Google AdWords Ad Extensions are a simple way to extend the reach of your ad campaign. These can boost the effectiveness of your paid search ads, at no additional cost, beyond the additional clicks your ads may receive. They give searchers more reasons to click your ad.
If you’re advertising on AdWords, it’s a no-brainer to use Ad Extensions. What can be tricky is deciding which extensions to use and how to implement them. Here is a look at the range of extensions available, both manual and automated.
There are currently six types of manual extensions:
App – App extensions displays a link below your ad that takes viewers to the app store, or it actually begins downloading the app when clicked. If your company has a strong app to promote, this is a great place to do it.
Call – Call extensions let visitors phone you simply by clicking the link. If you value phone calls to your business, this is an extension to use.
Location – Location extensions make it easy for searchers to find your closest retail brick and mortar store, via a map pin or navigation assistance, or to call you. You can manage this extension through Google My Business.
Review – Review extensions show positive, third-party reviews from respected sources like Yelp. This allows you to pull in and show positive online word-of-mouth about your business.
Sitelink – Sitelink extensions let you add links to different pages on your Website like location, specials, about, and other content of interest.
Callout – Callout extensions let you add text to your main ad that tells visitors more about what you are offering. These can include info like free shipping, 24-hour service and matching prices.
There are four types of automated extensions. These don’t need to be setup. They simply appear next to your ad if it meets specific criteria.
Consumer ratings – Consumer ratings show reputable survey data that indicates what shoppers like about your offerings.
Previous visits – Previous visits tells return visitors who are still looking that they’ve checked out your website at an earlier time.
Dynamic structured snippets – Dynamic structured snippets give visitors additional information about your landing page with your ad on Google search.
Seller ratings – Seller ratings show your business ratings automatically along with your ad.
What Are the Best Ad Extensions to Use?
Extensions help extend the reach of your ads so they should be utilized to their fullest extent. To get started, decide which work the best for your needs. The sitelink extension is effective and is a good fit for almost every advertiser. Below are a few examples on business types that should take advantage of extensions.
Call extensions work for businesses that prefer to sell on the phone. Since Google doesn’t let you include your phone number within your ad, as it once did, this extension is handy.
Every brick and mortar store and restaurant should be using the location extension. It is especially effective when you link your Google Places account to AdWords. This makes it possible for star ratings for your business to appear next to your location extension.
Not using ad extensions in your AdWords campaign is like getting into the ball game but being in the back row of seats. You’re in the game but you aren’t getting as much out of it as you’d like. For a more effective, closer view, utilize extensions and take advantage of the opportunities. You can learn more about setting up ad extensions here.