Why Do Search Ad Extensions Matter? Your Go to Guide for Google Ads Automated Extensions

Do you feel like your ads are lacking something? Perhaps there’s something more you want to say to really connect with people?

Now you can do precisely that. Google Ads have a seemingly endless plethora of add-on features, and Ad extensions are a recent addition that has gotten a lot of marketers excited.

Typically, normal text ads have a headline, a short description, and your website URL. With extensions, advertisers can include more information of value, effectively creating stronger calls-to-action that can translate to a much better return on your advertising spend.

And the best part? Most of it is automated, leaving you free to focus on other tasks.

Let’s discover more about AdWords automated ad extensions.

What are AdWords Automated Extensions?

Manual extensions allow you to create more robust ads, which boost your chances of attracting new customers. Automated extensions are performed by Google Ads automatically with the intentions of improving ad performance.

In most cases, these extensions will work with all ad types, however, some are only displayed on desktop and laptops.

How do Ad Extensions Work?

You may assume that once you’ve added an automated extension it will show up every single time your ad is triggered. However, there is more science behind it – the Google Ads platform is more sophisticated than that.

When your ad is triggered by a user search query, Google Ads will take multiple factors into account about that user and the keyword intent. If Google predicts the ad extension is likely to enhance your ad’s performance, then the extension will be created automatically and displayed with your ad.

The default setting has automated extensions enabled, so if you don’t want to use them you should disable them.

Costing Criteria

Typically, you will be charged as normal for any clicks on your ad. Furthermore, you will also be charged for any interactions that the extensions elicit.

For example, if you include a call button in your automated extension, you will be charged when somebody clicks on it. Impressions are not charged for on Automated Ad Extensions.

Performance Check

When you look at your campaign performance, it’s best to take a holistic view that considers the conversions you received through AdWords automated extensions.

To dig down into the data directly associated with AdWords automated extensions, you must view the performance data within the ad extension tab. This will show you the extensions that conversions have been attributed to.

Benefits of Ad Extensions

There are many great benefits of using Ad Extensions in your Google Ads campaigns, such as:

• Improved Visibility
• Improved Ad Rank
• Greater incentive for users to click on the Ad
• Higher Clickthrough Rate (CTR)
• Improved return on Investment (ROI)
• Better quality Ad copy
• Improved Quality Score

Types of Automated Ad Extensions

So, now that you know what there is to gain, let’s take a look at the different types of extensions you can use in Google Ads.

1. Automated Call Extension

If your website has a business phone number, Google Ads can generate call extensions so your phone number will be shown when your ad gets an impression on mobile devices. Viewers will be able to click the extension to call your business, and you’ll only be charged for the click.

2. Dynamic Sitelink Extension

Similar to manual sitelink extensions, these additional links are included at the bottom of your text ad with the goal of directing people to the right place on your website.

This ad extension is based on popular site pages or links that are related to the user’s search query, and it can improve navigation and the user experience (UX).

3. Dynamic Structured Snippet Extension

By analyzing your page content, Google can display additional site details with your ad. This is shown in snippet form, and can dramatically boost ad performance as people will be able to glean quick insights into what your business offers.

4. Dynamic Callouts

The dynamic callout extension is similar to the snippet, but it isn’t clickable. Therefore, there is no added cost for using these callouts.

Imagine you list your various marketing services on your homepage, and then a user types in a related search query. Google will then auto-populate the results with the services you have listed on your website.

5. Automated Location Extension

The newest automated extension is one that helps people discover your business location. The extensions provide your address, a map, and a live distance to your business premises.

Users can then click the extension to get more information from your website, and the extension may even include a call button so people can get in touch.

6. Automated App Extension

This simple extension encourages people to download your app. It is only displayed on mobile devices, so people can click the link and download the app. These extensions are charged by the click.

7. Automated Message Extension

Some people wish to contact companies via text message, and this extension makes it easy for them to do that.

If you include information on your website that details your goal of getting more people to get in touch by text, Google Ads can then trigger automated message extensions to encourage more users to text.

8. Seller Ratings Extension

As social proof is more important than ever, it’s little surprise that Google Ads has an extension to leverage reviews. This can give your ad an edge on the competition by conveying the value of your products or services through seller ratings. As you’re only charged by the clicks on the ad, this is a cost-effective way of boosting clickthrough rate (CTR).

9. Previous Visits Extension

This extension gives users information on their previous interactions with your site, such as the number of visits and when their last visit was. This aids returning customers by helping them navigate back to your site with ease.

Ad Extensions Attract More Clicks

Getting more people to click on your ads is always a good thing, especially if those people are genuinely interested in what you have to offer.

By using extensions, you can display pertinent information that helps users figure out if what you offer is aligned with their needs and interests. Better yet, you can make it easy for them to visit the right page, or get in touch quickly through text or phone call.

The one caveat of using automated ad extensions is the lack of control you have over which extension gets shown. This means you are somewhat limited when it comes to optimizing extensions for better results.

That being said, the fact that there is no cost on impressions makes extensions are a worthy addition to your campaign, which can turbocharge your clickthrough rate (CTR) and subsequently increase conversions.