AdWords Ad Extensions: What Are They & Why Should You Use Them?

by | Mar 20, 2017 | Online Advertising & PPC

If you’re looking to improve your paid search performance without too much effort (and no extra cost), you should try Google’s Ad Extensions. This type of ad format shows additional info for your business. And if you use them well, they can improve your overall click-through rate.

You can also use ad extensions to:

  • Create more opportunity for your ad to be clicked
  • Enhance your ad visibility
  • Improve ad rank and quality score
  • Allow the customer to find out more about your business

There are numerous ad extension formats available that can enhance your ad. So let’s take a deep dive into the different types available and how they can benefit your business.

 

Sitelink Extensions

With sitelink extensions, you can show links to other landing pages below your ad copy. These direct people to a greater number of pages on your site and improve overall click-through rate. Just remember, though: Google only includes sitelink extensions if your site is in a high position, so you won’t always see them.

Here’s a look at what sitelink extensions look like in an ad:

Sitelink Extensions

 

Callout Extensions

Callout extensions are a great way to highlight offers in your ads. Callout extensions do not have any links like sitelink extensions, but they are an effective means of drawing attention to your business’s unique selling points. You can also show up to 4 callout extensions in 1 ad.

Callout Extensions

 

Structured Snippet Extensions

Similarly to callout extensions, structured snippet extensions are not clickable links. However, they provide more information about your business to the customer. You can add what products and services your business offers from a list of 12 predetermined categories (e.g. Services, Amenities, Styles).

Structured Snippet Extensions

 

Call Extensions

If your business places a lot of value on phone calls, you should strongly consider implementing call extensions. This type of extension makes it easier for a customer to call you directly from the ad and for you as a business to better understand the value of your campaigns by measuring the calls that are generated. The number will appear at the top of the ad – this is a clickable link for users on mobile so they can call directly from the ad itself.

Call Extensions

 

Message Extensions

Just like call extensions, message extensions are a way for the customer to contact (via text message) the business directly from the ad. These extensions are only applicable to mobile devices, but they can be really valuable. As well as generating instant leads, message extensions can also increase the click-through rate to your site.

Message Extensions

 

Location Extensions

Location extensions allow you to dynamically attach your business address to your ads (a great way to encourage users to visit your business and drive foot traffic into your store). When people are nearby and search on mobile for relevant keywords, the extension will appear and show the distance to the store, address and suburb.

Here we can see how a location extension will show on mobile versus desktop:

Mobile:

Location Extensions (Mobile)

Desktop:

Location Extensions (Desktop)

Just remember that desktop location extensions are dependent on the user’s IP address.

 

Affiliate Location Extensions

If your brand sells through large national retailers, affiliate location extensions could be a very beneficial ad extension for your business. These extensions provide online searchers with other locations where the product can be found, which means there’s great potential to increase offline conversions (or in-store sales).

Affiliate Location Extensions

 

Price Extensions

Price extensions are a great way for advertisers to promote their services, products and prices within an ad. These extensions show as a list below the main ad copy on mobile devices.

Price Extensions

 

App Extensions

If your business has a mobile or tablet app, you’ll definitely want to add an app extension to your ads. App extensions allow you to add a mobile app download button next to your Search ads, which then takes the user to either a description in the app store (Google Play or Apple App Store) or straight to begin the download of the app.

App Extensions

 

Review Extensions

Review extensions allow you to share customer reviews in an additional line of text beneath your ads. These are an effective way to let a user know what a respected third-party thinks about your business. Adding in a quote from a positive review gives a potential customer another reason to click your ad.

Review Extensions

 

Next Steps

So, now that you’ve learnt all about the different Ad Extensions available, you’ll probably want to start setting some up. Let’s take a look at where you can find all of the ad extensions mentioned above in the AdWords interface:

Not sure which ad extensions would work for your business? Our Paid Media team would be happy to help – just get in touch.

What You Missed Last Week In Digital – November 7, 2016

Last week in digital saw some sexy changes to your favourite social media platforms and an easier Google experience for mobile users. Read about it here.

Read More