Wednesday, April 20, 2011 | 6:00 AM
With the recent international launches of the Ad Innovations site, we want to take a minute to call out a few simple things you can do to quickly improve the performance of your AdWords ads. Give the tips below a try and see how our Ad Innovations can improve your performance.
- Enable Ad Sitelinks
- Optimize your ad text for longer headlines
- Link a Google Places account to a campaign to show location extensions
- Get reviewed to show Seller Rating Extensions
Ad Sitelinks allow you to extend the value of your existing AdWords ads by providing additional links to specific, relevant content deeper within your site. Rather than sending all users to the same landing page, Ad Sitelinks will display up to four additional destination URLs for users to choose from. On average, advertisers see a 30% increase in clickthrough rate (CTR) for the same ads with Ad Sitelinks.
We recently made a change to top ads that allows you to display more information where it’s most likely to be noticed--in the headline. By taking information from the first description line and moving it to the headline, we found that we’re able to create a better user experience and improve advertiser performance. In fact, ads with longer headlines receive a 6% average increase in CTR compared to the same ads with a standard headline and description. To increase the chances that your ad will appear with the longer headline, make sure that description line 1 is a complete phrase or sentence and ends in punctuation (e.g., a period or question mark).
Location extensions allow you to extend your AdWords campaigns by dynamically attaching your business address to your ads. In addition to the description lines and URL that appear in your ad text, your ad can also display your business name, address, and phone number. This helps promote your business brand, products, and services and associates your business with a specific location of interest to the user.
By linking a Google Places account to your AdWords ads, you can quickly and easily make sure all your location information is available when it’s most relevant.
Seller rating extensions make it easier for potential customers to identify highly-rated merchants when they're searching on Google.com by attaching your merchant star rating from Google Product Search to your AdWords ads. These star ratings, aggregated from review sites all around the web, allow people to find merchants that are highly recommended by online shoppers like them. On average, ads with Seller Ratings get a 17% higher CTR than the same ads without ratings.
If your online store is rated in Google Product Search, you have four or more stars, and you have at least thirty reviews, you'll automatically get seller ratings with your ads. If you have high customer satisfaction, then make sure we know about it:
- Regularly ask your users for reviews (e.g., in confirmation emails after purchases)
- Make it easy for users to review you--include links to your site's page on the third-party review sites used by Seller Rating Extensions.
Product extensions are a way for you to enrich your existing AdWords ads with more relevant and specific information about your retail merchandise. Product extensions allow you to use your existing Google Merchant Center account to highlight your products directly in your search ads.
With product extensions, you're charged the same cost-per-click (CPC) whether a user clicks on your main text ad or any of the offers within the product extensions plusbox.
Of course, you can always learn about the many additional AdWords innovations by visiting the Ad Innovations website and subscribing for the latest updates.