Google Ad Extensions
Ad extensions are int germany email list eractive additions applied to ads that Google may display with the ad. These can improve their performance, though users need to qualify for these by meeting certain ranks and positions - in other words, they need to be high quality. When creating these ads, they need to include updated information without repetition to avoid confusion and provide value to the viewer.
Examples of Google Ad Extensions
Call out extension: An additional line of text that increases click-through rate. These make the ad more prominent
Price extension: Making it easy to see the price qualifiers, leading to more informed decisions
Location extensions: Highlighting the location which provides instant access to directions to encourage in-person visits
Structured snippet: A structured snippet of information is shown with text ads, allowing you to add valuable and specific feature-based information.
Message extension: A prewritten message submitted for inciting conversation and engagement.
Promotion extension: AN offer or promotion code for seasonal offers which are shown below the ad in an easy-to-read label.
Ad extensions allow you to take up more space with your ads, which provides the advertiser - and the viewer - with more information. You can enrich the ads with specific site links and call-outs. They have a positive effect on ad performance and with so many options, advertisers are encouraged to use as many as possible to create the most prominent ads. Google will show up to 4 per ad.
Google Ads Reporting
There are several ways to report on Google Ads. These include:
URLs: Using UTM parameters to measure the source, medium, campaign, term, and content.
Pixels: These are small, transparent images placed on a web page through code that send signals of views to monitor traffic. This can be manually done or integrated using a tag manager.
Cookies: The consented tracking user behavior online which can be collected by a 1st or 3rd party. (3rd-party cookies are being phased-out by Google and will be gone by 2023 - but 1st-party cookies remain)
Attribution reporting is an important element to consider. This is all about determining which aspects lead to conversion. This could be:
First touch
Last touch
Last interaction
First and last
Simple decay
Linear
Advertisers can perform experiments to improve ad performance. The first example of this is A/B or split testing. With this method, you run two identical adverts with one differential element. By isolating one feature, you can measure the direct effect of it, such as trying out different CTAs to see which is more successful.
What is Programmatic Advertising?