When reading an ad, it is important for every user to find out as much useful information as possible. Any information that has added value to the user, increases the chances of clicking on the ad. In today’s text, we’ll look at ad extensions and briefly explain how they can help you improve the performance of your ads and campaigns in general.
What are ad extensions?
Ad Extensions are part of the ads with additional useful information for the users. There are different types of extensions, and the text below will go through them. Adding extensions directly affects ads and improves their performance. Why to use them?
Increase ad visibility – adding ad key information increases the ad visibility and the chance that the user will notice them first;
Increasing ad Performance – as we’ve already mentioned, ad extensions add value to the user if they contain high-quality information. They increase the number of clicks on ads, but according to the survey, CTR (10-15%);
They are free – adding the extension does not increase the cost per click, but rather the opposite. A high-quality ad with good ad extensions leads to higher CTR, which eventually increases the Quality Score of your ad, campaign, and entire account, and in turn, produces cheaper clicks.
The number of different types of extensions you can add to your ad is not limited but does not match any extension to a particular business type. With one ad display, it displays up to four types of different types of extensions. If you have more, Google will combine them, but will always show a maximum of four. It should be noted that extensions will not always run, but Google will choose when it will be shown based on individual user searches. They are displayed when Google estimates that it will improve your ad performance, and if your ad position is high enough, we will detail it in one of the following texts.
Given how Google chooses which extensions to show, before setting up, it’s a good idea to think about the campaign goals and build them based on it.
Over the last few years, there has been a huge increase in the number of available extensions, which gives us even more opportunities to present the product or service through ads in the most effective way. The following types of ad extensions are currently available in the Google Ads interface:
- Sitelink Extensions – URL extensions that contain a URL, clicking user redirects it to a specific page on the web that was previously selected;
- Callout Extensions – usually used to highlight the special benefits offered by the advertiser such as “free shipping” or “20% discount”.
- Extensions for structured snippets – used to specify types of services or, for example, the type or model of products being offered;
- Location extensions – displays the users the physical location of the company being advertised. This extension is used for example in restaurants – for example, at a website (which has no physical location where shopping is possible), this extension does not make sense.
- Affiliate location extensions – a type of extension that helps users find stores that sell products from advertised companies (product sales through retail chains);
- Call extensions – allows potential customers to click on a phone number directly from the ad when calling a business;
- Message Extensions – allows users to directly send a message to a business when they see an ad;
- Price Extensions – displays the cost of the product directly when your ads run.
- Promotion extensions – serve to show special offers and promotions, such as “20% discount by the end of the month”
- App extensions – used to let users download the app directly when they see an ad.