Ta kontakt med oss

SEO

PPC-annonstillägg som du bör använda idag

Publicerad

PPC Ad Extensions You Should Be Using Today

Ad extensions maximize your visibility in search engine results.

Here’s how Image Extensions, Structured Snippets, Price Extensions, and Call Extensions can help.

Not all ad extensions are created equal and they serve different marketing purposes.

Whether it’s on Google Ads eller Microsoft Ads, ad extensions can help maximize your visibility in the search results and improve ad performance.

Ad extensions also allow for additional or more detailed messaging that doesn’t fit in the base ad copy, even with the new RSA format.

Don’t miss this opportunity.

Explore four PPC ad extensions you should be using today.

Annons

1. Image Extensions

Image extensions are available worldwide.

Consumer’s visual experience when browsing products and services online have become more critical in recent years.

Image extensions help to create a more visually appealing search ad to engage with potential customers.

These extensions enhance the relevance of your search ad by including images of your products or services in the ad.

Image extensions appear on both desktop devices and mobile devices.

These images are not banner ads and need to follow requirements in terms of content, quality, etc.

You select images to upload to be served along with ad text.

Another option is to use Dynamic image extensions which select the most relevant images from your ad’s landing page and insert them into your ad.

Annons

Once you’ve opted into this feature, images from the landing pages will be included as ad extensions in your campaigns.

To begin using dynamic image extensions, navigate to the Extensions tab of your account and click on Add dynamic image extensions.

No images, no problem!

You can create image extensions using stock images.

Now, you can select from a range of stock images provided by Google. Navigate to the Image Options drop-down menu and select Stock Images.

After that, choose the image that you think is most relevant to your ad.

Image from Google Ads, May 2022google ads image extensions stock

2. Structured Snippets

Structured Snippets are the “no brainer” of ad extensions.

They list specific aspects of your product or service.

It is one of the simplest ad extensions to create because there is a predefined “header” for values and you don’t need landing pages because they don’t link to the website.

Annons

Each snippets extension has a “heading” such as:

  • Amenities.
  • Brands.
  • Destinations.
  • Degree programs.
  • Courses.
  • Featured hotels.
  • Insurance coverage.
  • Neighborhoods.
  • Service catalogs.
  • Models.
  • Show.
  • Styles.
  • Types.

After selecting the header, enter the values – such as “free WiFi” or “pool” for amenities.

These extensions show frequently on both platforms.

Here’s an example of a company’s brand:

google ads structured snippet extensionsImage from Google Ads, May 2022google ads structured snippet extensions

This simple ad extension can add value by giving the searcher more information and differentiating your ad from competitors who are not using this extension.

3. Price Extensions

Price extensions are a great alternative for advertisers that don’t have product feeds and can benefit from showcasing products and services with price points.

Price extensions are presented in the search results below the main ad text and can be useful in attracting greater attention to the ad as well as driving to deeper content on the advertiser’s website.

A minimum of three and up to eight items, or cards, can be added per price extension.

A searcher can then scroll through and click on items individually to view.

Similar to the structured snippets, Google has predefined types of price extensions:

Annons
  • Brands.
  • Events.
  • Locations.
  • Neighborhoods.
  • Product categories.
  • Product tiers.
  • Service categories.
  • Service tiers.
  • Services.

Each card has a header and description of 25 characters each, appearing above and below the price.

The advertiser also has the opportunity to use a price qualifier.

This is designed for products or services that don’t have one set price point, so “from”, “up to”, and “average.”

For example: “Monday Dinner Specials from $35.”

These extensions can be added to the account, campaign, or ad group level.

Adding to the ad group level is a great place for more detailed items to be tailored to a subgroup.

For example: “European vacations” vs. “French vacations.”

These ad extensions can also be scheduled for a start and end date, along with custom hourly scheduling.

Do I hear a seasonal promotion coming on with price extensions?

Annons

I think so.

4. Call Extensions

Call extensions serve a phone number with your ads that redirect to the official phone number.

These are still highly relevant as an ad tactic as mobile has become the primary device for many searchers.

Advertisers who have avoided call extensions in the past should take a second look.

Besides connecting searchers directly with the business by phone call, using the PPC platform’s forwarding numbers will show call information, call conversions, and valuable search data on how people are finding the phone number.

Did you know?

You can turn on call recording and get recorded phone calls from ads that Google saves for 30 days.

In the following screenshot that blurs private data, the callers’ phone number is listed, the area code, and a full recording of the call.

Annons
google ads call extensions reportImage from Google Ads, May 2022google ads call extensions report

A phone call can be counted as a conversion, defined by the number of seconds a caller is on the phone call.

The number of seconds should be defined based on each business’s unique phone behavior for closing callers.

If phone call lengths are below this threshold too frequently, or many calls are missed, it’s a good time to review a few simple optimization ideas:

  • Are too many “wrong” numbers coming through? This could be due to the ad being triggered by different business names or competitors based on keywords. Check the search queries and ask phone reps what they have been hearing from callers. These keywords can be used as negative keywords.
  • Too many missed calls? Ensure the ad is scheduled during business hours only when someone is available to answer that call. That could mean not running ads during the lunch hour, for example.
  • Calls from physical locations not serviced by your business? This is usually just a case of adjusting geotargeting to be more accurate. Although, it could present an opportunity to learn more about these callers and the current market demand.

Bonus: Automated Extensions + Manual Ad Extensions

When you opt into automated extensions, Google Ads will create extensions on your behalf and show them with your ad if they’re predicted to improve your performance.

These automated extensions will now be eligible to show alongside their manually-created counterparts.

Google Ads is rolling out several new improvements that make sitelinks, callouts, and structured snippets easier to manage.

When you create sitelinks, callouts, and structured snippets, you can add them at the ad group, campaign, or account level.

This will make it easy to review and manage the extensions that Google Ads creates on your behalf.

To see which automated extensions are shown with your ads, look for “Automatically created” extensions in the table view of the Extensions page.

Slutgiltiga tankar

Ad extensions can be critical to rising above the competition in search results with more visibility and strategic messaging.

Annons

It’s important to review ad extensions and audit them on a scheduled basis (try quarterly) to ensure you are learning about new opportunities available and revisiting old ones.

Fler resurser:


Featured Image: Top Popular Vector/Shutterstock

!funktion(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0′;
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(fönster,dokument,'script',
'https://connect.facebook.net/en_US/fbevents.js');

if( typ av sopp !== “odefinierad” && sopp === 'ja' ){
fbq('dataProcessingOptions', ['LDU'], 1, 1000);
}annan{
fbq('dataProcessingOptions', []);
}

fbq('init', '1321385257908563');

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', {
content_name: ‘ppc-ad-extensions-to-try’,
content_category: ‘paid-media-strategy pay-per-click’
});

Annons

Källlänk

SEO

Tips To Improve Your Relationship

Publicerad

Tips To Improve Your Relationship

Historically, the tension between chief financial officers (CFOs) and marketing heads has often resulted from misalignment around long-term vs. short-term goals.

While CFOs are required to submit quarterly financial reports to shareholders, marketers are more often fixed on long-term objectives, such as brand value – which can be abstract.

Thankfully, the role of the CFO has evolved over the past few years, as most CFOs are no longer business hall monitors concerned with cost-cutting and oversight.

Rather, many CFOs now actively participate in organizational growth strategies designed to counteract losses in any economic environment.

Ideally, this shared goal should naturally align with many marketers’ objectives and create synergy down the road.

However, many organizations struggle to create proper symmetry between C-suite executives and keep data in silos.

What’s more, I’ve dealt with many CFOs in the past who simply didn’t understand the merits of SEO and how it differed from traditional marketing.

Annons

Unfortunately, for many agencies, this has caused their fair share of frustration when renewing clients and getting proper budget allocation for projects.

Therefore, educating CFOs and SEO pros about each other’s roles and processes is important to break the disconnect that prevents them from aligning around the same business goals and objectives.

The Importance Of CFO And SEO Alignment

According to a study by Deloitte, at least 73% of organizations that report C-suite alignment around marketing performance metrics received positive revenue growth in the past year.

The data shows that clear CFO and marketing alignment around goals, key performance indicators (KPIs), and language leads to greater business growth.

As CFOs begin to prioritize long-term growth over cost-cutting, this creates an opportunity for SEO pros to educate them about their goals and strategies and plead their cases for higher budget allocation.

With this in mind, we need to identify obstacles that inhibit this natural pairing and explore ways to overcome these pitfalls for better symmetry.

How To Improve The Relationship Between SEO And CFO

Create A Shared Language

Som SEO pros, we understand that marketing offers better long-term stability to any organization over short-term, one-time sales.

However, qualitatively communicating brand value and loyalty to a CFO is like explaining how your favorite football team will win the Super Bowl next year.

Annons

Without real numbers or a shared understanding of marketing performance metrics and terminology, CFOs cannot comprehend the SEO team’s objectives.

Further, it can be impossible for SEO pros to translate these strategies into results without tangible financial metrics to present to CFOs.

Ultimately, it’s up to the SEO team to educate CFOs about their strategies and how this benefits their business financially.

Otherwise, CFOs might be reluctant to pour money into campaigns that are abstract in their view.

SEO professionals need to find ways to translate broad metrics from customer acquisition and lead generation into value-based business impact.

For example, assigning values to leads and forecasting their revenue allows CFOs to plan budgets. SEO pros can also assign value to intangible assets like brand equity to better convey their value in terms CFOs understand.

Another way SEO pros need to educate CFOs is around budget processes.

For example, marketing budgets are often used throughout multiple campaigns, which amortize over time. However, this is not often reflected in profit and loss statements from CFOs.

Annons

In this example, SEO pros must clearly outline these considerations to CFOs to avoid budget cuts because of unused or misallocated funds.

Nevertheless, if SEO pros and CFOs want to speak the same language, they must start tracking the same goals and KPIs.

Create Shared Goals

If you truly want to create alignment around shared goals and language, coordinate with your CFO by using the same metrics and KPIs to track performance data.

While marketers are free to get as granular as they wish, ultimately, it’s up to department heads to agree on a few key metrics.

For example, these key metrics can be translated directly into financial terms that create a shared language between SEOs and CFOs:

  • Return on investment (ROI): The overall profit generated from an SEO marketing campaign.
  • Customer lifetime value (CLV): The estimated net profit a customer will contribute throughout its relationship with a company. This roughly tells CFOs the values of a brand’s loyalty.
  • Conversion Rate: The number of people who visit a website and complete a sale. This number estimates the efficiency of a marketing campaign.

However, as CFOs look to extract more insights from data, adding quantitative value to KPIs will also greatly help both teams align on common goals – namely, long-term growth. These KPIs may include market penetration, lead acquisition, and brand exposure.

Connecting The Data

Unfortunately, one of the biggest stumbling blocks for CFOs and SEO pros is that financial officers often don’t view SEOs as the top money-makers in an organization.

Additionally, many CFOs simply don’t understand how SEO makes money or connects to their long-term goals.

Thankfully, analytics software has made it easier than ever to physically assign a quantitative value to campaigns that prove the marketing team’s value.

Annons

For example, by assigning sales to individual marketing campaigns at the top of sales funnels, marketers can show how they physically add value to a business.

Further, to assist with communicating ROI to CFOs, marketers can incorporate dotted line reporting that shares the financial performance of the SEO team directly to the financial team.

Look At Campaigns As A Financial Portfolio

Finally, our focus tends to skew toward changing how CFOs think – not how we act or distribute information.

Since financial experts tend to think in investment terms, why not present marketing campaigns like an investment portfolio?

With this approach, SEO pros can tie individual campaigns to investments in a portfolio and report any profits and losses from each investment directly in a statement to CFOs.

SEO pros would also be wise to illustrate how these investments contribute to long-term financial goals and feed their business.

Again, most of these considerations hinge upon resolving differences in perspectives.

By assigning financial value to individual campaigns and metrics, SEO pros can better align around shared business goals and growth strategies that increase their business.

Annons

And by proving the growth potential of the SEO team, they can acquire the necessary budget they need to perform their best and thus make the CFO look good.

Fler resurser:


Utvald bild: fizkes/Shutterstock

if( typ av sopp !== "odefinierad" && sopp === 'ja' ){ fbq('dataProcessingOptions', ['LDU'], 1, 1000); }else{ fbq('dataProcessingOptions', []); }

fbq('init', '1321385257908563');

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'seo-cfo-relationship', content_category: 'enterprise seo' }); } });



Källlänk

Fortsätt läsa

MISSA INTE NÅGRA VIKTIGA NYHETER!
Prenumerera på vårt nyhetsbrev
Vi lovar att inte spamma dig. Avsluta prenumerationen när som helst.
Ogiltig e-postadress

Trendigt

sv_SESvenska