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.
Google AdWords recently added a new filter option within their platform to allow advertisers to view specific performance metrics. Filters can be created at all levels within a PPC account, from high level campaign overview to granular metrics for all keywords.
To enable a filter, select the Tab you would like to concentrate on — either Campaigns, Ad groups, Ads or Keywords. Choose the Filter pulldown option and select Create a filter. There are a multitude of filters that can be created, using different performance metrics such as bounce rate or pages/visit in the Analytics filter; or even conversion data such as cost per conversion, view through conversions or conversion value.
One way to filter campaigns is by cost per conversion to identify which campaigns are above a specific cost per conversion and use this information to further optimize your PPC campaigns. From there, you can identify which keywords within those campaigns are bringing in conversions at a higher cost.
Another technique to employ filters is to spot keywords that have a limited status due to it’s CPC bid being below the first page bid. This filter allows advertisers to easily find keywords that are not showing on the first page of the search engine results page and increase bids as necessary. In addition, advertisers can segment keywords that have a disapproved status to easily remedy the issue to have ads up and running again.
By filtering PPC metrics, advertisers can more easily optimize their campaigns to achieve better performance metrics and improve results.