Paid Search Ad Extensions Explained

There is immense competition to obtain search visibility that leads to a click, and hopefully a lead. So how do you get your PPC ads to standout amongst all those headlines & competitive ad copy? Relevant and engaging ad copy plays a huge part, but one important aspect of PPC ads that gets overlooked by many are ad extensions.

Like added features to a car, Google AdWords offers numerous ad extensions that improve ad visibility, real estate, and click-through-rates. Whether it’s a phone number, an inventory link or a glowing review, the more opportunity you give your audience, the more willing they will be to click on your ad.

There are several benefits to using Google Ad Extensions:

• No Additional Cost
• Improved Quality Score and Ad Rank
• Increased ‘Real Estate’ in search results, helping to Drive CTR

At Aronson Advertising, located in Schaumburg, we take a non-programmatic approach to all PPC ads. We understand the importance of increasing exposure for our clients, and focus on ensuring all ad extensions are used to their advantage. While there’s no guarantee that an extension will show, the paid search team ensures all ads and campaigns are set up for success.

The following is a list of those extensions, their purpose and their benefits – as well as examples developed in-house:

Call Extensions

What Is It?

Call Extensions add a phone number to ads shown on desktops and tablets, and a clickable call button to mobile ads. This extension allows users to call your business theoretically from any device.

What Are Its Benefits?

Google offers a free forwarding number, which will allow for detailed tracking information such as the date/time/duration of the call, as well as the user’s area code.

 

Sitelink Extensions

What Is It?

Sitelink Extensions will add more links to your ad, allowing the buyer to visit specific pages on your website. Examples of Sitelink landing pages may include ‘Hours & Directions’, ‘New Inventory’, and ‘Schedule A Test Drive’.

What Are Its Benefits?

This type of extension allows more opportunities for a user to click through to your website by showing them a variety of different page links to choose from.

Callout Extensions

What Is It?

Callout Extensions allow you to add additional text to your PPC ad showcasing an important features, specials.

What Are Its Benefits?

Callout Extensions stand out from the main ad copy and draw a user’s attention to the strong selling points for your business, product or service. The stronger the extension’s message or value, the more inclined your audience will interact with the ad.

Location Extension

What Is It?

Ads with a Location Extension will feature the business’ location link, enabling the user to click through to a Google Map. Very important in the age where users are searching on a mobile device more than ever.

What Are Its Benefits?

• Easier access to directions, targeting prospects who are close to your business.
• An increase in ad size, which may seem trivial, but it actually makes your ad stand out by pushing competing ads further down the page – especially on mobile devices.
• Utilization of Google Plus reviews, which are proven to drive user engagement.

Structured Snippets

What Is It?

Structured Snippets are a non-linkable feature that allows a business to describe a detailed list of the products available.

What Are Its Benefits?

Structured Snippets will help in ad placement/rank, as well as inform the buyer of the available models or trims.

Price Extensions

What Is It?

Price Extensions allow for businesses to match pricing details with their products or services.

What Are Its Benefits?

Perfect extension to show those looking to make a purchase.

• Specific offers tend to have an increased CTR and Conversion Rate since shoppers who click on them are typically more willing to buy.
• Ability to choose appropriate category: Brands, Events, Product Tiers, Service Tiers and Services.
• Allows for a start/end date, ensuring any prices to be taken down by a set expiration date.

Review Extensions

What Is It?

Review extensions are a way to showcase and highlight your best reviews or accolades.

What Are Its Benefits?

Testimonials and Reviews are crucial to any business’ success. Both positive and negative feedback gives credence and validity, which is invaluable when it comes to competing for someone’s business. Positive reviews can go a long way in separating you from your competitor.

Message Extensions

What Is It?

Message Extensions allow the user to tap a message icon – from their mobile device – and text the business for additional information.

What Are Its Benefits?

A pre-populated message shows in a user’s messaging app which then directs to your preferred local number. For users who prefer texting over calling, or for those who just don’t have time to sit and talk, the Message Extension is a great tool.

 

Promotion Extensions

What Is It?

Promotion Extensions are aimed at users looking for discounts. They are displayed with a specific dollar amount or percentage off. They will include the item or service, the discount, a promo code (if applicable) and promotion/extension dates.

What Are Its Benefits?

Promotion Extensions are beneficial to the success of any campaign because they provide additional information about a given offer that other extensions can’t provide.

Best In Class Ad

Here at Aronson Advertising, our Paid Search best practice include utilizing every type of ad extension to maximize visibility and further drive ad engagement, but most importantly – drive leads. By creating ads using a non-programmatic approach, we can maximize ad flexibility and increase visibility. To the left is an example of a nearly perfect Aronson Ad that showcases many of the extensions highlighted and explained above.

If you feel like you’re missing out on this low-cost/high-reward opportunity, please contact the Paid Search Team at Aronson Advertising immediately by calling 847-297-1700 or fill out our contact form today.