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Pump up your PPC performance with link extensions

By Colleen Malloy

Colleen Malloy BlogPay-Per-Click ad campaigns are great for sharing your dealership’s promotions, but squeezing all the details within the character limit can be a trick. A well-written ad can do wonders on its own (check out this post on the ARI blog for some ad writing tips!) but you can optimize your ads even further and add extra information by using ad extensions. In Google AdWords, extensions allow you to display additional information along with your ad. Ads with extensions often appear at the top of the search results page instead of along the sidebar, and the additional information can encourage more customers to click through to your site.

Google Ads offers a variety of extensions, and they’re free to add on to your PPC ads. Let’s take a closer look at a few of the most useful extensions and how they can help you drive more traffic from your PPC ads!

Calls

The Calls extension prominently features an easy-to-click call button on mobile devices and displays your phone number in the text of your ad on desktop searches. This allows searchers to easily call your dealership, whether they’re looking for more information about an ATV or they want to schedule a service appointment.

Sitelinks

With the Sitelinks extension, Google calls out selected links on your site to help people find what they’re looking for. You can easily link to areas of your site where you’re displaying sale units or direct users to your Contact Us page to get in touch. You get to select the links that display, and you can change them at any time without having to create a new ad, so you can constantly switch up seasonal promotions in your ads by changing the site links.

Reviews

The Reviews extension allows you to display positive reviews, awards or third-party rankings in an additional line of text beneath your ad. When you create your ad, you can quote or paraphrase a review, then link back to the original source. According to Dimensional Research, nearly 90 percent of consumers believe online reviews help determine the quality of a business. Showing off some of the positive feedback you’re receiving from customers can encourage potential customers to shop with you instead of a competitor.

Locations

Easily share your address, phone number and map with the Locations extension. According to Google, ads with location extensions see a 10 percent boost in click through rate on average. This extension helps people find your nearest location by displaying your address and map information. This information is pulled from your Google My Business profile. On mobile devices, users can click a link to quickly pull up directions to your nearest dealership location.

Callouts

The Callouts extension adds an additional line of descriptive text to the bottom of your ad. You can use this text to highlight products and services you offer, like Ski-Doo snowmobiles or price matching. Up to four callouts can be shown per ad, making it easy for you to display any additional information you weren’t able to include in the text of your ad.

Many of these extensions can be stacked to really beef up your PPC ads. For example, you can use sitelinks and callouts together to provide a wealth of additional information to searchers who view your ad. In this example, you could use the sitelinks to send searchers to pages of your site with specific inventory, like ATVs or motorcycles, and you could use the callouts to highlight other features of your dealership, like “Affordable Financing” or “New and Used Vehicles.”

The more information you can give searchers, the better the chances they’ll click through to your site and become customers. Keep these extensions in mind when you’re creating your next PPC campaign.

Colleen Malloy is ARI’s director of marketing. Malloy has more than a decade of experience in the powersports industry and previously served as the editor of Motorcycle & Powersports News. ARI creates award-winning software solutions that help equipment manufacturers, distributors and dealers Sell More Stuff! — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in automotive tire and wheel, powersports, outdoor power equipment, marine, RV and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI’s website and eCatalog platforms to Sell More Stuff!

Email: colleen.malloy@arinet.com

Phone: 414/973-4323

Website: arinet.com

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