In a nutshell, as you leverage ad extension you you ultimate goal is to improve conversions as well CTR. Google ocourse wants both as well. Higher CPCs yield more ad revenue, while conversions keep advertisers happy.
In a rare turn of events for search marketers, the average CPC (cost per click) search marketers paid to Google in Q4 2011 actually fell by 8% according to MediaPost’s report on Google’s Q4 analyst earnings call.
I’ve long been a major complainer when it comes to low-quality content sites gaming SEO with big bucks and dedicate resources all with the goal of being in the first few organic SERPs (so they can steal traffic from higher quality sites).
If you are a Google AdWords advertiser, then you have the option of targeting tablet users with your ads. With the growing popularity of tablets, and the fact that studies show increasing home use for activities such as browsing, advertising is a huge opportunity.
I just received a notice from Google as an AdWords advertising notifying me that Google is dropping the explicit ability to target/exclude ads to the 0-17 age group. This age group will no be rolled into a new category called “age – undetermined”.
Today, Google announced that it will be displaying some paid ads below search results (opposed to the side). I was not able to confirm, but still assume ads above search results may co-exist with those below search results. In this case, organic results will be “sandwiched” between paid results.
More recently, Google is rolling out “call extensions”. These are somewhat similar, but instead of clicking on a phone number, you actually dial an intermediary phone number that Google displays in your ad.