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New ad extension capabilities will provide huge opportunities for mobile PPC
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New ad extension capabilities will provide huge opportunities for mobile PPC

by Philip Armstrong22nd September 2014

New ad extension capabilities will provide huge opportunities for mobile PPC

As previously announced by search engine kings Google earlier this month, Google will enable mobile advertisements to have the potentiality to display your ad extensions rather than your accustomed description lines, as of the 15th of October 2014.

The release of this facility will undoubtedly have a huge impact on the manner in which mobile advertising is undertaken, particularly on the composition in which the ad itself takes and the creative process involved with its formulation.

However, for the sake of this article I want to look into the far-reaching effects that it is set to have on the strategies in which these ads operate under, in order to ascertain just how momentous the new update will be on the tactics of businesses moving forward in the future. In particular, I want to explore the reality that the change will have significant effect on the art of mobile PPC.

Be holistic; Use extended headlines

In today’s world, the importance of having a strong mobile PPC strategy is far greater than it has ever been in the past. Regardless of how much attention or care you put into this area, it is still paramount that it is worked on in some way. This is irrespective of whether you fix your bid modifiers to value of -80%, solely enable your site visitors to call, or have the basis of your marketing strategy firmly concentrated on mobile endeavours.

And it is because of this heightened importance of having a strong mobile PPC strategy that the new ad extensions have added significance; now description lines have been replaced, you need to work extra hard in order to improve the fluidity and conciseness of your mobile ads.

It’s common knowledge that mobile advertisements are required to be a lot more concise than ads on PC’s and tablets because quite simply, mobile browsers see less text and are less prepared to interact with larger bodies of writing. As such, it would be advisable to ensure that both of your two description lines available to you collectively comprise of no higher than 60 characters in total. Ensuring this will mean that the underlying theme and message that you are attempting to deliver to your audience is more readable, and thus stands to attain higher levels of traction than wordier counterparts.

Moreover, using headlines where the initial description line finishes with a period enables you to put out far more alluring and attractive advertisements. We recommend that you make sure that at least 1 advertisement within each different advertisement group you use applies an extended headline where the first description line has a call-to-action. For example:


Barbers ad extensions

As you can see, the first description line in the example above addresses the widget choice whilst simultaneously containing a call-to-action. Whilst deciding to sacrifice the second description line in favour of ad extensions will lead to a forfeiture in the ads quality guarantee, we’ll compensate for this by the strength of our salesmanship in the initial line. As such, the advertisement with the extension included will still provide users with a concise summarisation of what it is about, whilst also being stronger for inducing conversions by containing calls-to-action which guide the reader.

Ad Extensions; Mobile Specific

It’s pretty simple; mobile advertisements have to utilise ad extensions. The nature of these extensions should be completely tailored towards mobile devices, and you should be meticulous in your preparation for this in order to not undermine your work in other areas of your campaign. Essentially, you will want your sitelinks to be more concise than their PC counterparts, but still convey the same message. For example, a PC link might say, Sign up to our ‘members club’, whilst the mobile equivalent would say ‘members club’ alone. By doing this, and applying the call extension to your advertisement, readers of your ad will be able to reach your business straight away by simply clicking on the visible ‘call’ button.

You might also want to consider the application of different mobile orientated extensions, such as: Location, Callout and App extensions.

Whilst it is certainly true that the loss of the second description line will be hard to overcome, the reality is that the new call extensions can amply compensate for its lack of presence. Not only will your advertisements be more conversion-orientated, they will also provide users with a choice to make. At the end of the day, you do not want people reading your ads to have large blocks of writing that they can’t click on; you want to have links enabled everywhere which draw them closer to doing business with you. From an aesthetic perspective, advertisements now also have the ability to flow better, and will be more user friendly than ever before.

It is also imperative that you remember that ad extensions are also a must-use because they are now factored in to the algorithm which assigns quality scores, and as such it is fundamental for all involved with the PPC process. If you are currently contemplating whether to utilise this update then you should think no more, because at the end of the day ad extensions will have a positive effect on your ads effectiveness, ranking and overall results in the mobile landscape.

And whilst the impact of this might not be experienced at first, the reality is that it will manifest eventually, serving to provide you with a greater number of clicks, for minimal amounts of application, at no added cost.

 

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About The Author
Philip Armstrong
Philip Armstrong is a content writer for the Just SEO newsroom. Having served as an Adword's manager for a number of paid search campaigns, he is an expert in spending money to make money, and regularly contributes in-depth articles on the latest news and updates on pay-per-click (PPC) matters.

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