How’s Your PPC Ad Extension Strategy Holding Up?

by Pauline Jakober
October 8, 2015
Paid Search Strategy

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.

TAGS: ad extension strategy, structured snippets

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—Dave Skahan, Senior Director, Commercial Operations & Demand Generation Strategy, Emulate
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“I’ve worked with a variety of PPC/search companies over the years, and Pauline and her team, continue to be outstanding. We are in a very difficult position bidding against some of the larger cancer organizations out there, and Pauline and co continually find great ways to compete without breaking the bank.

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—Peter Anton, VP of Marketing, International Myeloma Foundation
Client since February 2017

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We are not a traditional e-commerce company with unique inventory rotating on and off our site daily and they have gotten creative, analytical, and thoughtful to test out new ways to drive results. They are always looking for new ways to optimize our campaigns and collaborate with us to ensure we are able to demonstrate ROI. Most importantly they will let us know when something isn't working so we can decide to iterate or take a different approach. They are thoughtful of our budgets and make sure we always get the most out of every click. Group Twenty Seven is a partner in every sense of the word asking the right questions and driving results through their work.”
—Jessica Polmanteer, Senior Director of Marketing, Proxibid
November 2022

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—Molly Owens, CEO, Truity Psychometrics
Client since June 2011

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“Simply put, in the past ten years, Pauline and Group Twenty Seven have helped me grow a small start-up team building company into the largest corporate event company in America. Since then, I’ve enlisted Pauline to handle another one of my start-ups, with two more launching this year. Any company can say they can manage your PPC marketing, but Group Twenty Seven delivers.”
—Scott Flynn, CEO, Best Corporate Events
Client since January 2010

Steady increase in ROI year over year.
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—Bryan Burns, Founder, SmartHunts
Client since January 2015

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“After managing our own AdWords account for several years with limited success and an ever increasing budget, we decided it was time to find someone to help us better manage and analyze our campaigns. We’ve been working with Pauline and her dedication of time and energy to our campaigns has been a huge weight lifted off our shoulders. Pauline keeps us well informed and truly cares about the quantity and quality of leads her team is driving to our site. We are thrilled with the services she offers our company and are thankful to have her honest opinion and professional knowledge guiding our PPC campaigns.”
—Alyson Arnold, Marketing Director, Conklin Office Furniture
Client since May 2012

The proof is in the numbers.
“Pauline and the team at Group Twenty Seven have reinvigorated our PPC program and helped guide us to whole new levels of success (clicks AND revenue!). Her expertise and management have helped us evaluate and restructure our program and we are thrilled with the results. Pauline has helped educate and guide us during this whole process and is an AdWords guru who is always on top of the ever-changing strategies and policies. If you are looking to improve your PPC program you want to talk to Group Twenty Seven. We’re so glad we did!”
—Karen Cirrito, Market Development Manager, Cognex Corporation
April 2019

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