What are ad extensions?
Ad extensions serve multiple purposes. They make ads larger and they help create a tipping point in someone’s mind that you have the expertise and offer they need to solve their issue.
Google defines ad extensions in this way: To maximize the performance of your text ads, Google Ads selects which extensions to show in response to each individual search on Google. For that reason, it’s a good idea to use all the extensions relevant to your business goals.
By adding more content to your ad, extensions give your ad greater visibility and prominence on the search results page. That means you tend to get more value from your ad. Extensions often increase your total number of clicks, and can give people additional, interactive ways of reaching you—as with maps or calls.
Many extension types require a bit of set-up—those are manual. Some extensions are added automatically when Google Ads predicts they’ll improve your performance—those are automated. No setup is required for automated extensions, so they don’t show up among your options when you’re creating manual extensions.
What is your hub and spoke model about?
PPC is marketing. Marketing is psychology. This means we are working to diagnose an individual’s pain points (physical or mental).
Our Hub & Spoke model keys in on their particular injuries and specific life situations to improve relevancy and conversion rates. If they’re searching for neck & back injury representation, then show them a page that is specifically crafted for neck and back injuries. If they are a father seeking a family law attorney to help with custody issues, show him a custody for dads page. We generally see much higher conversion rates from these specific pages than from a general divorce page or on the PI side from a general accident page.
We use site link extensions that appear under your Google ads to key in on these specific situations. Each of these sitelinks link to a unique page that is specifically relevant to their life situation.