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New AdWords Extensions

What’s New With Google AdWords: More Extensions!

**Original article published in September 2018. Updated and re-published in November 2020.

New Google AdWords Extensions

In late July 2018, Google officially moved over to its new and improved AdWords interface. The interface had been available for months, being touted as “faster” than the previous interface. While I question the speed improvement, there are certainly several new features that the new interface offers.

*2020 Update: Google AdWords is now simply Google Ads. Extensions matter just as much in 2020-21 as they did back in 2018, but things have changed a bit, as discussed below.

One of the notable updates was the overhaul of the Extensions. If you’re unfamiliar with Extensions, they come in different formats, but each is designed to provide additional information to the prospective patient to encourage a click. As you can see in the graphic below, your ads can highlight your address, list your services, list popular links on your website, and list calls outs.

Google AdWords Extensions
Click or tap to enlarge image
  • Reviews: Google has phased out the Reviews extension. This extension would show approved patient reviews, pulled from sources like Google or Real Self (but not Yelp). I still see this extension showing in live results, but since it’s no longer an option in the new interface I expect these to disappear.

*2020 Update: Google still doesn’t have this Reviews extension available, but you can leverage reviews with Google’s Seller Ratings ads extensions

  • Promotions: This is a new extension that allows you to list a discount, percentage or monetary, for any service. If you’re promoting a procedure and your call to action is a discount then you can utilize the promotions extension to highlight this deal. You no longer have to rely solely on ad text, and the one big advantage over noting discounts in the ad text is that with the extension you can set start and stop dates. With ad text, you have to set a reminder in your calendar and then go in and manually edit or pause the ad.
Promotion Extension
Example of how to use Promotion Extension
  • Message: If you have a phone number set up to receive text messages then this is another great tool to use in your ads. Patients who prefer texting can you can set this extension to show the number to text for specific hours during the week.

*2020 Update: No longer available

  • Price: This is similar to the Promotions extension, except that it’s designed to display multiple prices for different products or services without highlighting any discount. This extension seems more appropriate for businesses with lower-priced items, such as an auto shop that wants to highlight pricing for oil changes, tire rotations, and smog checks. However, if your practice competes on price then this might be an extension to consider. Keep in mind that you can use qualifiers such as “up to” or “from” so that your extension breast “Breast augmentation from $3,500,” for example.
Price Extension
Example of how to use Price Extension

You still have the classic Sitelinks, Callouts, Structured Snippets, Location, and Call extensions available, as I noted above. If your practice utilizes an app that you’re hoping to drive users to then you might consider the App extension as well.

*2020 Update: Google has dropped the Message extension but added a new “Lead form extension” which, as of Nov 2020, is in beta. We have not yet utilized this extension because we want to be in control of the path to conversion. In other words, to generate a more quality lead we want to walk them through the information and cases to educate them, then allow them to request a consultation. 

I’m not suggestion this extension is not of value, it just doesn’t fit with our approach to lead generation for aesthetic practices.

Google also has app extensions, which is not particulalry relevant for more than 99% of aesthetic practices.

The same goes for affiliate locations extension, which is geared toward car dealerships and general retailers with multiple locations. If your aesthetic practice has multiple locations, you’re better off creating unique campaigns to target each location independently, as opposed to using this extension.

What Else is New?

In addition to more extensions, Google has rolled out longer ad titles and descriptions! These Expanded Text Ads (ETAs) now include 3 headlines and 2 descriptions. The old ads will remain in place, but you now have the ability to showcase larger text ads, which Google’s testing found to generate 15% more clicks than other ad formats. More on this update to come!

*2020 Update: Google now has RSAs (responsive search ads). These allow you to enter in numerous headlines and descriptions and Google will mix and match how they display them to find the combination that works best.

While I’m typically very cautious about giving Google control, I’ve tested these – in conjunction with the traditional search ads – and the results have been solid thus far. I would definitely consider testing this out.

Speaking of caution, be very careful of Google’s automated bid strategies as even well intentioned chnages, such as moving to a “maximize conversion” bid strategy, could cause your average CPC to skyrocket!

Google has also recently rolled out Discovery ad campaigns, which is exciting. More on that to come!

Take the Next Step

Well-written ads with strong calls to action are a great start, but adding as many extensions as you can will help to enhance your ads and generate more clicks. If you’d like to learn more about extensions or utilizing Google AdWords then drop Turbo a note here or call us at 877-673-7096 x2.

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Monday, October 25th, 2021
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TRBO ADvance is a multichannel digital advertising and marketing agency specializing in Medical Beauty. We combine great design, cutting-edge technology, and proven business strategies into a clear message powerful enough to propel practices forward.

Our Services

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings.

We transform your business while you transform your patients. 

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients.

Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time.

Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients.

Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves.

We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients.

We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past.

We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice.

Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

SEO
Web Design
Email Marketing
Conversion Services
Creative Direction
Strategic Consulting
Digital Media Advertising
Social Media

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients.

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time. Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice. Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients. transform your business while you transform your patients.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

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