At this month’s KCDMA luncheon, Erik Dahlstrom from Emfluence presented a marketer’s guide to PPC (pay per click) ad extensions. Before we get into that, let’s talk about the basics of creating a Google Ad.
- Go to ads.google.com
- You must have a Google account for your business and be logged in to start a Google Ads campaign.
- Select campaign type – search, display, app, shopping, video.
- Create Google Analytics account if you don’t already have one, then link your Analytics to your Google Ads and set up Goals to track conversions.
- Go back to Google Ads to import Google Analytics goals.
- Select campaign settings in Google Ads, such as audience, run dates, budget, bidding and ad extensions.
- Set up ad groups and select keywords.
- Create ads for each ad group.
- Campaigns are now created and you can modify specific strategies for each campaign.
- Payment method needs to be set up before running a campaign.
There is an excellent tutorial with more details on setting up Google ads at https://www.youtube.com/watch?v=zLeduV-d7lc
Notice in step 6, I mention ad extensions. Erik says no paid search campaign is ready to go without adding a full array of ad extensions, so take advantage of those. Ad extensions are add-ons to your ad copy that help to increase clickthrough rate and conversion. The more information in your ad and the more extensions you use, the more chance it has to perform well, meaning you get more for what you pay for. Erik recommends using at least 4 extensions in an ad. Google can automate extensions for you, but it’s best to take control of them yourself to make them do what you want them to do.
In the following example of a Google search result, you will see not only the link to the specific search result, but additional blue links that go to other pages of interest on the same website. Those blue links are built with an extension. The listed pricing at the bottom comes from another extension.
In some ads you will see a 5-star rating system, a promotion or a link to call or text a company. Some even have a Get Deals button. But guess what. Yep, those are all implemented with different ad extensions. There are actually 50+ extensions available.
What is coming next?
People want quick access and details without having to read a lot of text so things are becoming more visual. In the near future you can expect to see more photos, graphics and icons in ads. Bing already uses image extensions. Google is getting on board with those too.