Ad Extensions In Google AdWords

Adding AdWords Ad Extensions, The Right Way

Ad Extensions improve your AdWords results by increasing click-through rates and quality scores while lowering costs.  Here’s how to set them up correctly.

Where do you go after the AdWords foundation is set? Once your three layers of account, campaign and ad groups are put together you’re ready to go! Right? You may even be feeling comfortable with AdWords!  Don’t get too comfy just yet. There are still lots of overwhelming options you can use to create optimized and more efficient campaigns. We’ll help you make sense of it all.

At some point in your campaign you will want to get more clicks, conversions or impressions. We know of one solution! A very popular way to make campaigns more effective is through ad extensions. Some find ad extension a necessary addition. We know that Google favors advertisers that implement ad extensions, because they provide a more interactive environment for customers, which increases click-through rates and thus more effective ads. While you don’t need extensions for a great ad they are a serious enhancement to consider.

What Are Ad Extensions?

The ads you create in AdWords have strict limitations. You are only allotted a few characters in the text of your ad. Ad extensions are a way to expand your ads and make more information available to potential customers. Think of it like super-sizing your ads. This makes your ads more clickable, thus click-through-rates for ads with ad extensions are higher. Extensions are only available for Search Network Only and Search with Display Select Text Ads.

The good news is that these extensions are free to implement and you are charged for your clicks as you always are. Hopefully the extensions bring you more of those. A bit of a catch about extensions is that you don’t have much control for when they show up. They are only shown when Google predicts they will help your ad, but you also need a high ad rank for the extension to show in the first place. 

SEO is not something you do anymore. It’s what happens when you do everything else right. 

– Chad Pollitt

Manual vs Automated Ad Extensions

There are quite a few extensions to choose from, but you can narrow the selections down to Automatic or Manual. Obviously one has more control and compared to the other, but here is a breakdown of their differences:

Manual Ad Extensions

These are the extensions that allow more of your say in customization. You get to be more specific in your call-to-actions messaging. This is the preferred method, allowing more awareness of activity in your campaigns. Some manual extensions include: Sitelink extensions, Location extensions, Call extensions, App extensions and Review extensions.

Automated Ad Extensions

This is Google’s hands-off approach to extensions – where data is collected to create an extension for your campaign. If you want to opt-out of automated extensions you have to use manual extensions or submit forms for the type of extension Google recommends for you. Some automated extensions include: Consumer Ratings, Previous Visits, Seller Ratings and Social Extensions.

Here is a list of the most popular ad extensions out there.

Choose Extensions Based On Your Business Goals

While it is nice to have lots of options, it can be difficult to choose. Like ice-cream flavors. So make choices in AdWords based on your business goals. Here are a couple goals and the extensions that they play well together:

Website ConversionsIf you want people to visit your website:

  • Sitelinks Extensions: Clickable link to pages specific to the text. Ex: “Hours”.
  • Callout Extensions: Descriptive actionable link. Ex: “24/7 Support”
  • Price Extensions: Shows specific prices for certain products or categories. Use this option on the Shopping network.
  • Review Extensions: Reviews and rankings from online sources like Google reviews and Yelp.

Contact youFor when you want searchers to contact your business.

  • Call Extensions: This shows your phone number so a user can click and call. Ideal for mobile.
  • Message Extensions: This is so a searcher can text or email you instantly.

Visit your business: This is when you want customers to go to your physical location.

  • Location Extensions: This shows your address so it can be instantly be brought up in Google maps.  
  • Callout Extensions: Descriptive actionable link. Ex: “24/7 Support”
  • Affiliate Extensions: Show locations that carry your product, physical and online locations.

Download your app: To get your app downloaded.

  • App Extensions: So searchers can be brought to a page to instantly download your app.

How To Add An Ad Extension

Let’s get to it! Here are the simple steps to actually ad an extension:

  1. In your AdWords Dashboard Select the campaign or ad group you would like to add the extension to.
  2. Select the Ad Extensions tab
  3. Click the View: Sitelink Extensions  drop-down menu & select [Your Preferred Extension]
  4. Click the EXTENSION button
    • Follow the Extension-Specific Tutorials
  5. Select  Done

I don’t want to worry you, but this is where things can get tricky. Adding extensions is done at each level of your account, whether it’s for all campaigns in an account, the campaign or even just the ad group. Keep an eye on this so you don’t show the wrong extension at the right time. I find it best to start at the account level and add the business wide extensions first – i.e. the extensions like your business phone number, location etc. This makes things easy later. Then, as you get more comfortable with ad extensions, you can get more granular too.

Enhance Your Campaign With Ad Extensions

Extensions are about visibility. They expand your ad and are certainly more noticeable when implemented. This is an advanced feature, so make sure your campaign’s foundation is solid. If you get it right you can greatly improve relevance and quality score. If you are at the point of wanting a better CTR or any enhancement, you can always ask for help from us at Teacup.

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