Discover how to use Google ad extensions to improve your customer acquisition efforts. Find out which ad extensions should you be using and when.

We will start by reviewing the various ad extensions available. Then, we’ll discuss the implications of ad extensions on customer acquisition. And finally, we’ll uncover how to use these Google ad extensions to improve your customer acquisition efforts.

Let’s first review this concept and then analyze the different ways of using Google ad extensions to improve your customer acquisition efforts.

What are Google Ad Extensions?

Extensions expand your ad with additional information – giving people more reasons to click on your ad.

You’ve seen these before. Those extra lines below the Google ad text that displays the store address closest to you? Or maybe a few reasons that entice you to click on their ad? Something like, Free Consultation or 24/7 or Free Shipping.

According to Google, ad extensions “typically increase an ad’s click-through-rate by several percentage points.” But Google is taking the liberty of choosing which extensions to show on your ads for you. “To maximize the performance of your text ads, Google Ads selects which extensions to show in response to each individual query on Google.”

They have enough information on a prospect’s search intent, history and geo in order to have their algorithms work in favor of advertisers.

But first, you need to set them up. Here is a current list of Google Ad Extensions. They do add more on a regular basis.

  • Location extensions (automated)
  • Affiliate location
  • Sitelink (automated)
  • Price
  • Callout and dynamic callout
  • Structured snippets
  • Call extensions (automated)
  • Message extensions (automated)
  • Seller Ratings (automated only – but you can do things to help make them appear)

Don’t worry trying to figure them out right now. We’ll dive into them later in the article.

Why is Google so confident that they can increase click-through rates for your ads?

They make the point that ads with extensions provide “greater visibility and prominence.” This means your ad is more likely to be seen. Makes sense, you have more lines than your competitor ads (unless they have Google ad extensions too.)

It also means that you’re pushing competing ads below yours down the page.

Google also makes the case that you can offer the visitor more clicks to choose from, or offer “interactive ways of reaching you — as with maps, SMS or calls” and this will increase the likelihood of them clicking on your ad.

Setting up ad extensions doesn’t mean they will show on your ad. Google lists two possibilities for ad extensions to appear:

  • When the extensions are predicted to improve the ads performance
  • When your Ad Rank is above a minimum level.

So, you see. It’s not all under your control. You gotta trust Google to present the best extension for your business goals at the right time, place and query.

We say, they better.

What’s the best thing about Google Ads extensions? They are FREE. So setting the right ones up is always an advantage.

Get a higher return from your ad campaigns. Start implementing CRO for advertising today.

Improve your Customer Acquisition Efforts with Ad Extensions

The goal of ad optimization efforts is to gain more customers at a lower cost. The lower this acquisition cost, the more profit you make on each new customer or on each transaction and you can afford to spend more on ads – which implies more volume or more competitive bids. Or you can just pocket the difference.

There are two ways to reduce these acquisition costs

  1. Spend less on ads for the same number of conversions.
  2. Get more conversions from your ad spend.

The first is accomplished by refining bids, eliminating low-converting ads, and designing offers that deliver better qualified visitors.

The second is accomplished by refining the websites and pages to which you send your ad clicks.

In both cases, the higher your conversion rate, the lower your customer acquisition costs. We may choose to spend less on low-quality visitors that convert poorly, or do a better job of converting the ad traffic we are getting.

And this is where Google ad extensions can help improve your customer acquisition efforts.

Ad extensions clearly offer the hope for more clicks and conversions without increasing spend. Their impact on websites and landing pages is less plain.

Evidently, Google Ads extensions let you add more information to a typical text ad. They allow advertisers to say more about the offer made in the ad so that searchers make better choices about whether to click or not.

Ad Extensions that add Links to More Targeted Landing Pages

Three Google ad extensions add additional links to your ads.

  1. Sitelink Extensions
  2. Price Extensions
  3. Promotion Extensions

Sitelink extensions are great for broad match keywords. They allow the searcher to click on narrower topics than their search phrase might return. The example below, shows sitelink extensions with an additional description. A great feature that entices advertisers to convert their campaigns to enhanced campaigns.

Example of sitelink ad extension with description. Ad Extensions that add Links to More Targeted Landing Pages.

Example of sitelink ad extension with description.

An eCommerce site can use a variety of pages as landing pages: product pages, category pages, search results pages, and even specific informational pages for those not ready to buy just yet.

Sitelink ad extensions used in eCommerce.

Sitelink ad extensions used in eCommerce.

Tip: Consider targeting your primary segments with sitelink extensions.

Price Extensions allow you to feature pricing right in your ads. This is a great feature to weed out those prospects that may not go through with their purchase because of price. And an additional element to improve your customer acquisition efforts.

Example of a Price Ad Extension on a mobile device. Discover how to use Google ad extensions to improve your customer acquisition efforts. Find out which ad extensions should you be using and when.

Example of a Price Ad Extension on a mobile device.

Google Ads Sitelink Extensions Improve Ad Quality Score

Ad extensions also allow advertisers to send searchers to more relevant pages on their websites. These are called Sitelink extensions.

First of all, Google uses the performance of your landing page to determine how high they will place your ad on the page. Higher placement is better. If you have visitors clicking on your ads but then “pogo-sticking” immediately back, Google will penalize your ads by assigning a lower quality score. You may have to increase your bids if you have lower quality scores and your sitelinks may not show until your score goes back up.

Thus, if you can send them to a more relevant page, they are less likely to click away. And this signals to Google that you deserve a higher quality score.

The following ad for “kitchen countertops” has one link.

This ad has one link, the headline link. Discover how to use Google ad extensions to improve your customer acquisition efforts

This ad has one link, the headline link.

The following ad for “choosing kitchen countertops” has a sitelink extension that includes five more links:

This ad uses a sitelink ad extension to get five links. Discover how to use Google ad extensions to improve your customer acquisition efforts

This ad uses a sitelink ad extension to get five links.

  • Contact Us
  • Featured Projects
  • Info & Prices
  • News Center
  • Products Catalog

This approach allows advertisers to help searchers make better choices about what to click on based on their needs therefore, improving their customer acquisition efforts. In this example, we have a link to “Contact Us” for contractors working on a project, and “Products Catalog” for those who want to know their options.

These extra sitelinks must go to different pages according to Google’s rules. That means you must have two, three, four, or more different landing pages for any ad that uses a sitelink extension. You may see this as a burden. We see it as an opportunity.

Avoid Sitelinks to the Homepage

Many of the ads we see take a visitor to the website’s homepage. We have demonstrated over and over again that a landing page will convert more ad clicks than the homepage, thus improving your customer acquisition efforts.

Sitelink extensions force advertisers to think about the needs of various searchers, and develop pages for those specific needs.

The Ad Extension Halo Effect

Sydney Sheedy, Senior Account Manager at (un)Common Logic, tells us that ad extensions can have a halo effect on your online ads.

Sitelink ad extensions can increase clicks on the ad. But Sheedy’s data shows that, even when sitelinks are present, most clicks are on the headline itself. In the following table, Sheedy shows four accounts that use sitelink extensions, and how the clicks break down.

Click data for ads with sitelink extensions. Even when sitelinks are present, most clicks are on the headline itself.

Click data for ads with sitelink extensions.

Overall, only 10% of clicks go to the sitelinks. That means 90% are on the headline.

Of course, Sitelink ad extensions can increase clicks on the ad. Let’s keep that in mind and keep on increasing your chances of improving your customer acquisition efforts.

Ad Extensions for Mobile Visitors

  1. Call Extensions
  2. Message Extensions
  3. App Extensions
  4. Structured Snippets

While these extensions will appear on desktop and tablet devices, they are well targeted to our small-screen visitors. Your ad strategy should be different for small-screen mobile and large-screen visitors.

For example, Girikon presents call extensions and a drop-down ad extension to mobile visitors:

Example of a click-to-call ad extension. Girikon presents call extensions and a drop-down ad extension to mobile visitors.

Example of a click-to-call ad extension.

But on the desktop the click-to-call ad extension is not presented.

The desktop version of this ad has no click to call extension.

The desktop version of this ad has no click to call extension.

Call extensions give your ads the ability to connect searchers with your business using a special app on smartphones called Phone.

Our customers find higher close rates and larger order values when they get a prospect on the phone. It’s great for mobile lead generation and considered purchases.

Message extensions leverage another handy app found on smartphones: Text Messages.

Why not let mobile visitors text you directly? When the searcher taps the message extension, they text you first and they will receive a message that you create as an auto-reply.

Example of mobile message ad extension. Why not let mobile visitors text you directly?

Example of mobile message ad extension.

App extensions invite the visitor to download and install your app.

This ad contains a mobile app extension. How to use Google ad extensions to improve your customer acquisition efforts

This ad contains a mobile app extension.

Google Ad Extensions to Improve your Customer Acquisition Efforts in the Real World

  1. Location Extensions
  2. Affiliate Location Extensions

For those visitors that are wandering around the city looking for a physical location, these two location ad extensions will deliver. They improve customer acquisition efforts by getting people in the door who want to shop in the real world.

Location extensions let the visitor open a map to your physical stores, offices and sites.

Example of an ad with location ad extension.

Example of an ad with location ad extension.

Affiliate location extensions do the same for stores that carry your products or offer your services.

Other Ad Extensions that Improve Acquisition Efforts

  1. Callout Extensions
  2. Structured Snippet Extensions

Callout extensions increase the real estate of your ad, giving you more lines of text. The more you can explain the fewer clicks to your landing page are required.

Reducing poorly-qualified clicks is a great way to reduce your acquisition cost while improving your customer acquisition efforts.

Structure snippet extensions provide more detailed information on your offer, but don’t provide additional links. If they see what they want in your structured snippet, their click will be more relevant, increasing conversion rate and dropping acquisition cost.

Structured snippets can use one of the following headers:

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Models
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles
  • Types

Stacking Ad Extensions: Is it Even Possible?

If one ad extension is good, isn’t two better? Ad extensions are free, so why not use them all, and use them all of the time?

Not necessarily.

We want to consider the paradox of choice. Providing too many choices can cause visitors to become paralyzed.

Second, Google is the one that decides if and when to show them.

They better.

Example of an ad with multiple ad extensions.

Example of an ad with multiple ad extensions.

Here are some tips for deciding if you want to stack ad extensions or not.

Don’t Repeat Yourself (too much)

If you have a good reason for extending your ad, use it. But be careful about introducing too much repetition. Ad extensions may work best when they add additional information rather than repeat it.

These ad extensions are probably too repetitive.

These ad extensions are probably too repetitive.

Don’t Ask Them to Call if No One is Home

Call extensions can be very effective, especially for mobile searchers. But make sure there is someone to answer if you’re providing a phone number. This is a great tip. Use it when stacking up or when flying solo.

Example of an ad using a call extension with 24-hour service.

Example of an ad using a call extension with 24-hour service.

Test Stacking Ad Extensions

It’s the 21st century. Adwords is a great platform for testing ad creative. Try a variety of ad extension combinations and go with the stack that delivers the best bottom-line results.

Of course, always take control of the landing page experience. Our clients have seen increases of up to a 40% in leads and revenues from their Google Ads campaigns after we optimized their conversion rate. Schedule a call with our ad campaign conversion optimization consultants.

Automated Extensions: Yes or No?

Google will take the liberty of adding ad extensions to your ads if they feel it’s a good idea. If you don’t have a team that can give thought to your ad campaigns, this may seem like a good thing.

But we have to ask, “Why spend the money on ads if you don’t have the bandwidth to be smart about the spend?”

To avoid these automated extensions, turn them off and add your own extensions. Just know that the ones Google Ads created automatically before you turn them off may still appear. (Pesky little things)

When do Ad Extensions Hurt?

As a general rule, Google ad extensions should be used on all of your ads.

  1. They increase your visual footprint on search engine results pages (SERPs)
  2. They push your competitors down the page
  3. They can generate a halo effect to increase clicks on your ads
  4. They increase qualified clicks reducing acquisition cost

When should you avoid extensions?

  1. When you don’t have relevant pages to send visitors to
  2. If you don’t have calls to action on your landing pages
  3. If you don’t have the resources to apply what you learn

Google Ad Extensions to Improve your Customer Acquisition Efforts Summary

Here are the takeaways from our discussion on using Google ad extensions to improve your customer acquisition efforts.

  1. Use ad extensions to reduce your customer acquisition cost.
  2. Use ad extensions to increase the performance of your ads overall.
  3. Use sitelink extensions to target specific segments of your audience.
  4. Use mobile ad extensions to engage your growing smartphone audience.
  5. Use ad extensions to develop effective landing pages.
  6. Find more opportunities to grow your email list.

Facebook advertising is becoming the premier B2C online sales platform.

The numbers don’t lie—Facebook raked in $27 billion (with a “b”) in ad revenue in 2016. And it’s not hard to see why people are flocking to the platform for their B2C marketing needs—it has vast consumer data through the Open Graph, innovative ad units, and a user-friendly DIY ad creation interface. The platform allows for incredibly sophisticated consumer advertising campaigns.

Simply put, if you aren’t running Facebook ads, you are leaving money on the table.

But you know this, so what’s holding you back? Why is clicking that money-draining “Boost Post” button the furthest that most businesses have ever gone with Facebook advertising?

Friction.

Maybe you opened up the Ad Manager, took one look and thought… “nope” (been there, done that). Maybe you tried to launch a campaign and ran into a bug. Maybe you succeeded in actually getting an ad campaign in motion but didn’t see an ROI (my first three campaigns).

What you probably don’t realize is that the most universally successful way to use Facebook is also one of the absolute simplest ways.

It’s called Tofu, and it’s what I’m going to be teaching you today:

Facebook Ads Simplified
By the end of this article, you’ll know exactly how to cook Facebook-style Tofu and you’ll finally understand how to turn Facebook ads into a profitable marketing channel for your business.

But before I get into the juicy details, there’s a key concept we need to understand.

Push Marketing vs. Pull Marketing

When somebody conducts a Google search and clicks on one of the ads at the top of the search engine results page (SERP), that’s considered pull marketing. Since the user has already established his intent with the search query, the ad he receives is highly relevant to what he’s looking for. He ‘pulled’ the ad to himself.

Facebook ads, on the other hand, are push marketing. This means that when he sees a Facebook ad in his Newsfeed, it’s actually interrupting what he’s doing—’Liking’ family photos, posting food pictures, getting into political arguments, etc. He’s not on Facebook with the specific intent to buy (or even research) anything.

The difference between pull and push marketing is crucial to the state of mind of the person reading your ad, hence crucial to your advertising strategy.

When it comes to push marketing in the Internet Age, people don’t like to be sold to during their first interaction with your brand—especially on Facebook. They need to develop some form of relationship with the brand first.

As you already know, content marketing is one of the best ways to develop a relationship with your target market. With content marketing, you are creating and delivering a significant value at the top of your funnel. This Top-of-Funnel… or Tofu… content allows you to develop a trust-based relationships with your target consumers.

Facebook ads allow you combine the relationship building of content marketing with the immediate results of direct advertising.

The funnel is ridiculously simple:

  • Facebook ad
    • Content (blog post)
      • Retargeted Facebook ad
        • Landing page/ecommerce page
          • Sale/Lead

This basic sequence is how thousands of businesses right now are driving insane revenue with Facebook ads. And it’s stupid easy to get up and running.

The first step is setting up your Facebook Pixel.

The Facebook Pixel

If you don’t have the Facebook Pixel installed on your website, please do so now. Seriously, I’ll wait. Go on—here’s what it is and how to implement it.

Why you need to install the Facebook Pixel?

  • Custom Audiences (retargeting)
  • Conversion tracking
  • Lookalike audiences

For our purposes, the Facebook Pixel allows your Facebook ads to talk back and forth to you website—who clicked which ad, who visited which page, who filled out a form, etc. This is all incredibly useful to your advertising campaigns and reporting.

It’s a really simple 2-step process. Here’s how it works:

Step 1. Use the “Traffic” Objective to Season Your Pixel

Find one of your best top-of-funnel (ToFu) assets in terms of engagement or traffic. These are usually blog posts or publicly viewable resources that offer objective value without attempting to specifically promote your business.

Got the URL? Great.

First, head over to the Audiences tab of Facebook Ads Manager:

Facebook Ads Manager
Next, click Audiences:Facebook Ads Manager Audiences
Then select Create Audience > Custom Audience:
Facebook Ads Manager How to create lookalike Audiences
Select Website Traffic and then enter the URL of your Tofu content:
Ads Manager Use website traffic
Name your audience, add notes, adjust as necessary, and then click Create Audience:
Ads Manager enter blog post URL
Now, anybody who visits that blog post (regardless if they came in from a Facebook ad or not) will be tracked by Facebook. Cool.

Next, send some traffic to that blog post!

  1. Create an ad
  2. Choose “Traffic” as your objective
  3. Fill out your audience targeting, budget, schedule, etc.
  4. Plug in your ad creative
  5. Launch the ad

What you’re looking for at this point is to get the cheapest clicks possible. This will come down to a few more complex factors:

  • Making the ad compelling (related to how compelling the Tofu content is but the ad itself still needs to be good)
  • Targeting the right audience (bigger scope than we have time for, so check out this guide to ad targeting)
  • Other unique factors specifically related to your niche

OK, so we’re generating quality traffic efficiently—but where is the money and/or leads?!

Keep reading…

Step 2. Retarget ToFu Visitors With an Offer

If the ToFu asset you sent the traffic to is any good, you’ll have accomplished the following with your target consumers:

  • Introduced your brand
  • Provided value for free
  • Built trust
  • Convert a few into email subscribers
  • Dropped a cookie into their browsers

You let them read your content and walk away without shoving a sales message at them. Now it’s time to bring them back to you.

Create a new Facebook ad campaign, but this time, instead of using “Traffic” as the Objective, use “Conversions.”
When setting up your audience targeting, instead of using demographic/psychographic data like you did last time, just click Custom Audiences and choose the one you set up earlier. Remember? It’s the one recording people who visit your blog post.
Create ad Choose Custom Audiences
Now, instead of sending these retargeted users to another blog post, send them to a piece of conversion-oriented content. For advanced marketers, this will likely be a lead magnet, which trades premium content for an email address. From there, they’ll attempt to close the lead or create the sale through email nurturing programs.

If you don’t have a lead magnet and the corresponding email automation system in place, this is the time to use your ecommerce, sales or landing page.

Just make sure that the conversion-oriented asset you send the retargeted traffic to is related to the original ToFu asset! That’s what got them to click in the first place, so stay on topic.

Lastly, make sure that you’re using the proper Facebook Standard Events on the conversion page. Standard Events are little extra bits of code that help your website communicate with the Facebook Ads Manager reporting interface.
This is hugely important for the ability to accurately record conversions.

More about Standard Events here.

If you implement your Standard Events properly, you can do a lot of really cool things.

For example, your website can dynamically pass revenue data to Facebook so that you can have your ROI calculations done for you automatically! Pretty nifty for ecommerce stores with a variety of products and price points.

Optionally, if you don’t want to use Standard Events, you can use Custom Conversions to record conversions.

Basically, you tell Facebook that if somebody loads a certain URL (like store.com/umbrella/thank-you) to record a conversion. You’ll miss out on some of the more advanced features, but it’s a good place to start if you don’t have access to the technical skills required to implement Standard Events.

Bonus Round: Create Lookalike Audiences

You want to hear something embarrassing about me?

I’ve spent countless hours on cold targeting and retargeting strategies for various clients. I like to think I’m kinda good at it.

But roughly 75% of the time, when I let Facebook do the targeting for me, its campaigns out-perform mine!

You might be wondering what I mean by “let Facebook do the targeting for me.”

I’m referring to Lookalike audiences, which are a vastly underutilized tool of the Facebook ads platform.

The purpose of a Lookalike audience is to use a given parameter and let Facebook use the data in its Open Graph to find people who are just like that parameter.

For example, you can ask Facebook to send your ads to people who are similar to your Facebook Page’s audience, an email list you have, or better yet, people who have already bought from you.

Seriously, does it get any better than that? “Hey Facebook—here are a bunch of people who bought my widgets or became leads. Can you send my ads to people who are similar to them?”

To set up a Lookalike audience for people who have bought or converted from you, follow these steps:

  1. Click Create Lookalike audience
  2. Select audience (You’ll need to create a “customer” custom audience first)
  3. Create the audience

Lookalike audience
Now that you’ve created the audience, choose to target it when you create your next ad campaign (instead of cold targeting or retargeting).
Choose Lookalike Audience
Test the Lookalike campaign against your other campaigns and see which performs better.

You’ll never actually know exactly what is similar about your conversions and your Lookalike audiences—Facebook keeps that data semi-private. This isn’t ideal, but hey—if you’re getting conversions and making money, it could be worse.

Conclusion: Tofu Is Your Friend

Facebook doesn’t need to be complicated. You can get some truly incredible results with simple Tofu campaigns.
If you follow these steps, you will create a Facebook ad campaign that uses customer experience and natural buyer behavior to drive conversions.

So stop wasting your money on the “Boost Post” button, and start getting real ROI via Facebook ads.

Logan Mayville is a content strategist with bonus skills in copywriting, SEO, and digital marketing. He partners with clients who are looking to connect their content efforts to business objectives like lead generation and optimizing marketing funnels. Connect with him on Twitter or LinkedIn.

Pay-per-click (PPC) advertising can be a highly effective way to get your products in front of new prospective customers and drive sales, but only when campaigns are set up with the right touch. Depending on what keywords you want to target with your bids, search ads are generally not prohibitively expensive, but it’s easy to fall into the trap of blowing through your budget on PPC without justifying your media spend with enough sales.

The PPC management mistakes that most commonly ruin advertisers’ chances of respectable ROI involve text mismatches. All too often, an ad’s keyword settings do not match the language used in the ad’s creative, or the landing page content does not match the language used in the ad’s creative.

Search marketing spending in the US from 2014 to 2019

Search marketing spending in the US from 2014 to 2019

Why Matching Terminology Matters

Successful PPC marketing hinges on continuity across all touch points. Web searchers enter search terms into Google based on a need they are trying to fulfill. By the time users have formulated their queries as lines of text, they have already been forced to think about what they’re looking for as being specific to certain terminology. Thus, if your message is going to resonate with them, it has to use the very same terminology.
Google users naturally gravitate towards organic search results. To catch people’s eyes, your ad needs to convey that it addresses the exact issue that the searcher is trying to solve. What’s more, search terms that appear within ad copy appear in bold letters, adding to their visibility and click-throughs.
When people click on the ad, they are expecting to find a matching solution on the other end. You know that dirty feeling you get when you click on a content headline that over-promises and the article ultimately under-delivers? That’s a similar feeling to what happens when there’s a disconnect between search ad copy and landing page copy.
When you get that feeling, you’re unlikely to do business with whoever gave it to you. And that’s why it’s so important that the landing page refer to the exact need at hand and offer an appropriate solution, all using the same terminology. This is one of those landing page best practices that tends to be right every single time.

The Power of Maximized Continuity

Lack of continuity will result in customers leaving your conversion funnel before opting in to your lead capture offer or purchasing your products.
If a customer searches for “cyan polo shirt summer sale” and you show him an ad for “men’s clothing,” he is not likely to click on it, even though your online store might very well offer cyan polo shirts in the men’s section. Even ad creative touting a “blue polo shirt” product won’t perform as well as the phrase “cyan polo shirt” would – the closer to an exact match you can get, the more effective your ads will be.

Use the word "cyan" to describe the color of this shirt, not just "blue"

Use the word “cyan” to describe the color of this shirt, not just “blue”

The same principle applies to matching ad copy with landing page copy. If your ad promises a “cyan polo shirt summer sale” but you send people to your homepage, where there are 25 different apparel products being showcased and no trace of any type of sale, the visitor is likely to bounce out extremely quickly.

Customized eCommerce Text Variations

Using standardized language across your website is necessary to maintain an atmosphere of professional polish and so that your internal search engine will work well. On the other hand, when you set up your search ad campaigns, you should be performing some extensive keyword research to reveal all of the alternate wording that people use for the same thing.

Going back to the same example, you may learn that people often search for polo shirts that are “sapphire,” “teal,” or “turquoise,” which are all reasonably close matches to the “cyan” that appears on your product pages. It totally makes sense to bid on ads to appear on search results for “sapphire polo shirt,” but in cases like these, you may want to create alternate versions of your product pages that only visitors referred by this specific ad will see.

Just make sure to keep these variations out of sight of the search engines, so you won’t get penalized for duplicate content – and out of sight in the website navigation, so visitors do not get confused.  KISSmetrics explains how to make sure that variations don’t get indexed.

[sitepromo]

Dynamic Keyword Insertion

A helpful tool in this process is a Google Adwords feature called Dynamic Keyword Insertion (DKI). This tool will adjust your ad text to reflect keywords in the user’s search, potentially accomplishing the same goals we just discussed.

Wordstream ran a case study testing the effectiveness of DKI with a client, and found that using this strategy had the following results:

  • Impressions dropped 6%
  • Click-through-rate (CTR) increased by 55%
  • Conversions increased by an incredible 228%
DKI more than doubled conversions

DKI more than tripled conversions

The results speak for themselves.

In the context of continuity, the key is to have a very small number of keywords in your ad groups. For top performers, you may even want to use Single Keyword Ad Groups (SKAGS).

Customized Lead Capture Page Variations

If your offer is for a service, a B2B product or something otherwise relatively expensive, then you don’t need to send visitors to ecommerce-integrated product pages at all. In these cases, a sparser landing page is likely to perform better, and it’s easy and inexpensive to create new versions of your landing pages for each keyword combination that you bid for.

Landing pages like these are generally aimed at capturing leads rather than driving sales, since major purchases require more pre-sale relationship building to establish trust and to educate prospects. Many of the better marketing platforms available in the open market offer modules for both landing page creation and autoresponder marketing emails.

If lead capture is your goal, focus your Adwords strategy on your prospects’ pain points rather than your offer’s specifications. For instance, a financial consulting firm could run PPC ads for the search term “family budgeting help” or “debt advice.” These ads could lead to landing page variations for each search term, with each one offering visitors the option to download an eBook that provides practical tips on family budgeting and saving money on household bills.

A campaign of this type takes into account that the prospect is having trouble balancing his or her household budget, and it offers a quick and easy solution that also positions the advertiser as a trustworthy expert in the field of family finance. This paves the way for follow-up messaging.

Another benefit of this type of hyper-specific targeting is that it allows marketers to segment the entire customer journey and serve up nurturing emails that match the subscriber’s specific interests. A post-campaign analysis of the relevant conversion data can reveal which segments represent the advertiser’s most valuable customers, thereby informing subsequent marketing strategies.

Doesn’t Have to Be a Bottomless Pit

You do need a landing page for every important ad, but that doesn’t necessarily mean you should set up hundreds of landing pages. Instead, focus your campaign on a select number of lead nurture audience personas (three or four) and create an ad that’s optimized to speak to each one of them. Create a unique landing page for each of these ads and set up an autoresponder to send follow-up emails with relevant content to each persona.

If you’re marketing an ecommerce property with a diverse product line and a shopping cart system, start by trying these tactics for just a few products. If it serves you well, then you can focus on making your work flow scalable down the road.

PPC campaigns that are set up for maximum terminology variations are likely to enjoy boosted conversion rates and revenues, so that ad dollars are less likely to go to waste.

Keep improving your paid ads: Google Ad Extensions to Improve your Customer Acquisition Efforts

About the Author

Jacob McMillen is a freelance copywriter and content strategist. He enjoys working online and pretending to think in his spare time. Follow him on Twitter @jmcmillen89.

Graph image by Statista (via Skitch)