Google Ad Extensions

Google Ads extensions can increase your CTR by up to 20% according to Google. So why aren’t you using them? Or if you are, are you using them to their maximum potential?

Extensions effectively give you more space on the search results page. It gives you the opportunity to make your ad as relevant as possible to your potential customer.  Extensions can help you create a sense of urgency to get your prospects clicking, highlight current offers, drive phone calls for your business and so much more.

We examine some of the best extensions and how you can best use them for your business.

1. Sitelink Extensions

Sitelink extensions take people to specific pages on your site (for example, a specific product or store hours). When someone clicks or taps on your links, they go directly to what they want to know or buy.

Sitelink example:

WebResults Sitelink extensions

It gives you the opportunity to drive site visitors not just one static landing page, but to other pages that might be of use to your potential customers.

This helps your ads take up real estate and dominate the Search Engine Results Pages (SERPs) to enable web searchers to focus on your ad and pay attention to Calls-To-Action.

It will also help your customer find exactly what they are searching for without having to sift through your website. This creates easy navigation and seamless searching experience.

Also, the Sitelink extension is limited to just the maximum word limit of 25 characters, so get creative with it.

Use your analytics to establish what potential customers seek when they visit your website.

2. Call Extensions

How & When to Use Call Extensions in Google Ads | WordStream

Call extensions work by featuring your business’s phone number at the top of the ad, next to the site URL. Call extensions communicate two key messages to your potential customers.

i) Your business is only a call away: If your customers intend to get in touch with you, it’s easy to do so. You can easily be contacted, with your phone number on display.

ii) We will be there if you need us: If they got any troubles or inquiries to make, you have got them covered.

On the desktop, this will just show up as a phone number that users can enter into a mobile device; on mobile, this number is actually clickable, and with only two taps someone can call your office. Convenience is a huge asset when people are in a hurry, and mobile users typically are.

3. Promotion Extensions

Promotion Extensions: A Quick And Easy Boost For Ecommerce | PPC Hero

Promotion extensions are used to advertise sales, coupons, deals, and similar special offers. These tend to be paired with a price tag icon, making them stand out from your competitor listings. Using these extensions, advertisers can also include date ranges. This is an easy way to create a sense of urgency. In addition, shorter date ranges tend to convert better than longer ones as there is a smaller window for consumers to capitalise.

Promotion extensions can be used for any type of promotion, but are exclusive to specific product discounts. Examples are:

  • Special discounts
  • Free deliveries
  • Extra packages
  • Exclusive deals
  • Bargains
  • Coupon codes and more.

These extensions are quite powerful. When people click it, it is generally with the intent to convert.

4. Callout Extensions

Optimizing PPC Callout Extensions - maximize adwords text ad performance

Callout extensions are non-clickable copy that are used to highlight your USPs.

In the words of Google Ads ,“callouts help highlight specific information about your products and services”. To capitalise on your callout extensions, make sure you:

  • Provide enough information
  • Increase your options
  • Optimise for mobile users
  • Keep the character limit in mind (25 characters)

You have a limit of 3 call-out extensions, so be sure to give careful consideration to them.

5. Structured Snippet Extensions

How To Set Up Structured Snippet Extensions In AdWords - Paid Insights

Structured snippet Google Ads extensions really capture the user’s attention. They allow you to create hyperlinked, clickable headlines that send users to key pages on your site, and feature a quick description under each one. Structured snippet Google Ad extensions will help you give more context to your ad.

Just as the name suggests; it “structures your words in snippets”.

Structured snippets allow you to string a set of related terms or details together to communicate a section of the ad to the reader. For example, you can layout your services or your special offers in one snippet.

These snippets tell your target audience how you can serve them and what your business is all about.

This immediately attracts the right audience for your business, and rid your website of visitors that are not interested in your products.

6. Location Extensions

Upgrading AdWords Location Extensions | Point It

Location extensions add your business’ address to the bottom of the ad, along with your operational hours if you feature it. When users click, they’ll be taken to a Google map showing your location, and they can instantly get directions to where you are.

Is this business legit?

Location extension answers that for you.

They’re an essential choice if the geographic location will heavily influence whether or not someone decides to do business with you.  But eCommerce brands also need them too. It builds trust. In addition, adding filters enables you to link specific locations to specific campaigns.

7. Price Extensions

The Ultimate Guide To Google Ads Ad Extensions - Store Growers

Price extensions allow you to quickly showcase how much a given product or service costs, listing an item, linking to its specific URL, and then featuring pricing and qualifying information.

Is it in my price range? Does it fit my budget?

This is a great opportunity to make your ad even more competitive by offering up highly-relevant information upfront. Price, after all, is a huge factor that will shape someone’s buying decision. The transparency of having the price readily available upfront can increase clicks if you’re within the range that the searcher is looking for, and get them to click on your ad instead of competitors’. It’s better to start with what you know instead of what you don’t, after all.

And if the price is out of range from what the searcher is looking for? That’s ok, too, because you don’t want to pay a lot for clicks that have no chance of a conversion. This extension can actually prevent that.

8. App Extension

10 AdWords Extensions You Should be Using (But Probably Aren't)

Users spend 90% of their mobile time within apps, so having an app extension for your business is key to staying relevant and increasing engagement with your audience. Don’t wait for users to find that app on their own. Use the app extension to boost its visibility.

App extensions are mobile-only extensions, and they’ll feature the name and logo of your app next to a clickable “Install” CTA at the bottom of your ad. These extensions are created to lead users to download your app, offering a new way for you to keep them engaged. Since it’s mobile-only, this will make the extension incredibly valuable for users who may not want to navigate a full site, to begin with.
If you have an app, use this extension to promote it always. There is no downside here.

Statista recently revealed that Mobile apps are expected to generate over $365 billion in revenue by 2023.

9. Google Shopping Ad Extensions

Cheat Sheet: Ad Extensions for Shopping Campaigns

The best Google Ads extensions for Shopping campaigns are probably:

a. Google Merchant Promotions

b. Product Ratings Extensions

c. Seller Ratings

d. Affiliate Extensions

 

a) Google Merchant Promotions

This extension performs what promotion extensions do for Google search ads.

If you have got any special offers, like a discount or free delivery, this extension lets the public know.

The benefits of offering discounts can’t be overemphasized, about 93% of Shoppers use a coupon or discount code throughout the Year.

Discounts boost your conversion rate because obviously everyone wants to save.

b) Product Ratings Extension

Just like Apps are rated in stores, the same way this extension allows your products to be rated based on a 5-star scale.

Here’s the thing. People love reviews! They want to be assured they are buying the best product that will serve them.

Studies reveal that 72% of customers won’t take action until they read reviews and 15% of users don’t trust businesses without reviews.

Those stats go to show how important ratings and reviews are important for businesses. If you have got amazing reviews and love showered on your products, then this extension helps you proudly display the fact.

c) Seller Ratings Extensions

Seller Ratings are the stars that appear in ads on the Google Search Network via an automated extension.

Seller ratings show the following:

  • A rating out of 5 stars.
  • The number of ratings the business has received (in parentheses).
  • A qualifier (e.g. average delivery time) that highlights why you got the rating (if data is available).

Google sources the ratings and reviews from Google Customer Reviews, StellaService, Google Consumer Surveys, third-party review sites and other sources.

The difference between product and seller ratings is that the former is exclusively for products and shopping ads, while seller ratings are for your brand as a whole, the entirety of what your brand offers.

This rating extension is for your brand image. If you have got a solid track record with plenty of reviews, this will motivate potential customers to make purchases from your brand.

d) Affiliate location extensions

If your products are sold through retail chains, affiliate location extensions can help you reach consumers as they’re deciding what and where to buy. This type of ad extension works by helping people find nearby stores that sell your products. These extensions are only availability in certain countries so may not be relevant to your target markets.

In Conclusion

Google Ads extensions are very effective for most businesses, but not all will be suitable for all businesses.

Take the time to identify the Google Ads extensions that will align with your business objectives. Each extension you set up should have a clear objective. What are the issues your key target personas have and which extensions will make it easy for them to help resolve their issue in the current environment.

Some extensions drive conversions, others build trust, others build profile. Use them carefully to enhance your ad copy and your messaging.

If you have an Google Ad account that you feel is not optimised to its full potential, contact WebResults today.

Request A Free Google Ads Account Audit or talk to us.

Digital Marketing 2021

After a year of complete upheaval both in the business world and our personal lives, changes in consumer behaviors, businesses and their associated digital marketing strategies will have a lasting impact. Not only has the messaging changed but also product and services and how they are delivered.

So what is important in Digital Marketing for 2021?

2021 will see even more migration to digital platforms, including e-commerce, chatbots, email, apps, artificial intelligence, predictive analytics, omnichannel marketing and augmented and virtual reality. Any technologies which create a more seamless customer experience are of prime focus.

Omnichannel marketing is key, as people are engaging with your brand, now with screens from home for both consumers and working professionals. Marketing Communications and how this information is accessed has dramatically increased the importance of digital channels as part of the customer journey. E.g. Purchase rate of omnichannel campaigns is 287% higher than single-channel campaigns. Reactivation campaigns recovered 2.13% of otherwise churned customers, which not only recovers them in the moment, but potentially for the future as well. (Omnisend 2020).

 

Artificial Intelligence, SEO & Social

Artificial intelligence (AI) is really changing how people interact with online content which will continue to impact social media marketing and SEO performance. Algorithms will rely even more on interaction, engagement and video. Content is ranked based on algorithms inspecting content quality, and user interest so location history, browsing history, app usage, calendars, search history, and home and work locations are all relevant. AI has never been as influential in Digital Marketing as it is now, so it will pay dividends to understand the capabilities of these tools in 2021.


Mobile Responsiveness

Make sure that the mobile page content quality is as good as the desktop page, and this is for everything you do on the web. Build your sites for mobile, and worry about the desktop version as a second priority. Most traffic will come to your site through mobile devices, so make sure those visitors have a great user experience on the site.

Video


Online video continues to be a really important format for all digital activity. With over 1 billion users on YouTube and video projected to surpass all other content forms in terms of consumption, you need to include video as a key part of your Digital Strategy.
Optimise your video channel name and description using a user-friendly overview of what your channel is about.

Virtual events have seen significant growth and are here to stay as an impactful way of connecting with your key target personas and delivering your marketing message. Traditional events like trade shows and conferences will struggle and adapt.

 

Use your analytics to understand how your digital marketing strategy is performing

 

 


Which challenges are driving high quality traffic? Which specific activities are delivering conversions? Which content formats are getting more engagement? Which content is increasing shares of your website pages? From an SEO perspective on your website, what URLs are being crawled? What websites are referring quality traffic? How long are your pages taking to load? Are all pages being indexed? Are users engaging and staying on your pages or bouncing? Consider all these types of information in order to monitor you’re your performance.

The focus continues to be around building quality content that will engage your target personas naturally, based on their issues, motivations and where they are in the purchase process. In 2021, the same applies with more sophisticated formats, tracking and ways of drawing relevant insights.

From our years of experience working with clients on Digital Marketing activities, we have helped businesses overcome challenges of all types. Obviously the digital activities you focus on will depend on your key business objectives. A focused strategy with a robust, but creative messaging will help you build the right profile with the right personas.

Our focus is on making your Digital Marketing drive the right conversions for your business and driving ROI.

If you would like to improve your Digital performance, backed with a results driven content strategy, consider our Digital Mentor Programme. We have worked with many businesses over several years to implement an effective long term Digital Marketing Strategy to drive the results they want

Download our Digital Marketing Strategy ebook and get access to our proven 5 step process that delivers results every time

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Google Ad Extensions

Here are the 10 key PPC KPIs to use.

     1. Clicks: How many people clicked on your ad. If your ads are not getting clicks, you are using the wrong keywords or your ads are not compelling enough. These 3 factors are the key to the success of your campaign, as without clicks you can’t get conversions.

     2. Click-Through Rate (CTR) is the total number of clicks divided by the total number of impressions. If your click-through rate is low, then it’s down to the reasons outlined for clicks. If keywords are accurate, then your click-through rate indicates the quality of your ads/ad copy. Low CTR probably means there is most likely room for improvement in your ads. Extensions, ad copy, display URLs, use of keyword insertion will all impact your CTR.

     3. Quality Score
Quality Score is the most elusive KPI amongst PPC advertisers. It is a metric created by Google that tells them how relevant your ad content is, using metrics like CTR and other performance variables like landing page experience. Using the expected CTR, landing page experience, ad relevance, and ad format, Google is able to determine a campaign’s Quality Score.
Google is transparent about how Quality Score is measured by their team and why it’s necessary. Hal Varian, Google’s Chief Economist, explains how Quality Score works in the Google Ads auction in this video.
It comes down to this simple fact:
A good Quality Score (between 7 and 10) means you pay less money to advertise with Google Ads.
A bad Quality Score (6 or lower) means you pay more money.
Quality Score can affect other KPIs such as CPC and CPA.

     4. Cost Per Click (CPC)
PPC advertisers know how much they can pay for an ad campaign because they typically have a predetermined budget. However, while they specify a budget and a bid when doing the setup of a PPC campaign, it doesn’t mean that this is what they will pay.
Advertisers outcompete competitors for ad positions with their bid, but pay the next highest bid price. Therefore the cost of putting up an ad and for the clicks it generates is largely determined by other competitors in the PPC auction. CPC measures exactly how much an advertiser has paid. You can measure CPC by dividing the total cost of a campaign by the number of times the ad was clicked in that campaign.

     5. Cost Per Conversion/Acquisition (CPA)
Similar to CPC, you can set a cost per acquisition (CPA) when you set up your advertising campaigns. Google defines the average CPA as the price advertisers pay for every new customer they acquire, which is calculated by dividing the total cost of conversions by the number of conversions. Google determines the CPA based on your Quality Score. While the average CPA is pretty easy to digest, advertisers can also make use of Targeted CPA, a bidding technique applied during campaign set up. Targeted CPA helps advertisers set bids automatically to get as many conversions as possible, based on a set CPA determined by the advertisers’ budget.
However, to make use of targeted CPA you have to understand different bidding strategies, set up conversion tracking, and have at least 30 conversions in the last 30 days.

 6. Conversion Rate (CVR)

Conversion rate is not only an indicator of campaign success, it is the reason PPC marketers are hired in the first place.
You can measure the conversion rate in Google Ads by dividing the number of conversions the campaign received by the total clicks. Since conversion rate is expressed as a percentage, if the campaign had 100 clicks and 10 conversions, 10/100 means that the conversion rate would be 10 percent.

While campaign managers always have an eye on conversions, they will often set up campaigns to optimize for clicks rather than conversions.
You can now aim for conversions based on CPA goals rather than focusing on clicks or impressions. However, to be eligible to optimise for conversions, your account must have had at least 15 conversions in the last 30 days.

7. Impression Share (CPM)
An impression occurs when a person sees your ad. It doesn’t matter whether they click on it.  Looking at how many impressions a campaign generated isn’t an indicator of success because it doesn’t express how many people found your ad effective.

Impression share does add context to the reporting story by stating how much of the total impressions your ad campaigns are getting.
Determined by dividing the total impressions your campaign received by the total number of impressions your campaign was eligible for, Google says:
“Eligible impressions are estimated using many factors, including targeting settings, approval statuses, and quality. Impression share data is available for campaigns, ad groups, product groups (for Shopping campaigns), and keywords.”
Impression share gives marketers indirect competitive insight. Knowing that you have a 50 percent impression share for a keyword, tells you that your competitors own the other 50 percent.

If you increase your impression share, you are in turn decreasing the number of times your competitors’ ads are shown. If you’re looking to increase their impression share you’ll have to increase your bids and/or budgets.

8. Average Position
Google balances both paid and organic search results for almost every search query entered. Ads on Google or Bing can show at the very top of the search engine results page (SERP) in position 1, right underneath the next ad shown is in position 2, and so on.

The average position tells advertisers which position their ad is shown in most of the time. Google can’t simply give the highest bidder the first position all the time, so they determine average position based on ad rank.
Ad rank is calculated by multiplying Quality Score by an advertiser’s max cost per impression (CPM). However, since the average position is indeed an average, even knowing how to calculate it isn’t the full story since if your average position was 3, you may have been in positions 1, 4, and 6 earlier that day.

Since the first 1-3 ads are shown before even the organic search results everyone worked so hard on, many businesses advertising on Google would like to be visible right out of the gate in position 1. It makes sense to want to be in the first position, but the aim to do so is mostly one of vanity because being in the first position doesn’t necessarily mean results.

Some advertisers may have more conversions in position 4 than position 1 for whatever reason. You should use the average position to provide context around campaigns and campaign reporting, but it shouldn’t be used as a target indicator.

9. Budget Attainment

Paid search marketers are almost always given a monthly budget to run ad campaigns with. Budget attainment measures how closely that agency or individual came to achieving the budget they set out to.

Most PPC marketers don’t consider budget attainment when it comes to measuring their PPC performance, despite how much information it provides on how campaigns are being managed.

The reason why marketers tend to over or underspend the budget every month is that it’s difficult to bid consistently and maximize results with ongoing fluctuations in the PPC auction – a task that requires ongoing oversight and optimization (without the use of machine learning).
Regardless, I’m making the case that budget attainment is a KPI that PPC marketers need to think about.

10. Lifetime Value

LTV is a broad indicator of account health and of a PPC marketer’s abilities.
But calculating customer lifetime value for paid search is complex.
Companies that retain customers acquired via paid search longer will make significantly more revenue.

While LTV is a measure of a business’s customers’ lifetime with their product and/or services, it can be measured in different ways.
For example, in the case of a martech provider, LTV could be measured simply by looking at the number of days, months, or years a client stayed with the platform.
In the case of a large company like Starbucks, measuring LTV can actually be quite complex. There are numerous considerations (e.g., average customer lifespan, customer retention rate, profit margin per customer, and applied discounts).

While PPC marketers typically wouldn’t take on complex calculations of LTV like Starbucks, knowing how this KPI is measured in other departments could certainly come in handy. Just be aware that LTV means slightly different things to different marketers, but is fundamentally the same across all of them.

If you have an Google Ad account that you feel is not optimised to its full potential, contact WebResults today.

Request A Free Google Ads Account Audit or talk to us.

Google Ad Extensions

Google Ads extensions can increase your CTR by up to 20% according to Google. So why aren’t you using them? Or if you are, are you using them to their maximum potential?

Extensions effectively give you more space on the search results page. It gives you the opportunity to make your ad as relevant as possible to your potential customer.  Extensions can help you create a sense of urgency to get your prospects clicking, highlight current offers, drive phone calls for your business and so much more.

We examine some of the best extensions and how you can best use them for your business.

1. Sitelink Extensions

Sitelink extensions take people to specific pages on your site (for example, a specific product or store hours). When someone clicks or taps on your links, they go directly to what they want to know or buy.

Sitelink example:

WebResults Sitelink extensions

It gives you the opportunity to drive site visitors not just one static landing page, but to other pages that might be of use to your potential customers.

This helps your ads take up real estate and dominate the Search Engine Results Pages (SERPs) to enable web searchers to focus on your ad and pay attention to Calls-To-Action.

It will also help your customer find exactly what they are searching for without having to sift through your website. This creates easy navigation and seamless searching experience.

Also, the Sitelink extension is limited to just the maximum word limit of 25 characters, so get creative with it.

Use your analytics to establish what potential customers seek when they visit your website.

2. Call Extensions

How & When to Use Call Extensions in Google Ads | WordStream

Call extensions work by featuring your business’s phone number at the top of the ad, next to the site URL. Call extensions communicate two key messages to your potential customers.

i) Your business is only a call away: If your customers intend to get in touch with you, it’s easy to do so. You can easily be contacted, with your phone number on display.

ii) We will be there if you need us: If they got any troubles or inquiries to make, you have got them covered.

On the desktop, this will just show up as a phone number that users can enter into a mobile device; on mobile, this number is actually clickable, and with only two taps someone can call your office. Convenience is a huge asset when people are in a hurry, and mobile users typically are.

3. Promotion Extensions

Promotion Extensions: A Quick And Easy Boost For Ecommerce | PPC Hero

Promotion extensions are used to advertise sales, coupons, deals, and similar special offers. These tend to be paired with a price tag icon, making them stand out from your competitor listings. Using these extensions, advertisers can also include date ranges. This is an easy way to create a sense of urgency. In addition, shorter date ranges tend to convert better than longer ones as there is a smaller window for consumers to capitalise.

Promotion extensions can be used for any type of promotion, but are exclusive to specific product discounts. Examples are:

  • Special discounts
  • Free deliveries
  • Extra packages
  • Exclusive deals
  • Bargains
  • Coupon codes and more.

These extensions are quite powerful. When people click it, it is generally with the intent to convert.

4. Callout Extensions

Optimizing PPC Callout Extensions - maximize adwords text ad performance

Callout extensions are non-clickable copy that are used to highlight your USPs.

In the words of Google Ads ,“callouts help highlight specific information about your products and services”. To capitalise on your callout extensions, make sure you:

  • Provide enough information
  • Increase your options
  • Optimise for mobile users
  • Keep the character limit in mind (25 characters)

You have a limit of 3 call-out extensions, so be sure to give careful consideration to them.

5. Structured Snippet Extensions

How To Set Up Structured Snippet Extensions In AdWords - Paid Insights

Structured snippet Google Ads extensions really capture the user’s attention. They allow you to create hyperlinked, clickable headlines that send users to key pages on your site, and feature a quick description under each one. Structured snippet Google Ad extensions will help you give more context to your ad.

Just as the name suggests; it “structures your words in snippets”.

Structured snippets allow you to string a set of related terms or details together to communicate a section of the ad to the reader. For example, you can layout your services or your special offers in one snippet.

These snippets tell your target audience how you can serve them and what your business is all about.

This immediately attracts the right audience for your business, and rid your website of visitors that are not interested in your products.

6. Location Extensions

Upgrading AdWords Location Extensions | Point It

Location extensions add your business’ address to the bottom of the ad, along with your operational hours if you feature it. When users click, they’ll be taken to a Google map showing your location, and they can instantly get directions to where you are.

Is this business legit?

Location extension answers that for you.

They’re an essential choice if the geographic location will heavily influence whether or not someone decides to do business with you.  But eCommerce brands also need them too. It builds trust. In addition, adding filters enables you to link specific locations to specific campaigns.

7. Price Extensions

The Ultimate Guide To Google Ads Ad Extensions - Store Growers

Price extensions allow you to quickly showcase how much a given product or service costs, listing an item, linking to its specific URL, and then featuring pricing and qualifying information.

Is it in my price range? Does it fit my budget?

This is a great opportunity to make your ad even more competitive by offering up highly-relevant information upfront. Price, after all, is a huge factor that will shape someone’s buying decision. The transparency of having the price readily available upfront can increase clicks if you’re within the range that the searcher is looking for, and get them to click on your ad instead of competitors’. It’s better to start with what you know instead of what you don’t, after all.

And if the price is out of range from what the searcher is looking for? That’s ok, too, because you don’t want to pay a lot for clicks that have no chance of a conversion. This extension can actually prevent that.

8. App Extension

10 AdWords Extensions You Should be Using (But Probably Aren't)

Users spend 90% of their mobile time within apps, so having an app extension for your business is key to staying relevant and increasing engagement with your audience. Don’t wait for users to find that app on their own. Use the app extension to boost its visibility.

App extensions are mobile-only extensions, and they’ll feature the name and logo of your app next to a clickable “Install” CTA at the bottom of your ad. These extensions are created to lead users to download your app, offering a new way for you to keep them engaged. Since it’s mobile-only, this will make the extension incredibly valuable for users who may not want to navigate a full site, to begin with.
If you have an app, use this extension to promote it always. There is no downside here.

Statista recently revealed that Mobile apps are expected to generate over $365 billion in revenue by 2023.

9. Google Shopping Ad Extensions

Cheat Sheet: Ad Extensions for Shopping Campaigns

The best Google Ads extensions for Shopping campaigns are probably:

a. Google Merchant Promotions

b. Product Ratings Extensions

c. Seller Ratings

d. Affiliate Extensions

 

a) Google Merchant Promotions

This extension performs what promotion extensions do for Google search ads.

If you have got any special offers, like a discount or free delivery, this extension lets the public know.

The benefits of offering discounts can’t be overemphasized, about 93% of Shoppers use a coupon or discount code throughout the Year.

Discounts boost your conversion rate because obviously everyone wants to save.

b) Product Ratings Extension

Just like Apps are rated in stores, the same way this extension allows your products to be rated based on a 5-star scale.

Here’s the thing. People love reviews! They want to be assured they are buying the best product that will serve them.

Studies reveal that 72% of customers won’t take action until they read reviews and 15% of users don’t trust businesses without reviews.

Those stats go to show how important ratings and reviews are important for businesses. If you have got amazing reviews and love showered on your products, then this extension helps you proudly display the fact.

c) Seller Ratings Extensions

Seller Ratings are the stars that appear in ads on the Google Search Network via an automated extension.

Seller ratings show the following:

  • A rating out of 5 stars.
  • The number of ratings the business has received (in parentheses).
  • A qualifier (e.g. average delivery time) that highlights why you got the rating (if data is available).

Google sources the ratings and reviews from Google Customer Reviews, StellaService, Google Consumer Surveys, third-party review sites and other sources.

The difference between product and seller ratings is that the former is exclusively for products and shopping ads, while seller ratings are for your brand as a whole, the entirety of what your brand offers.

This rating extension is for your brand image. If you have got a solid track record with plenty of reviews, this will motivate potential customers to make purchases from your brand.

d) Affiliate location extensions

If your products are sold through retail chains, affiliate location extensions can help you reach consumers as they’re deciding what and where to buy. This type of ad extension works by helping people find nearby stores that sell your products. These extensions are only availability in certain countries so may not be relevant to your target markets.

In Conclusion

Google Ads extensions are very effective for most businesses, but not all will be suitable for all businesses.

Take the time to identify the Google Ads extensions that will align with your business objectives. Each extension you set up should have a clear objective. What are the issues your key target personas have and which extensions will make it easy for them to help resolve their issue in the current environment.

Some extensions drive conversions, others build trust, others build profile. Use them carefully to enhance your ad copy and your messaging.

If you have an Google Ad account that you feel is not optimised to its full potential, contact WebResults today.

Request A Free Google Ads Account Audit or talk to us.

Bord Bia Marketing Support Package

Bord Bia has announced it has released a Marketing Support Package to 250 client companies to the value of over €2million.

This Marketing Support Package has been awarded in an effort to support Irish companies experiencing difficulties in the wake of COVID-19. Eligible businesses included food, drink and horticulture (edible and amenity) producers, who are client companies of Bord Bia, with a turnover greater than €100,000 and less than €25m in 2019.

“Our goal is to ensure that the Irish food and drinks industry has ready access to every support Bord Bia can provide in order to navigate the change brought about by this crisis,” said Tara McCarthy, CEO of Bord Bia, at the openin of the grant application process.

The Marketing Support Package will cover 70% of approved expenditure for these companies, up to a specified limit and up until December 2020. The awarded companies went through an application process and have already been notified. The Marketing Support Package covers activities such as:

  • Website design
  • Development of E-Sales/Marketing and On-Line activities
  • Purchase of published reports and market information
  • Marketing consultancy costs
  • Design and origination of POS material
  • Design of packaging, labels and brochures
  • Quality Consultancy
  • Quality Training and Audit Costs
  • Nutritional analysis
  • Market research visit
  • Participation at trade fairs and exhibitions and related costs
  • In store tastings

If your business has been awarded a grant and you are looking at the best ways to maximise your Marketing Support Package, talk to our Digital Marketing experts here at WebResults. Call us for a no-obligation chat, or fill out our contact form and we will call at a time convenient to you.

Don’t let the grant go to waste and make your money work for you.

Full Press Release available at bordbia.ie.

 

The Local Enterprise Office has set up a scheme to help small businesses trade online, which is so important in this current climate.

The Trading Online Voucher Scheme offers financial assistance of 90% up to €2500, alongside training and advice to help your business grow and trade online. The training and assistance they provide will help you get your site, eCommerce platform or marketing strategy up and running, and send you on your way to selling and advertising online.

The financial support can be used for new payment systems, booking systems, developing an app, or anything you need to begin your online sales journey. If you have already applied and received a Trading Online Voucher, don’t worry! You can now apply for a second one to help with any upgrades you need.

To be eligible to apply, you must attend the online workshop ‘Trading Online Grant Information Session’ on the LEO website. If you have missed your local workshop, you can attend another workshop in a different region. If you would like to attend one of these workshops, click your local office below for information, (please look for the Trading Online Grant Information Session)

Dublin City Council

South Dublin County Council

Dun Laoghaire Rathdown Council

Final County Council

Wicklow County Council

Meath County Council

Kildare County Council

Louth County Council

Click here to search for your local LEO

 

If you would like some more info on this scheme, please see the Local Enterprise Office website here.

Call or email us today for your free consultation and find out how you can use this voucher to boost your online presence and sales.

AdWords Services

Google launched its new expanded text ads format in 2016, allowing a 2nd Headline & a longer description. AdWords will continue to accept new “traditional” text ads up until Jan 31st, 2017. After Jan 31st, your existing standard text ads will continue to run along with the new expanded text ads, but you will be no longer able to edit or create standard text ads.

Here are some tips on using the new expanded text ads straight from the horses mouth; Read more