We’re all trying to get the biggest bang for our buck on Adwords. What better way to do that than to get free clicks? C’mon, everyone loves a freebie! But before you can take advantage of said Adwords freebies, you’ll need to understand Ad Extensions.
What are Ad Extensions?
Ad extensions are just that: Extensions on your ads that show extra information about your business. This could be a call extension, an app download, directions, previous visits, or links to other pages on your site. If a customer clicks on any of these extensions, you will be charged as usual (up to 2 clicks per impression). However, there are 3 extensions that Google does not charge you for: Review Extensions, Social Annotations, and Seller Rating Annotations.
Review Extensions allow you to share positive third-party reviews or other accolades with an additional line of text under your ad. If a customer engages with your ad by clicking on these reviews, you will not be charged. If they click on the ad itself, you will be charged as usual. These puppies can boost CTR by up to 10%.
Seller Rating Annotations
Seller Rating Annotations let customers see a combination of reviews and ratings that represent an aggregate of customer experiences with your company. These ratings come from both Google and independent review sites. Customers can click through to verify your ratings without costing you a cent. These typically draw less clicks, but usually increase CTR on the ad itself.
When you link your Google+ page and your ads, Google can automatically show endorsements from your page’s followers. These will be shown when the system predicts that social proof will improve Campaign performance. You can get freebies 2 ways with these: Customers can click +1 on your ad or can click through to your Google+ page and you won’t be charged for either.
And there you have it. 3 ways to use Ad Extensions to your favor and get free clicks. These may not directly result in conversions, (and we certainly don’t recommend building your entire strategy around them) but in the end, every click counts.