Incorporate Ad Extensions: Ad extensions are a type of ad format that shows extra information extending from your text ads about your business. Extensions require minimal set up time and are displayed at no additional cost to the advertiser. You can enable as many as you like, as long as they are an appropriate fit for your account. However, Google will only display the extensions they believe are most likely to garner a click for that given query. In addition, only ads in positions 1 through 3 are eligible for extensions. Extensions are also important to utilize as Google has included their usage in their Ad Rank Formula. If you don’t enable ad extensions, your ads could potentially appear below the ads of competitors who have enabled them.
You can enable two types of ad extensions through the WordStream platform: Call Extensions and Sitelink Extensions. To access these extensions, navigate to the Show Me More dropdown box in the Manage PPC grid.
Adjust Your Ad Text: To draw attention to your ad text, be sure to create ads that resonate with your target audience. They should be highly relevant to your ad group’s theme or topic and should contain your high-volume keywords from their respective ad group. In addition, there are a number of technical adjustments you can execute to make your ads stand out. Here are a couple easy tweaks that we recommend trying:
- Create a “mega headline” by adding punctuation to the end of line 1. This will make your first line eligible to be tacked on to your headline, creating a longer, more eye-catching headline. Keep in mind that this feature is only available when your ads appear at the top of Google Search Results page.
- Manipulate your display URL to serve as marketing copy. Remember, the only requirement for the display URL is that the domain must match the domain of the destination URL. After the domain, you are free to include of your top keywords, which will demonstrate to the searcher that they are going to a highly targeted landing page. You can even remove the “www.” from the display URL, in order to free up valuable space in the line.
- Highlight any special offers in your ad, such as “free shipping” or “free consultation”, to entice searchers to click. Remember, these offers must be true and should be reflected in your landing page offers.
When creating a new ad in WordStream, you will be prompted to incorporate these strategies through the Best Practices Check located in our Ad Builder.
