April 5, 2020
What are Ad Extensions? | Everything You Need to Know to Boost Your Ad Click-Through Rates

What are Ad Extensions? | Everything You Need to Know to Boost Your Ad Click-Through Rates

Did you ever notice an ad on Google that contains
more information than traditional search ads? What I mean is that it has more information
than just the title tag, the URL, and the description. Sometimes you might see a phone number or
links to additional pages on a website. These extra features are called ad extensions. They’re highly recommended by PPC experts
and for good reason. Google reports that ad extensions can boost
ad click-through rates by an average of 10-15%. That can be a pretty significant boost for
your campaign! Stay tuned to learn more about how to use
ad extensions to gain that extra 10-15% on your PPC campaigns. Ad extensions take up more space in search
results, making your ads stand out and pushing competitors’ ads or organic listings further
down the SERPs. You’re also getting more bang for your buck
since ad extensions allow you to pack more info into your ads. How do you set up ad extensions in Google
Ads? There are a lot of options when it comes to
choosing what ad extensions work best for your business. I’ll cover all of the different ad extensions
in this video. To set up ad extensions in Google Ads (formerly
Google AdWords): Log into your Google Ads account. Next, you’ll want to go to the “Extensions”
page on your account and click the button to add extensions. Finally, choose which ad extension you want
to use. Each one needs different information about
your business to create a good experience with users interacting with your ad. I’ll detail all of the different ad extensions
in the next section. What are the different types of ad extensions? Structured snippet extensions
Structured snippet extensions let you call attention to your unique products and services. When setting up your structured snippet extension,
you’ll see a list of available categories, including:
Amenities you offer Brands you sell
Courses or degree programs you offer Destinations people can visit You can check out the complete list of headers
on Google’s structured snippets page. So if you’re a university advertising your
business degree programs, you can include an extension that highlights your MBA program,
hospitality management, marketing, or any other degree programs relevant to your business
department. You should shoot for four values in each header
according to Google. So again, if you’re a university advertising
your business degree programs you’ll see a header that says “Degree programs,”
followed by a listing of at least four programs. Sitelink extensions
Sitelink extensions let you include links to different pages on your website, in addition
to the main ad link. So using the university example again, you
can include sitelinks to different degree programs or informational pages on your site. You must have at least two sitelinks when
you’re using sitelink extensions, with the ability to show a max of eight. On mobile, sitelinks appear either vertically
or as a carousel. You’ll only see the vertical format on a
top-ranked ad, while the carousel will appear for ads below the top ad. Callout extensions
Callout extensions let you highlight the things that make your business stand out. If you run a plumbing company with 24/7 service,
you can highlight that in a callout extension. Google says to make your callouts more specific
as you drill down from the campaign to the specific ad group level. If you’re at the ad group level where you’re
advertising a special package deal, you’ll want the callout to be more specific to what
you’re advertising. You might want to highlight that your deal
is the lowest price in the area, or that it’s a comprehensive package. Google will show a maximum of 10 callouts
with your ad. Call extensions
Call extensions are exactly what they sound like. They make it easier for someone to call you
by clicking your ad. When you use a call extension in your ad,
you’ll see a button that lets users click to call if they’re on a mobile device. If they’re looking at your ad from a device
that can’t make calls, they’ll still see your phone number and can click through to
your website. So, if you run a clothing store and want people
to call to schedule fittings or for any questions, you can leave a phone number to encourage
people to reach out to you by clicking the button in your ad. Message extensions
Message extensions, like call extensions, give people a chance to contact you from your
ad. These are meant for mobile users with the
ability to communicate via text messages. If you’re using message extensions, your
business also has to use a number that can send and receive texts. You can set these up so that you respond with
a phone number or email. If you respond with an email, it will show
up as a text back to the customer. Price extensions
The next extension I’ll talk about in this video is a price extension. These are especially great if you’re an
ecommerce or brick-and-mortar store looking to highlight deals or any costs associated
with what you sell. You can also use price extensions if you want
to advertise the cost of services you offer. You aren’t limited to just selling your
products. When someone clicks on an item featured in
your price extension, they are taken to that page on your site where they can make a purchase. So if you run a shoe store and you’re advertising
your summer clearance, you can include individual prices of some summer sandals in your ad,
in addition to advertising your sale. Location and affiliate location extensions
Location extensions tell people where they can go to find your store or location. An affiliate location extension lets people
know who sells your product. This is good for when you make a product that
gets sold by vendors in a number of locations. So looking at Ford as an example, in this
ad, you see an affiliate location extension telling people where you can go to buy their
vehicles. App extensions
App extensions give people who see an ad for your app the option to go to their respective
app store to download your app. These appear on mobile devices where people
can download your mobile app. Remember that app extensions are used in addition
to your ad. The main focus of your ad would be to draw
people to your website. So if you only want to focus on getting people
to download your app, Google suggests using app promotion ads. Promotion extensions
The last extension I’ll talk about is the promotion extension. These ad extensions let you feature certain
deals your business is running with your ad. In this example, you see that shoe retailer
Finish Line is having a limited-time deal for $15 off an order over $150. You see an offer code and the dates that the
deal is valid. When you’re using a promotion extension,
think about the big promotions your business is offering, and when advertising them would
have the greatest impact. Are you offering a big deal on clothing because
of the change of seasons? Where would you see the biggest impact? Does an ad with ad extensions cost more than
a regular PPC ad? Nope! That’s the beauty of ad extensions. You’re taking away space from your competitors,
including more valuable information to convert customers, and you’re doing it all for no
additional cost to you. Sticking with the shoe store example, if your
search ad has a main link to your homepage with sitelinks linking to the pages for men’s
and women’s shoes, if someone clicked on the link to men’s shoes, you’re charged
the same CPC as you would be if that person clicked the main link on your ad. There’s no additional fee or subscription
required to be able to use those sitelink extensions. Do ad extensions appear as soon as you create
them? Also nope. You’re not guaranteed that your ad extensions
will show up. Google says this depends on two things. First, does your ad appear at all? Your Ad Rank on Google determines if your
ad will show up when people search for a targeted keyword. Your Ad Rank is where your ad appears compared
to the position of other ads on the page, somewhat similar to organic search rankings. For Ad Rank, Google takes into account how
much you bid for a keyword, the quality of your ad, and other things like the user’s
search intent and the user’s location. If you’re not meeting the ad threshold with
your bid, which is the minimum price of an ad, or if other ads better meet the search
intent of the user, your ad — and its extensions — probably won’t appear. The second thing that determines if your extensions
appear is if Google determines that the extensions will improve your performance. So, if Google doesn’t think extensions will
give you any benefits based on a search, they won’t use them. So, you’re never guaranteed that your extensions
will appear with your ads. Do you feel like an ad extensions expert now? Because I know I do. There’s a lot to take into account when
choosing which ad extension is right for you. Think about what would make your ads stand
out! If you’re selling a product and not looking
to get app downloads, you’ll probably want to choose a price extension and not an app
extension. If you’re a photographer who has a one-day
turnaround time on your photos, you’ll want to highlight that unique description of your
business with a callout extension. Use ad extensions to amplify the effectiveness
of your campaigns. They might not seem like much, but just look
at the data. You can see a 10-15% boost in the click through
rates of your ads if you take a little bit of time to set up ad extensions. It’s a small but powerful change you can
quickly make to improve your digital ad campaigns. To keep learning all about Google Ads and
even more digital marketing topics, make sure you subscribe to our YouTube channel! Thanks for watching!

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