Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
|by Dan Blau, Senior Digital Advertising Analyst|
With over 5 billion different searches performed daily, being able to include as much information as possible is vital to a dealership's success. Ad extensions are now a standard feature when performing a search on any of the main search engines.
While it may seem ad extensions are just extra text and images cluttering the top of your Search Engine Results Page (SERP), these additional features can be extremely helpful and valuable to driving additional traffic to your site.
Ad extensions offer a unique opportunity within paid search ads, allowing you to point potential customers to more specific landing pages to help them find what they are looking for more efficiently.
These sub-links can simultaneously help improve user experience and increase an advertiser’s conversion rate ultimately improving ROI. It is vital to your success as an advertiser to understand the importance and power behind Google ad extensions, especially with Google’s recent announcement of incorporating ad extensions into their Adwords ad ranking algorithm. Bing and Yahoo also have ad extensions available, but have less of a variety than Google has to offer.
We will explore the full list of options later, but first here are some of the main reasons to adopt ad extensions into your strategy:
Now that you know some of the benefits we should review the different types of ad extensions that are offered within Google AdWords, Yahoo Advertising and Bing Ads.
There are several other ad extensions available, but these are currently the ones that have the most beneficial uses for advertisers in the automotive industry to capitalize on new opportunities.
Get started implementing your ad extensions so you can improve your visibility and start improving your ad performance. Try experimenting with different types of extensions and test out multiple landing pages with varying descriptions to see which ones get the best results.
You can learn more about ad extensions at this Google Support page or by reaching out to your Cobalt Digital Advertising Analyst.
About the Author
|Senior Digital Advertising Analyst Dan Blau joined Cobalt in 2011 and helps dealers maximize their online advertising dollars. He has five years of experience in digital marketing and social media, and his professional motto at Cobalt is, “Relevancy Rules!” Dan’s first car was a 1995 turquoise Toyota Tercel. In winter 2012-2013, he spent a lot of time at nearby Snoqualmie Pass as a ski instructor, but admits he’s actually a better snowboarder.|