Ad extensions are additional information that makes your advertisement more appealing to users. In other words, ad extensions are extra elements to Google Ads (formerly Adwords) that trigger searchers to click on an ad.
The essence of ad extension is to generate more engagement from the right audience and lead to an improved ROI on any Google Adwords campaign.
One of the most amazing things about Ad extensions is the fact that they can communicate more information about your business than the Ad campaign itself.
Interestingly, ad extensions enable you to maximize your budget, get more clicks, and ultimately increase the click-through rate of your ad. This will bring more traffic to your website.
The Cost Of Ad Extensions
There is no additional cost for ad extensions in Google Ads. Advertisers are only charged for clicks on their ads, which ad extensions are a part of the ad.
However, there are certain extensions where there are no charges for click. Examples of such extensions are; social annotations, seller rating annotations, and review extensions.
How To Add Ad Extensions To Your Google Adwords Account
It is easy to add ad extensions to your Google Adwords account. All you have to do is to visit your Google AdWords and choose the Ad extension tab on the top. Then use the drop menu to select different ad extensions.
Types of Ad Extensions
There are different types of ad extensions you can include in your Google Ads Campaign. Some of them are;
Sitelink is a type of ad extensions that allows you to add a link to certain pages on your website under ads.
It enables you to direct people to your most relevant landing page, this will help to increase your conversion rate. Below is an example of sitelink extensions;
This is a type of ad extension that allows people nearby to locate you or give you a call. This ad extension types add a clickable map pin with your address, this will give users direction on how to locate you when they click on it.
Here is an example of a location extension.
Call extension incorporate allows you to add your phone number so that people can click to call you directly from your ad.
App extension displays the link to any app that you are offering to your audience.
Review extension displays positive reviews from any reputable third parties. These reviews are usually displayed with their source below the main ad.
Automated extensions are also called social annotations. As the name implies, they are automated and you can’t control them. But Google gives you reports from time to time.
Generally, automated extensions are consumer and seller ratings that Google automatically adds ad extensions as they can improve the performance of the overall ads.
However, you must complete the 3 steps below to use automated extensions;
- Your Google+ account must have a verified URL
- Your Google+ page URL must match the domain of your ad’s URL
- More importantly, your Google+ page needs to have recent posts couple with a significant number of followers.
When you fulfill the above requirements, your ad will display automated extensions.
Why You Should Be Using Ad Extensions
Ad extension is an important component of any online advertising message. In fact, it makes your campaign more effective. This is why most advertisers are of the opinion that your ad copy isn’t complete without using ad extensions.
According to Google, ad extensions will increase the Click Through Rate (CTR) of your ad by 10 -15%. Below are some of the reasons you should be using Ad extensions;
#1. Ad Extensions Impact Your Ad Ranking
Ad extensions have a significant impact on ad ranking. When you include ad extensions to your campaign, the quality score of such campaign is positively affected. This is because the CTR (Click Through Rate) will increase, and this will eventually improve the ad rank.
#2. Gives Additional Information
Ad extensions give you the opportunity to include additional information you fail to mention in the main ad.
#3. Improves Click through Rate (CTR)
Generally, ad extensions improve the click-through rate of your campaign. Since they provide more information, they will certainly attract more clicks.
#4. Users Tend To Trust Your Ad More
Ad extensions make your ad looks more authentic to users. Once your users see your business details like phone number and business location, they will be less suspicious and tend to trust your ad more.
Ad extension helps to make your ad copy more effective and achieve better results. It increases the click-through rate of your ad and attracts more traffic to your website.
You need to implement ad extension in your next Google AdWord campaign to get exceptional value for every dollar spent on such campaign.
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