Which Ad Extensions Offer Best Value for Your PPC Campaigns?
If you’re looking to make the most of your PPC campaigns on Google Ads, you need to be using every tool at your disposal. Google Ad Extensions are one such tool that can significantly improve the effectiveness and reach of your advertisements. If you’re not using them yet, read on to find out how to get started, and which ones offer the best value to your business.
Ad extensions are like superchargers for your Google Ads—they’re additional pieces of information and interactive elements that make your ads more enticing and helpful. Think of them as the extra toppings on your pizza; they’re not just tasty, they enhance the whole experience. With ad extensions, you can add links to specific website pages, highlight your unique selling points, display your phone number, and more.
Conversion Rates for Google Ads
Recent research by Wordstream finds that the average conversion rate for Google Ads is 7.04%. This is the figure that impacts your business’ bottom line, as a healthy conversion rate can offset the costs of each lead. So, whatever your conversion rate is, you’re probably looking to improve it if you can – and Google Ad extensions offer you a way to do that.
Ad extensions provide additional information and opportunities for users to engage with your ads, ultimately leading to higher click-through rates (CTR), better ad positioning, and the all-important improved conversion rates. Ready to get started? We’ll walk you through the process of setting up Google Ad Extensions and provide recommendations for the top 10 ad extensions to consider.
This article is written by a member of the PPC campaign management team at Imagefix. The information provided is based on their skills, and years of experience creating and managing PPC campaigns.
Setting Up Google Ad Extensions
Ready to boost your ad’s visibility, engagement, and overall effectiveness, giving you a competitive edge in the digital marketing world? The good news is that setting up Google Ad Extensions is a straightforward process. Simply follow these steps:
- Log in to your Google Ads account.
- Navigate to the campaign or ad group you want to add extensions to.
- Click on the “Ads & Extensions” tab.
- Select the “Extensions” tab from the left-hand menu.
- Click the blue plus button to create a new extension.
- Choose the type of extension you want to create and follow the specific instructions for that extension type.
- Save your changes, and your extensions will be live in your campaign.
Now that you know how to set up Google Ad Extensions, let’s explore 10 essential extensions and why you should consider using them.
10 Google Ad Extensions Recommendations:
Each of our recommendations includes a summary, explain what it does, the benefit it provides for your campaign, and an image so that you can see what it looks like.
1. Callout Extensions
Callout extensions give you the opportunity to shout out your business’s unique features, benefits, and offers. Use them to highlight what sets you apart from the competition, such as free shipping, 24/7 customer support, or a satisfaction guarantee. These little snippets of information can make a big difference in convincing potential customers to click on your ad.
Why: It quickly communicates value to users and makes your ad stand out.
2. Structured Snippet Extensions
Structured snippet extensions are like a menu of what your business has to offer. They allow you to showcase specific categories, products, or services. Imagine you’re a restaurant – you can use these extensions to display your menu sections, whether it’s appetisers, entrees, or desserts. This gives users a clearer picture of your offerings and entices them to explore further.
Why: It provides additional context and helps users understand what you offer.
3. Sitelink Extensions
Sitelink extensions allow you to include clickable links to specific pages on your website right within your ad. This means you can guide potential customers to the most relevant sections of your site, making it easier for them to find what they’re looking for.
Whether you want to showcase popular products, highlight your services, or lead visitors to your contact page, Sitelink Extensions are your go-to choice for enhanced user engagement and a smoother browsing experience.
Why: It increases user engagement and allows for deeper navigation on your website, promoting relevant products or services.
4. Location Extensions
If you’re a bricks and mortar business, location extensions are a must-have. They display your business’s physical address alongside the ad, making it easy for potential customers to find you. This is all about giving your business a physical presence for searchers; rather than floating on a cloud, you drop to earth and can be visited.
Why: Increases the likelihood of in-store visits and builds trust with local customers.
5. Price Extensions
Price extensions recognise something very important to your customers; their need to know what something costs up front. You can list specific products or services with their prices, helping users make informed decisions right from the search results. This extension is perfect for businesses in competitive markets where price is a key factor in purchasing decision.
Why: It helps users make informed decisions and filters out users who are looking for specific price points.
6. Call Extensions
Call extensions are all about making it easy for potential customers to get in touch with you. By displaying your phone number in the ad, you encourage direct communication and with nearly 60% of all searches taking place on a mobile, making that call couldn’t be easier. This is especially helpful for businesses like local restaurants, repair services, or any business where a quick phone call can lead to a sale.
Why: It encourages direct communication with potential customers, increasing conversion opportunities.
7. App Extensions
If your business has a mobile app, app extensions are a game-changer. They provide a direct link for users to download your app, making it easy to expand your user base and increase engagement. Perfect for e-commerce, news, or any industry with a mobile app presence.
Why: Don’t have an app yet? They’re a great way to improve the customer experience, and – even better – users prefer them to websites!
8. Message Extensions
Message extensions take convenience to the next level. Users simply send you a text message directly from your ad. Think of it as a direct line of communication, perfect for businesses looking to engage with their audience in a more personal and immediate way. It’s a great option for gathering inquiries or scheduling appointments.
Why: Enhances user engagement and provides an easy way for potential customers to get in touch.
9. Affiliate Location Extensions
If your products are available through local retailers or partners, affiliate location extensions are a great choice. They show nearby physical locations on a Google Map where users can find your products. This makes you feel more ‘real’ to customers and offers convenient purchasing options.
Why: They’re easy to set up, helpful to customers, and they expand your reach.
10. Promotion Extensions
Everyone loves a good deal, and promotion extensions let you highlight your special offers or discounts. Whether it’s a limited-time sale, a buy-one-get-one deal, or a seasonal discount, this extension grabs users’ attention, saves them having to trawl through your website for offers, and encourages immediate action.
Why: It attracts deal-seeking customers and encourages immediate action.
These extensions add valuable layers to your Google Ads. They exist to make it easier to reach out to your customers, and to make it simple for customers to buy from you. By choosing the extensions that are best suited to your business, you’ll increase your ad’s appeal and grow the likelihood of driving conversions.
Would you like to learn more about PPC Marketing campaigns? Call Imagefix today to find out more on 01525 715608