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Google AdWords Extensions and Sitelinks; New Search Engine and Display Advertising for Car Dealers!

Google AdWords Sitelinks and Extensions Provide New Search Engine and Display Advertising for Car Dealers!


NOTE: Check out the very cool Quality Score and Page Rank explanation from Google's leading Search Engine Algorithm Engineer, about a third of the way down this blog!


With the latest new features released from Beta by Google, Car Dealers can provide deeper, more relevant content to automotive consumers searching for information about vehicle purchases, maintenance and service needs by using Google AdWords Sitelinks and other types of Extensions within their Google AdWords based Search Advertising and Display Advertising Campaigns.


For example, the new Google's Extensions called "Sitelinks" provide up to four extra links to pages within your dealership website versus the standard one link to one landing page from a regular AdWords ad, and there is no increase in the Cost Per Click (CPC)... With these 4 extra links, dealers can direct searchers to Used Vehicle Inventory pages, New Vehicle Incentives and Promotions, Request A Quote, Get Directions or any other pages or sections that will increase visitor to lead conversion rates by getting automotive consumers to where they need to be with fewer clicks!


Using Google's new Sitelinks feature allows dealers to focus in on specific types of users who are searching for new vehicle, used vehicle, service department, parts department or any of your dealership's products or services. Building campaigns that are less generic and more targeted to the automotive consumer's exact information needs by providing more specific content links visible to searchers upfront is a proven method for increasing click-through rates and conversions from visitors to leads, phone calls and showroom traffic.




Each prospective customer of your dealership using Google Search can now get to pick which link is most relevant to their search... Of course, as usual Car Dealers will need to FOLLOW A PROCESS and ensure that the Sitelinks, or any of the other Extensions steers the customers to the correct vehicle, parts or service page. Although there is a little bit of work in finding and cataloging the links, or doing it the right way and using special domain name URL's for each ad Sitelink or extension, the extra effort will increase the dealer's conversion rates and shorten up the sales funnel for car buyers and service department customers using Google Search, or visiting any of the hundreds of sites that Google's Adsense Network serves up for dealership display advertising.


See the Sanderson Ford Lincoln Mercury example below where Sitelink Extensions are used to direct users straight to products, calls-to-action and special offers from a generic ad.



Sanderson Ford

www.SandersonFord.com Save Thousands & Get 0% APR at Fords Year End Sales Event!

The descriptions and URL's for each of the four Adwords Sitelinks can be changed as often as dealers like, so each dealership can coordinate with "Red Tag Sales", "Toyotathons", "Year End Sales Events" or any other promotions, special incentives and even the "Blue Gorilla on the Roof" sale... Can't you see the sitlink labeled "Blue Gorilla? I can...

Here's another VERY fascinating thing about these new Google Adwords tools; you can add up to ten links per ad! However, Google will only show four each time the ad appears. But that's OK, because Google will rotate the links that are displayed based on the rank in which they were entered when you build the ad.


Even though there are 10 additional Links (well, 9 anyways), with 4 of those additional links showing within your AdWords ad, dealers pay the same CPC cost as an ad without Sitelinks, regardless of which the user clicks. Now what we need is "Sitelink Optimization" where Google will automatically show the 4 out of 10 Sitelinks a dealer puts in based on which Sitelinks generate the most Click-Throughs when a consumer uses the keywords in that specific search... I have seen Google do stuff I wished for in the past, so why would I stop voicing what we want now?

ROI: Sitelinks improve the value of branded terms and other keywords to boost overall Google Adwords campaign performance

According to Google's data, Sitelink Extensions increase each Car Dealer's Click Through Rates (CTR) by more than 30%! Now, it has been my experience that whenever you see an increase in CTR, you had better be watching your dealership website's bounce rates from Google sourced traffic... And, you also need to watch closely to ensure your website's Average Visit length of time does not go down from Google search sourced traffic... Oh yeah, if you are one of those "I do it all" Internet Sales Managers, you better also be watching the visitor to lead conversion rates!


One big caveat, since Google Reports data is not available at the individual Sitelink level to gauge performance, you really need to use specially assigned domain URL's from your dealership's portfolio of domain names for each Google Adwords Sitelink. This will allow you to use Omniture Site Catalyst which is hooked up to the back end of any decent car dealership website at no extra cost by the website supplier of choice... All the good suppliers provide it... To pull your own performance reports by vanity domain so you can then see which Google Adwords Sitelinks are performing from a conversion rate and CTR perspective.


So, once again we have a situation that makes using Google Adwords as a complement to whatever psychic witchcraft voodoo SEO nonsense you are paying that boiler room that called you and sold you "Search Engine Optimization" (there's an oxymoron) that attracts visitors from all over the world as if the traffic you pull from organic searchers 3,000 miles away are going to buy! At any rate, if you get smart about using Sitelinks and other Google Extensions (listed below), the extra real estate on the Search Engine Results Page (SERP), combined with the right content in the form of descriptive Sitelinks will provide more options for automotive consumers. More of the right text link options will improve your Search Advertising CTR and conversion rates... Plus, since this is all at the same Cost Per Click (CPC) as a regular Google Search Ad, you end up getting more results for the same amount of advertising money... Mmmmm, smells like improved ROI any way you bake it!

Now... Before you take off and log into your dealership's Google Adwords account and do something that might get you blown out when the dealer gets his Amex bill, consider getting some OFFICIAL GOOGLE ADWORDS TRAINING!


Here the scoop for getting what you need without leaving the dealership... Or, the closest Starbucks with WiFi:

AdWords Online Classroom

Our AdWords Online Classroom provides free online training, delivered by local AdWords experts, to help you achieve long-term advertising success with AdWords. Whether you're new to AdWords and wish to learn the basics, or you've been with AdWords for a while and want to take your account to the next level, we offer a range of topics to suit your needs.


To participate, all you need is a computer with an internet connection and speakers or headphones.


If you want to receive regular emails about on-demand courses and upcoming live courses, join our group now!


If you have any questions about the AdWords Online Classroom, please check out our FAQs.



The Official Scoop on Google Ad Extensions

Source: Google

Ad extensions expand a standard text ad with one or more lines that provide additional information such as an address and phone number (location extensions and phone extensions), more page links (ad sitelinks), and product images (product extensions).


Ad extensions help users easily find out more about your car dealership and its offerings. Ads will appear just as they do now across Google and the Google Network, but the additional information may also appear on Google.com and its properties, such as Google Maps (for location extensions), in an enhanced format.


Which ad extensions each Car Dealer should use will depend on how you want to reach customers, and how you want to extend their experience. For example, if you own a dealership with a service department in downtown Chicago and a customer near your store searching for automotive repair shops or parts to repair their car is a local user you could more effectively reach with location extensions. The user will see your text ad, along with your local business address and phone number.


Pricing and traffic

There is no additional charge for including ad extensions in your ads; just as with standard cost-per-click (CPC) bidding, you are charged for each click on your ad that leads to your site, even if those clicks are on vehicle images, additional links, or other features in the ad extensions family.


For location extensions that appear on Google Maps, you won't be charged for clicks on your ad that expand the info windows on the map interface, but you will be charged for clicks from the info window to your dealership website. Likewise, when a user clicks the phone number on your ad to call your business, you will be charged for a click. Read the Google FAQ to learn more about Google's Click-to-Call phone charges.


Ad extensions formats and where they appear

The appearance and distribution of each format depends on which ad extension you are using. Please see below for information on different extension types and eligibility, and note that all ad extension features are not available in all countries. Learn how to create an ad extension. Learn how to enable the Ad Extensions tab


Location Extensions

All advertisers are eligible to run location extensions, and these extensions will appear on Google and its properties (including Google Maps) and the Google Search Network. Location extensions include your local business address and phone number. You can include multiple locations in a single campaign, and the one closest to the user will appear in the ad. You can target multiple locations within a single campaign. Your ad may also be shown without the location extension across the Google Search and Display Networks if you have also enabled your campaign to appear on these networks. Location extensions will appear when viewed on Google Maps for Mobile and on phones with full internet browsers. This feature is limited to advertisers in certain countries.


What do location extensions look like and where will they appear?

Where and how your ad appears depends on the device used by the user. It also depends on whether the user submits a search on a Google property or search partner site, or browses a Display Network site. If you've enabled location extensions and your business information is eligible to appear within the ad placement, this information will be shown with your ad. Click the options below to learn more about how your ad and location extensions will appear in certain case


On the Google Search Network

Your ad with a location extension will appear as a standard text ad and may also include a business address and telephone number depending on where the ad appears. It will show on Google.com with your additional business information included. It may also appear on some Google search partner sites and its appearance will vary by partner and by your network device settings.


Typically, ads are labeled as sponsored links and include 2 - 4 lines of text. In most cases, the text versions of these ads have the same ad text and display URL as the enhanced ad running on Google Maps. In some other cases, Google search partners may also show versions of your ad that include your address information, including on a map. If a partner does not support the additional address information, your ad will appear as a standard text ad.


On the Google Display Network

On mobile devices with full Internet browsers, such as the iPhone and Android devices, location extensions are available on both the Google Search and Display Networks. On Google.com, the ads will appear as a mobile text banner ad that expands to show a Google map of your business location. The expanded map also shows the ad text copy and provides users further options to get directions or to click to call your business. Learn more about click-to-call for location extensions on high-end mobile devices.


Typically, ads are labeled as sponsored links and include 2 - 4 lines of text. In most cases, the text versions of these ads have the same ad text and display URL as the enhanced ad running on Google Maps. In some other cases, Google search partners may also show versions of your ad that include your address information, including on a map. If a partner does not support the additional address information, your ad will appear as a standard text ad.


On Google Maps

Your ad with a location extension may appear as a text ad, or an enhanced ad, with a business icon and a map marker that expands to show a business image. These ads are associated with a specific point on the map, such as a store or restaurant. On smaller maps, if a user clicks on the associated map marker, an info window expands on the map to reveal additional information about the business. The user can click within the info window to be redirected to the advertiser's website. For smaller maps, if a user clicks on the URL or the title of the ad they'll be redirected to the advertiser's website.


On mobile devices with full Internet browsers, such as the iPhone and Android devices, ads with location extensions will appear in Google Maps for mobile and on Google.com with click-to-call phone numbers when the advertiser has provided a phone number during location extension creation. Learn more about click-to-call ads for location extensions on high-end mobile devices


What are phone extensions, and how do Car Dealers implement them?

Google Adwords Phone Extensions

Phone extensions enable your customer to click and call your business from your text ad when it appears on mobile devices with full Internet browsers. This feature will show to consumers using their high-end mobile devices with Google.com, Google Voice search, Google Mobile App, and Google Maps for Mobile (but do not appear for users on desktop computers). If used within conjunction with location extensions, the ad will show the clickable phone number where appropriate to mobile device users with full internet browsers.


Phone extensions allow your customers to call you directly from your ad if they are using a high-end mobile device, such as iPhone or Android phone, that has a full Internet browser. Phone extensions are a type of ad extension, an ad feature that allows advertisers to add additional information about their businesses and offering to their text ads. In the case of phone extension, this additional information is your business phone number, which can be accessed directly from the ad with a single click on a user's high-end mobile device.


Phone extensions will appear as clickable phone numbers beneath the main text ad, and will be visible to high-end mobile device users who access Google.com search, Voice search, Google Mobile App or Google Maps for Mobile from their phone.


When the mobile device user clicks on the phone number, you will be charged the same as for a standard click on the ad.

How to enable Google Phone Extensions

To enable phone extensions on your text ads, follow these steps (images show you what to look for):

  1. Sign in to your AdWords account at https://adwords.google.com
  2. Go to the Campaign Settings Tab for the campaign with the ads for which you want to show a click-to-call phone number on high-end mobile devices with full Internet browsers
  3. In the Networks, Devices, and Extensions section, under Devices, look make sure that your selection includes 'iPhones and other mobile devices with full Internet browsers' (if it says 'All' these devices will be included).
  4. Under Ad extensions, click 'Edit' beside 'Display click-to-call phone number on iPhones and other mobile devices with full Internet browsers.' Then click the Save button.
  5. Enter a phone number by selecting the option under Extensions to add a click-to-call phone number to your ads on mobile devices, entering a phone number, and clicking theSave button.

You can return to this section at any time to edit your click-to-call phone number.

Please note that vanity phone numbers featuring letters will appear on the ads in their numeric form. For example, "1-800-Goog-411" would appear as "1-800-466-4411."

We do not allow inclusion of premium numbers (such as 1-900 numbers in the U.S., and 871 numbers in the U.K.) for which a user must pay additional charges. In the UK, numbers with the prefixes 0800, 0843, 0844, 0845 and 0870 are eligible for click-to-call phone extensions, as are phone numbers with a local area code.

To learn more, read our FAQ about how phone extensions work with location extensions.

Add, edit and manage Google Phone Extensions

You can manage your dealership's Google Ad Phone Extensions using the following options:
  • To create a new extension in a new campaign, add the extension during campaign creation under the Ad extensions section of the campaign creation page.

  • To add new extensions, or edit existing extensions in an existing campaign, select the campaign and navigate to the Ad Extensions tab.

  • To add an extension, click the New Extension button. To delete an extension, select the extension(s) you want to delete and click the Delete button.

  • To edit an extension, hover over the extension and click the pencil icon that appears. This will open the editing function for extensions.


What are Google Search Ad Sitelinks?

How do I implement them?


Google Sitelinks allow Car Dealers to include up to four additional page links on qualifying text ads that appear on Google.com and Google Search Network partners. This extension is available globally on ads that meet our quality requirements. The most common campaigns to qualify for the Sitelinks feature are high-quality campaigns that contain keywords and ads specific to your brands.

Ad Sitelinks is a feature for search-based ads that lets you include up to 10 additional links to deeper content on your site beyond the main landing page. Sitelinks extend the value of your AdWords ads by showcasing additional targeted and relevant links for users whose search queries have triggered your ad.


In addition, Sitelinks make it easy to update and refresh seasonal and limited promotions - you can change the additional links on your ads as often as you like to make each ad more timely for your current sales and marketing efforts.


There's no need to change your current ads. Sitelinks add additional links beneath your existing ads, making them even more relevant to a wider range of users.

Create a new Google Search Ad campaign with Adwords Sitelinks

To create the first extension in a new campaign via the campaign creation page:

  1. Under Ad extensions > Sitelinks, check the box next to "Extend my ads with links to sections on my site."
  2. List the names and URLs of up to 10 internal links (prioritizing the most important links first)
  3. Click "Save" when you've finished adding your links.
  4. If a user search triggers your ad to run with Sitelinks, our system may include up to 10 of your additional links on your ad, along with the main landing page link. The higher the quality of your ad, the more likely it is that Sitelinks may be able to run on that ad.

Add or edit Google Adwords Sitelinks to a campaign or ad group

To add or edit Sitelinks, follow these steps:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the campaign or ad group you want to edit.
  3. Click the Ad Extensions tab tab. You will see the current ad extensions status for your campaign.
  4. Click View campaign extension information
  5. Select View: Sitelinks extensions from the drop-down menu above the extensions table.
  6. To add Sitelinks: Click New Extension to add a new set of links for the ad group or campaign.
  7. To edit Sitelinks: Place your cursor over the extension and click when the pencil icon appears to edit your ad's links and text.
  8. To delete Sitelinks, check the box next to the extension and click Delete above the table.

Which links will appear within my Google Adwords Sitelinks extension when my ad is shown?

While only up to four of the Sitelinks you provide will appear with your ad on a search results page, you'll be able to enter up to ten Sitelinks for the ad extension. The links shown are not optimized based on their performance. Sitelinks will rotate and be prioritized based on the order in which you entered them for the ad extension. For one line Sitelinks, shorter link text will be prioritized over longer link text.

Ad Sitelinks will appear for ads with the highest Quality Scores. They will appear in two different formats. For the two line format, Sitelinks are designed to trigger in situations where an ad provides the ideal answer for a search query. These ads are most likely to trigger on unique brand terms. For one line Sitelinks, ads will trigger with more generic terms, but may also include brand terms.


The following best practices will help maximize your chances of showing Sitelinks:

  • Your ad should have one of the top positions above the search results.
  • Your ad should have a very high Quality Score.
  • Your Sitelinks URLs must direct users to pages that are part of your main website.


If your ad qualifies to show Sitelinks, up to four of the additional links you associate with your ad on the Ad Extensions tab may appear on your ad.


Read Google's FAQ to learn more about how to implement Ad Sitelinks.


How am I charged for clicks on Ad Sitelinks in my ads?

All clicks are charged at the same rate, regardless of which links are clicked within an ad. That means you'll be charged for one click each time a user clicks on any link in your ad, whether it's the main landing page shown in your Destination URL or any of the additional links served as part of the Sitelinks feature.


If a user quickly clicks on more than one link while viewing an ad, we will treat this as a duplicate (or invalid) click and you won't be charged. Please see our Invalid Clicks FAQ to learn more.


Ad Sitelinks Reporting Best Practices

You can easily review your Ad Sitelinks extensions performance for your campaigns from the Ad Extensions tab within your account. This tab is automatically enabled for you if you use or have ad extensions within your account already. Learn more.


We suggest that you review how often your ad was shown with Sitelinks, and compare the performance statistics of your ads when shown with or without Sitelinks. To do this, create two campaigns, and enable Sitelinks for one, but not the other. You can also compare how well a set of Sitelinks performs compared to another, or when attached to one particular ad versus another.


Will the additional links shown by Ad Sitelinks affect my Quality Score?

The inclusion of additional links through the Ad Sitelinks feature should have no measurable impact on your ad Quality Score or landing page quality measurements. Landing page quality for individual ads is gauged by the quality of the landing page linked to the ad's main Destination URL links. The additional links are designed to help provide users with additional, relevant pages within an advertised site to match their search queries. The higher the quality of your ad, the more likely it is that Sitelinks may be able to run on that ad.


Read our FAQ to learn more about how to implement Ad Sitelinks.


What's the difference between one line and two line Ad Sitelinks?

For the most part, these two versions of Ad Sitelinks are the same, however there are some slight differences, outlined below.

Appearance

Two line Ad Sitelinks displays up to 4 Ad Sitelinks across two lines. Your ad is shown with this format when the ad provides the idea answer for a user's search query. The best ad of a given query is more likely to trigger on unique brand name terms.

One line Ad Sitelinks displays up to 4 Ad Sitelinks across one line. Your ad is shown with this format when the ad is of very high quality and we believe links to additional sites can benefit the user.

Campaign Organization

Two line Ad Sitelinks tend to be very specific, brand-focused, and built around a specific ad or ad group, and set of URLs.


One line Ad Sitelinks provide for more general targeting with your ads and keywords. This means that in some cases one or more ads may be relevant and appear with your Ad Sitelinks, and in other cases, Ad Sitelinks won't be included (not all your ads may be eligible to show them).


For the best results, be sure to select Ad Sitelinks that are relevant for all of your ads and search terms within a given campaign. This will help you avoid attaching irrelevant links to your ads.


One line Ad Sitelinks also prioritize shorter link text, so focus on submitting shorter, relevant link text for your campaigns.


How do I report the unauthorized use of my dealership's name with Ad Sitelinks?

Google has various policies for how we handle trademark issues and complaints for our advertising programs. To learn more, and to file a complaint if you are a trademark owner, visit our Trademark Help Center.


Product extensions

Currently available in the U.S., product extensions allow you to leverage your existing Google Merchant Center (formerly Google Base) account to highlight your products directly in your Google.com search ads (and Google Image Search ads when opted into the Search Network). Product extensions will not appear on other Search Network sites, or on Display Network sites. If you have a Google Merchant Center account, you may run product extensions in your ads.


What are product extensions?

Product extensions allow you to use your existing Google Merchant Center account to highlight your products directly in your Google.com search ads (and Google Images ads when opted into the Search Network). Product extensions will not appear on other Search Network sites, or on Display Network sites.

When your AdWords ad appears and your Google Merchant Center account contains a product that is relevant to the searcher's query, product extensions may show the images, titles, and prices of your closest matching products with your ad. Your product offerings may be shown in a "plusbox" ad. When a user clicks a product image, they will be taken to the destination page listed for that product in your Merchant Center account. You can track CTR, expansions, and other metrics in the AdWords Report Center.


How do I add or edit my ad's product extensions?

The new product extensions feature in AdWords lets you showcase certain products in Google Merchant Center as an AdWords "plusbox" ad. When your AdWords ad appears and your Google Merchant Center account contains a product that is relevant to a searcher's query, product extensions may show the images, titles, and prices of your closest matching products beneath your ad, using the plusbox format

Create a new campaign with product extensions

To create the first extension in a new campaign via the campaign creation page:

  1. Under Ad extensions > Products, check the box next to "Extend my ads with relevant product details from Google Merchant Center."
  2. Select the Google Merchant Center account you'd like to associate with your campaign. (If your Merchant Center account is not yet linked to your AdWords account, learn how to link your accounts).

Change a campaign's linked Google Merchant Center account

If you have previously created a campaign with product extensions, you can change the Google Merchant Center account associated with the campaign:

  1. Click the campaign you want to edit.
  2. Click the Ad Extensions tab tab. You will see the current ad extensions status for your campaign.
  3. Click View campaign extension information
  4. Select View: Product extensions from the drop-down menu above the extensions table.
  5. Click New Extension
  6. Click Products from Google Merchant Center to change the account associated with your campaign.
  7. Click Save.

To delete the product extension, check the box next to the extension and click Delete above the table.


Please note that it may take up to 12 hours from the time you update your settings for your product extensions to appear in your ads. Read our FAQ to learn how to add attributes to your Merchant Center account to better match your offering to search queries.

Views: 231

Tags: Car Dealers, Display Advertising, Google, Google AdWords, Google Advertising, New Search Engine, SEM, SEO, Search Advertising, Site Extensions, More…Sitelinks

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