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Ayan Sarkar
November 9, 2015

Table of content

AdWords Enhanced Campaigns have made many of us discomfortable as is the case with every new change. By now we had manoeuvred certain control over campaigns and will get accustomed with the new one as well. Yes, at first changes seem to be tough but after sometimes we adapt with them. If we have to adapt ourselves why wait for ‘sometime’? It’s better to adapt as soon as possible and before our competitors can do so. This is the best time to adapt.

Upgradation of AdWords Enhanced Campaigns was held in 22nd July. There are good enhancements and one of them are addition of improved settings for the Call Tracking Extension at no extra cost. In this article we shall enlist its upgraded features.

  • Google Forwarding Number: Remeber the annoying fee of $1.00 whenever a user did a call using Google’s Forwarding Number? It was a part of ‘Legacy Campaigns’. Now no more fee payment and you can detect where that call came from or how long did it last. You can even see the caller area code and if the call was at all connected or not. Some specified call durations amount to conversions. Its automated bidding strategies increase likelihood of those conversions.
    Here you are getting data and as we all know, data is king.
  • Extension Scheduling: As AdWords campaigners we know that fruitfull calls are made when they are answered and there is a great news for us. With the latest AdWords Enhanced Campaigns, we can now schedule our Phone Extensions to be displayed during operating hours only.
  • Phone Call Conversions: This feature is one of our most favorite ones. ‘Phone Call Conversion’ let you fix the duration of a phone call in order to take actual value from it. Default conversion time, set by Google is 60 seconds. You may think this time to be really not enough and it may be so. Herein you should pay attention for setting up your extension. Figure out which time allotment is best for you and results in best valued phone call.
  • Select your Offer: Yes you can now display your phone number at devices you prefer. Whether it’s a tablet or a mobile phone, choose your audience. If you are using your personal call tracking system, you may opt out Call Reporting system offered by Google. You can even choose to show your web address or phone number or both.

Who does not want to add more value to his/her campaigns for pay-per-click marketing? Everyone I suppose. A thorough evaluation of upgraded call extensions are what you need. Before wrapping up let’s have brief introduction with callout extensions and review extensions.

Callout Extensions: ‘Callout extension’ is a humble endeavour from Google to make your marketing campaigns more profiting. Through it you can add additional texts to describe your business in a better way below your search ads. Callouts are displayed above or under the Google search results. During or after you create your campaigns, you can add or edit the texts. At Ad Extension tab you can check its performance.

At least 2 callouts have to be made per account, ad group or campaign so that your ads be displayed with callouts. Callout length, their order and performance rate are factors upon which appearance of callouts depend.

Review Extension : For ads, high rated reviews are extremely important. When customers look for products or services on internet they look for best reviews or star ratings. Positive write-ups, third-party rankings and awards can be displayed with an additional text line beneath ads and give your customers more reasons to click on your ad.

We all know we’re doing great in our business but when your customer sees that a reputed third-party industry expert also agrees with you, they’are much more assured.

Review extensions can be added as paraphrased reviews or quoted portions that are associated with your product or service. Reviews are not displayed 24*7. Many factors are there such as ad relevance, bids, availability of space at search result pages, various other extensions or some added information.

Sitelink Optimization for ad Conversions: You can utilize sitelinks with your ad campaigns for its better conversion. Such sitelinks are displayed below general text lines of your ads. On clicking, it leads to some informative content of your website.

Text ads with high CTR are provided with Ad Sitelinks. When you want to spread messages for your new promotions, Ad Sitelinks serve your purpose. To drive-in traffic for your high-converting content Ad Sitelinks are used. In addition you can put in light upon the part of your webpages which don’t attract much attention in natural searches.

Call extensions make your Ad campaigns more successful as they enhances informative factor of your ads. Try and implement them as and where is required after doing a thorough analysis.

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Ayan Sarkar

Ayan Sarkar is one of the youngest entrepreneurs of India. Possessing the talent of creative designing and development, Ayan is also interested in innovative technologies and believes in compiling them together to build unique digital solutions. He has worked as a consultant for various companies and has proved to be a value-added asset for each of them. With years of experience in web development, product managing and building domains for customers, he currently holds the position of the CTO in Webskitters Technology Solutions Pvt. Ltd.