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Optimize Your Ad Extensions – Google Best Practices

Optimize Your Ad Extensions – Google Best Practices


Hello the internet, welcome to our ongoing
video series all about ad extensions. There’s a lot of stuff to them, but they’re
really great. So right now we’re talking about how to optimize them. My name is Sean Quadlin, I’m a product
marketing manager here at Google focusing on SEM best practices. So right now
we’re going to talk about some best practices for optimizing your ad extensions. Now, by analyzing your ad extensions, you can actually
learn what’s appealing to your customers based on the performance of how those ad
extensions are doing, they can be really insightful. And there are specific reports you can
actually run to understand your extensions; thereby, understand your customers. First
up is optimizing your site links. You can look at the performance of your
site links within your account and learn some lessons from them. Now, within your account you can add up
to twenty extensions at one time. Within those twenty options, the
system is going to choose whichever one it thinks is the most valuable to
your users, and actually serve that with your ads
more frequently. So if you look at the performance of each of your site links,
you can see what’s driving high engagement. It may not be as high of a clickthrough rate as
your actual ad itself, but compare them to other sitelinks to
see how they’re doing. Additionally if something isn’t serving at all, it means the
system has just not prioritized it, so there’s some room for improvement there.
Within your account you can actually see what’s going on by viewing the at Extensions tab, View sitelinks, and then sort by impression volume. If something isn’t
served at all, but it is eligible, then you may want to get it out of there. Try out
some new link text, maybe event try sending people to an entirely different page on your
site. And if the system starts to choose that,
it means you made the right choice. Additionally, there are a handful of automated extensions that AdWords will show
in your account, and there’s a very useful report so you can actually see the performance of your automated extensions
right in Adwords. You can find this on the Ad Extensions tab underneath the automated extensions
option. There’s no need to compare and manually optimize your automated extensions
based on the performance because the Adwords system is already
going to do that for you. What this report is useful for is actually
giving you insight and visibility into what type of information users appreciate
when deciding which ads to click. Now remember, you’re going to want to factor in the context in which different ad extensions are
going to show. Some extensions may only show on the top of
page. Some may tend to show with brand queries.
Whatever happens, it’s going to be different context, and
so you can investigate different segments of those automated extensions to understand
what’s going on. A particularly useful exercise here, is to segment
your reports by top versus other, so you can see where that ad extension is
showing and what type of performance it’s driving when it’s there. So to recap, there are a couple really helpful reports to help you
understand the performance your extensions along with just your users overall, because if they like certain extensions that can tell you something else that you can
apply elsewhere in your account. First, optimize your site links – see what
showing, see what isn’t, see what’s driving engagement and learn some lessons from that. Finally, you can monitor performance of your automated extensions as well, and see what’s actually driving engagement.
So, those are some steps to optimizing the performance of your
extensions. Thanks so much for watching today, and please check out the rest the
videos in our series.

4 thoughts on “Optimize Your Ad Extensions – Google Best Practices

  1. @Sean Quadlin I have a query here. Do we need to add same extensions as mobile optimized ones by checking the mobile checkbox for making them optimized for mobile ad copies in our account?

  2. Hello, I understand that a user’s search query plays a huge role in the ad extensions that Google will show. I also understand that adding as many relevant ad extensions to your campaign will increase your ad rank. My question is this: If my sole indicator of performance is phone calls will I be penalized or at a disadvantage if I only include the call extension? Will I be rewarded if I only include the call extension? How do you maximize a call extension's visibilty for desktop and tablets? Thank you.

  3. Hi, I get this message on the automated extensions report: There are no automated extensions statistics for the selected date range. Although I selected a long date range and my account has been running for at least 2 years…

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