Today, I will be discussing another new Google AdWords extension, offer extensions.
In my last PPC Tuesday I spoke briefly about offer extensions, but I’d like to dig deeper and share some of my observations about the extension. Currently in limited release, offer extensions allow you to show an additional line of text within your search network ads that showcase a specific offer. These offers can include coupons, discounts and more. In the example above the specific offer is “20% off green lava lamps.” When this “View offer” link is clicked the searcher should theoretically be taken to a page that presents the green lava lamp selection with clear messaging of “20% off.” Another example of “view offer” messaging could be something like “Take 10% off with code TEN” which would take a user to a page that clearly shows the coupon code and how to redeem.
The offer can also be redeemed in-store. If you choose to do so you can create a Google hosted landing page which will act as a redeemable coupon. The user can print this coupon and use at the brick and mortar store. By utilizing the in-store coupon redemption, store owners can see how effective AdWords is in bringing foot traffic to the actual store location. With either option you set a start and end date.
One of the early benefits I’ve found with offer extensions is that they improve overall ad headline click-thru-rate. Similar to other extensions, the added search real estate doesn’t necessarily mean more clicks for that particular extension, but it does help to persuade users to click the ad headline. I believe the improved ad headline click-thru-rate occurs for a couple of reasons:
Uniqueness – Offer extensions are still in beta and are only being used by a select number of advertisers, thus ads utilizing this extension stand out because they are unique. Though users may not click the link for the particular offer they see that this ad differs from the rest on the page. Whether it be curiosity or a subconscious need to differ from the norm, users are clicking that ad’s particular headline, which leads into reason #2…
Credibility – When an ad takes up more real estate the advertiser can be seen as more credible. The searcher might ask, “Why is this ad the only one that has an additional line of text?” or “How come other ads don’t contain specific offers?” In one sense, the more real estate you occupy and the increased emphasis on specific offers can make your ads (and the associated brand) that much more authoritative.
One interesting thought related to offer extensions is the notion of individual campaign setup. In other words, does it make sense to craft campaigns around specific offers? For example, let’s say I sell Levi’s clothing. Normally, I might create a “Levi’s” branded campaign with ad groups around jeans, khakis, denim jackets and shirts. With offer extensions I can say something like “All jeans 15% off.” This offer is certainly relevant to this campaign, but if someone is searching for “levi’s denim jackets” this offer might not be the most applicable, however, there is the opportunity for cross selling knowing the search is brand specific. I could also create an individual campaign for “Levi’s Jeans” where this offer would be applicable for most if not all of the searches. At this point I haven’t tested this notion but essentially, each specific offer has the ability to influence how campaigns are setup.
If you would like to get offer extensions setup in your account I recommend sending an email to Google via the AdWords Help Center. There is no guarantee of getting your account whitelisted for this feature, but it is worth a shot.
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