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Previous visits, reviews, seller ratings, sitelinks, social… know your ad extensions<br /><small>Ad extensions – Part 2 of 3</small>

By   /  July 31, 2014  /  No Comments

Part 1 | Part 3

Today’s post is part two of a three part series covering AdWords Extensions, and we’ll be finishing up our description of the different types of extensions, what they do and when to use them. Tomorrow we’ll conclude the series with some tips and tricks for getting the most out of extensions.

Previous visit annotations

What it does: It tells visitors the number of times they have previously been to your site and the last time they visited at the bottom of your ad. This works based on clicks from ads or if people found your site through organic search results as well.

Devices: Mobile, Tablet and Desktop.

When to use it: This is the only extension that Google puts in at their discretion. According to Google, this extension will show when it is most likely to improve your chances of getting a conversion. You can go out of your way to request that they not put this information in your ads, but there’s not a lot of point in doing so, especially since people need to have clicked your ad at least twice for it to show up.

Review extensions

What it does: A third party review from a trusted and established website, either a direct quote or paraphrase, along with a link to the review site is added to the bottom of your ad, and you are only charged if people click on your website link, not the review link. You supply the quote and link, but it must be approved by Google before it will show up. Reviews must not be from individuals and they must be less than a year old to be approved.

Devices: Mobile, Tablet and Desktop.

When to use it: If you’ve got a review from a well-known site, you should definitely consider using this extension since this is the most accessible review/rating extension available. According to Google, ads see up to a 10 percent click-through increase when these extensions are used, which is probably due to a combination of the review itself and the ad taking up more space on someone’s screen.

Seller rating annotations

What it does: It displays a star rating given to your site out of five possible stars. The data for the rating is collected from a variety of sites by Google and generally focus on overall customer experience instead of individual products. While you don’t need a Google merchant account to be able to use this extension, you do need at least 30 reviews in the last 12 months as well as a minimum of a 3.5 star average rating. You are only charged if people click on your website link, not if people click on the review link.

Devices: Mobile, Tablet and Desktop.

When to use it: The good news is that since Google won’t show the extension unless your rating is high enough, poor ratings won’t work against you. User ratings are known to increase CTR and conversions because they give people confidence in a company and/or its products, so if you meet the qualifications, this is a good extension to impliment; if not, consider looking into review extensions which have much easier requirements to meet.

Sitelink extensions

What it does: This extension shows a variety of links to your site at the bottom of your ad based on links that you create in the extensions menu of your AdWords account. This can be between two and six links, although with dynamic sitelinks, Google randomly chooses the one it believes will convert best. With the regular extension, ads with more than one sitelink, you are charged for any click on the ad. With dynamic sitelinks, ads with one link selected by Google, you are only charged for headline clicks.

Devices: Mobile, Tablet and Desktop.

When to use it: This is a good extension for taking up a lot of visual real estate, and as such, it tends to provide a solid increase in CTR for individuals using it. Since the only requirement for this extension is a sufficient Quality Score, it’s a good extension if you aren’t able to use review/rating extensions.

Social annotations

What it does: While they are called social annotations, it might be more accurate to call them Google+ annotations as it’s the only platform that data will show from. With this extension, people will see how many followers your Google+ business page has. There are several requirements for being able to use this extension, including having at least 100 followers, being a verified business, having your Google+ account linked to your website and having a Google+ page with “recent, high-quality posts.” There are also certain businesses that are excluded from using this extension, which included businesses that involve gambling, healthcare and alcohol. You are only charged if someone clicks on the headline link, not your Google+ link.

Devices: Mobile, Tablet and Desktop.

When to use it: Social annotations can work similar to reviews in that they increase people’s trust of a brand and its products and services. If you have a large Google+ following, this extension may be a great way to generate brand trust without having to rely on reviews.

  • Published: 6 years ago on July 31, 2014
  • By:
  • Last Modified: August 4, 2014 @ 9:43 pm
  • Filed Under: Google

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I'm an avid reader of stuff and devour information of all kind. For the past four years, I've been pursuing my passion for writing. When I'm not reading or writing, you'll find me knitting. Follow me on twitter: @MarilynMaupinTS

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