Google just released a bunch of innovations to AdWords ads aimed at getting better targeted advertising that will drive more traffic to your site. A number of Ad Extensions have been introduced in limited release so that AdWords advertisers can include maps, videos, product listings, multiple address listings, and “Click to Call Extensions,” which is in full release (not beta). With a Click to Call Extension, when someone searches and gets one of your ads on their iPhone or other smart phone, they’ll be presented with a phone number for your business. They can choose to click on the phone number to call the business, or click on the URL to go to your website. You’re charged the same whether they reach you by phone or by URL.
The other extensions are in limited or beta release, and all of them look to be worthwhile. For example, Ad Sitelinks can hook up someone searching on a product not necessarily on your landing page, but possibly on a more relevant page deeper in your site, such as a gift registry page. You’re only charged if the searcher clicks through to your site from the ad, not if they expand the Ad Sitelinks plus box and don’t click through. The official Adwords Blog breaks it down for you, including a new feature called Search Funnel, which lets you manage your advertising data in almost countless ways so you can figure out what’s working and what’s not.