The most important ad extensions in Google Ads
In addition to the usual text advertisements, further information carriers can be added to the advertisements. These offer the customer increased added value, which in turn means a better quality result for the ad. Thus, with each additional ad extension, the text ad is rated better and receives a better ranking.
You can use the following ad extensions:
- Location: Location extensions show local addresses in the text display. This is mostly used for local business locations where customers can physically walk into the shop.
- Google Sitelinks: With the Sitelinks you can add additional links to your page. Use this function to add further categories or products that appeal even more to your target group. However, the sitelinks only appear if your ads can occupy the first position.
- Call: With the caller extension, you can store a telephone number that is displayed. Smartphone users can be connected directly to the phone number with one click.
- App: The app extension refers to an available app that can be used by smartphone or tablet users.
- Rating: Rating extension shows positive reviews in the text display, which were written about your website on different websites. These must be accompanied by a citation and a source URL.
- Callouts: In my opinion, the callout is the best way to strengthen the main keyword or to draw the customer’s attention to other USPs – for example, free delivery, payment on account, rewards, promotions, etc. – and to make the customer more aware of the product.
For each click on one of these extensions that leads to a redirect or action, Google charges the normal CPC (cost per click) value of the ad. Therefore, Google values all ads with multiple click possibilities even better, logical!
Price extension: With the price extension you show your customers the prices of different products. The visitor thus sees how high your prices are.
Google Ads Agency Zug
Advanced setting
Advertising schedule:
Mit dem Werbezeitplan definierst du den Zeitrahmen deiner Kampagne. Du kannst deine Anzeigen so einstellen, dass sie nur an gewissen Tagen und zur vordefinierten Zeit aufgeschaltet werden. Dies kannst du im Zusammenhang mit einer AnWith the advertising schedule, you define the time frame of your campaign. You can set your ads so that they are only displayed on certain days and at a predefined time. You can link this to an ad that includes the opening time of a branch. An advertising schedule can also be useful with a call notice. This ad will only be shown during office hours.zeige verknüpfen, welche die Öffnungszeit einer Filiale beinhalten. Auch mit einem Anruf-Hinweis kann ein Werbezeitplan nützlich sein. So wird diese Anzeige nur während den Bürozeiten ausgewiesen.
Ad delivery:
The ad delivery defines the type of ad rotation and its focus. It can be defined whether an ad should be optimised for clicks or conversions. Multi-variant tests can also be made, which deliver the ads evenly for 90 days and then select a winner.
Dynamic search display:
With the dynamic search ad, Google does a lot of the work for you and generates the alignment of the ads based on your website. To do this, you enter your website domain and define the language. Google does the rest.
I strongly recommend you to test dynamic search ads and make your own experiences. In many campaigns, this is the main source of income. For this purpose, the campaign type of the search network must be adjusted from “All functions” to “Dynamic search ad”.
Ads displays
Once you’ve made all the account settings, it’s on to creating the text ads. The text ad is your personal salesperson who invites your customers in. For this reason, it is here that you need to come up trumps with your USP in order to stand out from your competitors.
For the creation of the text ad you have to consider the following points:
- Use your main keyword often in the ad 2-3 times.
- List your USP.
- Write appealing titles.
- Add a call-to-action in the text
- Always end text line 1 with a full stop to reinforce relevance and lengthen the ad to one line.
- Add your main keyword to the displayed URL after the main domain. (The page does not have to exist like this).
- Keywords that are searched for by customers and found in your ad are highlighted in bold and therefore more relevant.
- Work with placeholders {keyword: } to replace the keyword you are looking for in your ads.
- Not everything should be WRITTEN BIG.
- Clerical errors are to be avoided as far as possible.
- Unnecessary characters and spacing will be penalised and warned off.
- No keyword repetitions strung together.
Advertiser location:
You have a limited number of characters per text display, which you can use for your message. In most cases, every single character counts. As already mentioned, the text display changes when the first line of text ends with a full stop. The text display thus connects the title and the first line of text. With this effect, the first line of text is automatically counted as part of the title and accordingly also receives a higher relevance.
Create 2-3 ads per ad group, as these will be played out one below the other and the ad with the greatest success will be used in the end. Use different forms to test what goes down well with your target group. For this purpose, you probably still remember the well-known chapter of the three-brain model principle, in which it is explained that your target group can be divided into different colour dominants.
Keywords
After you have set up your first campaign and created the ads, you move on to the next step. You now edit the keyword list and list all the important terms you want to be found with.
This keyword list will then be used in connection with the created ads and campaign settings. For this reason, you must think carefully about which keywords you want to be found with and how your target group should find you. You must always keep in mind that you often have a different choice of words than your target group, whether it is women’s shoes or women’s shoes, what the customers are looking for, you can easily and conveniently analyse with the keyword tool of Google Ads. You can have keyword ideas suggested to you or compare and evaluate the search queries of different keywords.
When choosing keywords, you should consider the following:
- Use two or more keywords in a row → Ex: Ladies shoes cheap.
- Allow for misspellings and typos.
- Use the different keyword options (exactly matching, largely matching, matching word group.
- Use exclusionary keywords to not appear for certain search queries.
After selecting the keywords, your search network campaign is ready to go. Don’t forget that many people also search for the company’s brand.
Google Display
As you already know, you create a search network campaign when a product or service is already known and search queries exist. But what do you do when a new product needs to be promoted? Exactly! You create a Google Display campaign.
With a display campaign from Google, you can easily and quickly create a banner campaign that displays all your display ads on different websites. This way you can bring unknown products and services to the customer and increase awareness.
The banners are displayed on different websites. Similar to the search network, you create a display campaign and define where your banners will be displayed. You can select your target group according to keywords and thus also according to content or topics.
You can have Google create the ads automatically or create them yourself. To do this, click on “+ ad” in the ads tab and then on “Image ad”. If you want Google to create the banners automatically in all sizes, you can enter the website URL and then click on “Create ad”. Google will scan your website and create a collection of banner sizes from all the image elements. If banners already exist, you can simply upload them.
You can also use text ads as banner ads. Google then simply places the text ads on different websites. The choice is up to you.
For your release day, you prepare your display campaign and schedule the launch on your project launch day. In this way, you reach a large number of new customers who have most likely never heard of you.
You can use the following sizes:
- Vertical Rectangle: 240 x 400
- Mobile Leaderboard: 320 x 50
- Banner: 468 x 60
- Leaderboard: 728 x 90
- Square: 250 x 250
- Small Square: 200 x 200
- Large Rectangle: 336 x 280
- Inline Rectangle: 300 x 250
- Skyscraper: 120 x 600
- Wide Skyscraper: 160 x 600
- Half-sided: 300 x 600
- Large Leaderboard: 970 x 90
- Large Mobile Banner: 320 x 100
- Billboard: 970 x 250
- Portrait: 300 x 1050
- Google Shopping / Google Merchant
In addition to the familiar search results, Google also displays product results from the Google Shopping account. You can recognise the Shopping ads by the product images including name and price.
In order for your products to also appear in the Google Shopping area during a search, you must first create a Google Merchant account and list your entire product range there. You can then easily connect your Merchant account with your Google Ads account and create a Shopping campaign in the Ads account.
You can only use Google Shopping for products. Services are not supported in Google Shopping, as certain attributes such as weight, colour, condition, etc. must be specified.
I recommend anyone whose goal is to generate sales to create a Google Shopping account and link it to the Ads account. The sales are the highest here in relation to other campaigns. The customer sees the name of the product, a picture and the price. This is usually enough for a purchase decision.
For the start of your project, you have to start your Google Shopping account one week in advance, as the products still have to be checked and activated by Google. So take your time to create the account, as several other actions are dependent on this.