Ad extensions enhance Google ads by taking up more space in search engine results pages (SERPs) and helping searchers make decisions more easily. They also increase click-through rates and assist Google in determining ad rank.
Pricing extensions allow businesses to provide pricing information for specific services, events or products within an ad. This extension type can be implemented at either the account, campaign or ad group level.
Structured Snippets
Structured Snippets are an ideal way to showcase your products or services in ads, increasing click-through rates (CTRs) and ROI. As an ad extension that provides more details about them in an easy-to-read format, Structured Snippets also increase visibility on Google Search as well as mobile devices.
To create a structured snippet, choose a header and add values related to it – each value must be less than 25 characters long and closely associated with its respective header. Google uses machine learning algorithms to determine which header and value pairs work best together – incorrect matching being one of the primary reasons that structured snippets are disapproved so it’s essential that they match correctly.
Your ads must include two structured snippets; at most, three values per header may be selected by Google as being most pertinent to their ad.
Structured Snippets can be combined with other AdWords extensions such as callouts and sitelinks to give your ads added visibility and space, giving them more room to stand out against competitors. Although not clickable themselves, structured snippets do appear alongside these other AdWords extensions which gives your ad even greater exposure and stands out more from competition.
If you sell car parts, for example, consider adding a structured snippet listing the types and brands compatible with those cars to help potential customers easily identify which vehicle they require and increase conversion rates. This will enable potential customers to identify which model best meets their needs resulting in greater sales conversion rates.
Structured Snippets may not be appropriate for all businesses, but they can be an extremely powerful asset to improve Google AdWords campaigns. To determine whether structured snippets would benefit your organization, schedule a free PPC audit from WebFX today – we’ll give a full breakdown of your current marketing efforts so you can make educated decisions about which tactics should be changed and when.
Callouts
Callout extensions allow advertisers to add extra text below their ad’s description in order to highlight specific product or service features, such as free shipping, discounts or 24-hour customer support – helping differentiate your ads in search results and increasing click through rates as Google deems your ad more relevant for searchers’ intent. This may lead to higher CTRs and improved rankings as Google sees your ads more as relevant than competitors for certain searchers’ intent searches.
Callouts can be configured at an account, campaign, or ad group level and manually or dynamically applied by Google. Use them to promote products, services or business offerings while increasing quality clicks and stretching your budget further. However you choose to implement callouts it’s essential that they adhere to Google’s policies and best practices – for instance refraining from repeating words across multiple extensions to reduce confusion among your audience and prevent duplicity of content creation.
Callouts offer another advantage by enabling you to schedule when specific text appears based on day, month or even holiday. This enables you to reach users at the precise moment they’re searching for information that leads to conversions; for instance if customers frequently ask about returns policies prior to purchasing something from you, create a callout extension for this concern and address it via callouts.
Optimizing callout extensions requires testing multiple variations to understand which messages resonate best with your audience and prioritizing campaigns or ad groups that could benefit most from impactful improvements. Furthermore, tracking performance over multiple weeks or months before making decisions to either pause, disable, or delete extensions that don’t meet performance goals is also helpful in making informed decisions on pause, disable, or remove strategies if they prove unsuccessful.
Google Ads Signal provides an effective means of gauging the effectiveness of callout extensions: this tool offers a visual depiction of opportunities or risks found across your accounts, campaigns and ad groups; plus insights into their performance including click-through rate, keywords used and total time active. With this data at hand you can optimize extensions to drive maximum return for advertising dollars spent.
Sitelinks
Sitelinks are additional links that appear underneath your main ad text in search, allowing you to direct users directly to pages on your website they may find beneficial. They’re an effective way of increasing click-through rates, encouraging conversions and decreasing friction by shortening user journeys to their desired page.
Sitelink extensions can be an invaluable asset in increasing overall ad performance, but must be used carefully. The key element here is making sure your sitelinks align with searcher intent – for instance if someone searches “men’s shoes”, make sure all ad extensions address this product type to maximize click-through rate and quality score.
Basic and enhanced sitelink extensions exist. With enhanced sitelinks, you have up to 25 character links and two lines of description text for every link displayed, plus they appear in a carousel format with up to six links per carousel at any one time. Enhanced sitelinks tend to outperform basic ones so investing more may pay off!
Start building sitelinks today by going into your account’s Ad Extensions tab and opening it. Select which campaign or ad group you would like them added to and select their type – when selecting mobile preference, make sure the box is checked so Google won’t shorten them when displayed on mobile devices.
Once your sitelinks are established, it’s time to analyze their performance. Semrush makes this task easy by analyzing keywords in your campaign and determining their search intent – this gives a much clearer idea of how ad extensions are performing as well as which language best complements them.
As with anything on your site, sitelinks require constant scrutiny and adjustments as needed. If one of your sitelinks receives frequent clicks without leading to high conversion rates, but does so without result in changes being made in copy, perhaps consider altering its copy.
App Extensions
Location extensions are an effective solution for businesses with physical locations that wish to increase in-person purchases. They add your business address, phone number and map directly into your ads for desktop and mobile display; bid modifiers allow you to prioritize users in your locality over competing businesses in that same location; they’re accessible by all Google Ads advertisers allowing creation at all levels such as ad group, campaign and account level.
Ad callouts allow you to add an extra line of text directly below your headline to draw attention to specific details about your product or service, offering more comprehensive value proposition without using up all 90 character limit of description. For instance, if selling essential oils face masks at Sephora stores, callouts could help inform customers where they can find these masks online or in stores near them.
Review extensions are an effective way to increase the credibility of your company by featuring verified customer reviews and ratings. They can be added to both desktop and mobile ads and only shown to those likely to find them relevant. In order to qualify for these extensions, your Google Search Quality Score must be high enough and account in good standing with Google.
Structured Snippets (or structured ads, for short) are Google’s predetermined ad formats that help your ad stand out in its best light, increasing its chances of getting clicked and improving your quality score. To qualify, your product or service must have an accurate description along with a reasonable price point in order to qualify as eligible.
Price extensions let you display prices next to your ad link on desktop and mobile devices in a carousel format, for maximum impact. Choose between listing a single fixed price for your product or service or display multiple prices as bundles; alternatively set up promotion extensions to promote limited-time offers or discounts that you are providing.
App extensions enable you to promote your mobile app alongside desktop and mobile ads, making it easier for customers to access it. You can choose to include either your app store URL or directly link to its download page on Google Play or Apple App Store; app install extensions also work well here but only apply if your app has already been listed in one or both app stores.