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In September we announced that Google enhanced its Sitelinks by including up to four text ads as additional links for paid search ads on Google.com. Now the search engine has released ad formats that show Location Extensions and Sitelinks together.
Google says that the location extensions can now be shown alongside one-line sitelinks in text ads and will continue to show with two-line and three-line sitelinks on desktop and laptop computers. The ad below shows the Location Extension highlighted in red with the three-line sitelink extensions highlighted in green.
In order for your ad to be eligible to show these added links, your AdWords campaign must have both Location Extensions and Sitelinks currently enabled. To implement these add-ons, go to the Ad Extensions tab within the advertising platform.
In addition, Google is now showing larger maps from the Location Extensions links on both desktop and laptop computers. When a user clicks on a Location Extension, a larger map will appear on the right-hand side of the search engine results page (SERP).
Below is a screenshot of the expanded map when a Location Extension was clicked on from a paid search ad.
These new enhancements are just in time for the holiday season so that online advertisers can reach more customers within targeted locations.
Advertisers can now reach users who may be searching for specific products or services in a particular location even though the searcher is not physically in the specified location.
The new location targeting options are available within the Settings tab of each campaign. Screenshot of the new location setting options below:
The first location option, “to show ads to people in, searching for, or viewing pages about your targeted location” will target users who are physically located in your targeted locations or who included keywords of your targeted location within their search query. In the example above, the ads will show to people in Pittsburgh, PA, in addition to users who included keywords about Pittsburgh, PA even if they are physically located in a different area.
The second location option, “to show ads to people in your targeted location” will only show to users within the targeted location. Using the same example, if a user searches “flower shops in Pittsburgh” while in New York City, the user will not see an ad from this advertiser because the actual physical location of the searcher is in New York City.
These location setting options are similar to that of Google AdWords, which made a similar change to location intent earlier this year. Bing Ads also updated their location targeting to include DMA regions last month.
Within the new interface of Bing Ads, advertisers can access updated reporting features for their paid search marketing campaigns. Bing says that the new version of reporting is easier to use and will increase advertiser productivity.
When advertisers visit the Reports section of Bing Ads, there will be a new option to use the new version. Bing Ads says that the new version of the reporting will become the default setting in the coming weeks.
Advertisers can now run multiple reports simultaneously — and in fewer steps — as well as create related reports that share the same settings more easily. Some examples of report settings include date range — so that when a user switches from one campaign to the next, the same date range will appear in the second report. By sharing report settings, advertisers will be able to save time by being able to run reports more efficiently.
In addition, advertisers will be able to run report data for up to 366 days as well as having the option to select pre-determined date ranges (like Last 7 days or Last month).
Below is a screenshot of how to access the new Bing Ads reporting version.