Google Adwords:Ad Extensions and Ad Rank Explained: Video

Welcome to the fourth week of iProspect Ireland TV! In this week’s episode of iProspect TV, Kevin McAuley from our paid search team talks about what he knows best, Adwords!

Kevin explains what Google Ad rank and Ad Extensions are and further explains the impact of ad extensions on ad quality score.

Watch the 3 minute to learn about what ad rank, ad quality score and ad extensions are and how best to use them for your business.

Video Transcription

Hello and welcome to the fourth episode of iProspect Ireland TV! Today we're going to talk about Adwords ad extensions and Ad Rank. Ad Rank! What the hell is Ad Rank?

What is Ad Rank?

So, since you asked. Ad Rank is basically a system that Google uses to rank where the different ads in a paid search auction are going to end up. Whether they're the top or they're at the bottom. And this is made up a couple different factors. One being in the max CPC, so that's how much you're willing to bid or how much you're willing to pay for a particular keyword. Plus your ad quality score. And the quality score is made up of a number of different factors, things like click-through rate, how good your ad has been historically at getting click-throughs, the relevance of your landing page to the keyword and a number of other factors.

Ad Extensions

The big change that has happened recently though is that now within this quality score, within this Adrank, Google is going to factor in your ad extensions. Ad extensions are little extras that you can add to your current Google AdWords ads to make them more relevant. And they are things like site links, location extensions or even a click to call extension. So for example, site link extensions are an extension which goes on typical ads and they allow you to put some extra headlines and some text below your existing copy and they might link to different areas of your website. So this has been a feature that's been around for a while but now it's even more important because these site links are going to be used when determining your Ad rank and how much you should pay.

So what does this actually mean? It means that you need to think more about the types of ad extensions that you're using. So for example if you're bidding on mobile and you have a business that people could use while out and about. For example if your car was to break down and you search for 'car repair', now the ad that had a call site link extension would likely be given or deemed to be more relevant in that scenario and so because they've got the 'Click to Call' ad extension, it's going to help boost their Ad rank and going to help them move further up the search results pages.

So What Can You Do?

So what can you do? You need to make sure that you're using all the site links that you can that are relevant to and your business, location extension, site link extensions, click to call extensions. If you can and depend on the location, you can use product review extensions as well. Anything you can basically do to boost the relevance of your ad through these ad extensions is going to help your ad to rank higher.
So hopefully that helped explain a little bit about Ad rank and how site links work. If you have any questions please feel free to leave a comment In the video, just reach out through the blog or through Twitter.
We'll be happy to answer them. Until next time, take care and thanks for watching and bye bye!

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