The Power Of Extensions In AdWords
A recently posted image of a Williams-Sonoma text ad that featured one line of actual text, in addition to four lines of extensions.
At first glance you might not see what’s really going on with the ad, so let’s break it down to show you what Google’s done here.
- First you have the Consumer Ratings Annotations (Shipping 9/10 – Selection 9/10, etc.)
- Then you see the new Promo Extension Google is testing (the 20% off Your Entire Order line). This extension features an offer, followed by some descriptive copy (in this case, Williams-Sonoma is using a promo code)
- That’s followed by the Sitelink Extensions (such as “Up To 75% Off Fall Sale”)
- And lastly, you have the Location Extension (NW 23rd Ave, Portland)
While Williams-Sonoma is a retailer, extending promotion extensions to text ads would mean that advertisers from other verticals will be eligible to use them. It also means that advertisers can change out a single ad extension, rather than update the ad copy entirely.
These new extensions are also being tested out on all devices, including mobile.
When To Use The Promotion Extension
This is pretty exciting news for advertisers, as extensions have proven to be quite the conversion asset for online ads – not to mention the benefit of not having to update an entire ad to make a change. But the important thing to remember is that just because you can use extensions, doesn’t mean you should.
The key is to understand the buyer’s journey and where they likely are at the moment they come across your ad. This will determine which types of extensions would work best for your text ads.
Ideally, you’ll run an audit of your current campaigns and ads. This will help you determine the best possible strategy moving forward.
OperationROI can help. We’ve been testing out these new text-ads promotions across a number of verticals, and have seen some impressive returns on investment. But it’s all about strategy. Allow us to show you what we mean. Contact the OperationROI team today by calling 1-888-277-5429 or by filling out our contact form to learn more.Not Using AdWords Extensions? Contact Us Today!