Creating a captivating Google search ad within the characters allotted can be a challenge. It isn’t easy to squeeze keywords, calls to action, and a unique message into just three headlines and two description slots. Luckily, Google Ads extensions are the perfect tool to help you incorporate additional relevant information into your ads and stand out from the competition.
Benefits of Extensions
Google Ads extensions can boost the effectiveness of your digital marketing in a number of ways. When implemented properly, they provide extra snippets of detail needed to create robust, high-performing search results page ads. Here are the main benefits of using manual Google Ads extensions:
- They are free. There is no cost to incorporate extensions into your Google Ads campaigns.
- Your display ads will perform better. Relevant extensions contribute to better quality scores and can increase your ad rank.
- Your ads will be more appealing to searchers. Ad extensions are proven to improve clickthrough rate and conversions.
- You’ll gain more qualified clicks. Since extensions allow you to provide more relevant information, the clicks you get are more likely to be the ones you’re looking for.
- Your ads will have a greater visual presence. Extensions help your ad take up more space on the search engine results page (SERP), getting you more clicks and setting you apart, visually, from your competition.
Types of Google Ads Extensions and When to Use Them
Here are the ten types of manual extensions currently available to Google Ads users and the best ways to implement extensions in your campaigns:
1. Sitelink Extension
Sitelink extensions are additional links you can add to your search ads. Sitelink extensions are a great way to make a huge impact on a search engine results page. Sitelinks work most effectively for more general branded ads where the links direct searchers to specific products or services. It is one of the best ways to ensure the clicks lead to qualified leads.
2. Callout Extension
Callout extensions are short bits of text that appear after your ads’ descriptions. Callouts can provide additional, focused information and are a great way to set yourself apart from the competition. Since you only have 25 characters per callout extension, it’s best to use snappy, impactful phrases. Phrases like “Free Shipping” and “Family Owned” are catchy and highlight unique aspects of your business, making sure the CTA is clear.
3. Structured Snippet Extension
Another way to provide additional information about a product or service is with a structured snippet extension. Structured snippets are limited by a header, which must be selected from 12 predetermined categories, like “courses,” “styles,” or “types.” Structured snippets may not be relevant for every business, as they are only effective if your offerings match the headers. But they are a way to highlight extra information that could convince a searcher to click on your ad.
4. Call Extension
Call extensions show your phone number and allow customers to call you directly from your ad. They are an extremely valuable tool because, for many businesses, calls are the goal of their Google Ads. Since call button extensions promote the immediate action of making a phone call, it is especially important to schedule this extension to show only during business hours, when someone is available to accept the call.
5. Message Extension
Similar to call extensions, message extensions give searchers the opportunity to text or email a business directly from an ad, without calling. It is another way to optimize the use of mobile devices as the real estate of mobile users is ever increasing.
6. Location Extension
Location extensions show your address and hours beneath your search ad. They are critical for businesses that rely on local search traffic and for campaigns where the end goal is to get people to visit your physical location. About 20% of all Google searches and nearly 40% of all mobile searches seek local information. It is imperative to keep this information accurate as well as on your homepage.
7. Affiliate Location Extension
Affiliate location extensions are a useful tool if your product is sold nationwide. They provide users with information on nearby retail chains that stock your product. Like location extensions, affiliate location extensions are useful for encouraging people to visit a nearby store where your products are sold.
8. Price Extension
Price extensions show a carousel of prices of a few showcased items beneath your ads on mobile and tablet devices. It’s a great way for businesses to drive highly relevant clicks to their site. While the transparency of price extensions can result in fewer clicks, the clicks you do receive will be more intentional and more likely to convert.
9. App Extension
App extensions feature a link to download your mobile app in the mobile store under your ads. These extensions are smart – if you have an app that is only available on iOS, the extension will only display on iOS devices. App extensions give ads a huge visual advantage over plain text ads. If app downloads are a goal of your campaign, then app extensions are a necessity.
10. Promotion Extension
Promotion extensions add a visual price tag below your ad and offer specific details about your search campaign. You can run them during specific holidays or year-round, the only limitation is that promotion extensions must include a monetary or percent-based discount. Of all Google Ads extensions, promotion extensions give search ads the highest boost in clickthrough rates, on average, and are a simple way to incorporate any promotions you may have into your search ads.
Conclusion
Be sure to stay on top of your extensions via your website’s extension tab. You should only use relevant extension options that enhance the message of your ad text. Using extensions that are irrelevant filler can end up hurting your ads’ performance or getting irrelevant clicks.
Use as many extensions as are relevant to your business and campaign goals. Since Google chooses which extensions to show based on which perform is best, extensions are a simple way to test your ad groups, PPCs, and Adwords to gain valuable insight into customer behavior. Extensions should be utilized in each of your Google Ads campaigns to create high-performing ads potential customers want to click.