Using AdWords Extensions to Target Leads

Adwords-Extensions-for-leads_LI-532x266 Using AdWords Extensions to Target Leads

Photo: Headway

If you’re not using AdWords—either from Google or Bing—to draw in leads, you could be missing a great opportunity. Not only are you missing out on the search boat, you’re also missing the opportunity to expand your brand’s reach organically.

Here are some AdWords extensions you can use to increase leads and broaden your organic search results.

LOCATION

If your firm uses the “my business” listing on Google or Bing, you’re half way to using the location extension in AdWords. If not, getting a listing is free and something you should consider for your brick-and-mortar location. Once you have a listing, within AdWords you can add this extension to your ads simply by choosing the “Ad Extension” / Location option from the tool’s sidebar.

How does this help your firm? When people search either audibly (voice search) or traditionally (using a search engine) your firm’s location would be displayed in the ad or in organic search results.

CALL OUTS

The good thing about this extension is it leaves more room in your headline or description for benefits versus features. Call out copy would be things like, Tax, Accounting, Auditing, Part-Time CFO, Bookkeeping, etc. The copy is not clickable, like that in sitelink extensions, but it offers the searcher to see a unique sales proposition of your firm. Remember to keep the call outs to less than 25 characters each—15 to 18 is best—otherwise it will be truncated and replaced with ellipses. Call out extensions may only be used on search or mobile campaigns. Finally, from two to six extensions may be applied at the ad, ad group, or campaign level.

Tip: When setting up the extensions, click the advanced button to add an additional level of functionality, such as mobile device, scheduling, or days and hours.

Example

In this example, the call-out extensions are everything on the bottom line.

Wisconsin CPA Firm | Tax Problem Resolution
Every tax problem has a resolution. Call now for yours! 45 years’ experience.
Payroll Services • International Tax • Tax Strategies • Auto Tax Payments

SITE LINKS

In addition to the headline link, you can add additional links to various parts of your site. Let’s say you’re running a payroll ad, but also offer part-time CFO, bookkeeping, and tax services, you can add site links to each of those website pages. You may add from two to six site links on the ad, ad group, or campaign level. They may also be tailored to specific devices by using the advanced button when setting up the ads. The site link text limit is 25 characters; while descriptions lines one and two max out at 35 characters each.

Example

In this example, the call-out extensions are everything on the bottom line.

Wisconsin CPA Firm | Tax Problem Resolution
[AD] CougarGoldCPA.com
Every tax problem has a resolution. Call now for yours! 45 years’ experience.
Payroll Part-Time CFO Bookkeeping Business Planning

Further, with site links, you can add two description lines for each site links you’ve added, which helps give prospects more information about the services you offer. Plus, your ad will also take up more space than your competitors, without paying any additional information.

Example

In this example, the call-out extensions show the additional information for each extension.

Adwords-call-out-ad-example Using AdWords Extensions to Target Leads

CALLS

You may incorporate your business phone number into an ad, but it does cost more for these ads because calls are also considered clicks, which could impact your budget if you underestimate how many calls or clicks your ad may receive.

The phone number appears next to the URL provided. And, on mobile devices, the “call” button will be displayed.

Example

In this example, the call extension is displayed next to the company’s URL.

Wisconsin CPA Firm | Tax Problem Resolution
[AD] CougarGoldCPA.com (888) 123-4567
Every tax problem has a resolution. Call now for yours! 45 years’ experience.

MESSAGE

Rather than a calling feature, you may choose to use a message feature instead, which works like a text message. When clicked, the user’s messenger app will open and display a pre-populated message you’re posted in your ad. It works similarly to chat box pop-up messages on websites. When a message ad is shows, a chat icon appears next to the ad copy, which alerts searchers to the chat feature. A message extension includes a few components, such as business name (25 characters), phone number, extension text (35 characters), and message text (100 characters). Phone and extension information appear next to the ad copy on mobile devices; the business name and message appear in the app once clicked.

ADDITIONAL EXTENSIONS

There are several other extensions you might consider using sparingly, including the price extension, which may be good if your firm does individual 1040 tax work or prior-year-return reviews. You may add a price for each service when building the ad.

Promotional extensions are also available, which may come in handy when trying to build service in a geographic area, industry, or with a demographic, for example, 10 percent off your first service.

Final Thoughts

AdWords are a powerful tool to help you increase leads, generate interest in specific services, and to develop brand awareness. If you’re sinking any amount into online search ads, why not make the most of your effort by adding extensions? In most cases it doesn’t cost any more to use them; but, they do lot more for your ad and your target.

Additional Resources

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