Next time you're analysing your Google AdWords PPC campaign, take a look at the AdWords Extensions, you may have to click on the little drop down box to the right of the 'Display Network' to make these extensions visible.
There are five different Extensions at present and these include:
Location Extensions
Call Extensions
Sitelinks Extensions
Product Extensions
Social Extensions
They can seem to be a little daunting on first viewing, you'll be thinking what goes where when it comes to implementing them into your PPC campaigns, and notice there I say campaigns, you see you can have different Extensions for different campaigns but not for different ad-groups. But back to why I'm mentioning them at all - from the research I've been carrying out and seeing the results of this research I can definitely say it's something you should be looking at using.
Yes it may be a little Google biased (well it would be it is their tool) because the location extensions are only activated by having a Google Places account for the relevant website; sitelinks extensions are likewise activated by the sitelinks your website has garnered through Google's appraisal of your website; product extensions can only be included if you have an active and optimised Google Merchant centre account for your website - this is your Google Shopping feed; social extensions, well you're starting to get the gist of it - this is Google+ and yes your website needs to be linked to a Google+ account for this snippet to be added and finally call extensions are only added if the telephone number is the same telephone number in the website's Google Places account.
Okay that was a pretty quick run through.
But the question to be answered is: how will this help a PPC campaign, well, when you see an AdWords ad now in Google SERPs, with extensions activated, you will start to see:
more advertising real estate
a picture to accompany your ad
a telephone number for someone using a iPhone, smartphone, &c that can instantly call you on
But the most important factor is, and I think this is the way Google is going with this and I dare say down the line may make compulsory, by having these extensions you are reassuring the potential customer who is visiting your website that you are a reputable business with a genuine location, phone number and most of all Google accepts your website as a legitimate partner.
Go on give it a try, if you don't like it you can always turn it off again...
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