Ad extensions provide prospective customers extra information, such as your business phone number, address, store rating, and additional web pages. The best way to use ad extensions is to add the most relevant information according to your business needs – anything from introducing a new product or service to downloading your new mobile app. In this article, you’ll see everything you need about manual and automated ad extensions in Google ads.
Google confirms that extensions improve ad visibility, increase click-through rate (CTR), and reduce cost per click (CPC) and budget spending. Funds from the budget are debited as usual: only when someone clicks on the ad. The exception? Clicks on seller reviews and ratings – they are free.
Using ad extensions is highly recommended for all advertisers using text ads. Here is all you need to know about extension types to start improving your performance:
Manual Ad Extensions
Manual ad extensions can be anything from location information to a special button for an instant call – it depends on your goal when adjusting your extensions of choice. This group of ad extensions needs to be up manually, keeping your business goals in mind. The following are manual extension types:
- Location extensions,
- Call extensions,
- Callout extensions – another line in the ad where you can specify your working hours, delivery options, or any other features of the company’s service,
- Sitelink extensions – here, you can sort out products or services by brand, type, and model or put a link to the promotions and special offers to bring the user directly to a targeting page,
- Price extensions,
- Review extensions,
- Structured snippet extensions – it is an opportunity to add a description from a long list of categories to your ad, such as models, brands, destinations, styles, and many more depending on your niche,
- App Google Ads Extensions.
One of the most effective and commonly used ones is a location extension that allows you to share information to attract your local customers. There are no additional costs for using them, so adding ad extensions, for example, to your local pay-per-click Brisbane marketing strategy will only maximize the performance of your ads.
Recommendations by Google
Google recommends adding at least four extensions. In the advanced settings, you can choose whether to show the extension in the mobile version, set it for a specific time of day or working hours, or set the display schedule.
Ads with extensions take up more space on the search engine results page. Your ad will have more visual space to generate more clicks, but you must provide the most relevant information to ensure you get there. A weak message or inappropriate offer can weaken the effectiveness of the ad and its performance.
It is vital to know that extensions may not be shown if you have a low Ad Rank. It depends on the bid, the quality of the landing page, and the relevance of the keywords you use. The solution is to increase the bid and always keep an eye on quality indicators.
Automated Ad Extensions
Auto-showing the ad’s description is by several factors, including the presence of other extensions that are up manually. Automatic extensions may not be displayed if Google makes them more efficient. These are automated extension types:
- Automated call extensions,
- Dynamic site link extensions – link to a popular offer or content on your website;
- Dynamic structured snippet extensions,
- Automated location extensions and affiliate location extensions,
- Seller rating extensions – this one provides a 5-star rating to your store based on some reliable Google review programs like Google Trusted Sources,
- Consumer rating extensions,
- Previous visit extensions Google Ads Extensions,
- Dynamic callout extensions make it clear to the user whether to go to the website itself or not, and they also indicate whether the site content matches the user’s request.
If Google adds it, the phone number and messages can also be an automated extension. The system analyzes your landing page and evaluates whether these extensions will increase the effectiveness of your ads.
Moreover, the system itself may generate additional links, refinements, and structured snippets based on your website’s content. These extensions look and work the same as the manually created extensions of the same name.
Manual and Automated Ad Extensions Conclusion
Google is continuously in the dynamics, optimizing the search engine so the top of the output gets advertising offers that contain the most relevant content. Many extensions are default, but it is better to use manual configuration. Thus, you will control the information about your business that users see and make each ad unique.
You can also install as many extensions as possible. So, let Google choose the most effective combinations to show to your prospective clients. Using the change history report will help you see what changes have been made in the past. Finally, optimize future extensions based on these results.
Ad extensions, both manual and automated. So, it is a free and easy-to-use tool that will help you make your offer more attractive to the user. The best part is that you can adjust it in any way you want. Change whenever you need to cover all your special offers, new products, seasonal promotions, etc. Choose what works best for your business, implement and test different ad extensions, and get high conversions!