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What Are Ad Extensions & When Should They Be Used?

A key feature of Google AdWords is ad extensions. Ad extensions allow advertisers to deliver more messaging to search users and dominate a greater volume of space in search results. While there are a lot of ad extension types and not all will be suitable for every business. Below, we discuss what these types are, what information they can communicate to users and their appearance in search results.

Call Extensions

Call extensions add a clickable phone number below your main advert copy, allowing users to call you straight from an ad, without first visiting the website. With the massive growth of smartphone users and mobile search in the last 5 years, it is more important than ever to reach out to mobile users with a call ad extension. Call extensions are available to most businesses.

The call extension appears in this advert after the location. To users on mobile, this section of the ad is clickable.

Sitelink Extensions

Sitelink extensions are brilliant because they allow your advert to have more than one landing page, and provide mini adverts beneath your main copy with a headline and two description lines that direct users to other relevant pages of your website. Like call extensions, these are available to most businesses.

Full sitelink extensions appear below the main advert and other extensions, creating a real focal point that grab a user’s attention

Callout Extensions

Callout extensions are similar to sitelink extensions in that they allow additional messaging with short phrases, however, they aren’t clickable and their sole purpose is adding additional information and selling yourself to customers. In almost all cases, a campaign should be using callout extensions.

The fourth row of this advert contains callout extensions which displays more information for users

Structured Snippet Extensions

Structure snippets allow you to communicate services styles, amenities, neighbourhoods and other aspects of your offering in list form. These are brilliant for listing the features that set you apart from your competitors that don’t fit or belong in an ad’s main copy.

Structured snippets are the second last row of this advert

Location Extensions

If your AdWords account is linked to your Google My Business profile, you can add a location extension to provide extra information to users about where you’re located which will create relevancy, increase the area your advert takes up on a search result page and grab their attention. If you have a location where customers are delivered services (a retail storefront or factory, for example), location extensions are good to take advantage of.

The location extension appears in the final row of this advert and is clickable to users.

Price Extensions

Price extensions are a good hook to get customers through to your website with clear prices advertised. All ad extensions improve CTR and user understanding, however, the price extensions are particularly useful for businesses not ready to delve into the world of Google Shopping advertising but want to promote specific catalogue items.

App Extensions

App extensions are a great way to promote the app’s existence without additional spend. App extensions, when clicked, drive users to the place they can download the app straight to their smartphones.

 

Message Extensions

Message extensions in Google AdWords allow users to communicate with your business directly without needing to visit your website. These extensions are similar to call extensions, however, the contact is written rather than verbal. Not something all businesses need, but for coffee shops and take away orders this can be a great source of revenue providing they have the correct infrastructure in place to manage the messages. It can be great for anyone targeting Millennials too.

Review Extensions

Review extensions allow you to input reviews from third-party sites (not Google or Facebook profiles, or your own website) that will append your text advert with positive reviews from past clients. These are notoriously hard to get approved by Google and are potentially going to be phased out in the future, but while they are still here they are beneficial in creating consumer confidence.

Image result for site:adwords.googleblog.com "review extensions"

Ad extensions are a great way to make the most of your AdWords presence and spend to get the greatest possible volume of traffic to your website and attract new customers. If you have any questions regarding your AdWords extensions or campaign in general, get in touch with us.