Ad extensions for the entire decision journey

Not only do ad extensions work to encourage immediate sales, but they can also be used to move consumers along the decision journey/buy cycle. In our work, we’ve effectively used ad extensions in many stages of the buy cycle, for instance:

1. When searchers research products online (research stage)
2. When searchers home in on a specific product
3. When searchers want to see products in person/offline
4. And, of course, when they are ready to buy something immediately (online/offline)

In this article, I’ll cover appropriate ad extensions for the decision journey stages I mentioned above. I’ll also provide pointers and warn of potential ad extension pitfalls.

[Read the full article on Search Engine Land.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Mona Elesseily writes extensively and speaks internationally on search & online marketing. She is the Vice President of Online Marketing Strategy at Page Zero Media, where she focuses on search engine marketing strategy, landing page optimization (LPO) and conversion rate optimization (CRO).

Source: MarketingLand