If you want to optimize your Google Ads account, don't overlook ad extensions! This feature gives you plenty of options to add more valuable information to your ads, which improves the user experience and multiplies conversion possibilities.
There are many different types of Google ad extensions, each with its own purpose and functionality. In this article we’ll breakdown each one, and explain how to use them for your ads. Let’s dive in!
l
Think of Google Ads extensions as a kind of "extra" that allow you to add supplementary information to your ad, in addition to the title and description. Different extension formats include call buttons, location information, links to specific parts of the website, additional text, and more.
Extensions typically increase the number of clicks in an ad, as they improve visibility and offer interactive contact alternatives, such as calls or maps.
These are some things to keep in mind about how extensions work:
Of course, adding more items takes up more space between Google search results, attracting the user's attention and increasing the chances of them clicking on your ad.
Extensions can multiply the chances of interacting with your ad because they offer immediate and easy action for the user. For example, a call extension allows the user to immediately call the store directly. Ad extensions also offer more accurate information, such as the option to directly access a restaurant's menu without having to go through the home page or find their location on a map. All of these options boil down to more opportunities to generate conversions.
"Classic" ads in Google Ads are limited to a title and description, providing limited space to explain what you offer. With extensions, you can communicate much better with your target audience.
Extensions are included in the ad rank formula, so they help your ad position better relative to the competition. Also, as we explained above, ad extensions tend to have a positive impact on the percentage of clicks, which in turn increases the level of quality. In other words, using extensions with your text ads improves the performance of your account in general.
As its name suggests, sitelink extensions add additional links from your website to your ad. Each link is accompanied by two description lines.
Its basic function is to add additional information and direct the user to the pages of greatest interest. For example, if you have a restaurant, you can add links to the menu page and the option to order at home.
The sitelink extensions are displayed differently depending on your device, ad position, and other factors:
The description may not be displayed.
Structured snippet extensions, shown in yellow below, highlight specific aspects of your products and services.
It consists of two basic elements:
Unlike sitelink extensions, structured snippet extensions are not clickable.
The location extensions are highly recommended for businesses with physical stores. They include the address and link to Google Maps with the location of the business, so that the user can purchase the product that interests them there.
In addition to the store address, this extension may also include other data, such as opening hours, phone number, or customer ratings. It is also possible to add more than one extension in case you have multiple stores.
To be able to use location extensions, your account must be registered with Google My Business.
Callout extensions are used to display short, impactful text. They allow you to promote unique offers for users in a prominent way. Texts are limited to 25 characters each and are not clickable.
Featured texts are displayed organized into a single line or paragraph and separated by periods. Each ad can include between two and six. It's important to know that Google Ads decides in what order they're shown, so ensure the text makes sense independently.
Call extensions add phone numbers to your ads. Users can click the button and call your business directly.
Depending on the device they are displayed on, call extensions have different formats:
If we use Google's forwarding numbers, we'll be able to record calls as conversions.
Price extensions show the price of a specific product or service.
These extensions are displayed through a tab bound to the corresponding URL within the page. For example, if you have a hairdresser, you can create a price extension for cut and one for color, and direct users to the service's booking page.
We can set up to 8 price extensions for each ad, and they are displayed under text ads on computers and mobiles.
The promotion extensions allow you to display special offers and discounts on ads. The link takes the user directly to the promotion page, increasing the chances of getting a conversion.
Some extensions are displayed below ads and have two lines of text to explain the characteristics of the discount.
The most interesting thing about this type of extensions is that you can set up promotions associated with occasions, such as "New Year" or "Valentine's Day". Each occasion has a predetermined promotional period. For example, New Year's ads can only be shown between December 1 and February 28. If you select any of these periods, it will be displayed as a bold label next to the promotion text.
The app extensions are specially designed to promote mobile app downloads. If the user clicks on the ad title, they will be directed to the website, while if they click on the app link, they will be directed to the app store.
App extensions have smart device detection, that is, if we create an extension for Google Play and another for the App Store, it will target the user that corresponds to it depending on the device you use. They also distinguish between types of mobile devices: for example, if the app only runs on tablets, users who are using a mobile phone will not be shown the extension.