If you use Google Ads as part of your marketing plan, you’re undoubtedly always looking for methods to improve results.
You want more high-quality clicks from the type of person who takes action once they arrive at your landing page, not just more clicks.
But of course, that’s easier said than done. So what do you do? How do you figure out what works?
Well, you could either spend countless hours A/B testing minute modifications in copy and structure on each ad, or you could use Google Ads extensions.
You may be familiar with Google Ads extensions; you may have heard of them or even used them in the past.
However, did you know that Google introduces new types almost every year?
This tutorial will help you understand the many types of ad extensions and how to use them effectively.
What Are Google Ads Extensions and How Do They Work?
Google Advertisements extensions expand your ads, allowing for additional information to be added beyond the standard limit character count.
Claiming this extra real estate on search engine results pages (SERPs) assists searchers in making judgments about your site and brand.
What Are the Benefits of Using Them?
Ad extensions have a few key advantages that practically every advertiser can profit from them. Utilizing these extensions can dramatically raise your clickthrough rate (CTR) by several percentage points:
1. They enable you to add extra details:
Larger ad text allows you to persuade your target audience why they should click on your ad. It may seem simple, but this is one of the most important ways Ad extensions can boost your CRT.
In addition to allowing for more space to sell potential leads on your brand, these extra details have the bonus of improving the visibility of your ads on the SERP, as the additional text makes them larger and, therefore, more noticeable.
2. Improved lead quality:
Because extended advertising includes more information, poor-quality leads can self-qualify, resulting in fewer unnecessary clicks.
With more information, the people visiting your landing page will better understand the offer and are much more likely to do the action you want them to.
3. Better ad ranking:
Google determines your ad position based on a number of variables, including predicted CTR, relevancy, and landing page experience.
Because ad extensions allow Google to offer a broader range of ad styles, simply adopting them will increase your rating.
4. Better utilization of your PPC budget:
Ad extensions can help lower your cost-per-click (CPC) by improving your CTR, which means you’re getting more bang for your buck with your paid ad spend.
Manual And Automated Extensions
There are two types of extensions: manual and automated. Manual extensions take some setup.
Most of the modifications covered here are manual, but Google can dynamically apply some of them when it thinks they would improve performance.
It’s worth noting that Google announced many enhancements to automated extensions in February 2022, including the ability to display them alongside manually added extensions like sitelinks, callouts, and structured snippets (more on these later).
This enables your ad to take up more SERP real estate and drive more clicks.
They can also be included in reports and added at the ad group, campaign, or account level.
What are some of the most common types of Google Ad Extensions?
1. Location Extensions
Location extensions list your location on their own line, making it easier for users to find your location(s), a map, or the distance to it. For mobile users, these may additionally feature a phone number or a call button.
This extension, which can be installed automatically, is great for any business that relies on in-person purchases, such as restaurants, stores, and service providers.
2. Product Extensions
Product extensions allow you to enhance your product listing by tying your Google Merchant account to Google Ads.
This is a fantastic tool for any campaign where you’re selling products that are linked to your target keywords.
Because products are more precise than a location or a phone number, you’ll want to be more specific with your advertising, especially if you sell a large range of things.
3. Sitelink Extensions
Sitelink extensions, which are useful for sending readers to different pages on your website rather than just your landing page, allow consumers to choose where they want to go.
By giving consumers the option to increase the accuracy of what they’re searching for you’ll increase your CTR by making it easy for users to find exactly what they’re looking for.
Contact Us, pricing, sale, and testimonials are all common pages featuring sitelinks.
When sending customers to specific category pages, e-commerce companies have effectively employed them.
Sitelink extensions can be manually inserted or automatically introduced as a dynamic extension.
4. Structured Snippets Extensions
Structured snippets, which are identified by colons, are beneficial for showcasing certain items, services, and features that users may seek.
They tell searchers who you are and what you provide, enhancing quality clicks and helping you stretch your budget further.
Structured snippets can be manually selected or Google can apply them dynamically.
5. Image Extensions
Image extensions allow you to add relevant images to your text-based advertising, which can assist boost performance.
However, this type of extension is not available to every advertiser, and applicants must meet certain criteria, including a track record of compliance, a Google Ads account in an approved vertical, and ongoing campaigns.
Ad extensions are a wonderful tool for increasing clickthroughs, attracting more web users and converting more targets.
With so many types to pick from, there’s an extension for any business, no matter what industry they’re in.
It’s up to you to figure out which one is right for you, but one thing is certain: if used correctly, they’ll help you generate more quality leads and get the most out of your Google Ads budget.