The death of AdWords Review extensions

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Back in 2013, Google rolled out AdWords Review extensions, which promised users the opportunity to include quotes and snippets from positive reviews of their business. This was largely met with a positive reaction, given the obvious benefits including such details could have.

However, in reality, the feature failed to live up to the hype. Gaining approval of the reviews was difficult and, as such, many businesses decided against implementing them. This isn’t to say that the extensions were not beneficial once implemented — some reports claim a 10% increase in click-through rates for ads with the review feature present.

It is because of this limited uptake that Google recently announced the decision to retire AdWords Review extensions. This got us thinking; with Review extensions out of the question, which other AdWords features can you use to enhance your paid search ads?

Sitelink Extensions

With Sitelinks, you can include additional links to the deeper pages of your site according to seasonality. For example, you may want to link to a specific category or sale page. Not only does doing so increase the opportunity for users to click, it allows you to measure clicks to specific pages to learn more about customer preferences.

According to Google, the inclusion of sitelinks in ads can improve click-through rates by 10%-20%.

Callout Extensions

Callout Extensions allow you to add more detail to your ads. Through providing an additional line of text, you can include extra information about your business, products and services. They can’t be linked, so they should be purely used to convince users to choose your business.

They are easy to add, will help increase the size of your ad on the search engine results pages and are available at no extra costs. They’re a great way to highlight your brand’s USPs, whether it’s free delivery or details of a product guarantee.

Structured Snippets

If Callout Extensions work to convince users to choose your company, Structured Snippets act as a preview of your business before a user even clicks on your ad. Marketers can use these snippets to catalogue specific areas of their products or services.

For example, you may simply list some of the services you offer (e.g. SEO, PPC, CRO, Web Development) or you could list particular products or models.

While the sun may be setting on the AdWords review extensions, marketers still have a number of other features to harness in their paid search advertisements.

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