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What do you do if you need to introduce ad extensions in SEM to a beginner?

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When you're just starting out with Search Engine Marketing (SEM), the concept of ad extensions can seem daunting. But don't worry, they're simply additional pieces of information that can be added to your Google Ads to make them more appealing and informative to potential customers. Ad extensions can include things like your business's phone number, links to specific pages on your website, additional text, and more. They are crucial because they often increase your ad's click-through rate by offering users more reasons to choose your business.

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Marl Ian Dionaldo

Helping 7-Figure Businesses Scale Predictably with Proven Growth Marketing Strategies | Fractional CMO | 21X Top…
Alice Bedward

Performance Marketing Manager | PPC, Paid Social, Display & App Specialist
Himanshu Tiwari

Digital Marketer helping companies build strong brands | Graziitti Interactive | Quark | ITC Ltd. | Digital Marketing |…

1 Basics First

Before diving into ad extensions, ensure you understand the basics of SEM campaigns. SEM involves creating ads that appear on search engine results pages (SERPs) when users search for keywords related to your business. It's a powerful way to drive targeted traffic to your website. Ad extensions enhance these ads by providing additional information and ways for potential customers to interact with your business, such as calling directly or accessing a specific page on your site.

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Marl Ian Dionaldo

Helping 7-Figure Businesses Scale Predictably with Proven Growth Marketing Strategies | Fractional CMO | 21X Top LinkedIn Voice
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Do these if you need to introduce ad extensions in SEM to a beginner: - Educational Materials: Provide guides or tutorials on ad extensions. - Hands-On Practice: Offer practical exercises to apply learning. - Regular Feedback: Give constructive criticism for improvement. - Case Studies: Share successful examples of ad extensions. - Encouragement: Motivate beginners to explore and experiment. - Continuous Support: Offer assistance whenever needed. - Gradual Complexity: Introduce extensions gradually to avoid overwhelming.

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Himanshu Tiwari

Digital Marketer helping companies build strong brands | Graziitti Interactive | Quark | ITC Ltd. | Digital Marketing | SEM | SMM | Content Creation
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Think of extensions as informative companions to your ad. They provide valuable details that entice users to click. Extensions offer a variety of functionalities such as: Direct contact: Display your phone number or address for immediate user interaction. Streamlined navigation: Include sitelinks to key website sections like "Products" or "About Us." Compelling highlights: Utilize callouts to showcase unique selling points, such as "Free Shipping!" With a diverse range of extension types available, select those that align with your business objectives. Most SEM platforms provide a dedicated extension section for creation and management.

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Ayesha Rahman

SEO | SEM | ASO | SMO | YouTube SEO | Analytics | Deccan Herald, Prajavani | Ex- The Indian Express
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To introduce ad extensions in SEM to a beginner, explain that ad extensions enhance ads with additional information, improving visibility and relevance. Start with basic extensions like sitelinks, which direct users to specific pages on the website, and callout extensions, highlighting unique selling points. Emphasize their role in boosting ad performance and user engagement. Demonstrate how to set up extensions within the SEM platform, emphasizing ease of implementation. Encourage experimentation and monitoring to assess their impact on ad performance, guiding adjustments based on results to optimize campaign effectiveness.

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2 Extension Types

There are several types of ad extensions, each serving a unique purpose. Site link extensions take users to specific pages on your site, such as hours of operation or a product page. Call extensions add a phone number to your ad, making it easy for mobile users to contact you. Location extensions display your physical address, ideal for local businesses. Structured snippet extensions highlight specific aspects of your products or services. Understanding these options is the first step in determining which extensions will best serve your SEM strategy.

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3 Setup Process

Setting up ad extensions is a straightforward process within your SEM platform's interface. After creating your standard ad, look for the ad extensions tab or section. From there, you can choose which types of extensions you want to add to your ads. Each type will require different information, such as URLs for site link extensions or a phone number for call extensions. It's important to ensure the information you provide is accurate and relevant to the ad content.

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4 Best Practices

To make the most out of ad extensions, follow best practices. Use keywords in your site link extension descriptions to maintain relevance. Ensure your call extensions are scheduled to only show when your business can take calls. Regularly update your location extensions to reflect any changes in your business address or hours. Additionally, use the tracking features available in your SEM platform to analyze the performance of your extensions and make data-driven improvements.

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Ratan Jha

Digital Marketing Consultant | Official Google Ads Product Expert
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Do not use an Ad Extension, now Asset, only for the sake of using it. It may do more harm and than good. → Sitelinks: Guide people to pages optimized equally for conversions as your landing pages. More exit points often translate into lesser effectiveness. Avoid generic pages like, FAQs. → CallOuts: Do not repeat what you have already talked about in the ads copies. It makes your overall ads repetitive and boring. → Call: Use it only when it relevant. There's no point using a Customer Support phone for this extension when you are an ecommerce, SaaS or a similar business.

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5 Testing & Optimization

After setting up ad extensions, it's vital to test and optimize them. Monitor the performance metrics provided by your SEM platform, such as click-through rates and conversion rates. Experiment with different types of extensions, descriptions, and links to see what resonates best with your audience. Continuous testing and optimization will help you refine your SEM strategy and improve the effectiveness of your ad extensions.

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Alice Bedward

Performance Marketing Manager | PPC, Paid Social, Display & App Specialist
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After implementing ad extensions, A/B testing and iterative optimization are essential. Closely track performance indicators like click-through rate (CTR), impression share, conversion rate (CVR), and average position. Explore less common extensions like price extensions, structured snippets, or app extensions depending on your campaign goals. Adjust descriptions, call-to-action (CTA) variations, and deep links to identify the combinations that maximize user engagement. A granular, data-driven approach to ad extension optimization will enhance SEM performance and contribute to overall campaign ROI.

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6 Ongoing Management

Ad extensions aren't a set-it-and-forget-it aspect of SEM; they require ongoing management. As your business evolves, so should your ad extensions. Keep them up-to-date with the latest business information and promotions. Regularly review performance data to identify opportunities for improvement or to discontinue extensions that aren't delivering value. Managing your ad extensions effectively is key to maximizing the impact of your SEM campaigns.

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Ratan Jha

Digital Marketing Consultant | Official Google Ads Product Expert
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Like ad copies, even extensions/assets need revisiting. Check what works and what not. A/B test different variations. Check Marginal Data... what impact a certain change drove. Keep an eye and optimize.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if you need to introduce ad extensions in SEM to a beginner?

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3

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1 Basics First

2 Extension Types

3 Setup Process

4 Best Practices

5 Testing & Optimization

6 Ongoing Management

7 Here’s what else to consider

Search Engine Marketing (SEM)

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What do you do if you need to introduce ad extensions in SEM to a beginner?

1

2

3

4

5

6

7

1 Basics First

2 Extension Types

3 Setup Process

4 Best Practices

5 Testing & Optimization

6 Ongoing Management

7 Here’s what else to consider

Search Engine Marketing (SEM)

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