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  • Writer's pictureJoe Karasin

Google Ad Extensions

Google ad extensions provide you with the ability to produce more relevant ads and appeal to a broader customer base. Learn the different types of extensions that are available, and how to best use them to grow your business.

Google ad extensions are tools you can use to make more effective paid search ads. When putting together PPC campaigns, you may be confused by the various types of extensions that exist, how to use them, and which extensions are the best for your business. Below, we will outline the different types of extensions and how to best utilize them.

Not every extension will be applicable to your business model. However, the variety of extensions that are available ensures that at least one type will help your ad performance and make them more relevant to your audience.

Sitelink extensions give you the ability to direct consumers to various pages on your website. Let’s say you run a digital marketing agency and you have specific pages describing your services. You can have the headline of your ad link to your home page, and then have sitelinks that link to the various service pages.

You can instantly see the value of this type of extension. You can speak directly to the intent of the search query. If someone is searching for ‘digital marketing services’, but they are specifically looking for help with Facebook Ads, you can have a sitelink that directs the consumer directly to your Facebook Ads page.

Call extensions allow you to put a live call button in your ad. This extension will only display when the search is conducted on a mobile device. The call extension is helpful if you’re looking to receive direct calls from consumers.

In general, the call extension tends to perform on par with call ads, especially since the format for call ads has changed. Some consumers will be more comfortable calling your business as opposed to filling out a form, and the call extension gives them a frictionless way to do so.

Callout extensions are short text bursts you can put in your ad to highlight business features. For example, you might offer free shipping on orders. Rather than using the limited text in your descriptions or headlines, this can be added to the end of your ad.

Callout extensions are also a great place to put your company tagline, or speak to your value propositions. Are you family owned? Do you offer friendly service? Let the consumer know in your callout extensions.

Structured snippets are often confused with callout extensions. Structured snippets are dedicated lines of text that are covered under a headline. There are several options for the heading. Amenities, brands, courses, degree programs, destinations, featured hotels, insurance coverage, models, neighborhoods, service catalog, shows, styles and types are the headings provided. Obviously, not every business has features or options that fall into one of these categories, but if you do, structured snippets are a helpful way to present business information in an organized way.

Let’s say you’re advertising for a car dealership. You could use the ‘models’ heading to highlight popular cars that you sell. You could also use the ‘service catalog’ heading to let consumers know that you offer in-house financing, have a full service department, and offer car delivery.

One of the newer ad extensions, the lead form extension, takes some of the friction away from the lead generation process. By adding this extension to your ad, you enable the consumer to input their contact information directly in the ad. This removes the necessity of clicking through to a landing page.

This is especially helpful for businesses that do not have comprehensive websites. By collecting leads in the Google Ads platform, consumers know they are giving their information to Google, and not a lesser known entity. Knowing that consumer patience is at an all-time low, these can be powerful extensions to help you in your lead generation efforts.

Promotion extensions are a tool that is useful if you run time-sensitive sales. Especially useful during the holidays, you can set a start and end date on promotion extensions so they are not displaying outdated information.

Whether you are running different seasonal sales or offering a limited time sale, promotion extensions are helpful to catch the consumer’s attention.

Similar to promotion extensions, price extensions give you an opportunity to highlight your pricing on various items. If you have a competitive advantage on a product, a price extension can be very helpful.

Displaying prices up front is a great way to help you build trust with a customer. By giving them this information up front, you are not forcing them to click endlessly on your website to find the price of the item they are looking for.

Do you own a brick and mortar location? Location extensions give you the ability to link your Google My Business account to your ad and display a map to your store. By doing this, you are taking more friction out of the sales process, which is always a benefit to your business and the consumer.

Currently in beta, image extensions are the latest extension to be unveiled by Google. As a direct response to the rise of social media, image extensions will allow you to show a product or service image that will catch the consumer’s eye. Essentially, this extension takes the best of the display network and the search network and merges them into one ad.

Something to keep in mind when using extensions: they will give you more space on the SERP. With more searches being performed on mobile, an ad with 4 different extensions can take up the entire phone screen. By being the first (and only) result on the screen, you increase your chances of winning the click and the conversion.

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