WHAT IS PAY-PER-CLICK?
Showing your text ads on the Google Search Engine Results Page when a user searches keywords related to your business, across all devices. (Also called Google Ads, AdWords, Paid Search Ads, and Search Engine Marketing.)
CHOOSE FROM 3 DIFFERENT TYPES OF GOOGLE PPC ADS:
- Responsive Ad – Google updates the ad text based on what will perform best, pulling from the multiple headlines and descriptions submitted. Keyword list is created and given to the client. This is now Google’s default for PPC ads.
- Dynamic Ad – Google creates the headline and landing page URL that is displayed in the ad based on content from the client’s website and serves ads when a user searches a keyword or phrase related to the titles and phrases frequently used on client’s site. No keyword list is given to client. This type of ad performed best in our beta testing.
- Call Ad – These are designed to encourage people to call your business (rather than go to your website) and appear only on devices that make phone calls. When a potential customer clicks your ad, the ad places a call to your business from their device. Keyword list is created and given to the client.
AD EXTENSIONS?
- PPC Ads have additional Ad Extensions you can choose from so that your ad takes up more real estate on the Google
- Search Engine Results Page and makes the ads more user friendly and increase your Google Quality Score.
Call Extension
- Image extensions can help drive performance for advertisers, with compelling visuals of products or services that enhance the message of their text ads.
- Add up to 3 unique images in two sizes each (1200×1200 pixels and 1200×628 pixels)
- Clicking on image or anywhere on ad takes you to advertiser’s website.
- You pay when the user clicks any where in the ad.
- Note: Google only allows the Image Extensions after campaign has been active 90 days.
App Extension
- App Extensions display an option to take the user to their app store for their device.
- Other elements of the ad when clicked, go to advertiser’s website.
- You pay when the user clicks any where in the ad.
Location Extension
- Location Extensions display advertiser’s business address and when clicked open the mapping function on the phone.
- Other elements of the ad when clicked, go to the business website.
- To use the Location Extension the business must have a Google My Business account. (Not sure if client has a listing? Go to www.google.com/business)
- You pay when the user clicks any where in the ad.
- Location Extensions also can appear in Google Map ads.
Lead Form Extension
- Lead Form Extensions display a call to action that when clicked opens up a short lead form.
- Form can ask for Name, Email, Phone and Zip.
- The user fills out the form and submits it.
- Other elements of the ad when clicked, go to the advertiser’s website.
- You pay when the user clicks any where in the ad (not just if the user fills out the form).
- CTA buttons available: Get offer, Subscribe, Download, Apply Now, Book Now, Contact Us, Get Quote, Sign up
- The leads are emailed to the client. You can have up to 5 emails receive a lead ad from a PPC lead extension.
- Not available for sexual content, alcohol, gambling, and healthcare.
Image Extension
- Image extensions can help drive performance for advertisers, with compelling visuals of products or services that enhance the message of their text ads.
- Add up to 3 unique images in two sizes each (1200×1200 pixels and 1200×628 pixels)
- Clicking on image or anywhere on ad takes you to advertiser’s website.
- You pay when the user clicks any where in the ad.
- Note: Google only allows the Image Extensions after campaign has been active 90 days.
IMPORTANT TO KNOW ABOUT AD EXTENSIONS:
Google decides what extensions (of the ones you’ve selected) to show. Adding an extension doesn’t mean it will show with your ad all the time.