Ad extensions offer additional information and context to your Google ads, whether at an account, campaign, or ad group level.
Ad extensions can help improve ad quality, rank, and visibility on SERPs for higher Click Rates and lower Cost Per Click costs for optimal use. To realize their full impact.
Location Extensions
Location extensions are an effective Google Ads feature that can help businesses expand their customer reach and maximize ad performance. By including their physical address in their ads, location extensions make it easy for people to quickly locate them and learn about their products or services with just one click – or they may include a call button so customers can contact the business directly by phone number. They’re especially useful for local businesses relying on location as a draw.
Advertisers need a verified Google My Business account and an active AdWords campaign with at least one geographic keyword to use location extensions effectively. Location extensions display your business name and address in a separate line below your ad on both search and display networks; mobile ads can also use location extensions as an easy way for searchers to connect directly with local stores or businesses.
Even though location extensions offer many advantages, you should follow several key best practices to ensure they’re used effectively. Accuracy and up-to-dateness of information are of utmost importance if users use location extensions effectively; inaccurate details can mislead people into making incorrect assumptions, leading to inaccurate campaign performance measurement measurements.
Consistency across platforms is vital for your business’s information to remain accurate and reliable and track performance more easily. Utilizing the same business name and phone number (NAP) on search and display networks can increase consistency and accuracy while helping track performance more easily.
Lastly, tracking engagement for location extensions is wise to gauge their performance. Taking advantage of call and message reporting in the Google Ads dashboard will quickly reveal which locations drive engagement and make an impactful statement about your brand or business.
By adhering to these best practices, Google Ads extensions can help your ad stand out and inspire users to take action. By highlighting your business location and providing call-to-actions, customer ratings, and reviews, your ads can stand out while persuading more users to act upon them.
Product Extensions
As any painter knows, using color requires skillful execution to produce pleasing results; otherwise, an unappealing mess may result. Google Ads extensions require artful consideration to resonate with users and meet your advertising objectives.
An array of extensions is available to choose from to help you create ads that meet your objectives. Depending on your objectives, these could range from showcasing products or driving calls through to encouraging people to visit physical storefronts – there is something suitable for every purpose! Selecting extensions for an ad’s primary objective must fit accordingly.
One of the most versatile extensions available to advertisers is site links, which enable advertisers to add additional links that direct users directly to relevant parts of your website. A travel agency could include links for Beach Resorts, Mountain Retreats, and City Tours as part of its site link extension aimed at summer vacation packages for users searching. Another extension that’s great for increasing clickthrough rate is promotion; this enables companies to showcase current sales promotions within an ad and offer something interesting that attracts searchers’ interest.
Structured Snippets should also be considered, especially for businesses that offer specific information about their products or services. Displayed below your ad, structured snippets include a header and list of values relevant to that category (for instance, a tea shop may use one to showcase “Types of Tea” and Price Range information).
Google Ads allows advertisers to enable automatic extensions such as dynamic site links, callouts, and structured snippets that run automatically whenever Google thinks the extension can improve ad performance. Google places great value in relevant information provided through extensions that Google believes can improve an ad’s rank.
Call Extensions
An effective Google Ads campaign requires some finesse and a set of best practices that ensure your ads appear on search engines and resonate with potential customers. One key aspect is using extensions strategically – such as driving visibility, clicks, and conversions – but excessive use is risky: finding the perfect balance for each audience’s palate requires finding their appropriate use.
Ad extensions available are quite extensive. While you may show only some of them on an ad, prioritizing those most likely to boost the performance of your ads should be of paramount concern. Common extensions that should be considered include location, call, site link, and structured snippets.
Call extensions are ideal for businesses relying on phone calls to generate leads or convert customers. By showing their phone number below or next to their ads, searchers can easily contact your business by dialing its number directly from Google search results pages.
These extensions can also link directly to your mobile app – perfect for businesses that rely on in-person sales or provide services requiring more in-depth phone conversation.
While expanding your reach through this strategy is great, systems must be established to manage and track those calls to avoid losing business.
Sitelink extensions allow you to direct searchers directly to pages within your website, making them easily navigable by searchers. This feature can be especially beneficial for promoting special offers or providing more details on products and services while increasing CTR. When using this extension, no more than fito inks and active titles should be used when creating links.
You can customize site link extensions at the ad group level to display only relevant information to searchers. For instance, a travel agency might create extensions for each of its ad groups, like “Summer Packages,” “Mountain Retreats,” and “City Tours.”
Message Extensions
Message extensions are an effective way to boost brand credibility or provide key information that can assist searchers in making decisions more quickly. They appear beneath your ad copy and include up to 25-word descriptions compared with text ads – taking up more real estate on SERPs while helping people locate what they need.
Use callout extensions to highlight specific product features or benefits and promote special offers or deals you are running, driving more clicks and conversions by helping your product stand out. Callouts may also highlight key information like opening hours or location details.
Ad extensions are an excellent way to broaden the reach and effectiveness of your Google ad on its search engine results pages (SERPs). But you must remember that their performance depends on their ad rank; to display extensions in your ad, it must have an excellent ad rank and be relevant to your business.
Sitelink extensions are clickable links that can be added to ads, allowing you to link directly to high-value landing pages on your website. They are one of the most widely-used ad extensions, making them especially helpful for businesses hoping to generate foot traffic. Customize site link URL options and scheduling preferences by selecting “Advanced Options.”
Structured Snippets (or Structured Ad Extensions) allow businesses that sell highly specific or varied services or products, such as tea varieties, to showcase important information without taking up much space in their ad. It’s ideal for displaying important details without using too much real estate in their ad copy.
Create a lead form extension that displays all your contact details – such as phone number and address – so potential customers can easily contact you. These extensions can be especially beneficial to businesses that rely on face-to-face sales or seek to capture leads that will need nurturing by their sales teams.