Using different extensions in your ads is often beneficial. In this post, I’ll go through how you can take advantage of them and use them in different ways.
One of the major benefits of extensions is that they make ads more informative and give them more space on Google’s search results page. This in turn increases the likelihood that the person searching will focus more on your ad specifically, find something relevant, and click through to your website. The chance is then also higher that the user who sees and clicks the ad will actually convert, since you’ve communicated a clear message and been explicit about what types of products or services you offer.
Google recommends adding at least four extensions. Extensions are only shown when they are expected to improve performance, and they do not cost anything extra beyond the ad cost without extensions. You can also schedule when you want your extensions to be shown during the day, or for example only on certain weekdays. In some cases, scheduling extensions is more important than in others. For instance, if you want to use call extensions but are only able to answer calls during office hours, it is obviously important to schedule this accordingly. Otherwise, potential customers may call when you’re unable to answer, which can harm the brand and also reduce conversion value.
How do you get extensions to show?
First of all, you should make sure that your extensions are eligible to show by checking that they are linked to an active ad group, campaign, or account. Choose the option that is most optimal for your specific extensions. The extensions then need to be reviewed and approved. If they are not approved, you’ll need to rewrite them, after which they must be reviewed by Google again.
There is no guarantee that extensions will be shown. According to Google, they are displayed when the extension is expected to benefit ad performance and when the ad’s position and rank are sufficiently high.
To increase the likelihood that your extensions are shown, you should review your ad rank—meaning how competitive your bids are, the quality of your ads, and how relevant the landing page is. Another factor is the ad’s position. Extensions are more likely to be shown when the ad has a high position rather than a low one, since space for extensions is limited and extensions for higher-positioned ads are generally prioritized.
Manual and automatic extensions
There are both automatic extensions and manual extensions, where you manage the settings yourself. Among the manual extensions are call extensions, which make it possible for potential customers to call the advertiser directly from the ad, as mentioned earlier in this post.
Another manual extension type is callout extensions, which can highlight your USPs, such as “free shipping.” Location extensions show your physical location and can benefit your advertising if, for example, you sell both offline and online, or if you offer a service and want to show where your office is located. Other types of manual extensions include structured snippet extensions and sitelink extensions.
Automatic extensions are formats that Google generates automatically with the goal of improving ad performance. Seller ratings and dynamic sitelinks are examples of such extensions. You can remove automatic extensions by clicking on “Ads & extensions” in the side menu – “Automatic extensions” – “More” – “Advanced options.”
Choose extension types based on your advertising goals
Let’s say you have a company that sells cleaning services. You want customers to call you or contact you by phone to request a quote. In that case, it might be a good idea to use call extensions and message extensions so potential customers can contact you directly from the ad.
If, on the other hand, you run a store that sells sportswear and dietary supplements both online and offline, it may be worth adding callout extensions with messages such as “free shipping,” as well as sitelink extensions. It can also be a good idea to include structured snippet extensions and price extensions.
Right now, Black Friday and Halloween are just around the corner, and another extension worth knowing about is promotion extensions. This type of extension is especially useful during special campaigns and when you’re running sales on products. With promotion extensions, you can show potential customers how large the discount is, either as a percentage or as a monetary amount.
