Following on from my last blog post about Ad Extensions I’m going to look at some of the new ad extensions that Google are currently beta testing, or have been in beta testing, over the last 12 months.
These ad extensions are only available to a limited number of advertisers that have applied to be a participant in the beta testing. Keeping in regular contact with your Google AdWords account manager is a must if you want to be kept in the loop with upcoming releases and beta testing programmes. You can let Google know that you’re interested in participating in a beta testing programme by contacting your account manager or completing an ‘express an interest’ form online. You can contact your Google AdWords account manager by calling 0800 169 0409 (UK & ROI Only) and having your Customer ID to hand. Your Customer ID can be found in the top right hand corner of the Google AdWords interface after you have logged in.
Image Ad Extensions
Image Ad Extensions allow you to show images above your advert. Google say “It’s sometimes easier to ‘show’ rather than ‘tell’ when promoting a business.” This could drastically improve conversion rates for online stores using the Google AdWords Search Network by narrowing clicks down to only people that have already seen an image of the product they are looking to buy. I believe, if the beta testing is successful, we could see completely revoltionised layout of search result pages.
If you would like to be considered as a participant for the beta testing of Image Ad Extensions you can express your interest to Google here: https://services.google.com/fb/forms/imageextinterest/
Drop-Down Navigation Ad Extensions
Google made no official announcement regarding this ad extension and I’ve not seen these appearing very often in the search results, maybe 3 or 4 times since I first found out about them, but nevertheless Google are testing this nifty new extension. In my opinion it appears to be a somewhat enhanced version of Sitelinks. When comparing this ad extension to Sitelinks they allow for much larger number of ‘deep links’ to be added to an advert and they serve users with an easier, faster navigation path to the part of an advertisers website they want to view. One downside is that as all the links are displayed in a drop-down navigation box they cannot be seen all at once, until a user interacts with your advert. You also cannot add descriptions below the links as you would with Sitelinks.
Offer Ad Extension
This ad extensions was around for a short time last year. It allowed an advertiser show a redeemable offer underneath their regular search ad. When a user clicked the ‘View Offer’ button they were taken to a Google hosted page where they could either print the voucher out or save it for later. Google has a huge number of local advertisers and this ad extension was created with the aim of improving paid search marketing for local businesses. Unfortunately this ad extension didn’t take off quite as well as Google had initially predicted and AdWords withdrew the support of the Offer Ad Extension on the 1st of November 2013, following the release of Google Offers (https://www.google.com/offers/)
Google have been playing around with ‘offers’ and ‘comparison’ features for some time now, the latest in these deal focused updates is ‘Google Compare’ (https://www.google.co.uk/compare/) which seems to be Google’s own take on Go Compare, Money Supermarket and other popular comparison websites. The internet is making comparison shopping faster, easier and simpler so it comes as no surprise that Google wants to dominate the ever growing comparison industry using their innovative search technologies.
Communication Ad Extension
This ad extension has appeared in a variety of different formats and I tested this out for a client back in 2012. The ad extension comes with a either ‘Subscribe to newsletter’, ‘Request a Callback’ or ‘Live chat’ button. When the form is submitted the advertisers is sent the users email address or phone number via. email and with the live chat feature the advertisers website will load and the live chat feature will be initiated. I’m not sure if this is still being used and a Google representative has said “At the moment it isn’t possible to sign up for the beta trial.”
Remember, if you want to be involved in the testing of new Google features then you should ensure you’re doing the following things;
1.) Stay in contact with your Google AdWords account manager.
2.) Have a good account spend (or combined spend for MCCs).
3.) Express your interest in the new features.
4.) Give Google a reason to have you as a tester of the new features. Be an avid bug reporter, get involved in the AdWords Community forums, Complete product change/suggestion forms – Get involved in the development / improvement of Google Products.
And that’s it from me for this week. I hope you’ve found my blog post useful and insightful – If you have any questions about Google AdWords, or you would like us to look at your Google AdWords account, please get in touch with a member of our team.