Ad Extensions You Should Be Using Today (Part 1)

Who wouldn’t want more real estate on their ads and to increase their click-through rate by several percentage points. This is where extensions come in and save the day by providing additional information to your online advertisement. Whether it is to give your ad greater visibility or provide relevance towards your business goals, extensions are a great way to get more value from your ad. Below is a list of AdWords extensions Google has to offer, and why you should be using them today.

Sitelink Extensions

Sitelink extensions can show up to 2 to 6 links to specific pages on your site and are eligible to show depending on device, position, and other factors. This type of extension can appear as just one line of text or a line of text with an additional description. This type of extension is perfect for expanding the real estate of your ad and sending users to other pages on your site that they may be interested in.

Call Extensions

Call extensions provide another great resource for users by adding a phone number that can be tapped or clicked on to call your business directly. Keep in mind with this extension that AdWords may set up automated (or Google-generated) call extensions if your website has a phone number. This type of extension can be customized to provide a phone number at times when your business can take calls. It can also be easily tracked as a conversion by turning on call reporting in your account. Keep in mind that just like any other extension, a click on your phone number is the same cost as a headline click.

Callout Extensions

Callout extensions are probably one of my favorite types of extensions. This type of extension allows you to highlight or promote your various business offerings in short 2 to 6 callouts below your ad text. As a good rule of thumb, it is best to add more general callout extensions that apply to your entire website at the account level and more granular callouts at the campaign or ad-group level.

Structured Snippet Extension

Structured snippet extensions provide a handful of header options such as amenities, brands, courses, styles, etc. and a list of values to go along with it. For example, you could be a candy shop offering different “Flavors,” such as “Chocolate,” “Vanilla,” or “Strawberry.” This is a great way to highlight specific aspects of your products and services while increasing the relevance of your ads and click through rate.

Location Extension

Location extensions are another hidden gem of AdWords that allows you to expand the real estate of your ad text and provide additional information for your user. This type of extension can show with your address, a map to your location, or the distance to your business, and it a great way to encourage people to visit your business or storefront.

As you can see, there are a number of different extensions that you can use. And although you will not always be eligible to show up for each of them, it is important to pick and utilize the ones that match up with your business goals. Although these are not all of the extensions, we will explore more in our next installment. Happy extending!

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