The Complete Guide to Ad Extensions – Part 2

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “The Complete Guide to Ad Extensions – Part 2 .” The following is the transcribed Streamcap from the live chat:

Q1: Do you find that the location extension provides value? Why or why not?

  • For lead gen, not so much. For biz w/physical location, yes. – Robert Brady (@robert_brady)
    • Do you find it helps to drive foot traffic to store? Can you quantify? – Matt Umbro
      • No tracking because location extension doesn’t really have it. – Robert Brady
        • Inputting offline conversions into AdWords should help with tracking this. – Gemma Holloway (@koozai_gemma)
  • I always use if relevant (usually local biz). Definitely good for grabbing real estate. – Timothy Jensen (@timothyjjensen)
  • Only for businesses trying to drive local traffic. For lead gen / direct response it doesn’t do well. – Melissa Mackey (@Mel66)
  • Yes. Location ad signals can greatly impact CTRs for locally relevant queries. Also, can fee up characters in ad copy. – James Svoboda (@Realicity)
  • Yes if you have a store front location or a few stores throughout the country. – Christina Hall (@Chrissie_Hall85)
  • I don’t see much activity for location extensions, but it’s very valuable when it’s used. Clients love to see them, too. – Nate Knox (@nateknox)
    • Similar to Sitelinks. Low actual engagement with ad extension. – James Svoboda
      • Exactly. Additional real estate. – Matt Umbro
  • Brick & mortar, definitely. – Nathan Kilen (@nathankilen)
  • Works well for on-line / off-line conversions… to get them to the store, so yes. – Andrew Baker (@AndrewBaker72)
  • I agree Robert Brady, when a potential customer sees a business is nearby they are more like to shop there. – PPC Blast (@PPCBlast)
  • Location extensions often add credibility (and take up more real estate). Good idea for local buisinesses. – Mike Mauer (@Mike_Mauer)
  • Me, I *believe* it does but have trouble getting clients to implement measures to track. – Theresa Zook (@I_Marketer)
  • Clients need to be good at asking “how did you find us?” Otherwise they might not feel like giving you credit, like in Local ext. – Nate Knox
  • All advertising is local. Just varying degrees of affinity. Use Location signals to help demystify your brand to local searchers. – James Svoboda

Q2: Have you used the review extension? What are your thoughts on this extension?

  • Not yet, curious to hear from those who have. – Timothy Jensen
  • Haven’t used it, would love to hear some feedback on it. – Christina Hall
  • It adds credibility. It can’t hurt to use it. Real estate, real estate, real estate. That said…I haven’t used it yet. – Nate Knox
  • Tried to, had trouble finding reviews that fit the criteria. – Melissa Mackey
    • Yes! The criteria has been frustrating, especially length. Reviews can be really long! – Nate Knox
  • I haven’t used it, but as I said last week it kind of looks messy within the ad. – Matt Umbro
  • I’ve had huge success with the review extensions, especially in the Medical and Legal niches. Triple the avg CTR. – Brennan Brooks (@brennanbrooks)
    • On headline or actual ad extension? – Matt Umbro
      • The actual extension. Its a pain to setup but, once you have some good reviews and setup properly, works really well. – Brennan Brooks
  • Hard to find the “right” kind of reviews unless the client is pretty bigtime. Just implemented a couple. – Robert Brady
  • Attempted to use but Google only accepts certain sites as review sites. I struggled to find one it’ll accept. – Gemma Holloway
  • Can’t get a client to provide a review. Don’t like how it links to the reviewer though. Those are supposed to be MY clicks. – John Holland (@ppathholla)
    • Yeah that’s what makes me skeptical, could distract from goal with 3rd party link. – Timothy Jensen
  • No, it includes link to 3rd party review and can hinder people from clicking on ad, clients don’t like that. – Leslie Drechsler (@ppcbuyers)
  • It takes up more real estate. Frees up more room for ad copy if you currently use reviews. – Jeremy Brown (@JBGuru)
  • In health and weight loss, the reviews extension does great. I’ve seen big CTR increases when using them. – Jesse Semchuck (@jessesem)
    • Hmmm makes sense, especially in industry where people may be skeptical of legitimacy I imagine helpful. – Timothy Jensen
  • We haven’t tested the review extns as of yet, we feel other options provide better performance… maybe we will in 2014. – Andrew Baker
  • Review Ext. Good idea. Poor rollout. Confusing to imp. Prob low adoption and prob will eventually be killed off. – James Svoboda
  • Have not used. Waiting on our clients to provide us with 3rd party reviews in order to get the ball rolling. – Billy McCall (@TheWTMIV)
  • Firstly it was unclear that this couldn’t be a customer review, so caused some confusion! – DBD Media (@dbdsearch)
  • If you’re using schema markup to add 5 star ratings, then the review extension is a waste of time. Visuals always win. – Nate Knox
    • Right, most of the time if you’re selling a product you can just use the reviews from Bizrate. – Jesse Semchuck
    • Depends on the space. If most have the seller ratings, then less impactful. – Jeremy Brown
    • Agree on that. Star ratings are visually appealing when markup done. – Kurt Henninger (@KurtHenninger)
    • Schema is taken from on-page review content off the website, open to abuse, unless you’re trusted, limited offering. – Andrew Baker
  • It also seems harder to launch since clients need 3rd party reviews and not just testimonials. – Billy McCall
  • In general – be VERY careful when using reviews directly from 3rd party sites. It only takes one bad one to cause big problems! – Julie Bacchini (@NeptuneMoon)
    • What sorts of big problems aside from them disapproving the extension? – Jeremy Brown
      • In macro sense, just one poor review can cost you business big time. Managing reviews & reputation is as FT a job as PPC. – Julie Bacchini
        • Oh, you mean just a review and not a bad review extension. Yes, I agree. – Jeremy Brown
  • Yes, the seller ratings ext is by far the best. – Brennan Brooks

Q3: Both aesthetically and performance wise, do you believe the communication extensions are useful? And by communication extension I’m talking about boxes that say “Get offers,” “get emails,” etc.

  • I tried these for the Buyer’s Guide download – simply nothing. – Steve Cameron (@adventcom)
    • My gut says “cool an email box!”. But my head says “no one is going to fill that out – too hard to prove value in an ad” – Jesse Semchuck
  • Aren’t the communications extensions still beta? – Robert Brady
  • For some lead gen clients it’s more valuable to fill in on site enquiry than comm ext. – DBD Media
  • Generally no. However, if email newsletter is the business or is extremely important then they can be. – Jeremy Brown
  • Never personally used but I think they’re great for extra data collection on branded campaigns. – Gemma Holloway
  • Are communication extensions still running? I thought they are now called ‘Form Extensions’? – Billy McCall
  • I don’t think they are customizable enough. Would like to collect user info (zip code) and serve up content custom to them. – John Holland
  • Communication Extensions are not helpful. Low quality entries, low volume. Takes visibility from more effective extensions. – Andrew Miller (@AndrewCMiller)
  • I tried expanding traffic on the extensions. Ended up being notified by AdWords that they stopped expansion. – Billy McCall
  • If newsletter sign-ups are a mail goal for client, these can work very well. – Theresa Zook
  • I’m thinking Communication Ad Extensions (STILL in beta from what I can tell) is the result of the Google 20% time. – James Svoboda
  • I’ve gotten email addresses from the communication extension, but Google makes it difficult to find them. – Matt Umbro
  • I do notice that some banks have a “Find Location” communication extension. – Matt Umbro
  • Another one in the ‘seems a nice idea’ bucket… I can see some potenital uses but not high on the priority list for us. – Andrew Baker
  • We have an E commerce client that saw great benefits to the extensions. CPCs significantly lower which helped us gain a high ROI. – Billy McCall
  • I’ve had luck garnering new emails with the comm extension They are dumped daily into a google doc. Very easy. – Andrew Bethel (@abethelga)
  • Used it at a large retailer, under .5% engagement rate. Negative: it limits your sitelinks; not worth it. – Jordon Meyer (@jordonmeyer)
    • Are you able to see the searches people are typing? – Matt Umbro
      • Communication extension. Not search extension. – Jordon Meyer

Q4: For those who have used the app extension, do you find it performs well/is useful? How so?

  • The app ext has worked kind of, but I don’t set any goals for it. It’s a nice to have. – Nate Knox
    • Do you see a significant amount of downloads? – Matt Umbro
      • For me, I needed to uber intensify the targeting for it to even work slightly. Just using it as a regular ext achieved nothing. The download volume was painfully low, but it did more than nothing. The app usage from there was impossible to see. – Nate Knox

Q5: What ad extensions would you like to see?

  • I just want access to all of the betas out there! – Nate Knox
  • Like to see them open up the beta for images on brand terms. Helps companies own those terms. – Jeremy Brown
  • Video extensions, full-form extensions (not just email), social beyond G+. – Melissa Mackey
    • Yep. Give me facebook in the social extension and I’ll use it all over the place. – John Holland
  • I’d like to see an ad extension that automatically notifies viewers if they’ve been to the sitewith the advertiser before. – Rory Witt (@Rory_Witt)
  • Would love to have them “extend” my character counts. – Robert Brady
  • Extended Ad Extension for when you show in Top 3. It’ll add more context and Pulling up Desc line 1 is just Lame. – James Svoboda
  • Would be neat if you could control the extensions. Which ones you want to show at certain times. Less randomness. – Mark Kennedy (@markkennedysem)
    • Even allowing advertisers to set priority would help. Google has a rough priority for some. – Jeremy Brown
  • Flexible Product Extensions – I’m all over PLAs, love ‘em… but I want to target higher up the funnel w/ product options. – Andrew Baker
  • Not a new extension, but better support for the Offers ext. Sounds like it’s coming, but redemption tracking could be easier. – Andrew Miller
  • Option to replace unauthorised brand biddling affiliates with unclickable pictures of arrows pointing at your url. – Russel McAthy (@therustybear)
  • I’ve seen it in the wild, but a search feature directly within the ad would be good, especially for broader terms. – Matt Umbro
  • Would love to see an extension that gives a pop up preview into the website. – Trevor Morrissey (@t_revnorun)
  • Call Extensions built into landing pages w/ Google Voice & GA goals. Track calls from LP’s w/o a 3rd party service. – Andrew Miller
  • I would love an internal site search extension. They would be huge for my more broad high traffic campaigns. – Andrew Bethel
  • Wishful thinking but an “In Cart” Ad Extension tied to a specific Product Search – add straight to basket for rapid check-out. – Andrew Bethel
    • That would be great, especially for very specific product searches (ie: elixir 11072 strings). – Matt Umbro
      • Wouldn’t this again, really take away from specifically crafted landing pages? – Julie Bacchini
        • I would only use it for broader terms and would want the ability to have negatives. – Matt Umbro
        • ot everyone has the resources for this. But, there are certain terms that this would perform better on than a LP. – Andrew Bethel
  • Offer extensions to come back, but new and improved offer extensions for redemption online rather than in store. – Tara Dee West (@Koozai_Tara)
    • Yes, kind of like the special offer feature for PLAs. – Matt Umbro
      • Yes that would be ideal if it could be used on all campaign types. – Tara Dee West
  • What about an “I’m Feeling Lucky” extension that automatically adds a product to your cart with a promo code for 10% off? – John Holland
  • MicroTransactions function – “quick buy using paypal” for single product sites (similar to newsletter). – Russell McAthy
  • I would just like image extensions to be easier to use and more prevalent. – Bryant Garvin (@BryantGarvin)
    • I would like that as well…have 1 client in the beta and really not much data to speak of. – Matt Umbro
      • We are such visual creatures. Text based everything just doesn’t do it for us. Images really r worth 1k words. – Bryant Garvin

Q6: Do you believe ad extensions can help sway clicks away from those users who would have clicked PLAs? Why or why not?

  • If they brought back Product Extensions, yes. Otherwise, maybe, if they see pricing or deals better than the 3 PLAs. – Nate Knox
  • Not really. If nothing else just the fact PLAs are image based at their core & we R visual creatures give them upper hand. – Bryant Garvin
    • Agreed, that’s why the image extension needs to be more prominent. – Matt Umbro
    • PLAs will catch more people’s eyes, but still have to run text ads and use them well. – Jeremy Brown
      • Very true, but these days text ads have to stand out even more, even if they have better message/price. – Matt Umbro
        • The targeting for PLAs is still woeful. You can target more keywords with text ads. For PLAs, you are limited. – Jeremy Brown
          • No argument from me, I’m just saying that no matter how great the ad, people will see the images first. – Matt Umbro
    • Especially when the EXACT product (ad) is served & the price is right. – Andrew Baker
  • Maybe a little, but I still think the PLAs (and images) will always attract the most clicks. But some exceptions. – Mark Kennedy
  • PLAs are very engaging. Though can be irrelevant and not provide as much info about the company. So use your text ads to sell why folks should buy from you and what sets you apart. – Jeremy Brown
  • Doubtful, not for product specific search queries, unless the extension & ad copy is specifically targeting a product promo. – Andrew Baker
  • For more broad terms, a specific image in PLAs may not be right, so they will click on other ads. – Nate Knox
  • PLAs are great in ecomm, esp. if your image ‘says’ more than the competition’s. – Nathan Kilen
  • No, PLAs are so visually eye catching, it’s hard to sway away from them. They are much like authorship for organic. – Kurt Henninger

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Participants

Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Andrew Baker (@AndrewBaker72)
• Andrew Bethel (@abethelga)
• Andrew Miller (@AndrewCMiller)
• Billy McCall (@TheWTMIV)
• Brennan Brooks (@brennanbrooks)
• Bryant Garvin (@BryantGarvin)
• Christina Hall (@Chrissie_Hall85)
• DBD Media (@dbdsearch)
• Gemma Holloway (@koozai_gemma)
• Jeremy Brown (@JBGuru)
• Jesse Semchuck (@jessesem)
• John Holland (@ppathholla)
• Jordon Meyer (@jordonmeyer)
• Julie Bacchini (@NeptuneMoon)
• Kurt Henninger (@KurtHenninger)
• Leslie Drechsler (@ppcbuyers)
• Mark Kennedy (@markkennedysem)
• Melissa Mackey (@Mel66)
• Mike Mauer (@Mike_Mauer)
• Nate Knox (@nateknox)
• Nathan Kilen (@nathankilen)
• PPC Blast (@PPCBlast)
• Robert Brady (@robert_brady)
• Rory Witt (@Rory_Witt)
• Russel McAthy (@therustybear)
• Steve Cameron (@adventcom)
• Tara Dee West (@Koozai_Tara)
• Theresa Zook (@I_Marketer)
• Timothy Jensen (@timothyjjensen)
• Trevor Morrissey (@t_revnorun)
 

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This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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4 Responses to The Complete Guide to Ad Extensions – Part 2

  1. […] The Complete Guide to Ad Extensions – Part 2, ppcchat.co […]

  2. […] include enhanced campaigns and pay-per-click attribution modeling. I found the second part of The Complete Guide to Ad Extensions very helpful. Here Andrew Baker pointed out that you must take into account that the location […]

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