We still have AdWords Best Practices to share, especially when it comes to ads.


Knowing how to build the ads is not enough. You must set a good strategy and use every tool available to ensure you get the best out of them.


Ad extensions

Additional data that extends from ads can benefit to most advertised businesses out there. It’s not hard to use Ad extensions and they can benefit to most ads. You can add then automatically or manually.

You can use sitelinks, click-to-call and location extensions to boost your ads.

Ad extensions give your ad more relevance on the search results page, complementary to higher ad positions. Therefore, this enhancement has many benefits, two of them being the most important:

  • Better visibility. Because your will draw attention on your ads.
  • More value. It is likely to increase the CTR (clickthrough rate) of your ads. You will provide helpful ways for your audience to better understand your business and to interact with your ad. Locating you and calling you without any effort can mean new customers in many cases.

The Cost Per Click for ads with ad extensions is calculated in the same maner as for simple ads.

To get the next higher position you need to pay more than the advertiser ranked in that position, or the minimum Ad Rank for that position.


The rank for ads with ad extensions is adjusted for the expected impact by taking into consideration the relevance, expected click-through rates, and extensions prominence.

We can translate that into a moderate or even zero impact on your cost per click, for a reasonable prominence.

However, you must consider also that it’s possible to get more clicks for your ads only for being visible, even if you are not ranked in the highest positions.


We haven’t finished yet, so stay tuned for more AdWords Best Practices

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