Enhancing Your Google Search Campaigns with Ad Extensions and Fluency
Following Google’s best practices leads to better results.
The official guide to ad extensions in Google Ads is here, and the insight is incredible. By using the right ad extensions and automating the process, you’re one step closer to improved search ad performance. We know that following Google’s best practices leads to better ad performance and increased ROI. On average, advertisers who increased their account-level optimization score by 10 points saw a 10% increase in conversions. Ad extensions are a key tool in helping you adhere to these best practices and improve your search ads.
TL;DR
Google released an official guide for paid search ad extensions. With Fluency’s Robotic Process Automation for Advertising (RPA4A), you can scale relevant ad extensions across as many accounts and campaigns as you can imagine.
A Rundown of Google Ad Extensions
Google offers a set of ad extensions to provide more information than your headlines and descriptions can offer alone. These ad extensions let searchers take action directly through the SERP for your most important business objectives. They are key components to the success and return on investment of your campaigns. The process of applying quality, relevant ad extensions to hundreds or thousands of campaigns can be an arduous task. But at Fluency we make it simple—allowing you to apply custom, relevant, and accurate ad extensions at scale.
Quality Score, Ad Rank, and the Role They Play in the Ad Market
Quality score and its relationship to Ad Rank are crucial when competing in the Google Ads auction. You can outrank another advertiser with a lower bid by being the most relevant ad in the auction. Why? Because Google rewards relevance. Back in the day we could define ad rank with a relatively simple formula:
Ad Rank = Max CPC Bid X Quality Score
This would determine what order the SERP showed ads. Today, Ad Rank is composed of six primary factors:
- Bid
- Quality of ads and landing page
- Ad Rank thresholds
- Competitiveness of the auction
- Context of the person’s search
- The expected impact of your ad extensions and other formats
Number six on that list applies directly to the guide that Google recently released. One cannot overstate the importance of leveraging as many extensions as possible and providing value through relevance. Still, many organizations experience barriers when launching custom and accurate extensions.
The Challenge with Ad Extensions: Time and Resources
The primary challenges with launching ad extensions at scale are typically the time and resources of the agency or advertiser. But what if these weren’t limiting factors, and you could apply relevant extensions to hundreds of accounts and thousands of campaigns? A dream, right? Not anymore. By leveraging Fluency’s automated platform together with your unique account data, the upper limit to how many ad extensions you can launch is virtually endless—only limited by data that exists in your account.
Fluency RPA4A: A Platform for Success
What does your business data look like? It could be creative, products, inventory, audiences, incentives, or even weather. Whatever the category, Fluency ingests that data and uses it to build and power your advertising campaigns. It does so through Robotic Process Automation for Advertising (RPA4A) Fluency’s tools empower businesses to create customized ad copy and extensions across your entire set of accounts and campaigns. As your data updates, your copy and extensions will update too. This will save you time and resources while mitigating the risk of inaccurate information in your copy. Learn more about RPA4A and how it can transform your processes.
How Fluency Works in the Wild
Let’s explore an example of the power Fluency unlocks to launch ads and extensions at scale: Say you operate an agency that runs paid search ads for hundreds of bicycle shops. These shops sell different types of bicycles, from mountain and road bikes to comfort cruisers. Under each category, you have different brands of bicycles, and each brand has a model line. By uploading this structured data to Fluency, you can launch customized campaigns at massive scale. Now apply this to ad extensions. You’re running a mountain bike campaign that has ad groups for each make and model of mountain bikes in your inventory. You could incorporate:
- The quantity of bikes in your ad copy for your Trek mountain bikes
- A deep link to each model as sitelink extensions
- Specific features of each model as callout extensions
- Each model listed out in a structured snippet under the model header
With Fluency, your campaign updates as your inventory changes. The possibilities are literally endless: if the data point exists in your inventory, Fluency can leverage that in your copy and extensions across the hundred of bike shops you are running pay-per-click ads for.
Fluency and Ad Extensions Go Hand in Hand
Fluency is made up of a team of professionals with deep experience in their respective domains. Each one is dedicated to partnering with you to execute advertising campaigns at scale with accuracy and efficiency. A team of systems engineers will work closely with you to turn account launches from hours and days into just minutes. In the same stroke, the software will turn your data into high-quality relevant ad extensions!
In short, you don’t have to embark on this journey alone; Fluency is here to help you succeed with RPA4A and Google Ads.
What’s holding you back? Book a demo and unleash your organization's full potential today.
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