Google AdWords Series: Ad Extensions and Bidding


Google AdWords is an excellent way to drive quality traffic to your site. It can also be expensive if not handled correctly. It all comes down to how smartly you manage your Google AdWords Campaigns.

As we continue discussing some of the most common mistakes made by webmasters with their Google AdWords campaigns, we turn our focus to two mistakes that are particularly common among AdWords newcomers: a failure to use ad extensions, and not bidding on one’s own brand.

Google AdWords Campaigns

Let’s take a look at each of these.

The mistake: not using ad extensions as a means to enhance your advertising copy

Whenever you develop ads for your campaign, you only have a limited amount of space to work with when you consider character limits, two headlines and a brief description. However, you can work around these limitations by using the ad extension feature and link headline text. These features are free and can add a lot of benefit to your ad copy.

What is an ad extension? Ad extensions are additional pieces of information about your business, like a phone number or a link to a specific page on your website, you can add to your ads. Ad extensions are free to add to your ads, with the usual charges for any clicks you get. Ad extensions appear with ads on the Search Network, and depending on the extension might also appear with ads on the Display Network.

Ad extensions allow you to cram more information and links into your advertisements, which in turn gives you an edge with your copy over a lot of your competition. Your ads will take up slightly more space in search results, which makes them more noticeable to people who perform the searches.

Examples of ad extensions include:

Don’t miss out on this opportunity to include as much information in your ad as possible!

The mistake: not bidding on your brand

“New advertisers are often convinced that these ads will not pay off. The argument is that if you already have the top ranking in the organic search results, it would be a waste of money to pay for an ad for the exact same search. In other words – some advertisers are afraid brand ads will cannibalize organic results.” ~ Frederik Hyldig

Many entrepreneurs new to AdWords do not realize you can actually bid on your own brand name keywords as a way to increase the amount of conversions you get coming in. Of course, if you are going to use this strategy, you will have to pay some attention to the value of your brand.

Customers are typically willing to pay a bit more for a product or service if they tend to receive positive customer experiences when engaging with that brand. Providing such positive experiences can be accomplished through PPC and SEO advertising. So here are a few reasons why bidding on your brand search terms could be helpful:

By bidding on your own brand, you are both promoting your company to new audiences and reaching out to existing customers. Even if your brand keyword doesn’t get much traffic or search volume for that keyword is low, it’s still worth using those keywords in your campaign.

Stay tuned as we discuss two final mistakes commonly made by AdWords users!

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Filed Under: Tools & Technology