Have you been taking advantage of the conversion boost ad extensions can provide for your campaigns? Many marketers, in theory, know the benefits of ad extensions but find it a step-too-far to insert these extensions to increase the performance of their campaigns.
Why is this?
A simple answer is because there are so many ad extension options available, the process of selecting, testing and evaluating results (to see which works best for your ads) seems like a huge task, and it is. Before we go deeper into this topic, I want to establish that all my readers know what ad extensions are.
What are Ad Extensions?
Ad Extensions are tools used to show additional information in your ads, and also insert call-to-actions. This additional information serves as conversion bait to catch the attention of a user and encourages them to click on your page.
The types of AdWords Ad Extensions available include:
1. Click-to-call extensions
This extension allows you to list a number of your ad viewers to call. You can choose to use your direct business number or a Google forwarding number. The Google forwarding number will be set to accept calls and forward them to your business line, without revealing your number to users.
A big benefit of using this option is that Google provides analytical data for every user that engages with your Google number. This extension is also displayed to both mobile and desktop users. To use this extension with a Google number, you will have to set up a CPP (Cost-per-Phone call) bidding starting from $1 and above.
2. Location extension
These extensions are very important to local search optimization for your ad. They provide users with your location information, complete with a map guide. Depending on your technical know-how and number of campaigns being handled, there are three ways you can insert a location extension into your ad.
- Manually inserting the address
- Linking the extension to your Google Places account
- Using a location ad extension for your different campaigns (this is a time-saving option for when you are creating several ads for the same business).
Some location extensions also allow you to insert click-to-call buttons. Overall, their selling functionality is the ability to provide granular geotargeting around your business’ location.
3. Business ratings and reviews
Want to show off your 4 and 5-star ratings? This extension automatically pulls all rating information related to your product or specific service being advertised and displays it in star rating. Although information collection is automated, Google won’t display any rating or review with less than 4 stars.
4. Social extensions for Google + page
You can include +1 buttons to your ads, with no additional cost when users click on them. If you enable this plugin, Google automatically provides a +1 button for your AdWords.
This extension is very helpful if your business has a verified business page, by giving you a free way to grow your community there.
5. Sitemap extensions
You can also add site links to relevant landing pages/other pages on your website. This is a way of presenting your users with several options to click one. Web users have short attention spans and if they do not find what they are looking for at first glance, many may not bother to search deeper, except they desperately need the solution you are offering.
Site links prompt users to find answers to their questions with just one click.
6. Product extensions
Product extensions are used to include details of a product to search results. These ads are usually optimized to show up when a user makes a descriptive search for a product. The information will include an image of the product, its title, and pricing.
7. Message or text extensions
These extensions are used to include business lines which users can send messages to. They show up on the SERP along with the ad.
It’s a one-click texting method that allows users send a quick message to you without having to copy and paste your number into their messaging app.
8. App Extensions
App extensions are used to promote a more mobile-friendly option for your users. When searches are made for your website, a download option for your application comes right under your website link on the SERP.
Question for you – Are you self-managing your ad campaigns, or have you enlisted the assistance of a Google Adwords Specialist? Perhaps you’ve taken Google AdWords training to provide you the extra knowledge required to know what applications to use for your business.
- Related: 5 Reasons You Need Google AdWords Training In 2018
- Related: 7 Wауѕ a Gооglе AdWоrdѕ Sресіаlіѕt Can Mаkе Yоur Ad Cаmраіgn Mоrе Prоfіtаblе
Benefits of using Ad Extensions
1. Improve your ad’s position on the search page
Ad position is competitive (even after setting a budget) because several businesses are competing for the same keywords. Google’s algorithm updates have shown more focus on the relevance of information provided, over the number of times a keyword is used.
The features that make your ad stand out, will keep it at the top.
2. Prove ad’s relevance
What will make users click on your ads? The answer is simple: when they see that your website is relevant to their search. To prove your relevance, it is important to show who and what your ads are targeting. Remember that you pay for every click your ad gets, so you want those clicks to be possible conversions from the right users.
3. Increase click-through rate
As we’ve established, people will click on your ads if they see that you have the solution to their needs.
4. Provide needed information up-front
Users determine your authority by how much information you have readily available for them.
Without realizing it, users look for businesses who can answer their questions before they even have to ask. Don’t wait for them to ask, answer first to build their trust in your brand.
- Related: Five Reasons You Should Use Google AdWords
- Related: Pros and Cons of Google AdWords to Grow Your Business
We’d like to hear from you…
What ad extensions do you use? How do you measure them in terms of performance and conversion?