• Staff

What Paid Search Has In Common With The Cereal Aisle?

Part 2 of 2

Welcome back to the continuation of our two-part post on the vast similarities between the modern grocery store cereal aisle and the search engine results page (SERP). If you missed part one, you can still read it here.

The prime real estate grabber among the ad extensions are Sitelinks. More than just taking up space, Sitelinks allow you to send customers to more specific pages, making them more likely to convert. In addition, having Sitelinks will increase your click through rate and your quality score. You might be able to move up the results page for the same cost. Along with Sitelinks, using Callout Extensions and Structured Snippets can bulk up your ad, provide more information and crowd out competitors. They are a key tool for taking up shelf space.

Another ad extension which is essential but may not take up a lot of real estate is the Call Extension. This may seem like common sense, but sometimes we forget that mobile devices are… phones. If calling is an option, this extension is not optional. Use it! It will certainly make your ads more effective.

Depending on your product, be sure to use as many of these ad extensions as possible. They don’t cost you anything additional. They also take up space, improve your quality score and make your ads more competitive.

While page one of the search engine results page probably contains fewer carbs than the cereal aisle, you should pay attention to the cereal aisle when setting up your paid search campaigns. Using just a few simple tools, you can ensure that your ads will get in front of as many customers as possible.