As pointed out at Google’s support site, extensions expand your ad with additional information, and make it easier for prospects to pursue your business. They tend to increase an ad’s click-through-rate by several percentage points.
Google offers a wide range of extensions as can be seen in the dropdown list in Exhibit 18.14. The elements within these extensions include call buttons, location information, links to specific parts of your website, additional text, and more.
To enhance the performance of text ads, Google Ads selects which extensions to show in response to each individual search on Google. For that reason, advertisers should use all the extensions that are relevant to the advertisement’s objectives.
By adding more content, extensions give ads greater visibility and prominence on the search results page. Interactive elements pertaining to location information, maps and call buttons make it easier for prospects to engage. Together these facets yield higher click-through-rates, and improved business performance.
Extension usually require manual set-up by the advertiser. Yet sometimes extensions appear automatically, triggered when Google Ads predicts they will improve the ad’s performance. These automated extensions may be viewed in the Google Ads “automated extensions report”, and advertisers may choose to opt out.
The types of extensions include call extension, message extension, dynamic site extension, location extension, seller rating extension and dynamic callout extension.
As shown in Exhibit 18.15, the site link extension supports up to six additional links, permitting users to navigate to relevant pages on the advertiser’s site from the search result page. Occupying a greater proportion of the user’s screen, the expanded content makes the ad more prominent and more visible. These factors ought to improve the ad’s performance on metrics such as CTR and conversion rate.
Site link extensions benefit virtually all websites catering to customer groups with distinct requirements.
Exhibit 18.16 depicts the Google Ads extensions page for setting up a callout extension. As can be seen, callouts allow advertisers additional text (25 characters per callout) to pitch multiple products or services, or different aspects about an offering — e.g. “Free Shipping,” “Fresh Foods,” or “Trusted Quality.”
Call extensions are ideal for the vast majority of companies that rely on customers’ calls to generate business. For example, the plumber’s ad in Exhibit 18.17.
On mobile phones, these ads allow users to call simply by tapping the phone number.
As depicted in Exhibit 18.18, location extensions convey location information. Tapping the address takes users to a Google Map with directions to get there.
This is ideal for business operating out of brick-and-mortar locations, for instance doctors’ clinics, retail outlets, auto shops and so on.
Exhibit 18.19 depicts the Google Ads extensions page for setting up a price extension that allows advertiser to display price. This is useful particularly for businesses that are attracting price conscious customers by offering low prices.
Applicable only for mobile, an app extension allows user to download an app.
The review or seller rating extension (Exhibit 18.20) includes reviews, ratings and/or awards from credible sources, approved by Google. Good reviews and ratings help build a user’s confidence. They are important to buyers seeking offerings that are relatively unknown to them and comparatively expensive.
Incidentally, Google does not charge for clicks to the reviewer web site.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
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