Google AdWords has rolled out over this past year some interesting new extensions, some are now in all accounts, others just being rolled out, and some only allowed for select users.
Here are a few that I have seen, have tested, and know about:
1. Similar Audiences for Remarketing
I have used this in several client accounts and have to say that I am not pleased with the results. Although the concept sounds good – show your remarketing Display Network ads to others who have similar like and history profiles, I did not feel the results were valuable. What I like about remarketing is that the user has visited the client’s website and so has some knowledge of the client and their services. Not so with similar audiences. Expect clicks and impressions, but I did not see conversions.
2. Sign Up for Offer Extensions
This is a pretty good one. If you have a specials list, an e-newsletter, you can get your Google Rep to add you to this beta. Sorry, if you don’t have a Google Rep, you cannot get in on this action. When enabled, a box appears below your add with text like “Sign Up for Promos”. The users ads their email address and Google emails you their information so you can manually add them to your e-newsletter list. I’ve had clients get great results with this.
3. Review Extension
I have two clients that got rated in the top 100 for services by US News and World Reports, using the new Review Extension, which by the way has been rolled out to all accounts this past year, you can now see more information under their ads plus a blurb from US News and World Report below their ad giving them huge credibility over their competition. There are rules for use on this extension – must be a third party, must have a link to show the rating, etc. but it can be hugely valuable for your AdWords clients.
4. Search Now Extension
This is a beta test extension, and you’ll need your Google Account rep to vet and set this one up. Great for e-commerce stores, sites with lots of products and information, and large websites, the search box appears below your ad allowing the user to find more information or products right from the Google.com screen.
5. New Image Extension
This is also a beta test extension. Again you’ll need to be vetted by your Google Rep in order to use this one. This extension spiders your website and provides images from your own content to be shown. Right now it appears to be mainly for travel sites. I am not sure that Google will allow use for e-commerce stores as this would compete with the new Google Shopping campaigns.
If you want to know more about how McCord Web Services can help you with your Google AdWords account, I invite you to visit our website for transparent information about our pricing and services.