May 10, 2011

Five More Ways to Improve Your AdWords Performance

A couple of weeks ago, we posted five simple tips to improve your AdWords performance.  Here are five more slightly more complicated Adwords tips to help your campaign.  You may also want to visit our AdWords Help.

1) Enable Ad Sitelinks
Link to deeper website content from your AdWords campaign with Ad Sitelinks, this will extend the value of your existing campaign ads by providing additional links to specific, relevant content within your site.  Instead of sending all users to the same landing page from your ad, with Ad Sitelinks you can display up to four additional URLs for your other relevant content for users to choose from.  Google stats show that advertisers see a 30% increase in clickthrough rate (CTR) for the same ads with Ad Sitelinks.

2) Optimize ad text for longer headlines
Google recently made a change to the ads that appear above the search results.  The intent is to make them look more like the search results, this of course benefits Google and you with more clicks.  Google does this by simply moving your first line of description to the headline.  With just a slight change in ad format, you can change your ad to have that extra long headline and maybe get it placed above the search results.  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).  Google reports that ads with longer headlines receive a 6% increase in CTR compared to the same ads with a standard headline and description. 

Great Selection of Bikes
Choose from Two Wheel to Trikes.
Free shipping over $100.

Now will display like this:

Great Selection of Bikes - Choose from Two Wheel to Trikes.
Free shipping over $100.

3) Link a Google Places Account to Show Location Extensions
Attached you business address to your Google AdWords ads by using Location Extensions.  Google will automatically ad you address just below the green URL with a flag and maybe a display on the local places map.  

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.

4) New Google Seller Rating Extensions
Are you well liked and well respected within your customer base, if so you internet ratings will help tell this story for you.  Seller rating extensions make it easier for potential customers to identify you as highly-rated merchant.  Attach your merchant star rating from Google Product Search to your AdWords ads.  These star ratings are pulled in by Google from various review sites around the web.  Again, ads with Seller Ratings get a 17% higher CTR than the same ads without ratings.

5) Link a Merchant Center Account Your Campaign and Show Product Extensions
If you have products shown in the Google Merchant Center, Google will automatically show your relevant products below your AdWords ad text.  Need help uploading your product mix just give us a call.

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 box, so why not use product extensions to actually sell the product that the customer is looking for.