If you want to deliver great results with your PPC campaigns, you can do so by placing better bids. Although doing this can increase the number of people who see your ads, it does not guarantee good performance or results because your ads have to also provide a great user experience. Remember, Google is very particular about user experience and will reward ads that provide it. So, how do you provide a good ad experience while capturing visitors’ attention? By using Google ad extensions!
What are Google Ad Extensions?
Google ad extensions provide additional details on your ads. These extensions provide additional information about your business, products, or service. This information is different from what is contained in the ad’s main body, which is meant to give people a reason to choose your business.
Google includes the appropriate extensions within your ad depending on the search query and its perceived intent. For example, people looking for more information might see different ad extensions compared to those whose queries indicate they are ready to buy. Because of this, you should include as many ad extensions as possible when submitting your ad.
The extensions are meant to add value to your ads and to provide value to users. They can also increase ad click-through rates since they match user intent and signals such as queries, intent to buy, device, and location.
What are The Benefits of Using Google Ad Extensions?
Now that we understand what Google ad extensions are, why should businesses use them? The first reason is that they help increase your real estate on search engine result pages. Taking up as much room as you can increases the chance that someone will click on your ad because many people will deem the ad that occupies more space and is given prominence to be more important.
Ad extensions make your business, products, and services more appealing. There is only so much you can say on your meta description before you run out of characters. You might not have the space to say why your product or service is a great option. With ad extensions, you get the space to highlight the best features and reasons why people should choose your products and services.
By providing users with more information, ad extensions improve the quality of your leads. More information means that only the people who know what they want and know your product or service is what they are looking for will click and reach out. By providing you with better-qualified leads, Google ad extensions can reduce customer acquisition costs. They can also save you a lot of time and effort as you will not have to try to convince someone who doesn’t have the intention of converting.
They improve the quality of your ads and, therefore, their rank. Google deems ads to be of a higher quality if they are useful to a user. Ad extensions provide more information and are thus ads that use them are deemed to be more useful. Additionally, Google says that it favors ads that contain ad extensions because they allow the company to offer a variety of different ad types.
Types of Google Ad Extensions and How To Use Them
Now, we turn our attention to the different types of Google extensions you can add to your ads and how to use them.
Universal Extensions
These are ad extensions that Google says you should add to each of your ads. They are the sitelink, callout, and structured snippets.
Sitelink Extensions
Sitelink extensions are used to place additional links within your ad but below the main link. They direct users to other important pages that they may be interested in depending on their query. They can also be used to highlight product categories, services, testimonials pages, and other links. Because they direct users to specific pages, sitelink extensions have a very high conversion rate while also helping improve customer experience.
To ensure they appear within your ad, you should use at least two of them. You also get access to detailed metrics about all the sitelinks you add here.
Callout Extensions
Callout extensions are used to describe the best, most exciting, valuable, and most important qualities of your business, brand, or its products and services. It is important to remember that you cannot copy the text in the main ad in your callout extension.
To make them effective, keep them short as you only get 25 characters, use sentence fragments to make them punchier, ensure they appeal to your offer, and be as specific as possible.
Structured Snippets
Structured snippets are used to highlight the features of a product or service. Each snippet consists of a header, which is the category, for example, “amenities” for a hotel, and values like “Swimming Pool, Gym” for the hotel. When you keep them simple, you make it easier for people to find out what exactly you are offering.
Other Google Ad Extensions
There are other extensions you can use, one of which is the call extension. This allows you to add a phone number, so it is available for users. Mobile users can call you by clicking on this number. They can also appear as an icon.
The lead form extension is very useful, as it allows people to get in touch with you using a form without visiting your website. You can collect a lot of information using this extension and all businesses should be using it.
The location extension lets you add locations to your physical store so people can find them. On the desktop, people will see the location, address, map, and phone number. On mobile, they get a link that directs them to a map.
People use price to compare offers from different businesses or brands and to determine if they will buy from you. The price extension allows you to attract those who are ready to buy as they can see the price after a search.
Google ad extensions are a great way to provide additional information to users after a search query. Depending on your business and offers, you can use different extensions to attract different types of users, show them why they should choose your business, direct them to your stores, and much more.
