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14 Types Of Google Ads Extensions & What They Do

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14 Types Of Google Ads Extensions & What They Do

If Google Ads are a part of your marketing strategy, you’re probably always on the lookout for ways to boost performance.

You not only want more clicks, but you want more high-quality clicks, from the type of user who takes action once they hit your landing page.

But that’s easier said than done. You could spend countless hours tweaking every ad as you A/B test minute differences in copy and structure – or you could utilize Google Ads extensions.

You may be familiar with Google Ads extensions; you may have read about them or maybe you’re even using them already.

But you may not realize Google adds more types nearly every year.

This guide will help you understand each type of ad extension, so you can optimize them for maximum performance and get more bang for your PPC buck.

Google Ads Extensions Basics

Let’s start at the beginning.

What Are Google Ads Extensions?

You may already have guessed the answer to this one: Google Ads extensions extend your ads, claiming more real estate on search engine results pages (SERPs) and helping searchers make decisions.

Why Should You Use Them?

There are two main benefits to ad extensions that are so ubiquitous, nearly every advertiser can benefit from them:

1. They allow you to provide more information: Larger ad text lets you make a stronger case to targets about why they should click on your ad.

2. They increase your visibility on SERPs: The larger size of extended ads makes them more impactful.

Through these two factors alone, ad extensions can increase your clickthrough rate (CTR) significantly – possibly several percentage points. And this isn’t even considering their other benefits, which include:

  • Improved lead quality: By providing more information, extended ads allow poor-quality leads to self-disqualify, so you get fewer irrelevant clicks. The people who click through to your landing page are far more likely to take the desired action.
  • Better ad ranking: Google uses a variety of factors to determine your ad position, including expected CTR, relevance, and landing page experience. Simply using ad extensions will automatically improve your ranking, because it allows Google to offer a better variety of ad formats.
  • Better use of your PPC budget: Because they improve your CTR, ad extensions can help lower your cost-per-click (CPC), which in turn means you’re getting more out of your paid ad spend.

Manual And Automated Extensions

There are two general extensions categories: manual, which requires some setup, and automated.

Most of the extensions discussed here are manual, though some of them can also be dynamically applied by Google when it predicts they will improve performance.

It’s important to note that in February 2022, Google announced several changes to automated extensions, including allowing them to be shown alongside manually added extensions like sitelinks, callouts, and structured snippets (more on these later).

This allows your ad to claim more SERP area and generate more clicks.

They can also be added at an ad group, campaign, or account level, and may be included in reports.

14 Types Of Google Ads Extensions

Now that we’ve covered the basic categories of extensions, let’s dive deeper into the different types.

1. Location Extensions

Location extensions list your location on its own line, helping people find your location(s), a map to your location, or the distance to it. These may also include a phone number or call button for mobile users.

Screenshot by author, March 2022

This extension, which can be automatically applied, is ideal for any business that depends on in-person transactions, including restaurants, retail locations, and service providers like barbers or beauty salons.

There are also benefits for primarily online companies, as a physical address can increase your legitimacy in the eye of customers.

2. Product Extensions

By linking your Google Merchant account to Google Ads, product extensions allow you to enhance your products listing.

This is a useful tool for any campaign in which you’re selling goods related to your target keywords.

Sample of product extensionScreenshot by author, March 2022

Because products are more specific than location or phone number, you’ll want your campaigns to be more granular, particularly if you sell a wide variety of products.

3. Sitelink Extensions

Useful for directing users to other pages on your website, sitelink extensions allow targets to choose where they would like to go, as opposed to just visiting your landing page.

Making it easier for users to find exactly what they’re looking for can increase your CTR significantly.

sample of sitelink extensionScreenshot by author, March 2022

Common pages used with sitelinks include Contact Us pages, pricing pages, sale pages, and testimonials pages.

Ecommerce sites have used them to great effect when directing customers to specific categories pages.

These can be added manually or dynamically as an automatic extension.

4. Seller Ratings Extensions

Showcase your business’s reputation and build trust with seller ratings extensions.

Google gathers ratings from reputable business review sites and aggregates them into a single rating on a five-star scale.

This extension shows your overall rating, as well as the total number of reviews. They also sometimes include a qualifier to describe the rating (e.g., same-day delivery).

A sample of seller ratings extensionScreenshot by author, March 2022

These automated extensions typically only appear if you have a minimum number of unique reviews and an average rating of 3.5 stars or better.

5. Callout Extensions

A versatile extension with all sorts of uses, callout extensions are 25-character snippets used to highlight important selling points, sales or any other key points about your business, products, or services.

Sample of callout extensionsScreenshot by author, March 2022

For example, if you want to promote a 25% off sale, free delivery, or your business’s 60th anniversary, callout extensions are perfect.

You’re allowed six of these extensions per campaign, and they need to apply to the entire offering you’re advertising.

The best callout extensions tend to use numbers and specifics (i.e., “5 left in stock,” works better than “limited quantities remain.”)

If your website includes useful information like “online reservations,” these descriptions can be added automatically as a dynamic callout, as well.

6. Structured Snippets Extensions

Identified by colons, structured snippets are useful for highlighting specific products, services, and features users may be looking for.

Responsible for a whopping 35.1% of all clicks, they tell searchers who you are and what you offer increasing quality clicks and helping stretch your budget further.

Like sitelinks, you can select these manually or they can be dynamically applied by Google.

7. Call Extensions

Call extensions make it easy for searchers to call directly from your ad. They include a click-to-call phone number in your ad for mobile users.

These conversions are tracked, allowing you to measure the value of your ads by the number of phone calls they generate.

sample of a call extensionScreenshot by author, March 2022

You can include call extensions manually or Google can apply them automatically.

8. Affiliate Location Extensions

Affiliate location extensions are useful for companies that sell their products through third-party retailers.

They help users find nearby stores that carry your items, helping them decide where and what to buy.

These are commonly used by manufacturers who work with major retail chains, as they do not specify your own business’s location.

9. Price Extensions

It’s no secret that price is a key factor in almost every buying decision.

Price extensions let you set cost expectations upfront, establishing transparency and helping build trust with searchers.

As a result, users are more informed and more likely to buy by the time they hit your website.

Sample of price extensionScreenshot by author, March 2022

These extensions are useful for businesses that have variable pricing, sell service packages, or offer many different products.

10. App Extensions

From the local pizza place to real estate agents, it seems like everyone has a mobile app these days.

By providing a download link in your text ad, app extensions make it easy for interested users to get yours – while allowing you to track downloads based on keywords.

Sample of app extensionScreenshot by author, March 2022

These only appear to users on mobile devices and direct users to your app in iTunes or the Google Play Store.

11. Promotion Extensions

Get more clicks from people searching for the best offers by using promotion extensions.

Used to highlight sales and promotions, they appear below your ad and use the price tag icon or deal in bold.

You can also display up to two lines of copy with them to provide users with more information.

Sample of promotion extensionScreenshot by author, March 2022

What’s great about these (aside from their effectiveness), is that Google is flexible on how you use them.

You can show promotion extensions on specific dates, days, or even hours, as well as allow you to use pre-populated event tags like Black Friday or end-of-summer.

12. Lead Form Extensions (New)

The newest Google Ads extension, lead form extensions eliminate the need for users to fill out a form on your landing page by allowing them to submit their contact information directly on the SERP.

Sample of lead form extensionScreenshot by author, March 2022

If the searcher is using their Google account, the relevant information can be pre-populated and can be submitted with a single click.

This helps drive qualified leads into your marketing funnel and shortens the sales cycle.

13. Video Extensions

Video extensions allow you to show drive action below your video ad on the YouTube mobile app, providing the opportunity to extend your message beyond the primary video and keep viewers engaged.

Sample of video extensionScreenshot by author, March 2022

14. Image Extensions

Image extensions let you use relevant visuals to complement their text ads, helping drive performance.

Not every advertiser is eligible for this type of extension and must meet certain requirements including a history of compliance, a Google Ads account in an eligible vertical, and active campaigns running.

Sample of image extensionScreenshot by author, March 2022

How To Set Up And Create Google Ads Extensions

Now that you know more about the different types of Google Ads extensions and how they can work for you, let’s take a look at how to set them up.

The first thing you need to do is determine your goals and which extensions will work to make them a reality.

Do you want customers to contact you? Visit your website? Submit their contact info?

Figure out what you want targets to do, and then select the extension that facilitates that.

From there, it’s a simple process:

  1. Log into your Google Ads account.
  2. Select your campaign or ad group.
  3. Click the “Ads & extensions” tab, then “Extensions.”
  4. Select the extension(s) you want.
  5. Customize each type of extension.
  6. Click “Save.”

Final Thoughts

If you’re looking for an easy way to increase clickthroughs, get more web visitors, and convert more targets, ad extensions are an excellent tool.

With so many types to choose from, there’s an extension that will work for every organization, no matter what industry it’s in.

It’s up to you to determine which will work best for your needs, but one thing is certain: When properly applied, they’ll help you land more quality leads and make the most of your PPC budget.


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SEO

Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

Elon Musk, owner and CEO of Twitter, announced that starting today, Twitter will share ad revenue with creators. The new policy applies only to ads that appear in a creator’s reply threads.

The move comes on the heels of YouTube launching ad revenue sharing for creators through the YouTube Partner Program in a bid to become the most rewarding social platform for creators.

Social networks like Instagram, TikTok, and Snapchat have similar monetization options for creators who publish reels and video content. For example, Instagram’s Reels Play Bonus Program offers eligible creators up to $1,200 for Reel views.

The catch? Unlike other social platforms, creators on Twitter must have an active subscription to Twitter Blue and meet the eligibility requirements for the Blue Verified checkmark.

The following is an example of a Twitter ad in a reply thread (Promoted by @ASUBootcamps). It should generate revenue for the Twitter Blue Verified creator (@rowancheung), who created the thread.

Screenshot from Twitter, January 2023

To receive the ad revenue share, creators would have to pay $8 per month (or more) to maintain an active Twitter Blue subscription. Twitter Blue pricing varies based on location and is available in the United States, Canada, Australia, New Zealand, Japan, the United Kingdom, Saudi Arabia, France, Germany, Italy, Portugal, and Spain.

Eligibility for the Twitter Blue Verified checkmark includes having an active Twitter Blue subscription and meeting the following criteria.

  • Your account must have a display name, profile photo, and confirmed phone number.
  • Your account has to be older than 90 days and active within the last 30 days.
  • Recent changes to your account’s username, display name, or profile photo can affect eligibility. Modifications to those after verification can also result in a temporary loss of the blue checkmark until Twitter reviews your updated information.
  • Your account cannot appear to mislead or deceive.
  • Your account cannot spam or otherwise try to manipulate the platform for engagement or follows.

Did you receive a Blue Verified checkmark before the Twitter Blue subscription? That will not help creators who want a share of the ad revenue. The legacy Blue Verified checkmark does not make a creator account eligible for ad revenue sharing.

When asked about accounts with a legacy and Twitter Blue Verified checkmark, Musk tweeted that the legacy Blue Verified is “deeply corrupted” and will sunset in just a few months.

Regardless of how you gained your checkmark, it’s important to note that Twitter can remove a checkmark without notice.

In addition to ad revenue sharing for Twitter Blue Verified creators, Twitter Dev announced that the Twitter API would no longer be free in an ongoing effort to reduce the number of bots on the platform.

While speculation looms about a loss in Twitter ad revenue, the Wall Street Journal reported a “fire-sale” Super Bowl offer from Musk to win back advertisers.

The latest data from DataReportal shows a positive trend for Twitter advertisers. Ad reach has increased from 436.4 million users in January 2022 to 556 million in January 2023.

Twitter is also the third most popular social network based on monthly unique visitors and page views globally, according to SimilarWeb data through December 2022.


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AI Content Detection Software: Can They Detect ChatGPT?

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AI Content Detection Software: Can They Detect ChatGPT?

We live in an age when AI technologies are booming, and the world has been taken by storm with the introduction of ChatGPT.

ChatGPT is capable of accomplishing a wide range of tasks, but one that it does particularly well is writing articles. And while there are many obvious benefits to this, it also presents a number of challenges.

In my opinion, the biggest hurdle that AI-generated written content poses for the publishing industry is the spread of misinformation.

ChatGPT, or any other AI tool, may generate articles that may contain factual errors or are just flat-out incorrect.

Imagine someone who has no expertise in medicine starting a medical blog and using ChatGPT to write content for their articles.

Their content may contain errors that can only be identified by professional doctors. And if that blog content starts spreading over social media, or maybe even ranks in Search, it could cause harm to people who read it and take erroneous medical advice.

Another potential challenge ChatGPT poses is how students might leverage it within their written work.

If one can write an essay just by running a prompt (and without having to do any actual work), that greatly diminishes the quality of education – as learning about a subject and expressing your own ideas is key to essay writing.

Even before the introduction of ChatGPT, many publishers were already generating content using AI. And while some honestly disclose it, others may not.

Also, Google recently changed its wording regarding AI-generated content, so that it is not necessarily against the company’s guidelines.

Image from Twitter, November 2022

This is why I decided to try out existing tools to understand where the tech industry is when it comes to detecting content generated by ChatGPT, or AI generally.

I ran the following prompts in ChatGPT to generate written content and then ran those answers through different detection tools.

  • “What is local SEO? Why it is important? Best practices of Local SEO.”
  • “Write an essay about Napoleon Bonaparte invasion of Egypt.”
  • “What are the main differences between iPhone and Samsung galaxy?”

Here is how each tool performed.

1. Writer.com

For the first prompt’s answer, Writer.com fails, identifying ChatGPT’s content as 94% human-generated.

Writer.com resultsScreenshot from writer.com, January 2023

For the second prompt, it worked and detected it as AI-written content.

Writer.com test resultScreenshot from writer.com, January 2023

For the third prompt, it failed again.

Sample ResultScreenshot from writer.com, January 2023

However, when I tested real human-written text, Writer.com did identify it as 100% human-generated very accurately.

2. Copyleaks

Copyleaks did a great job in detecting all three prompts as AI-written.

Sample ResultScreenshot from Copyleaks, January 2023

3. Contentatscale.ai

Contentatscale.ai did a great job in detecting all three prompts as AI-written, even though the first prompt, it gave a 21% human score.

Contentscale.aiScreenshot from Contentscale.ai, January 2023

4. Originality.ai

Originality.ai did a great job on all three prompts, accurately detecting them as AI-written.

Also, when I checked with real human-written text, it did identify it as 100% human-generated, which is essential.

Originality.aiScreenshot from Originality.ai, January 2023

You will notice that Originality.ai doesn’t detect any plagiarism issues. This may change in the future.

Over time, people will use the same prompts to generate AI-written content, likely resulting in a number of very similar answers. When these articles are published, they will then be detected by plagiarism tools.

5. GPTZero

This non-commercial tool was built by Edward Tian, and specifically designed to detect ChatGPT-generated articles. And it did just that for all three prompts, recognizing them as AI-generated.

GPTZeroScreenshot from GPTZero, January 2023

Unlike other tools, it gives a more detailed analysis of detected issues, such as sentence-by-sentence analyses.

sentence by sentence text perplexityScreenshot from GPTZero, January 2023

OpenAI’s AI Text Classifier

And finally, let’s see how OpenAi detects its own generated answers.

For the 1st and 3rd prompts, it detected that there is an AI involved by classifying it as “possibly-AI generated”.

AI Text Classifier. Likely AI-generatedAI Text Classifier. Likely AI-generated

But surprisingly, it failed for the 2nd prompt and classified that as “unlikely AI-generated.” I did play with different prompts and found that, as of the moment, when checking it, few of the above tools detect AI content with higher accuracy than OpenAi’s own tool.

AI Text Classifier. Unlikely AI-generatedAI Text Classifier. Unlikely AI-generated

As of the time of this check, they had released it a day before. I think in the future, they will fine tune it, and it will work much better.

Conclusion

Current AI content generation tools are in good shape and are able to detect ChatGPT-generated content (with varying degrees of success).

It is still possible for someone to generate copy via ChatGPT and then paraphrase that to make it undetectable, but that might require almost as much work as writing from scratch – so the benefits aren’t as immediate.

If you think about ranking an article in Google written by ChatGPT, consider for a moment: If the tools we looked at above were able to recognize them as AI-generated, then for Google, detecting them should be a piece of cake.

On top of that, Google has quality raters who will train their system to recognize AI-written articles even better by manually marking them as they find them.

So, my advice would be not to build your content strategy on ChatGPT-generated content, but use it merely as an assistant tool.

More resources: 


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Five things you need to know about content optimization in 2023

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5 Things You Need To Know About Optimizing Content in 2023

30-second summary:

  • As the content battleground goes through tremendous upheaval, SEO insights will continue to grow in importance
  • ChatGPT can help content marketers get an edge over their competition by efficiently creating and editing high-quality content
  • Making sure your content rank high enough to engage the target audience requires strategic planning and implementation

Google is constantly testing and updating its algorithms in pursuit of the best possible searcher experience. As the search giant explains in its ‘How Search Works’ documentation, that means understanding the intent behind the query and bringing back results that are relevant, high-quality, and accessible for consumers.

As if the constantly shifting search landscape weren’t difficult enough to navigate, content marketers are also contending with an increasingly technology-charged environment. Competitors are upping the stakes with tools and platforms that generate smarter, real-time insights and even make content optimization and personalization on the fly based on audience behavior, location, and data points.

Set-it-and-forget-it content optimization is a thing of the past. Here’s what you need to know to help your content get found, engage your target audience, and convert searchers to customers in 2023.

AI automation going to be integral for content optimization

Technologies-B2B-organizations-use-to-optimize-content

As the content battleground heats up, SEO insights will continue to grow in importance as a key source of intelligence. We’re optimizing content for humans, not search engines, after all – we had better have a solid understanding of what those people need and want.

While I do not advocate automation for full content creation, I believe next year – as resources become stretched automation will have a bigger impact on helping with content optimization of existing content.

CHATGPT

ChatGPT, developed by OpenAI, is a powerful language generation model that leverages the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or powering research initiatives – it can be an invaluable asset for any Natural Language Processing project.

ChatGPT-for-content

The introduction on ChatGPT has caused considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can achieve an extra edge over their competition by efficiently creating and editing high-quality content. It offers assistance with generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.

However, it is important to remember that this technology should be used to enhance human creativity rather than completely replacing it.

For many years now AI-powered technology has been helping content marketers and SEOs automate repetitive tasks such as data analysis, scanning for technical issues, and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analysis, opportunity forecasting, real-time content recommendations, and more.

With so much data in play and recession concerns already impacting 2023 budgets in many organizations, content marketers will have to do more with less this coming year. You’ll need to carefully balance human creative resources with AI assists where they make sense to stay flexible, agile, and ready to respond to the market.

It’s time to look at your body of content as a whole

Google’s Helpful Content update, which rolled out in August, is a sitewide signal targeting a high proportion of thin, unhelpful, low-quality content. That means the exceptional content on your site won’t rank to their greatest potential if they’re lost in a sea of mediocre, outdated assets.

It might be time for a content reboot – but don’t get carried away. Before you start unpublishing and redirecting blog posts, lean on technology for automated site auditing and see what you can fix up first. AI-assisted technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects, and 404 errors that can support your content refreshing strategy.

Focus on your highest trafficked and most visible pages first, i.e.: those linked from the homepage or main menu. Google’s John Mueller confirmed recently that if the important pages on your website are low quality, it’s bad news for the entire site. There’s no percentage by which this is measured, he said, urging content marketers and SEOs to instead think of what the average user would think when they visit your website.

Take advantage of location-based content optimization opportunities

Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all impact your search traffic in various ways and present opportunities for location-based optimization.

AI-assisted technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it’s happening.

Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it across your website, local landing pages, social media profiles, and Google Business Profiles for each location. Google Posts, for example, are a fantastic and underutilized tool for enhancing your content’s visibility and interactivity right on the search results page.

Optimize content with conversational & high-volume keywords

Look for conversational and trending terms in your keyword research, too. Top-of-funnel keywords that help generate awareness of the topic and spur conversations in social channels offer great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.

Conversational keywords are a good opportunity for enhancing that content’s visibility in search, too. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers in your content to naturally optimize for these and voice search queries.

SEO-and-creating-content-in-2023

It’s important that you utilize SEO insights and real-time data correctly; you don’t want to be targeting what was trending last month and is already over. AI is a great assist here, as well, as an intelligent tool can be scanning and analyzing constantly, sending recommendations for new content opportunities as they arise.

Consider how you optimize content based on intent and experience

The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem were they experiencing or what need did they have that caused them to seek out your content in the first place? And how does your blog post, ebook, or landing page copy enhance their experience?

Look at the search results page as a doorway to your “home”. How’s your curb appeal? What do potential customers see when they encounter one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?

The best content meets visitors where they are at with relevant, high-quality information presented in a way that is accessible, fast loading, and easy to digest. This is the case for both short and long form SEO content. Ensure your content contains calls to action designed to give people options and help them discover the next step in their journey versus attempting to sell them on something they may not be ready for yet.

2023, the year of SEO: why brands are leaning in and how to prepare

Conclusion

The audience is king, queen, and the entire court as we head into 2023. SEO and content marketing give you countless opportunities to connect with these people but remember they are a means to an end. Keep searcher intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.

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