Getting ahead of your competitors

Some companies have a brand name that is also used by other companies. Even though it's not always the exact same name, it causes that competitor to then appear along among the organic search results for your brand name. By setting up ads, you push the results down even more and prevent that competitor from possibly advertising on your name. The latter happens even more often than you think.

Set sitelinks yourself in Google Ads

When you type your brand name into Google, you often see 4 sitelinks appear below your website description as well. Sometimes unfolded (title and description), but sometimes just 4 titles next to each other. Google chooses these sitelinks based on what Google thinks is important. You have little to say about this. The only thing you can do is remove a sitelink in Google Webmasters.

If you advertise through Google AdsHowever, you can add additional sitelinks to your ads/campaigns. So here you choose completely yourself which title and description you want to show.

Additional extensions

Not only do you choose the sitelinks, but Google Ads has so many additional opportunities to highlight different aspects of your business, and the number is only growing. Let's take a look at the current options:

1. Call extensions

Call extensions allow customers to contact your business directly. You can click on a button in your ad that allows them to contact your business directly from the ad.

2. Website information

The website information extensions or structured snippets are very similar to highlight extensions. With highlight extensions you mainly focus on USPs, with website information you mainly provide more information about the categories below:

• • Featured Hotels
  • Destinations
  • Neighborhoods
  • Courses
  • Coverage
  • Brands
  • Models
  • Services
  • Shows
  • Styles
  • Study Programs
  • Types
  • Facilities

3. Price extensions

Price extensions allow you to display a list containing products and prices. This allows you to greatly expand your text ad with additional information about your products and/or services.

4. Highlight extensions

With highlight extensions you can highlight your company's USPs. It's best to create 4 to 8 of these.

5. Location extensions

With location extensions in your text ad, you encourage people to come to your business.

6. App extensions

With app extensions, you can link from your text ads to your mobile or tablet app. People either click on the headline of your ad to go to your website or on the link to your app. App extensions are a great way to provide access to your website and your app from one ad.

7. Image extensions

Meanwhile, Google has rolled out a new extension called the "image extension. With this extension, you can show relevant images in addition to your existing text ad

8. Promotion extensions

Promotional extensions allow you to bring promotions and sales to the attention of potential customers. They appear below your ad, highlighted by a price tag icon, or the special occasion in bold text.
There are still options in extensions, but these are the most popular extensions.

A positive impact on your Google Ads account

The quality score of your brand name as a keyword is always high. The corresponding ad(s) and landing page(s) are very relevant to the person searching for your business. Thus, the click-through rate (CTR) and quality score of your ad will also be very high. Which in turn ensures that the average cost-per-click (CPC) is extremely low.
So the results of this also have a positive impact on the rest of your campaigns. So thanks to a branded campaign, you can improve the overall quality of your account for a cheaper price.

Better results than organic

Yes, if someone enters your brand name then that person will normally come to your site organically. Of course, this is only the case if you have no competition on your brand name and your website is optimized for search engines. So you would think that your ads are just picking up that organic search traffic. But that's not quite correct.
A study by Bing Ads shows that you can get about 30% more clicks when you rank for your brand name both organically and paid. Google studies also talk about incremental traffic, which is additional traffic that comes from having both an advertising and strong organic presence.

Convinced or do you still have questions?

Digitong employs several certified Google Ads specialists who optimize our clients' Google Ads accounts on a daily basis. We are currently the only Google Premier Partner agency in Limburg.
So if you still have questions or are convinced that a branded campaign in Google Ads makes sense, don't hesitate to contact us, we don't bite 😉.