Anicca Digital

Google AdWords Ad Extensions & New Formats – Top Tips From SMX London

For everyone that missed the brilliant SMX conference in London this week, here are the top tips from the session on” Google AdWords Ad Extension and other new ad features”.

The Panel consisted of:

For a summary of each of this SMX session – see below……..

Ann Stanley – Overview of Google AdWords ad extensions


Phone extensions

Product extension

Location extension

Download the full presentation at “Overview to Google AdWords ad extensions”.

Biren Kalajaria – introduction to new audience targeting features in Google display network

Google advertisers can now access 82% of web users in UK by using AdSense and Double Click ad Exchange.

Targeting will be achieves by 2 approaches:

  1. Contextual
    • keyphrase targeting in Google automatic display network
    • choosing URL (placement or managed display network)
    • category and interest
  2. Audience based segments
    • Remarketing
    • Interest demographics
    • Similar  users
    • Audience insights

Google have introduced 4 new products:

1) Interest Category segments

2) Inferred demographics

Using profile data (eg Google profile), and user behaviour – users have been classified users as male or female, with ages to be added later.

3) Look-a-like technology

4) Audience insights

Brian Lewis – use of Merchant Centre feeds for product extensions

Characteristics of ads with product extensions

Research at Engine Ready found the following results:

When can product extensions be used?

Merchant feeds optimisation

Use of product attributes  for free vs paid listing in AdWords product extensions

Links Walls – optimising your product feed for use in free and paid listings

Product listing


  1. Post product feed
  2. Analyse what works
  3. Refine – adjust bid and strategy

Post your product feed

Analyse results

More on product attributes

In the Extension tab, there will be a new filter feature at teh bottom of the screen where the AdWords attributes will be managed (not yet available in the UK).

More information

If you would like any more information then you can contact me by Twitter Ann Stanley #AnnStanley, email, or phone  0116 298 6460.