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The End of AdWords Review Extensions: What Does This Mean for Your Business?

18

JANUARY 2018

If you use Google AdWords, you’re probably well aware of AdWords review extensions, which let you share positive reviews within your ads on Google search. You might be surprised (and a little bit disappointed) to find out that as of February 2018, review extensions will no longer be supported on Google AdWords. This means that you’ll need to start relying more heavily on creating the best content out there — both on your ads and more specifically on your website.

Advertisers use third-party review extensions to share positive reviews about their product or services within the ad that is placed on Google searches. The reviews appear in Google search results and provide positive, beneficial information that can potentially increase click-through rates. Anybody giving you content advice in 2018 can tell you that review extensions are a great way to increase visitors — although this won’t be continuing for long.

Note: If you want to save your review data before it all disappears, you’ll need to manually save it before the extension is phased out.

Photograph by  Alfa Photo via Bigstock

What You Can Do

If you rely on AdWords review extensions, you can make your 2018 content pop using different AdWords extensions. These effective solutions will help promote some of your best content, directly on the Google ad.

Sitelink Extensions

Sitelink extensions are hyperlinks that take users to important pages on your website. These links have their own headline and can come with their own description too. This is a great way to get people to click on certain links that give them more information about a specific product, promotion or more. The best thing about this extension is that you don’t need the best content writers in the world to write these — they’re simple and to the point.

Social Proof

Using social proof in your ad copy is another way to get visitors to click on your ad. If you know anything about 2018 content marketing trends, it’s that social proof can go a long way in encouraging people to purchase and consume. Adding short reiterations of reviews or comments is not forbidden by Google and can encourage people to click through to your website.

Callout Extensions

Callout extensions let you input text to your ad to highlight promotions, sales or anything else that adds value to a visitor. They are used to draw attention to selling points and promote benefits and information about important products. Callout extensions aren’t links, but rather promote your link by offering information about what makes your website or product unique. An example of this would be copy reading that you offer free shipping, free returns or anything else relevant to your website that will entice a reader to click on the ad.

Structured Snippets

Structured snippet extensions are shown beneath the text in your ad as headers and promote your products and services. Structured snippets allow you to detail different aspects of your services, giving visitors an idea of what you offer before clicking on the ad. This information can help increase your click-through rates and can help improve your ROI.

Although Google’s phasing out of AdWords review extensions may disappoint some of you, there are lots of other extensions you can make use of in place of the soon-to-be-defunct review extension.

Iris Content is your go-to resource for all your content strategy needs. Whether you need advice on 2018 content trends or are looking for content creation tips which can help with your marketing strategy, our team can help you achieve your goals. Contact us today for all your content strategy needs.

Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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