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What Are Google Ads Extensions?

July 29, 2020

What Are Google Ads Extensions? | AIA Book in a free 30 minute strategy session

Google ads extensions are extra pieces of information which can be included with text ads to boost the click through rate (CTR). There are a number of different extension types, each of which are designed to help businesses reach specific goals.


How Do Ad Extensions Work?

When creating a campaign or ad group, you can specify as many different extensions as you’d like with additional links to social media pages, maps, a landing page, or a phone call extension, among other things.
Whatever your specific goals are for a campaign (and for your business in general), it’s a good idea to explore all the possible extensions that could help you achieve them. Google will only show a given extension when it is relevant, when your ad has ranked high enough that the extension will add value, and when the search engine has determined that it is the most likely extension to yield CTR in that particular instance.
The particularly exciting thing about Google ads extensions is the fact that they cost nothing to add, although you will be charged as usual for a click when users interact with extensions. For example, if you add a location extension to your ad, and a user clicks on it to find directions, then you will be charged for that interaction. Similarly, if you add a phone number through a call extension, you will be charged when users click on that button.
These are not particularly surprising charges, and they’re well worth it when you consider the fact that Google says extensions can improve a campaign’s CTR by several percentage points.

Types of Google Ads Extensions

There are eight different types of extensions outlined by Google, and while they each have their merits, they may not all be applicable to your business, so it’s important to understand the function of each of these options.

  • Location extensions — these are designed to encourage users to visit a physical address by showing your location on the map, providing directions, and linking to a business details page that may include hours and a phone number.
  • Affiliate location extensions — brands without their own brick and mortar locations who have a number of authorized retailers can use affiliate location extensions to direct users toward where to buy certain items; these are similar to location extensions, aside from the fact that the search query generally begins with a specific product.
  • Callout extensions — similar to a call to action, callout extensions inspire users to perform some additional conversion offline. These are generally short snippets of text, like “free delivery,” because they are limited to 25 characters.
  • Call extensions — these extensions encourage users to call you by adding a phone number or a simple call button to your ad. This makes it easy for interested leads to get in contact with you directly when your business appears in relevant search results.
  • Sitelink extensions — if your Google ads campaign is publicising a specific product or service, sitelink extensions make it easy to route traffic directly to relevant pages on your website.
    Structured snippet extensions — to provide clear insight into what users can expect to find from your site, structured snippet extensions empower you to add a header and a list to your ad.
  • Price extensions — for users who are interested in getting straight to business, price extensions are a dream come true; they allow you to provide details about the prices of your products or services right along with your ad.
  • App extensions — if you have a mobile app that you want to encourage interested users to download, an app extension will seamlessly accomplish that goal by including a link to your app or to your site (where they can be prompted to download).

Clearly, some of these extensions may not make sense for your brand. For example, if you operate an eCommerce business, then it wouldn’t be possible for you to include location extensions with your Google ads. This is why it’s important that you assess your specific goals prior to implementing extensions in your campaigns.

What Goals Can Extensions Help Accomplish?

The obvious answer is that extensions, in general, will improve your click-through-rate. However, each type of extension is designed to achieve a few concrete goals, so consider these factors before selecting the extensions you will utilise.
If you want more foot traffic, then location and affiliate location extensions are obviously an excellent solution. Callout extensions are also a great way to achieve more visits to your location, because they’re designed to inspire offline interaction.

If you simply want more leads to contact you, then call extensions are ideal. These can even be used to allow users to send your business a text message, and you’ll receive far more interaction from potential customers when contact is only a click away.
If your goal is higher traffic and a better conversion rate on your website, then you have a wide range of options when it comes to extensions. Sitelink, callout, structured snippet, and price extensions will all work wonders when it comes to helping you achieve this goal.
Finally, and perhaps most obviously, if you simply want to inspire people to download your app, then an app extension is the clear choice.
Remember, setting up an extension for an ad doesn’t ensure that the extension will be displayed. Your ad must be carefully crafted to rank well in the first place in order for you to enjoy the benefits of extensions.

Start Achieving More with Google Ads Extensions

Australian Internet Advertising understands how to create engaging Google ads campaigns, complete with extensions that are crafted to achieve your specific goals. Contact us today to maximize the return you see from each of your PPC campaigns.

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