Monitor the coverage of your ad extensions.
A great implementation of your extensions is only the start. You won’t automatically receive impressions just because you’ve set up ad extensions. Use Impressions to monitor what percentage of your ads are showing with each ad extension.
If you find that your extensions could show more often, you may need to increase your bids or quality. Your Ad Rank, which determines your ad’s position, also helps determine which extensions are eligible to show in that position. You can get more impressions for your extensions by improving your Ad Rank.
Learn what appeals to your customers based on the performance of your extensions.
For a higher-level view of performance, report on how your extensions are doing by taking a quick snapshot of before and after implementation. Take note of when you turned on certain extensions and compare dates in the interface to ensure you’re heading the right direction. This isn’t going to be a perfect solution, as there are lots of other variables present over that same timeframe, but it may give you directional evidence regarding your account’s performance.
Whenever reviewing performance of your extensions, remember to factor in the context in which that extension is appearing alongside your ads. At a quick glance, it might seem like your performance is worse with some extensions, but that might not be the full story. Here are some factors to keep in mind:
- Does that extension only appear above the search results? If you’re seeing a higher CPC for those ad clicks compared to overall performance it may be because your extensions are triggering in higher ad positions, where competitors' Ad Rank tend to be higher, so average CPCs tend to be higher. This means when you're showing extensions, you're often in 'higher CPC territory' to begin with. So naturally the reported averages will reflect that.
- Does your extension appear on brand queries? Some, like sitelink descriptions, will mostly appear on brand queries.
Basically, remember to investigate the different segments and contexts in which your ad extensions appear. No matter how the numbers appear at first glance, there may be more to the story. Remember to segment your extensions report for additional information.
You can engage with your target audience right on the Google results page by making the most of your ad extensions. Enable those extensions that you haven’t implemented yet for a fast way to improve your ads and increase your likelihood of connecting with new users.