Still not convinced that you need to specifically target mobile and/or tablet devices in your AdWords campaigns? I would recommend that you run a Device Segmented report – under “Segment” click ‘Device’:

Your campaign performance data will be broken out by Computers, Mobile devices with full browsers and Tablets with full browsers like the screen shot below.

As you can see from the screen shot above, the average cost-per-click (CPC) for both mobile devices and tablets is considerably lower than the average CPC of a computer. By specifically creating campaigns for mobile and tablet devices, you will be able to lower your CPC bids for these campaigns, thus ultimately lowering your cost per conversion and advertising spend.

So now that you are ready to specifically target mobile devices and tablets, you will want to look at the Devices in your Settings tab. Make sure that your new campaign is only targeting mobile, and also note that you will want to remove Mobile devices as a selection from your Computers campaign. You can also target mobile devices based on their operating system.

For more information on mobile campaigns, click here. Happy segmenting!

So you’ve added Sitelinks to your AdWords campaigns, along with Mobile click-to-call and Location or Product Extensions – what next? You can now gauge performance of these add-ons by running a new report called Click Type. In your AdWords account, under the ‘Campaigns’ tab you will see ‘Segment’, and then click ‘Click type’.

The Click Type report allows you to measure the performance of each click type you’re using. It shows you how your visitors are interacting with your ads. Did they click on the headline, a Sitelink or a different part of your ad?

Underneath the regular campaign performance data, you will see additional lines for each extension that is implemented in your campaigns. In the example below, you can see how the Headline is performing in comparison to the Sitelinks, Mobile clicks-to-call or Get Direction links. In addition, it is helpful to see where the bulk of your conversions are coming from.

It would be beneficial to see how the different click types are performing throughout your campaigns and if certain click types perform well for your business, you may want to consider adding them to other campaigns throughout your account. You can also compare click types by ad group or keyword.

Google AdWords has been rolling out new ways for advertisers to use Ad Extensions – from its recent launch of Social Extensions from Google+, to tried and true Sitelinks that give advertisers more innovative ways to link to their website from their AdWords ads.

Most recently, I have seen ads that Google is calling a “Mega Ad Sitelinks Experiment”. It looks like there are three ads, but all three ads are tied to one advertiser:

Google says that Mega Ad Sitelinks is currently in beta and will only appear when there is only one top ad. Google adds that it is happening to current ads that have Sitelinks already implemented and is predicted to increase click-through rate (CTR).

The Mega Ad Sitelinks ad takes up a majority of real estate on the search engine results page (SERP) and also gives searchers more detailed and specific links. In the example above, the top ad includes information on generic jeep parts, whereas the bottom two ads include ad copy that is specific to jeep softtops and tire carriers for jeeps.

Google AdWords currently also offers the following Sitelinks options: Location, Call and Product Extensions. For more information on AdWords Sitelinks, visit the AdWords Help Center.