's just
that that is so insane that that it just
it blows your mind it does so you have
to have your site mobile friendly
especially for the service based
industry but Dad come going along with
the price extensions you're going to be
able to put in your your basic costs so
you can put the starting price so from
somebody dollars from forty dollars for
twenty dollars in the example image not
use I used one that with the woman's
hair cut someone's hair cut so many
daughters men's haircut
forty dollars and then your once you
have the title in there you can kind of
put in the description of it but it
could get cut off so the top description
that the headline can be up 25
characters but they'll cut it off after
I think like 15 or so characters and the
same goes with the description so you
want to make sure that your your
description is the shortest possible so
for kind of my example and if somebody
were to do a break repair then you can
go ahead and you can put in costs so you
know inspection cost from zero dollars a
pad replacement rotor replacement
caliper replacement brake bleeding fluid
flush so you know that shows the
individuals that you're really really
highly targeted to them and that that
not only that you provide those products
and/or services it you can send them
directly to that particular product page
that they did break repair but they're
really not they already know they need
the rotor replacement they're going to
lco look
there's rotor replacement they can click
on that and then go to your rotor
replacement page so it's pretty pretty
powerful to use place you have the
prices there so they already know
without having to give you a call
what your prices are and this is going
to really cut down on the tire kickers
you know people just calling for a quick
quote they're not already gonna have a
base price but and it's important to
realize that that in the ad copy it says
from it doesn't say that is the price is
this from
so from X price and then if they're you
click on it you know it the price could
be a lot higher obviously because that's
just the starting price for the bear
basic ideal there
so how your charge for these ads you're
going to be charged each time somebody
clicks through your price extension so
if somebody did break repair and then
let's say they clicked on rotor
replacement in there so we have five min
their pad replacement rotor replacement
caliper replacement they click on rotor
replacement you're going to get charged
for that so that is actually counted as
a click when they click on the intended
product or service that they're
interested in
that's where you're charged but the good
news is that they click on that and then
like well you know what i want caliper
replacement or inspection cost then the
if it's really really close together it
could be seen as click fraud so because
of how AdWords algorithm works you might
still get charged for one but worst-case
scenario you're going to get charged for
two clicks and two clicks on so if you
have five in there and they go through
all five of your only charge $MONEY for
two of the clicks which is still pretty
good so i highly recommend that you use
these price extensions especially for
your service based company out there
even if you're an e-commerce company you
know this is this is really cool because
you can have your product listed there
and then add on the sub services for
that product so let's say you sold
glasses you'd be able to put in you know
the price range starting at baba and
then say prescription and add that in
and whatever else that goes with that
you know those add-on features you can
add those in and and give people a in
understanding of ok this is the price
range that I'm
can get so really really cool something
take a man's job
people are just now starting to so you
can be one of the first in your area to
really take advantage of that
so next up we have sitelink extensions
and site links can be shown by adding
you have to add at least two cycling sin
and you'll have the title in the
description description one description
too and then the title and you'll need a
minimum of 24 up 24 can show so i highly
recommend you get for going and what the
site like extensions going to do is it's
going to really extend your ad almost
almost like a double add really so if
somebody to no good example this is
somebody were to type in automotive
touch-up paint that's the example I'm
using here you can see that in my
example we have underneath the regular
ad copy and the we have touch-up paint
and then spray paint which you could
also do paint pens and you can also do
aircel spray so bye-bye listing you know
somebody's looking for the for the
automotive paint well what exactly are
they looking for an automotive paint
this could be coming back up to the
brake repair example to as well we could
put in their pad replacement rotor
replacement brake bleeding so you can
also use those you know whatever
whatever sub products are in that
category that they're searching for you
can list and when those are listed if an
individual to click on that and you
don't have to send them to a different
landing page in the original ad copy if
you just have one brake repair page
that's fine but if you haven't broken
down into each and every product or
service you can send that person
directly to the page that speaks the
most 22 what they need two what problem
our product or service that they want to
a solve so it's a great way of going
through and in and really tailoring in
and highlighting what services you're
offering and then sending the person
directly to the page that you want and
really that's what it's about
when you have an ad copy going online
let's say you know when i ran my my
computer repair business and I had had
that going with my ad copy you know
specifically said things like virus
removal
see my phonebook at so I listed the top
three services that made me the most
money and they were all pretty much
labor-related right because they didn't
cost me any hardware that I had to sell
was just labor and you know it was just
my time so you know virus removal i
listed that huge in my ad copy and a lot
of the calls i got looking a lot of
other individuals ads in that phone book
a lot of who didn't specify their their
products or services that they offered
and you might think well everybody knows
auto mechanics to break repair do they
you know i'll tell you right now the a
jiffy lube near my house doesn't bleed
brakes so I thought they did I went
there a few weeks ago and I was like oh
yeah here for Brickley and and no they
didn't do that does it go okay so-so
no they don't they inspect breaks they
they change brake pads but they don't
read bleed brakes so by you know
highlighting the products and services
that are popular for you
that's what you want to do and that
gives you a perfect example of telling
PE individuals about your unique selling
proposition in the likes o set
extensions love them use them all the
time
next up is going to call extensions and
call extension show that call button in
chances are you've done a mobile search
before in Google ray and you've seen
somebody's phone number and you have the
icon there for the call and that really
makes your ad standout is so so having
that call button there is fantastic and
it's great for the service based
industries because people going to click
it they're gonna call you and you're
going to be able to to uh hopefully land
the sailrite so i don't really go out
much more in detail to that now call
extensions are going to show uh that
call icons linger show on the desktop
however your phone number itself or the
Google forwarding number depending on
how you set up your conversion flow on
there
the phone number can show on desktops as
well which is really cool
this College sessions can also be used
on display as well but only on mobile so
if you're running display ads in your
area and
you can definitely use call extensions
there they can work really really well
and be really really cheap so so it's a
great way of kind of branding out if
you're if you're running anything on the
display and so much i'm a big fan of
those and next up we have app extensions
i'm not going to go into that much
detail on this because this doesn't
apply to so many businesses but
basically if you have an app you can
list it there and they'll be a nice big
button that will say free or the price
and people click it they're taking
direct me to your place tour or App
Store depending upon the operating
system that they're doing a search on an
operating system your app support and
they'll they'll be able to two then
install your app which is you know for a
big big companies out there you know if
your amazon yeah of course you want that
if you're a big conglomerate and then
yes you know maybe even a real estate
agent can get some benefits out of it
because they're able to kind of spice in
in white label some other real estate
apps that are out there so if you can
white label it's perfectly good way to
go otherwise i wouldn't build my own
apps to have my own app just because
they're 22 uh expensive to maintain
their really are so but yeah there's
applications for you and they can
explain your ad
next up we have review extensions and
this is kind of cool and reviews are
being used more and more and more so for
instance i used google plus reviews when
I search of businesses i see what Google
reviews are on them beyond and I go
through those all the time I just chose
the place to bleed the brakes in my in
my vehicle because of their their strong
google+ reviews and so that's fantastic
way to go now you can't use google plus
reviews in your review extension
however you know they're good to have
because they expand your ad out and so
it's not about reviewing a specific
product or service you know so if you
were to sell as something out there will
say cameras it's not oh I love this
camera because of ABC feature it's not
about that the reviewers
your business so you'll want to list and
quote other individuals who have quoted
you and it can't be from a review site
it has to be either what could be
technically for review site but has to
be a reputable site in which isn't a
review aggregation site so so it's very
common when you submit a review to get
rejected the first time you have to go
around and submit a few different
reviews I've had to do this numerous
times i found that forms are fantastic
place to get reviews so if you if you
you been in business for a while
definitely check out forms and what
people have said hey I recommend ABC
because they do fast shipping so you can
write a review out of that and and a not
necessarily quote it but kind of change
the context around what you're allowed
to do as long as you highlight that you
change the context for our that you
changed you didn't change the meaning of
it but you just change some of the words
would fit that they allow you to do that
just fine to review extensions are nice
i don't use me all my campaign just
because a lot of individuals don't have
enough reviews out there you only you
only need to for him to show but it you
know they also need to be a year old i
think now that used to be six months but
i think they bump that to a year now so
the reviews have to be out there for a
year so in you know it's hit or miss i
use them when I can but a lot of
individuals aren't set up to be able to
use the review extension still if you
can use them
next up is colic and call-out extensions
and these are links are not clickable
and but they're really really easy to to
put in and set up because all you're
doing is you're just doing a quick call
out so it you can have up to three will
show an example we give here a it's it's
hurry limited inventory a new events
every day
apparel home and more so the three
call-outs used in in the example here
and like I said they're not clickable so
you know all they're going to do is
expand your ad and it's a great way of
going through
sorry there i didn't i didn't put my
skype on mute
and and let me go ahead and switch this
around and so so right now we have a
with Colin extensions it's really like i
said really really easy way to extend
your ad copy not click about what I tend
to do here is I try to highlight a few
things such as you know free shipping if
your local business put in currently
open
oh man you know something right out like
that like open right now
you know it just works right especially
if you're using call scheduling if using
caught on so not call scheduling but
scheduling campaign scheduling it's
fantastic because you know you're only
open between 95 and that's when you're
running your ad copies put open now are
currently open it it works put that as a
first-line that's all I can say now
otherwise you put in things you fear of
loss the appointment booking fast so if
you're you know a dental client you can
say I'm now accepting you know accepting
limited a limited new customers
something along those lines as long as
it fits in there so you can create some
some fear of loss in there are really
you're trying to highlight a benefit of
them buying from you or or coming to
your site
next up we're going to have local
Extension location extensions and this
is gonna be a little bit more in depth
and this is a location extensions are
going to show up on search predominantly
but they can also see I'm sorry on
mobile predominantly but they can also
show up on desktop to as well in here
we're going to see that there's a couple
add locations for us that had that I put
that are here and this is from a desktop
search it's going to have the search
icons there is also one of them is going
to have the hours of operation so
they're open from bob loblaw because
they put in their ad schedule and that's
going to be pulled from the google maps
sting a generally is so you know have
that map's listing up and going and I
think we've covered that already and tap
so so definitely have that setup look
the best hangouts because i'm pretty
sure i recover that but location
extensions if you're on a mobile phone
it's going to tell you how far away
because google knows your location
because you're on your mobile.phone
night doing the search and they can tell
based on your IP address or if you have
gps on you know your approximate
location therefore they're going to be
able to tell you you know this business
is you know half a mile away is 1.5
miles away so so you know having that
location is fantastic because
individuals especially now they're
getting there getting used to going
there in and sing ok yes this is the
store I want to visit so they're going
to click it and it's going to take them
right into google maps and then they're
gonna get the directions and just go to
your business so it's a fantastic way of
having in there especially if you have a
storefront you want to use locations you
have to use location that's a big big
one location extensions can I won't say
that I was gonna say they can show up on
display but honestly I can't recall
right now if they do show up on display
so I yeah in the other thing there is
when you're when you have location
extensions setup and you're listed
yeah and in to the google business maps
listing you're going to be able to when
doing your search campaign heaven
location exceptions on you're going to
actually show up as well on google maps
so this is fantastic you only work with
search on the search campaigns that you
run but you'll be able to show up on
google map which there are i forget what
the 1.5 billion google map users right
now and more and more people i'm i'm
using google maps more and more and more
all the time to say to serve to go to
google maps open it i type in you know
what I want you to little just a chinese
food and then I'll see all the Chinese
restaurants around me and then from
there i get a pic okay well which one do
I want to go to and and you know by you
positioning yourself and having your ad
there you're here
it's fantastic so you'll be on the first
ads are your ad will be in purple
it'll-it'll
show purple on the map to as well then
give them the opportunity of visiting
you
so if I'm there and I'm looking for an
auto mechanic using google maps guess
what I probably want not a mechanic
then in there if I'm looking for Chinese
food i'm looking for Chinese food there
by even type in something like insurance
i'm probably looking for an insurance
company so you should be there
definitely google maps for the win
it's pretty good stuff the last one
we're going to kind of cover and this is
this is future stuff here and it's not
rolled out yet but location extensions
are expanding so retailers who have
storefronts will be able to track those
whoo-hoo-hoo-hoo search and then click
on your ad and then visit your store so
let me say that again because it's kind
of confusing so I go ahead and I type in
chinese food I then click on the chinese
food ad and then I say okay now I'm
gonna go cheat to the chinese food store
well Google is going to be able to track
that and it's going to be a little bit
harder because the gps is going to have
to be on or there's gonna have to be a
beacon in place so they haven't quite
said how the took back and technology is
gonna work but just just being a little
bit of a technologist I'll tell you that
the gps will probably have to be on a
some sort of uh internet connection will
have to be on a location-based something
will have to be there but google is
going to be able to tell by based upon
the user settings on the phone that that
ok the individual click your ad and then
visited your storefront so you'll be
able to optimize for that which could be
really really big for businesses who are
just trying to drive foot traffic so you
know big thing in new car sales and car
locks is yeah they want that you know
they do a lot of expensive advertising
but the big thing for them is getting
that foot traffic there and they'll be
able to optimize based upon foot traffic
and so this is pretty big deal to a lot
of companies out there especially those
who need that foot traffic to be able to
optimize for that so it's a really
really interesting change it hasn't
rolled out to most accounts out there i
don't even have it in my test account
yet which makes me a little sad but
that's fine i don't have
automotive clients anyways but that's
probably who I'd use it for but it's a
pretty good one objective of a future
technology that's coming out which again
is location-based and the other one here
that I want to quickly talk about this
is gonna this will affect I think more
individuals and that's going to be the
that the map pins so map pins are going
to have a pin on the google map where I
were to scroll up here just a little bit
you know what a google map looks like
and you know what pins look like on a
man right its location so imagine you're
driving down the interstate and you go
ahead and you look at your map and then
on your map you see a promoted pin on
your on your route and it says eat you
know chinese food delicious chinese food
something like that so individuals will
be able to see a businesses that are
being promoted up for four people who
are going who are using google maps and
going along the destination so it's a
good way of calling out attention to
yourself
so even if you're not necessarily there
for attempt to land the customer that in
there if I'm an auto mechanic on my
habit they're just so people know hey
this is where an auto mechanic place is
the the place i ended up taking my
vehicle to I i went down three different
wrong turns before I found it because it
was really really in this backwards
location in the street that was hard to
get to and I was like man how do you
even get customers because it's out of
the way and i'm sure the painting really
really cheap rent which is fantastic
because i'm able to pass the savings on
me but still if if more people knew
about their location
I bet you they get more business and
Google Apps would be a fantastic way for
them and using the promoted pins to at
least let people know who are passing
them by using google maps a look there's
not a mechanic place right here so it's
a good way of getting the word out even
if the users are our intent on
purchasing them in there and I think
it's fantastic if I was off of the
interstate especially in a rural area
and people or or going by I'd be like a
free soda with gas
I don't know right something that can be
worked out in there to grab users
attention so there's a tooth
things that are coming down the future
and i fully expect that these ad
extensions will will really start
changing more and more overtime so
really that's going to be it for today I
haven't decided on next week's a topic
just yet
as many of you know my wife is we are
expecting a baby girl anytime now
so so I'm really looking forward to that
will be you will be quite exciting and
we'll see what comes out of that so I'm
gonna look over on twitter i don't think
we have any questions that that we have
to answer which they just makes my life
easier
so I know I don't see any questions so
we are good to go next week topic
haven't fully decided feel free and
shoot me an email directly if you'd like
or post on you can shoot me an e-mail
Jacob at marketing playbook that co up
otherwise feel free to join a private
facebook group or the google community
or the facebook page post comment if
there's a topic or you know an issue
that you're having with your business in
digital marketing if there's a topic you
want us to cover more in-depth you know
I've used pretty much every advertising
platform out that can see every just
because millions upon but I've used a
lot and II I've been doing just marking
for a long time but uh yeah feel free
and connect with us join our Facebook
community and i will see you next
wednesday $TIME to $TIME p.m. central
standard time take care