PPC Blog: ad extension strategy

3 Underutilized Ad Extensions You Should Revisit

Most of us are familiar with commonly used AdWords extensions, such as sitelinks, call extensions and callouts. We know how they work and where they work best.

And because we’re familiar with them, we tend to go back to them again and again. Which is fine! If they’re working for your business, why stop?

However, there may be other extensions in AdWords that might also be useful. Extensions that you may not be aware of. Or that you’re aware of but haven’t considered. Or that you’ve considered but have written off.

ad extensions

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Propel Your Promos to New Levels With These Six PPC Tactics

Sometimes, PPC clients come to us with something special they want to promote.

It could be a new service they’re launching. Or excess product inventory they need to move. They could be holding a special event, running a contest or providing a limited time product incentive.

Whatever the “something special,” at Group Twenty Seven we’ve identified six PPC tactics that are especially good at garnering attention for these and other kinds of promotions.

In her recent Search Engine Watch article, Pauline Jakober delves into these six PPC tactics in more detail and describes how to apply them.
PPC tactics

Getting Started With a PPC Agency Part 6: PPC Ad Messaging

In the previous post in our series about our client onboarding process, we talked about account structure and strategy.

With those pieces in place, we’re ready to move onto the next (and most visible) step in the process: PPC ad messaging.

As I mentioned in a recent Search Engine Land column, ad messaging used to be relatively simple. We figured out the product features and benefits to emphasize, wrote the text, and gave the client’s marketing team two or three options to choose from. And that was that!

PPC ad messaging

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How’s Your PPC Ad Extension Strategy Holding Up?

Managing online advertising campaigns is non-stop busy. But every once in a while, you have to slow down, step back and take a broader view of what you’re doing. And this is one of those times.

What prompted it? Google’s recent introduction of structured snippet extensions. Unlike dynamic structured snippets, these extensions give advertisers more control—which is what we want! But at the same time, it brings the total number of possible ad extensions to seven. (Seven!)

So instead of slapping up another piece of text and proceeding as usual, it’s time to pause, reevaluate ALL your ad extensions and make sure they’re working together.

Find out more about the introduction of structured snippet extensions, and how they might impact your PPC ad extension strategy, in Pauline Jakober’s Search Engine Land column.

PPC ad extension strategy

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“Working with Group Twenty Seven has been tremendously valuable for our PPC goals. They are constantly bringing fresh ideas to the table and are focused on increasing our sales. The personal touch and flexibility they provide has made working with them not only a great experience, but also our ROI continues to grow. I have and will continue to refer the talented Group Twenty Seven!”

Matt Grimm, Ecommerce Director at Red Star Traders

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