Advertentie-extensies voor een hogere CTR

Google wil dat er zoveel mogelijk op je AdWords-advertenties geklikt wordt. Dit betekent namelijk meer inkomsten voor de zoekgigant. Om de klikfrequentie (CTR) te verhogen heeft het AdWords extensies geïntroduceerd waarmee je relevante informatie aan je advertentie toevoegt. Met het gebruik van extensies zoals een routebeschrijving of een belbutton verbeter je de CTR en krijg je meer relevante bezoekers naar je website.

Voordat je begint is het belangrijk om te weten hoe extensies werken en welke voor jouw website van toegevoegde waarde zijn.

Wat zijn AdWords extensies?

Google geeft de volgende definitie aan extensies:

‘’Met extensies kunt u uw advertentie uitbreiden met aanvullende informatie, zodat het voor mensen nog aantrekkelijker wordt om voor uw bedrijf te kiezen. Extensies zorgen er over het algemeen voor dat de klikfrequentie van een advertentie met een aantal procent toeneemt. Er zijn verschillende extensie-indelingen, zoals belknoppen, locatiegegevens, links naar specifieke delen van uw website, extra tekst en meer.’’ Extensies worden vooralsnog alleen gebruikt bij advertenties in het zoeknetwerk en dragen bij aan een hogere klikfrequentie, mits ze op de juiste manier ingezet worden.

Wanneer worden extensies weergeven?

Niet bij iedere advertentie wordt een extensie weergeven. Dit hangt van twee factoren af, namelijk:

  • De positie van je advertentie. Door beperkte ruimte worden extensies weergeven in advertenties met hoge rankings. Bij advertenties met lagere posities wordt vaak maar één extensie getoond. De rankings van je advertentie hangt af van de ingestelde biedprijzen en de hoogte van de kwaliteitsscore.
  • Extensies instellingen: er wordt onderscheid gemaakt tussen automatische en zelf ingestelde extenties. Door zelf extensies in te stellen beperk je het gebruik van automatische extensies gedeeltelijk of helemaal.

Laptop Google

Automatische extensies

AdWords stelt automatisch extensies in wanneer verwacht wordt dat deze de prestaties van je advertentie verbeteren. De volgende extensies zijn automatisch:

  • Belbutton
  • Direct message button
  • Sitelinks: dit zijn verwijzingen naar specifieke webpagina’s op je site. Voor een restaurant kunnen de pagina’s menu, bezorging en over ons in de advertentie opgenomen worden
  • Snippets: een extra regel met informatie over de producten of diensten die je aanbiedt
  • Routebeschrijving
  • Verkopersbeoordelingen

Het is mogelijk om deze extensies gedeeltelijk of helemaal uit te schakelen.

Zelf extensies instellen

  • Locatie-extensies: routebeschrijving of een overzicht met retailers die jouw producten verkopen
  • Highlight-extensie: voeg een extra regel aan je advertentietekst toe
  • Contact-extensies: dit kan een belbutton of een direct message button zijn
  • Sitelink-extensie: zie uitleg bij geautomatiseerde extensies
  • Prijs-extensie: weergeef de prijs van een product of dienst in de advertentie
  • App-extensie: stimuleer app-downloads met een ‘download nu’ button.

Hoe de extensies inzetten?

AdWords kijkt bij automatisch extensies vooral naar je doelstelling en behoeften van de zoeker. Op basis van deze informatie wordt bepaald welke extensie de prestaties van je tekstadvertenties mogelijk verbeteren. Hetzelfde zou je kunnen doen bij extensies die je zelf instelt.

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Doelstellingen AdWords

AdWords laat adverteerders kiezen uit verschillende doelstellingen:

  1. Doel: klanten aankopen laten doen op je bedrijfslocatie
    Beschikbare extensies: locatie-extensie, locatie-extensie voor partners, highlight-extensie
  2. Doel: klanten contact met je laten opnemen
    Beschikbare extensies: oproepextensies, bericht extenties
  3. Doel: klanten conversies laten genereren op je website
    Beschikbare extensies: sitelinkextensie, highlight-extensie, prijsextenties
  4. Doel: mensen jouw app laten downloaden
    Beschikbare extensies: app-extensie

Lees hier meer informatie over AdWords doelstellingen en doelstellingen.

Behoeften gebruiker

De zoektermen, de locatie, het apparaat en het tijdstip waarop de zoekopdracht uitgevoerd wordt, geven waardevolle informatie over de behoeften van de bezoeker. Zo is iemand die vanaf zijn smartphone ‘koffieshop in de buurt’ intypt waarschijnlijk op zoek naar een routebeschrijving. In dit geval kies je voor een locatie-extensie en mogelijk een bel-extensie. Zo kan men direct navigeren of telefonisch contact opnemen vanuit de advertentie.

Het kan slim zijn om voor meerdere advertenties met verschillende extensies aan te maken. Zo kun je heel gericht adverteren wat de klikfrequentie en het aantal relevante bezoekers omhoog brengt.

Extensies optimaliseren

Tot slot is het belangrijk om de resultaten van extensies in de gaten te houden. AdWords geeft informatie over hoe vaak er op automatische of zelf ingestelde extensies geklikt wordt. Zo kun je advertenties gericht verbeteren wat de prestaties van je advertenties ten goede komt. Maak je gebruik van de highlight-extensie? Dan is het interessant om verschillende teksten uit te proberen.

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