Give Your Customer More Reason to Click Your Ad
Give customers more reason to click your ad by including extra information about your business — by adding an ad extension. This blog will show you how ad extensions make your ad more eye-catching and encourage higher clickthrough rates.
Think about this-
Your boss shows you a mobile ad for a competitor that has an option to click to call the competitor’s business right from the ad. Your boss wants to know how the competitor is doing this. What do you say?
“Those are Ad extensions and we can do that too!”
Extensions expand your ad with additional information—giving people more reasons to choose your business. Extension formats include call buttons, location information, additional links, additional text, and more.
By adding more content to your ad, extensions give your ad greater visibility and prominence on the search results page. That means more people may notice your ad! With extensions, you tend to get more value for your advertising investment. Ad extensions often increase your total number of clicks and can give people additionally, interactive ways of reaching you—as with maps or calls. In fact, research shows Ad extensions yield an average 10-15% increase in click-through-rate for each type of extension implemented.
Note: Performance will vary by client, business type among other factors, and Google cannot guarantee results.
There's no cost to add extensions to your campaign! Clicks on your ad (including your extension) will be charged as usual. (The exception is clicking on review extensions and seller ratings, which are not charged.)
So you’re charged a click when someone calls you from your call extension, or when someone downloads your app from your app extension.
Adding an extension doesn’t mean it will show with your ad all the time. Google Ads selects which extensions to show in response to each individual search on Google. Extensions show with your ad when:
- The extension (or combination of extensions) is predicted to improve your performance.
- Your ad’s position and Ad Rank is high enough for extensions to show. To show extensions, Google Ads requires a minimum Ad Rank. Unsure what this Ad Rank is all about? Sit tight, and we’ll cover it later in Google Ads Basics.
Since Google Ads selects which extensions to show in response to each individual search on Google, it’s a good idea to make use of all the extensions relevant to your business goals. Remember some automated extensions are applied to your account automatically to improve performance. Below, we’ll focus on the extensions you’ll set up manually.
There are three extensions that can support all business objectives. We call them universal extensions. They also happen to be three of the extensions John used to promote his business in the previous example.
Here they are:
- Site link extensions Link people directly to specific pages of your website (like “hours” and “order now”).
- Callout extensions Add additional text to your ad, like “free delivery” or “24/7 customer support.”
- Structured snippets Highlight specific aspects of your products and services. They show underneath your text ad on search in the form of a header (ex: "Destinations") and list (ex: "Hawaii, Costa Rica, South Africa").
If you want to direct people to your physical locations (like stores or restaurants), consider location extensions, in addition to the universal extensions.
Location extensions: Encourage people to visit your business by showing your location, a call button, and a link to your business details page—which can include your hours, photos of your business, and directions to get there.
If you want people to call you or send you a text message query, use call extensions or message extensions in addition to the universal extensions:
- Call extensions
- Encourage people to call your business by adding a phone number or call button to your ads.
- Message extensions
- Encourage people to send you text messages from your ad. Available globally at the campaign or ad group levels.
If you want to get people to download your app, use app extensions.
App extensions: Available globally for Android and iOS mobile devices, including tablets.
Google Ads is always checking to see which extensions could improve your performance and automatically applies these to your ads. You can help further your business goals by adding manual extensions to give potential customers more reason to click your ad. An Ad extension can also help with rebranding and driving existing traffic to a new site or landing page.
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