What Are The Types of Ad Extensions?
Sitelink extensions are extensions that offer more information and can be clicked on to send your traffic to another page.
Here, people can choose to click on Pricing & Packages or Success Stories to visit those special pages, or they can visit this company’s landing page. Either way, their ad is taking up the amount of space that two would take up. And the amount of information they’re offering is like three ads in one.
But sitelink ads won’t always show with the full information. Sometimes, they’ll show just as links at the bottom:
While they don’t take up as much space, they still add color and information to your ad.
When you’re creating your Sitelink Ad Extension, you can add as many as you’d like at once. Here’s what you’re working with:
Remember that your description lines won’t always show, so make sure your sitelink text is creative and eye-catching.
Lastly, because your sitelinks will connect the user to specific pages of your design, think about where you’d like to send your potential customers. Think about what you’d like to go if you were searching for your product or service.
Great pages for sitelinks are contact us pages, testimonial pages, and pricing/offers pages. For eCommerce sites, you have many more options for sending customers to category pages or specifics pages.
If you have a promotion that you’re running, build a landing page for it, and then a sitelink too. Don’t forget you can schedule your extensions to start and stop at a specific date.
A few things to keep in mind while making sitelink extensions:
-Each extension is for a new web page; Google won’t allow you to have three sitelink extensions for one link.
-Extensions should only go to your website; don’t try to sneak another domain into your ad. (The only exception to this is linking to your media page- but you have to specify where this is taking the customer when you write the extension.)
Callout extensions are excellent in that you can list just about anything in them for extra space and information on your ad.
It seems like after Google created all of their extensions, they kept getting messages from people who still felt restricted so they threw their hands up and went, “Fine, you can have these extensions where you can write anything. Enjoy.”
The only stipulation that Google puts on these is that you can’t repeat them. So you can’t have three callout extensions saying the exact same thing- no problem, right?
Structured Snippet Extension
Structured snippet extensions allow you to list things that you offer. They take up a good amount of real estate, and they allow people to learn what you offer before they click. They’re also an opportunity for you to list your key benefits and easily apply them to all your ads.
So instead of using ad text space to list that you offer “chiropractic services, massage therapy, spinal decompression, injury services”, you can compile that list into a service catalog and apply it to all your ads. You can apply up to ten types of one category:
That’s a lot of options, and you’ll want to spend some time looking through the options. Chances are, no matter what you offer, there will be a header type for you to us.
We’ve compiled a handy-dandy cheat sheet below for each of the types of headers. It’ll list the name of the extension, what it is, good examples, and bad examples.
Remembering that you can schedule your ad extensions is also useful for these as well. If you have seasonal products, shows on a schedule, or anything of that sort, you can schedule and rotate them.
Perhaps the most widely used extension, the call extension is a life saver for all businesses out there. You can put your phone number directly in the ad. You can enable it as a click-to-call and allow customers to easily reach you from mobile.
Google allows you to track calls from extensions as conversions.
A recent addition to Google Ads’ metrics includes some minor call tracking. They offer a call details tab that will show you the number of phone calls, phone impressions, and phone through rate (PTR).
If you’re looking for more detail in your phone tracking, we recommend CallRail or Invoca as great tools.
This nifty little, mobile-only obviously, extension allows customers to text a support number quickly and easily. The future has arrived.
As this example shows, courtesy of Google, the customer sends a text message, and the conversation is moved offline.
When setting up the message extension, you choose the number they text to, what the extensions says, and their opening message so you always know what they’re texting about.
A location extension is a must-have for any brick-and-mortar that requires the customer to come to you. You set it up through Google My Business, and then you can easily add it to your extensions.
Most of the time, the extension will show the full address, but on mobile, it can drop some of the address and instead offer to open directions to the business in their maps app.
However, it’s important to note that if you come to the customer, you might not benefit from a location extension. In fact, it might hurt your conversions as people will assume they have to visit you to get your service.
Keep an eye on how your conversions perform before and after adding a location extension.
Affiliate Location Extension
Affiliate location extensions can be a little tricky to understand.
Let’s say you want to sell your physical product – like a cell phone – but you want the customer to know that they can buy it at any of your authorized retailers – like Verizon Wireless. You’d then link the Verizon Wireless stores that your phone is available at as an ad extension.
This will give the customer the option of making an online purchase or visiting the Verizon store to make a purchase.
The price extension ads are pretty simple; they’re upfront pricing for the products you’re selling. It can help people understand what you’re offering before reaching out and booking an appointment or showing up at your store.
This is great if you have different options you sell, different levels of your service, etc. If people end up clicking on your ad after they see the pricing, they won’t feel blindsided on your landing page. They’ll have a higher conversion or purchase intent.
Similar to structured snippet extensions, Google gives you a range of options to choose from for the type of product or service you’re selling.
And if your price isn’t exact, no worries because you can add price qualifiers to the extensions:
We can see in the original bike example that they’re using the “from” price qualifier to advertise their lowest priced bikes.
This ad extension is amazing for granularity in your account. When you organize your account, you can add these ad extensions at the campaign or ad group level to make them as specific as possible.
If you offer a mobile app, pop this Google ad extension on here. People loathe buying things through their phone’s internet; adding payment information is a pain, web pages aren’t always optimized for mobile, and the load time on those mobile browsers are excruciating.
People will always want to download your app before purchasing, and the quickest way to benefit from that is to make an app extension.
One of the more frustrating things as a company is to have a promotion, list it everywhere you can think of, and then see no one use your code or applies for the promotion. Sure, you just got some full-priced sales, but who knows how many people didn’t make a purchase because they didn’t see your promotion?
This company won’t have that problem. Against all the other competitors on the page, they were the only ones with a promotion extension, and 60% off sounds pretty good.
While you can always run a general deal promotion, Google also offers seasonal promotional tags. Just make sure to schedule your seasonal promotion ad extensions. We’ve all seen fall ads in spring and New Year’s Deals in July.
Automated Ad Extensions
The last extension isn’t on the list that you can add yourself. Google runs automated extensions, which are extensions that they choose to show with your ads. You can find yours right next to the extensions tab.
There, Google will show you the automated extensions it’s running for you, and you can see the stats for each one.
If you’d like to opt out of the automated ad extensions, you can do so by going to the more option, going to advanced options, and turning them off there.
However, considering that these are extra extensions handpicked for you, from Google, you might be a little ungrateful if you turn them off. Also, considering that ad extensions don’t cost anything extra, and that not all accounts get automated extensions, it’s a good idea to keep them on.