(4) Make Ads Relevant with Search Ad Extensions
How many sitelinks should you have per campaign?
Add as many sitelinks as you can: You should ideally implement eight to ten active sitelinks per campaign
Benefits of promotion extensions
Promotion extensions are shown below your ads in an eye-catching format.
What are structured snippets?
Ad extension that gives a glimpse of what's offered. Structured snippets allow you to describe features of a specific product or range of products or services offered by the business before users click on the ad.
What are ad extensions?
Ad extensions enrich text ads by showing extra information about the advertiser's business. Google Ads automatically serves the ad extensions that are predicted to have a positive impact on performance
What are message extensions?
Adapt to a new communication style: Message extensions are a mobile-only format that enables clients to easily connect with a growing segment of users who prefer to text.
TIPS REGARDING SITELINKS
Add as many sitelinks as you can: You should ideally implement eight to ten active sitelinks per campaign. Make sure that you have enough content on your website to have at least two sitelinks, otherwise the sitelinks won't be shown. Select the right landing pages: Link directly to popular or high-converting sections of your website. Guide the user: In the sitelink title, clearly mention what users will find on the landing page.
Who should use affliate location extensions?
Affiliate location extensions are ideal for manufacturers. They help consumers find their products at selected retailers, while still providing the option to visit their website and purchase online *think LT Corporate
When are ad extensions served?
All available extensions in the ad extensions section are designed to be co-triggered. At any given time, up to four extensions can be shown for a particular query or device. In fact, Google Ads shows one or more extensions with your client's ad when it calculates that the extension (or combination of extensions) will improve campaign performance, and when the Ad Rank is high enough for it to appear.
What are app extensions?
App extensions are great if you have an app to promote. This format gives you the option of driving traffic to your website or the app store from a single text ad
How many callout extensions per campaign?
At least 6
How many ad extensions should each ad have?
At least the core three (callout, structered snippet, sitelink) plus highly rec to have one more. Can't have more than four.
TIPS REGARDING CALLOUT EXTENSIONS
Be brief: Keep your callouts as short and specific as possible, and include at least six of them in your campaigns. Be appealing: Consider callouts that are unique offerings and can apply at a high level to your whole business. Be concrete: Focus on specific info (for example, '4.7-inch LED display' vs 'large LED display' and '34 MPG max. mileage' vs 'great fuel economy'). Think bullet points: 'Free delivery' is much sharper than 'We have free delivery.' Sentence case beats title case (e.g. '100% silk' vs '100% Silk').
TIPS FOR APP EXTENSIONS
Be clear: Your headline link should direct to your website, while the app extension links to the app store. Don't link your headline to the app store as well, as this is redundant and may create a confusing user experience. Show it: Implement the extension to be served on both brand and generic keywords. Be inclusive: Don't limit the extension to keywords orientated to driving mobile app downloads, since users still have the option to click through to the website.
TIPS FOR PRICE EXTENSIONS
Be granular and relevant to user queries. Make sure that the descriptions relate to the headers. Don't use promotional copy in descriptive lines. Don't repeat headlines and description lines.
What are the benefits of callout extensions?
Benefits of Callouts Boosts engagement: In our tests, this added information drove a ~10% increase in CTR. Callout extensions are a powerful way to highlight value-added attributes about a particular product or service. Easy to implement: Just add 25 characters for most languages, or 12 characters for double-width languages (like Chinese, Japanese and Korean). Why should you use Callouts? Drive shop sales: Free pick-up in the shop, no queues at checkout Online conversions: 365-day returns, free delivery over £25, 24/7 customer service Brand awareness: Zero-waste policy, organic material only
What are the benefits of structured snippets?
Benefits of Structured Snippets Get more qualified leads: When you give users specific information about what you're offering before they visit your website, they'll be more likely to convert after clicking. Where should you use structured snippets? Structured snippets are great to highlight specific aspects of your products or services. Examples: Amenities: Wi-Fi, breakfast, pool, gym, spa Types: Loose-fit jeans, tapered-leg jeans, relaxed-fit jeans Destinations: Las Vegas, New York, Tokyo, Rome, Cancun, Paris
What are the benefits of sitelinks?
Benefits of sitelinks: Increased engagement: Adding sitelinks can boost the average click-through rate (CTR) for an ad, including in searches for one of the advertiser's brand terms. More conversions: By sending users directly to the right page, you reduce the number of steps that they need to perform for an action that you value. Easy to manage: Add and update sitelinks at the account, campaign or ad group level without the need to bid separately or add separate keywords. The system automatically displays the best-performing or most relevant sitelinks for each query. Why should you use sitelinks? Sitelinks direct to specific pages of your website, and they can serve most marketing objectives as long as the site contains related content. It's important to remember that the link in the sitelink can't be the same as the headline links. Purposes include: Driving shop sales: Shop hours and locations, find a shop Making online conversions: Special discounts, new offers, men's shoes, subscribe now Raising brand awareness: Our values, learn more about our business story
Who should use location extensions?
Businesses with a physical location they want to drive foot traffic to
What are the benefits of app extensions?
By giving the option to install the app via the extension, you increase your app's visibility and grow your installation base. Users who are interested in your app can directly download it from your ad
What are callout extensions?
Callout extensions are short, specific (25-character) snippets of text. They can be used to highlight information about value-adding attributes of the business, products or services.
Benefits of message extensions
Convenience: Consumers can interact with your business on their own terms. Message extensions ensure that your business doesn't miss an opportunity to connect with customers when it's not a good time to call. Pre-qualification: Give users the chance to ask questions, review products, talk pricing and engage in other ways that they can't on your website. Ability to generate leads: Receive messages from users, and put them in a queue to call later when it's convenient for them.
Benefits of call extensions
Convenience: Generate calls directly from your ads and provide customers with a more convenient way to reach you. Qualified leads: Drive greater response and a higher number of qualified leads by increasing the options available to consumers for connecting with you. Flexible scheduling: Specify what dates, days of the week or times of day call extensions should appear, aligned with your business's (or call centre's) opening hours. Outside the designated times, the ad won't show the call button (mobile) or phone number (desktop) when it is displayed.
Benefits of affiliate location extensions
Drive shop sales: By helping consumers find a nearby retailer that sells your product, you improve the chance that they'll visit you and make a purchase in person. Drive online sales: Consumers have the option to visit the manufacturer's website and purchase online if they don't have time to visit the retailer. Report shop visits: Affiliate location extensions are one of the requirements if manufacturers want to report shop visits.
Benefits of location extensions
Drive shop sales: By helping users find a nearby shop, you improve the chance that they'll visit you and make purchases in person. Drive online sales: Many users feel more confident buying online if they know that there is a shop close to them (in case they'd like to exchange or return what they've bought). Increase performance: On average, ads with location extensions see a 10% boost in CTR. Boost visibility: Add a bid modifier for users who are close to a shop location. This increases the ad's visibility and the chances that the user will visit the shop. Report shop visits: Location extensions are one of the requirements if advertisers want to report shop visits.
TIPS REGARDING STRUCTURED SNIPPETS
Focus on the essential: Make sure that the headers selected provide information that's useful and attractive to users. Ideally, four values should be added to each header, but make sure that you have enough content on your website for at least two values. Be relevant: The values that apply to each header must make sense in the context of the chosen header. For each value, is it true to say '[value] is a [chosen header]'? For example: 'Wi-Fi' is an amenity and 'trainers' are a type of shoe.
Types of automated ad extensions
Fully automated Advertiser Provided Dynamic sitelinks Dynamic snippets Dynamic callouts seller rating (stars)
What are affiliate location extensions?
Give directions to retail partner locations (available in selected countries): Affiliate location extensions allow product manufacturers to drive visits to retail partners that sell their products. The format displays the headline and URL of the manufacturer's website, ad text for the manufacturer's product and the nearest retailer.
How does Google generate automatic star extension? And from what services?
Google generates info from the following places to create your rating: Google Customer Reviews (GCR): Google Customer Reviews is a free service that helps your business collect feedback from customers who've made a purchase on your website. With just one click on your checkout page, customers can choose to receive a survey to rate their experience. The ratings from these customer surveys apply to your seller ratings eligibility. Stella Service: StellaService is an independent company that evaluates the customer service performance of certain online businesses Google-led Shopping Research: Google-led shopping research evaluates the customer service performance of certain online businesses. It follows its own methodology and processes, which may bear similarities to StellaService Google Customer Surveys: Google Consumer Surveys is a platform that collects ratings for certain domains and businesses. Surveys are run and managed by Google Third-party Review Sites: Third-party sites aggregate user reviews
How many structured snippets should be with each header?
Ideally, four values should be added to each header, but make sure that you have enough content on your website for at least two values.
What are call extensions?
If you're looking to get calls from customers, use call extensions. These extend ads with a phone number, allowing mobile users to directly call your business.
When to use app extensions?
It's a good idea to use app extensions if you have an app that you want to promote because the format gives you the option of driving traffic to your website or the app store from a single text ad. This is also the only way to guarantee an app impression based on a keyword
TIPS FOR LOCATION EXTENSION
Keep information updated: Location extensions are served via the Google My Business (GMB) account. Make sure that information such as address and phone number are updated. Adapt bids: Bid more aggressively for users who are close to your shops to ensure that they see your ad. This can be done via the Advanced Location Settings in Google Ads.
What are location extensions?
Location extensions let you show your business address, phone number and a map marker alongside your ad text. On mobile devices, there's a link with directions to your business.
TIPS FOR AFFILIATE LOCATION EXTENSIONS
Maximise local reach: In the Google Ads interface, select retail chains or automotive dealerships to highlight all of the nearby locations where consumers can find your products. Adapt bids: Set higher bids for users who are close to retailer locations to ensure that they see your ad. This can be done via the Advanced Location Settings in Google Ads
TIPS FOR CALL EXTENSIONS
Measure the impact: Enable phone call conversions reporting in account settings to assess which campaigns, ad groups and keywords are most effective at driving call conversions. Provide great service: Once customers call you, success mainly depends on the service that they receive from your call centre. Make sure that your staff are trained to answer questions about the services or products that your extensions are associated with.
When to use message extensions?
Message extensions are a great fit when you want to give customers an alternative to calling. They provide an initial touch point to generate leads, book appointments and start the sales process. Make sure that you have a system in place to respond to messages, either via email forwarding, SMS contact centre software or a mobile phone.
TIPS FOR MESSAGE EXTENSIONS
Optimise your message extensions: Have a clear call to action such as 'Text us to get a quote'. Put together a pre-filled message text that makes users excited to contact you. This is the message text that users will see in their SMS app before sending. Schedule your message extensions to be shown when someone is available to provide answers. Provide great service: Reply to texts in a professional and timely manner.
What are price extensions?
Price extensions let you showcase your services and range of products alongside their respective prices. They're available globally in several languages and currencies
Benefits of price extensions
Price extensions provide a better customer experience by setting clear expectations from the very first touch point
What are promotion extensions?
Promotion extensions allow you to quickly and prominently display information about your promotions without having to update every single ad.
When to use promotion extensions
Promotion extensions are great for highlighting special offers and sales and can include monetary or percentage discounts for your products or services.
Difference between callout extensions and structured snippets:
Structured snippets highlight specific aspects of the products or services offered, while callouts highlight what makes a whole business unique.
TIPS FOR PROMOTION EXTENSIONS
Select special occasions and events: You can select from a list of pre-populated occasions to have your promotion extension appear with a bold label (e.g. back-to-school, Black Friday, Boxing Day). Flexible scheduling: Choose to show your promotion extensions within the date of the occasion, or specify the dates, days of the week or times of day that you want them to be shown
Name all add extensions
Sitelinks Callout Extensions Structured Snippets Location Affiliate Location Call App Extensions Price Extensions Promotion Message
What are sitelinks?
Sitelinks are additional links that appear just under the text of your search ads, directing users to specific pages of your website.
What are automated ad extensions?
The content for automated extensions is carefully generated by machine learning and supported by a dedicated team within Google. Very similar to advertiser-provided ad extensions, automated ad extensions give consumers relevant information up front, which can often translate into more qualified leads. Every Google Ads account gets opted in to all of the automated ad extensions that they're eligible for.
What are the 3 universal extensions for text ads?
There are three extensions that every marketer should be using to enhance their text ad: sitelinks, callout extensions and structured snippets.
When to use price extensions
This structured way of highlighting information makes it easier for people to compare their options and decide if they're interested in your products or services.
When to use call extensions?
Use call extensions if you do business over the phone and value phone calls as much as you value clicks to your website. Users have the option of calling from the ad or clicking through to your website.
Should you update your site extensions?
Yes. Change the link text and URLs whenever you have something new to communicate, such as sales or special offers.
