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Ad extensions are useful features that enhance your Google Ads by adding additional information, content and links. But, what’s one of the main benefits of ad extensions?
That’s easy, better ad performance and higher CTRs! And, when your ads perform better, you receive higher Quality Score grades, which means lower costs and better ad placements to unlock even more conversions!
This discussion will dig deep into the different types of ad extensions and how they can be used to unlock more Google Ads potential.
If you’re new to marketing with Google Ads, you may not be familiar with ad extensions. Extensions ‘extend’ your ad by allowing you to include more relevant information. Some extensions even provide new ways for people to interact with the ad content.
Adding more information is always good because it gives potential customers more info and more reason to shop with you. Extensions can also make your ad physically larger, which is more noticeable on a search engine results page.
Traditional search ads can be very small and limited. You have very little room to convey information about your company and its products or services. Thus, when your ads are larger and include more information and ways to interact, better performance is practically a guarantee.
Most ad extensions improve clickthrough rates by at least a few percentage points, usually more. This is a noteworthy increase that means better overall performance and higher metrics. When ads experience higher clickthrough rates, other important metrics, like Quality Score, goes up and your cost per click will go down.
You’ll spend less while gaining more!
What’s one of the main benefits of ad extensions? Better performance. What’s the secondary benefit? Ad extensions are very easy to use.
From the main Google Ads dashboard, click on the “Ads & extensions” tab. From there, the ‘Extensions” menu will display a list of all of the different ad extensions possible. Clicking any option will provide more details on what’s required to add the extension to your ads.
Some ad extensions require that you connect a Google My Business account. If you haven’t already set this up, then there will be a few extra steps in the process.
It’s important to note that adding extensions to your campaigns doesn’t mean that your ads will always appear with the added information and features. Google Ads uses an algorithm to determine which extensions to use and when.
Thus, it’s wise to enable at least 4 different extensions that are relevant to your ads. This will improve your chances of Google choosing to enhance your ad messages with extensions.
The third possible answer to ‘what’s one of the main benefits of ad extensions?’ could easily be the costs, or lack thereof. Adding extensions to your ad content doesn’t increase your costs. Any clicks to your ads (even a click on a call or map extension) are charged as normal. You won’t pay any elevated amounts.
Now that you understand what the main benefits of ad extensions are, it’s time to look at the different ad extensions available on the Google Ads platform.
Adding an address to your ad messages provides a lot of value to customers that are shopping for local businesses. ”Near me” searches are very popular and often result in an in-store visit.
When a user clicks on the location extension of your ad, they are brought to Google Maps and can see the step-by-step directions to reach your business.
Instead of finding your business location, the affiliate location extension allows customers to find affiliated stores where your products are sold. This is an ideal extension if you don’t have a brick-and-mortar location yourself.
You can put customers in the direction of other stores where your products are available!
When it comes to popular ad extensions, the callout extension may be at the head of the class. Callout extensions are universal; any business can take advantage of this format. It works by expanding your ad with additional text information that you want to convey.
Callouts are short phrases that highlight product and company benefits that are worth notifying customers of, such as free shipping, 24/7 service,100% Guarantee, Â fast download speeds, etc. It’s about adding value to your ads!
Sitelink Extensions are also very universal and popular. Sitelinks add additional links that potential customers can use to reach the parts of your website that are most relevant.
This is often much better than using a catch-all landing page because not all of your ad traffic is the same. Some customers may be interested in buying right away, but others are still in the research phase.
Sitelinks can also be used to connect customers with different features of your products and services. Or, find more information about the business itself.
If your business thrives on customers calling in and setting up an appointment, then the Call Extension is a must-have. This adds a phone number to your ad messages that customers can click on. Then, they are brought to their phone app where they can complete the call.
This is an extremely fast and convenient way to capture leads, answer questions and provide information. Call extensions are recommended for most businesses, from service providers to brick and mortar stores.
This extension works the same as a call extension, but it encourages customers to send a text message, rather than complete a phone call.
Sometimes, search users have very specific intent when they are looking for answers on Google. This is even true when they are shopping on search engines. Snippets aim to capture the attention of these users by using a predefined category, such as brands, models, styles, services, etc.
Another popular option that adds pricing information about your products or services, which helps consumers make fast comparisons.
If you’re running a sale or limited time offer, you can add that information to your ad messages, which helps entice shoppers that are looking for the best deals.
If your business is supported by an app, you can encourage people to download that app right through your ad messages. Not only is this a great way to increase your downloads, but it can create a wonderful customer experience for those that use the app service.
Leverage social proof by showing your star rating, which leaves good impact on new customers. You can also add the exact words of your customer as feedback in your ads too. This extension is available for specific countries.
This extension allows you to get lead (Name, Contact etc.) from people who submitted your forms. Lead form extension gives you benefit of having customer with high intent towards your ads.
What’s one of the main benefits of ad extensions? It’s really hard to say just one. These useful features not only improve ad performance significantly, but they are also easy to use, cost-efficient and versatile!
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