If you spend a lot of time in Google Ads, you’ve likely worked with or received recommendations to use Google Ad Extensions in your campaigns. Extensions can significantly help your ad campaigns, greatly improve your click-through rates and overall interactions and help facilitate more conversions and leads.
What Are Ad Extensions?
Creating a strong Google ad can be tricky sometimes. It’s challenging to fit all the essential information plus a CTA in just three headlines and a couple of descriptions. This is where ad extensions are beneficial.
Ad extensions are additional information that you can use within your ads to help provide more information about your business. You can use extensions to call out your phone number, display reviews, list important links to specific landing pages, etc. Extensions essentially provide essential business information that would be otherwise difficult to include in your headlines or ad copy. This can be a massive help in getting people to interact with your ad, especially when they don’t need to dig through your website to find relevant information.
What Are The Benefits Of Using Extensions?
Using ad extensions can boost the overall effectiveness of your ad campaigns. When used the right way, they can provide searchers with exactly what they’re looking for, making it easier for them to interact with your ads. Some of the benefits of ad extensions include:
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Improved quality score
By using relevant extensions in your ads, you can help boost your ads’ overall quality, which can lead to cheaper clicks and more relevant leads.
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Standing out from the crowd
By using a variety of extensions, you can increase the overall size of your ad on the results page. Your ad will be longer and take up more real estate than someone using no extensions.
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They’re free to use
Like running ads, extensions are free to use until they’re clicked on. When extensions are clicked, you’ll be charged the same amount as if someone clicked on your headline to go to your landing page.
What Extensions Should I Use?
When deciding which types of ad extensions you want to use in your campaigns, you’ll need to consider what’s most relevant and essential to your campaign goals. For example, if your goal is to entice more people to call your business, Call Extensions are likely the best way to do that. Let’s take a look at some of the most popular extensions and how you should use them in your ads:
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Call Extensions
Call Extensions are the most common extension and are primarily used to display a clickable phone number in your ads. This is used when searchers mostly know what they’re looking for and can directly call you to inquire about a service or product. These work great at getting your phones ringing and bringing in new leads.
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Sitelink Extensions
These extensions display certain links from your website under your ad. Typically, these Sitelinks can provide important information that users would need to dig through your website to find. You can link these pages in the ad and name them accordingly. Sitelinks such as “about us,” “programs,” and “contact” are all relevant and valuable in your ads.
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Callout Extensions
Callout Extensions work to add more information to your ad. Each Callout is only 25 characters, so using short descriptors works best. “Free shipping,” “Cruelty-Free,” etc., are examples of specific Callouts.
The Takeaway
Using Google Ad Extensions can be helpful to your overall ad campaigns. By displaying relevant information on your ads, you can quickly provide users with what they’re looking for and entice more people to interact with your ads. You’ll also be able to improve your quality score, which will help your ads show up more often at a lower cost when clicked.