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What would you say if I told you I had a way to increase your website’s clicks, leads, and conversions? Because I do. It’s paid search.
Ok, ok. I know you’ve heard a million success stories about pay per click (PPC) marketing, which makes you question the validity of what you’ve heard. But I’m telling you that paid search is, without a doubt, one of the easiest and most cost effective investments you can make to promote your company’s website and products.
But you can’t just produce an advertisement and expect it to pay off. AdWords extensions can improve your PPC ads and increase your visibility on search engine results pages (SERPs) by highlighting important store information. Listen to me when I tell you search engine results are a real estate game. Utilizing ad extensions will allow you to take up more real estate, helping you to stand out from your competitors and earn higher click through rates (CTR).
At Blue Corona, we are constantly adapting our playing strategy in the PPC game to maximize real estate. And I’m going to share which ad extensions our pay per click specialists recommend to boost your ecommerce campaign results.
When you upgrade the size of your home, you need to fill it with more stuff. But not just any stuff—you invested in more space for a reason. Like a new house, having larger ads is likely to be a good long-term investment. But more ad space won’t generate more leads unless it’s filled with quality “stuff,” and in this case, sitelink extensions.
Sitelinks allow you to increase your real estate with content and links—at no extra cost per click. They are displayed directly below the main text of an ad and provide additional links to deeper pages of your website.
Instead of having every customer enter the main landing page, each consumer has a more personalized ad experience—allowing you to fulfill a search query more quickly and efficiently. The faster a perspective customer can satisfy their need on your website, the more likely they are to become a conversion.
Maximizing real estate while accurately fulfilling customer needs at no additional cost? Sign me up.
You know that shelf at your parent’s house that holds all the awards, trophies, and diplomas you’ve earned throughout your life? (Probably the reason why you never invite people to your childhood home—you’ve been scarred by one too many first dates being shown your little league trophies.) Review extensions are kind of like that. Parents (the company) get to brag about their children (their products) to those looking at the shelf (the consumers). They allow the success of the company to politely be shown off to your potential buyers.
According to Google, “You know your business is great, but review extensions let customers know that a respected third-party source agrees. Adding a quote from a positive review, award, or accolade to the text beneath your ads gives potential customers one more reason to click.”
It’s ok to show off. (Like some great philosopher once said, “if you got it, flaunt it.”) Review extensions are a great way to get an edge on your competition and prove to consumers that you are a reputable business. Make the most of your company’s five-star rating, it’ll be sure to pay off.
Google recently announced the release of a new ad extension—structured snippets. Similar to callout extensions (keep reading to learn about those, too), this is a non-clickable extension that allows you to add more context to your ad copy.
So what’s the big deal? Why do we recommend structured snippets for your ecommerce campaigns? Well, that’s simple. Structured snippets allow you to use predefined headers (amenities, brands, styles, etc.) to highlight specific aspects of your products and services in your ad. These provide more detailed descriptions of your offerings before visitors click through to your site.
If used well, structured snippets will help improve click through rate and drive more qualified leads, which will positively impact conversion rates. (But don’t be fooled—PPC clicks aren’t considered leads.)
Although not clickable links, callout extensions are useful for promotions, offers, and brand promotion. According to AdWords, callouts help highlight “specific information about your products and services.”
For example, if your website offers free shipping and free returns, you need to advertise, advertise, and you guessed it, advertise. Utilizing callout extensions to promote what differentiates your company from its competitors, like free shipping and free returns, will lead to a better conversion rate for your site.
Ready to Start a Pay Per Click Campaign?
I’ve said this before and I’m going to say it again: search engine results pages are a real estate game. When you have one of the top spots, ad extensions will give you an extra line of text to your ad, enabling you to take up more space on the screen. They also factor into your website’s Quality Score (which determines how relevant your ad is to Google’s users), positively impacting your Ad Rank.
If you have an ecommerce site and you’re not investing in pay per click advertising, your company isn’t exploiting its true potential.
At Blue Corona, we have a proven pay per click management system and lots of experience optimizing ad extensions to help companies like yours. If you’re not sure where to begin your paid search campaign, give us a call!
About The Author: Katie is an Organic Team Lead at Blue Corona. Outside of content creation and SEO, Katie enjoys stuffing her face with nachos, online shopping, and binge-watching Netflix.
View more blogs by Katie Birkbeck