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Social Media Marketing

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3 Ad Extensions Every Adwords Campaign Should Have

What is your advantage? How does your ad stand out in the crowd? That’s where ad extensions become essential. They provide a great way to increase click-through-rate. There are multiple types of extensions including review, locations, apps, and more. However, there are 3 that I find mandatory for every campaign that I create. Let’s dive deeper.

Sitelinks Extensions

Sitelinks ad extensions are additional links that can be added beneath the text of ads. Sitelinks can be at the ad group or campaign level. They allow advertisers the the ability to deliver additional options to the searcher.

Sitelinks are probably the most commonly used and known extension, but for good reason: They are awesome! Sitelinks provide enhanced visibility in search results. They also allow the advertisers to present a shortcut to other pages on the site,

I have found there is always an opportunity to use site links.

Call Extensions

In short, call extensions provide the ability to add phone numbers to ads … and who wouldn’t want that?

With AdWords Call extensions, Google forwarding numbers can be used to track performance of received calls. Call extensions can be tweaked to match office hours, weekdays only, or whatever schedule works best.

Now with Call-only campaigns, campaigns have the ability to increase click-to-call directly from ads. Call-only campaigns allow the same cost-per-click bidding that traditional ads utilize

Call Only Campaigns

Call Only Campaigns

Callout Extensions

Callout extensions are another must have extension. They provide additional text options for ads that are not connected to links. Callout extensions provide more business details to the main ad. They can be added to multiple levels of the account structure, allowing the ability for customization and tweaking.

Google Rolls Out Website Call Conversions

Google-website-call-conversionsDo you get much of your business by phone? Are you frustrated that you can’t determine the number of calls that come through Google Adwords advertisements but are actually made from your website? Do you know which keywords or ads are driving the calls?

Google recently introduced website call conversions to help advertisers track calls that occur after a user arrives on a website via a click-to-call ad. Although 70 percent of people click directly from the ads, the remaining people go to your website for more information before calling. Website call conversions dynamically inserts a Google forward number on your website to capture these individuals. It does not matter whether they click on the number on your website or dial it. This unique forwarding number displays for up to 90 days.

Once you have place a code snippet on your website, you will be able to start tracking. The data allows you to determine which keywords and ads are driving conversions. You can even assign different values to specific pages on your website. For example, a particular landing page may be more important to you than your home page. Different values will help you determine which pages are more effective. You also can now use Target CPA and Target ROAS flexible bid strategies.

Google has provided details on how you can set up website call conversions. You may need the services of your webmaster to properly set it up on your website. Step 2 is a bit complicated.

But what are the advantages and disadvantages?


  • Free call tracking
  • Seamless integration with Google Adwords
  • Keyword-level Adwords call tracking


  • Complicated website installation process
  • Only 800 numbers
  • No support
  • No advanced reporting
  • Limited to Australia, France, Germany, Spain, the United Kingdom and the United States
  • Past issues with call forwarding may still exist

If you do not already have a tracking solution, Google’s tool is a good place to start to find out how much of your telephone business is being driven by your advertisements and by which keywords. They work with click-to-call ads and can be used with other tracking solutions. Larger companies will probably prefer a more robust third-party solution. 

Three Simple Tactics to Improve Your Online Marketing Efforts

Search engine marketing can at times feel overwhelming. There’s the link building and the advertising and the analytics and … so much more.

Improve your SEOYes, there are a lot of moving pieces – and the fine team at Crescent Interactive is ready to help you with all of them.

But if you’re looking for something simple that can make an immediate impact, might we suggest one of the three tactics below. These suggestions are the results of recently published research or survey findings and can make a significant difference in your online marketing efforts.

1. Try call tracking with AdWords

If you’ve ever wondered which ads or marketing campaigns resulted in the most phone calls to your business, this is a great tactic to try.

MarketingProfs does a much better job of breaking down the step-by-step details, but the gist of it is this – create a custom call tracking number for your actual phone number and configure AdWords to trace it.

This call tracking number can be specific to each ad and, with some proper configuration on your landing pages, can “follow your user” throughout the process. If you create a different call tracking number for each ad you place, you’ll know exactly which ad each caller clicked on to get the information.

2. Pair Your Search Marketing with a Social Campaign

If you’re looking to make the biggest impact you can with a search campaign, be sure to pair it with a simultaneous social campaign. According to research by Marin Software, companies that spent money on search campaigns gained an average of 68 percent higher revenue per conversion when combined with a social campaign.

That’s nothing to scoff at.

Users that clicked on both the social and the search ads had a higher conversion rate as well.

3. Create Quality Content

This one should be a no-brainer by now, but this time, there is survey data to corroborate.

The best search engine optimization tactic is to simply create quality content that people want to read.

According to a survey conducted by Ascend2 in April, quality content was by far and away the No. 1 answer from the 442 marketing and sales professionals who participated. A distant second was keyword research and management, while frequent website updating was third.

Interestingly enough, creating quality content was also identified as being the most difficult tactic to execute, even more so than link building, which was No. 2.


So, have you tried any of these tactics? Have they worked for you? What kind of results have you seen? Leave a comment below to tell your story.

The Top Posts About Enhanced Campaigns (so far)

Since Google announced the upgrade to AdWords Enhanced Campaigns 3 months ago, there have been a slew of posts by PPC industry expert blogs about everything from early strategic theories to the impacts on campaigns.

Here is a list of posts that best explain AdWords Enhanced Campaigns so far:

The Whats and Whys of AdWords Enhanced Campaigns

Google AdWords Enhanced Campaigns: The Good, Bad & Uncool by Alistair Dent via Search Engine Watch

Google to Force You to Go Mobile with Enhanced Campaigns by Sam Owen via PPC Hero

Why Enhanced Campaigns Aren’t Really An Upgrade or Improvement by Neil Sorenson on Search Engine Land  

What Specifically is Being Enhanced?

AdWords Enhanced Campaign Upgrades to Include Integration with Google+ and Mobile Apps on Inside AdWords

Enhanced Campaigns: Offer Extensions and Location Targeting Explained and Ad Group-Level Bids Coming to Enhanced Campaigns by Ginny Marvin on Search Engine Land

Bidding Strategies

How to Determine Your Hourly Bid Multiplier in AdWords by Benjamin Vigneron via Search Engine Land

Demystifying Google’s Enhanced Campaigns Bid Modifiers by Jeremy Hull on ClickZ

Enhanced Campaigns – Workarounds and Best Practices You Need to Know by Sana Ansari at PPC Associates


Google AdWords Call Extensions

I recently wrote a guest post on on Google AdWords Call Extensions. Below are a few excerpts:

“Over the past few years, Google AdWords has expanded with Ad Extensions. These extensions are a great value-add for advertisers to get even more out of their search ads by including additional business information like address or product information. One of the AdWords extensions that advertisers should be sure to get to know is Call Extensions.”

Google AdWords Call Extensions on Mobile

Google AdWords Call Extensions on Mobile

As seen in the image, one of the most valuable reasons to use call extensions is the real estate it takes up in the mobile space. Every area in search results is valuable. The more space an ad can take up, the better.

The ability for the mobile user to call directly from search results removes any website barriers and adds a level of locality to ads. This “click-to-call” format greatly improves the user’s experience within search results. This call is also when the advertiser is charged. The charge works out to be the same charge as the cost-per-click on the ad.

Have you used Google AdWords Call Extensions before? Share your comments below. I would love to know your experience.