Tips when setting up your campaign:
When setting up a campaign, you only want to target the Google Search Network. The partner networks affiliated with Google Search are not as profitable as Google. You want to ensure that your ads appear on high-quality sites to get accurate traffic and conversion rates.
In the event that your PPC campaign is maximized and needs more volume for increasing your conversion rate, then try partner networks. While they may come at a higher cost, you’ll still find additional sales and leads. As long as the cost per conversion is still set at an acceptable amount, then enabling search partners may be worth it.
Expanded Text Ads:
Responsive Search Ads:
It is beneficial to test out both formats to see which ad variation performs best for your campaigns.
Callouts can be added at the account, campaign, or adgroup level and you are then able to schedule when they appear. Callout extensions highlight your business offerings and promote popular aspects of your business. There is no additional cost for callout extensions, but you will still be charged as usual for clicks on your ads. You want to be specific and keep the text short because the callout text is limited to 25 characters.
Depending on your niche, your business may fall into the following categories: