Google AdWords is one of the online marketing tools that are being used by many businesses to drive traffic to their sites nowadays. Because Google is one place where most people go to find stuff online, many business owners find it a must to advertise on a platform that attracts millions of users every day. This way, they can improve their chances of getting more clicks and visits.
If you’re an AdWords user, you might be surprised to find out that the tech giant has quietly released an update on its Ad Rank algorithm just recently. Chris Roat, Google’s staff software engineer, wrote in a blog post that the update was made to take into account some of the new features that Google has rolled out this year. One notable change that comes with the update is the inclusion of ad extensions.
According to Roat, ad extensions help by “providing more information to potential customers and additional ways for them to respond.” Through them, potential customers can call your business number, determine the location of your business on a map, or choose a more relevant landing page. Because of this, the ad extensions can improve clickthrough rate and boost the overall performance of your online marketing campaign since they make your ads more useful.
In addition, the ad extensions can also affect cost per click or CPC. “You may see lower or higher average CPCs in your account. You may see lower CPCs if your extensions and formats are highly relevant, and we expect a large positive performance impact relative to other competitors in the auction,” Roat added.
And more importantly, the ad extensions can significantly affect the positioning of ads in Google search results. For example, if there are two identical ads with the same bid and quality score, the one with the ad extensions and is most likely to perform well has the biggest chance of appearing in the higher ad position.
But how exactly do you make the ad extensions appear on your AdWords ad? Roat explained that a higher Quality Score, higher bid, or a combination of the two will improve an ad’s chances of having ad extensions. An advertisement’s Ad Rank can also affect the likelihood of extensions appearing for your online ads.
If you’re an AdWords user, you might want to check out Google’s latest offering. Judging by Roat’s explanation, you can see that the ad extensions will play a significant role in the success of your online advertisements. So make sure you give the extensions a shot.
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