extensions

Using Location extensions for a subset of your campaigns

How can you use Location Extensions for just some of your Campaigns?

Since Location Campaign Extensions are only available when the Account-level Extension is enabled, this is actually quite the challenge! It appears that some situations allow you to add Campaign extensions in the absence of an Account Extension (like if you're an AdWords chat rep, apparently), but for the rest of us... You have to have the Account Extension, then you have to exclude the Extension on all of the Campaigns you don't wish to have the Extension active. This is accomplished from the Ad Extensions tab, just like adding one. However, once you click "Add Extension", you can select "Disable" from the drop down. If you do this with multiple Campaigns selected, you can do it all at once, at least. If you don't do this, then your Extensions will be active, if nearly hidden, collecting clicks for CPCs you probably didn't intend.

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Thoughts on Callout, Review and Sitelink extensions

What's been your experience working with select ad extensions like Sitelinks, Review Extensions and Callout Extensions?

Confusingly, I haven't seen ad extensions work very well at all. You'd think "more real estate is better!" However, except for the most generic, high-funnel, or brand terms, things like Sitelinks tend to give shoppers the opportunity to get off-track, hurting conversions. For example, if you're looking for a Canon T5 camera, and I have an ad for it, but it carries Sitelinks to "Canon Cameras" and "DSLRs", then if you click on those, I've actually moved you UP the funnel--which is the exact opposite of what I want to do. Testing is the key to success here, though, because if you searched for "electronics stores", then having a top-level category breakout in your Sitelinks could work very well, as it takes a generic search one step more specific. You see sibling considerations for the other types of extensions, but they're all similarly testable.

Have questions?  Drop me a line via the Contact form--I love to talk shop.

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