Paid Search (PPC)

I've been using AdWords Promotion Extensions on a client account for six months now, so I thought I'd share the results they've delivered so far.

Google regularly tests different beta versions of AdWords ad extensions and one recent one you may have noticed in search engine results pages (SERPs) is the use of AdWords Promotion Extensions.

As a result of a successful beta test, Google has confirmed that these extensions will be rolled out to all accounts in either May or June which will add another feature to your PPC management.

In this post, I’ll share the early results I’ve gathered for a fashion clothing client who’s been using them since October 2016. I’ll show you how they appear in SERPs and share evidence of how they’ve impacted the performance of their existing campaigns.

How AdWords Promotion Extensions Appear

There are two different variations that can be used, one where the extension is labelled ‘deal’ and the other using a shopping tag icon. Which one you see is determined by the device you search on, with the former regularly used for desktop and the latter for mobile. Below you can see both versions.

Here is the desktop version of the ad showing the Deal tag:

 

Desktop AdWords Promotion Extension

And the corresponding mobile version of the ad showing the Shopping Tag Icon:

 

Mobile AdWords Promotion Extension

As you can see, the promotion extensions sit below the other extensions within the advert, and there’s one shown per search result. However, we don’t yet know whether this will change in the future to match how price extensions are presented. Price extensions are shown in sets and it wouldn’t be a surprise if Promotion Extensions followed suit at some point. This is just my assumption of course.

Benefits of Promotion Extensions

The first is that your advert is larger, more prominent, and takes up more retail space at the top of the results page.

The second benefit is that the extension provides you with the ability to show additional key information to your target audience before sending them to a specific landing page, which not all extensions allow.

For many online advertisers, the improvement in conversion rates will be the most important factor as it can be a real needle shifter in terms of improving the efficiency of a campaign.

Case Study – Fashion Clothing Retailer

For the last six months, I have trialled Promotion Extensions with one of my fashion clothing clients and the results so far have been encouraging. The main area of focus of the specific campaign I ran testing Promotion Extensions was the impact on e-commerce conversion rates. I tested how a selection of campaigns performed when the Promotion Extensions was clicked compared to when the main headline link was clicked.

In brief, four out of the five campaigns experienced a significant improvement in their conversion rate, with the most dramatic jump going from 2.32% to 5.00%. The difference in this campaign was the effect of the Promotion Extension appearing in the ad, and the visitor landing on an existing landing page.

I am also split testing sending Promotion Extensions to bespoke landing pages for the campaign.

The following results from the trial show the overall e-commerce conversion rate of each campaign compared to the e-commerce conversion rate when a Promotion Extension was showing. The five campaigns selected are the highest revenue generating ones in the account and are outside their own branded activity.

Campaign 1:

Overall conversion rate – 1.35%
Promotion extension conversion rate – 1.62%

Campaign 2:

Overall conversion rate – 2.38%
Promotion extension conversion rate – 3.40%

Campaign 3:

Overall conversion rate – 2.18%
Promotion extension conversion rate – 1.61%

Campaign 4:

Overall conversion rate – 2.32%
Promotion extension conversion rate – 5.00%

Campaign 5:

Overall conversion rate – 0.89%
Promotion extension conversion rate – 1.82%

As you can see, four out of the five campaigns all saw their conversion rates increase when traffic was sent to the Promotion Extension landing page instead of the main destination. As traffic is sent to a more specific page, and is likely to attract visitors further down the conversion funnel, it isn’t necessarily the biggest surprise seeing these results. That being said, it’s encouraging that this type of extension isn’t just taking up additional SERP space, and that these early signs suggest they can deliver improved performance.

Summary

Promotion Extensions are not as prominent as price extensions when it comes to space taken in the search results, so don’t expect them to push your competitor’s ads too far down the SERPs. However, they do have a lot of the same features, an independent landing page and a strong price or percentage led USP being the main ones.

As mentioned, I’ve had confirmation from Google that promotion extensions will be rolled out in the very near future on all accounts, so keep a look out for them when they appear. There’s always lots to do in any AdWords account, however I would recommend that implementing these extensions when they’re available is high up on any manager’s priority list, especially on e-commerce accounts. Start with your large successful campaigns, and if you see similar, or better results than I’ve achieved, then you’ll want to roll them out across all your activity.

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