Stand Out from the Crowd with Google Adwrods Extensions!
The typical way a PPC ad is used is to attract a click through to either your carefully planned landing page or a particular service/product page on your website. Once your visitor arrives you are trying to encourages them to take some form of action whether it is getting them to call you, submit a contact form, download something, buy from you, or something else.
As you probably know, the average web surfer is very impatient. They want the information they are looking for in seconds with minimum fuss. What can you do about this? You can use Google’s AdWords extensions of course.
Google AdWords Extensions that Create Call-to-Actions in Your Ads
Now you are able to play with a number of very useful extensions that Google has recently made some great improvements to. Google has also made these extensions more easily managed from within your Adwords dashboard.
The extensions enable you to utilize simple Calls-to-Action (CTAs) in your ads. What does this mean for you? With the massive growth in smart phone use to search it means you can give a smart phone user the ability to call you, for example, directly just by clicking your ad. This means they don’t need to click through to your site and then find the number. Wouldn’t that help your ad stand out against your competitors? This is just one example so lets take a look at the various AdWords extensions at your fingertips…
- Call Extension - It enables the display of your business phone number right in your ad. This allows smartphone and iPhone users searching Google to make a ‘click-to-call’ right there from your ad. This is a fantastic way to grab those prospective customers using mobile devices before your competitors do. If you happen to run a local business then this is one extension we particularly recommend
- Site Link Extension - This extension means you are able to link directly from your ad to a certain page on your site. This is a great way of helping your potential customer find the product, page or information they are looking for in the quickest time possible.
- Location Extension - If you are running a local business then this is another extension we highly recommend trying. You can use it to make ads display your company or business address, a phone number and a map link.
- App Extension - Are you trying to promote a fantastic new app that your visitors would really benefit from? Use this extension to give viewers a direct download link for your app. Let’s face it, if you have a great app, searches will appreciate being able to grab it with the minimum amount of fuss.
- Offer Extension - It’s great to run offers and they can be a very effective way of grabbing people’s attention, attracting new business, encouraging long-term customers and so on. You can embed your offer right there in your ad and when visitors click on the view offer button they are taken landing page (hosted on Google) where they are able to print the offer or download it ready for use. This also has some great opportunities for local businesses.
The AdWords extensions described above should inspire you to come up with some very interesting new ads that could be surprisingly effective for your business. Use them to stand our from the crowd and generate more revenue and interest even on a limited ad spend budget.
If you need any help managing your Google Adwords and or a complete pay-per-click campaign (including PPC ads on Bing, Facebook, etc) just contact us and we can provide you with a fast quote.
To learn more about Google Adwords extensions take a look at Google’s own page introducing the various extensions here.
Google’s ‘(Not Provided)’ result has people wondering what their other keyword searches are!
When you are signed in to your Google account any searches you do at Google.com are performed under SSL so that they are encrypted. This is Google’s way of protecting your privacy when you perform your searches. The average user will be grateful that the keyword phrases they enter into a Google search are kept private. However, for us internet marketing types this is a thorn in our sides that seems to be laying down roots and growing. The problem with searches that are encrypted is that the data provided in Google Analytics labels all of these searches with a ‘Not Provided’ message where we want to see the actual keyword phrase.
Although Google has been encrypting searches performed by users signed into their Google account for the past 2 years, it is now becoming more and more of a problem. At first only a small percentage of searches were being labelled in Google Analytics as ‘Not Provided’. For our own clients, we have noticed a steady increase in the percentage of not provided data since Google switched to encrypting Google Account user searches. The increase was slow and steady at first with our average client not provided percentage being less than 4% about 18 months ago. This average continued to climb as more and more people online signed up for a Google account; mostly for the ability to use Gmail. About 9 months ago we did another simple calculation and saw this not provided client average had risen to over 15%.
For the average percentages we chose a range of both client sites and some of our own sites to give us as broad a perspective as we could. Results would be affected if all the sites studied were tech related for example which would include markets where searchers are more internet-minded and therefore much more likely to be signed into their Google account when they performed a search.
‘(Not Provided)’ Google Searches Today
After performing the same average check at the end of last month (September 2013), we see the average not provided searches to be 29% with one client seeing 46%.
What kind of differences have you seen for your sites recently?
For more information about the not provided data and also how you can use Google Webmaster Tools to find out the ‘missing’ data, check out Ben Godsell’s post on Search Engine Watch entitled ‘Recovering (Not Provided) Keyword Data’. This article is a great guide and one you should definitely take some time out to read and understand.
This post is a video that follows on from the last post, VIDEO: 90 Seconds to Perfect Microdata: Rich Snippets Tutorial for Local SEO so if you haven’t already watched that one it would be a good idea to do so before going further ;-D
This video is another tutorial anyone can use to check that their microdata rich snippets are set up correctly. It is extremely simple to do but also an extremely important step to take in order to ensure that the search engines will correctly interpret your microdata code so that you get the full benefit. If you don’t validate, you’re wasting your time mate! (Sorry for the terrible rhyming – poetry is definitely not my thing.)
The following video is a very easy tutorial I put together recently (also available on our A to Z Net Ventures YouTube Channel) which walks you through the steps you can take to create your microdata code rich snippets that Google recommends for using as a local company. This video shows you how to handle the microdata use introduced in the previous blog post What are Rich Snippets / Microdata & How Are They Used for Local SEO on Your Website? (read this first for a little background info about rich snippets and their growing importance for SEO).
Please post any questions you have or help you require in the comments section at the end of this post. I’ve also included the video transcript below the YouTube video for any one that can’t view the video for whatever reason. Enjoy the tutorial and leave some feedback…
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