Coming straight to the point. You are reading this because you want to extract maximum traffic from your Google Ad Campaigns which eventually converts into product sales/leads. And Google Ads is the platform where you get a relevant audience swiftly.

However, the success of your Google Ads campaigns depends on how well you execute it. Because it’s easy to sign up for a Google Ad account but the main task is execution. And it is not something you do with shut eyes. How well you strategize and structure each of the ad campaigns is what defines a well-versed execution.

And to be honest, many of your competitors are already doing well, getting plentiful customers with their paid search.

So, how would you outrun them?

The simplest answer here would be – by smart execution. And in the Google Ads Management, extensions would help you to enhance the overall campaign performance to deliver prompt results.

Hence, we have gathered the best 23 Google Ads Extensions to use in order to get the best value of your ads.

Google Ad Extensions: The Basics

Let’s say if your ad is a cake, then extensions are the toppings on it. The toppings that make your cake look and taste better. And without these toppings, the cake would look simple and mundane to buyers.

The same way, extensions help you grow your ad reach by giving additional information, and if I precisely say, it gives reasons to users to choose your business. The extensions increase your Google ad’s CTR as their formats include call buttons, location information, links to the website, and hundreds of other things.

Let’s understand how and when is the best time of using them.

There are major two types of Extension you get:

• Manual Extensions:

  Here, you would have a choice to set up and enable a certain extension. Means partially you have full control to manage the extension.

  Further, we’ve divided manual extensions into three subcategories. Which are as follows:

  • Search Campaign Extensions
  • Shopping Extensions
  • Display Extensions

  Based on the types of Google ads campaigns, we’ve created these above categories. Every extension that we’ve added in the list improves the CTR for your ads. Let’s dive in!

  • Search Campaign Extensions:

    Search campaigns are purely text ads. These ads would appear in a line structure in SERPs. In order to make them crisp and attractive to its users, the following are the extensions you can use.

    1. Sitelink extension: As the name suggests, you can add links from your money site to the ad. For example, you can display your portfolio links, contact us page, or any other landing page. They appear in the top or bottom of the Google search results. You can change these links according to your ad strategy. Plus, you get to optimize them for mobile devices.
       • You can access this extension at the group level.
       • Best when you want to redirect the user to another page.
    2. App Extensions:This extension is helpful when you want to add your app link along with the ad. The end user will only be able to see the app link when on the mobile. By clicking on the link, they can access or download the app.
       • This extension is usable at Account, ad group, and individual ad level.
       • Used to encourage app downloads
    3. Callout extension: “Free Shipping”, “Free Demo”, “24/7 Support”. Such words grab our attention whenever we see them in any ad. You can add the same type of callouts in your ad campaign with this extension.
       • Kindly note that you can add it to Search Network campaigns and other Search Network campaigns that have opted into the Display Network.
       • This extension works at the account, campaign, or ad group level
    4. Structured Snippets Extension: You can directly highlight certain aspects of your products and services by selecting from the predefined headers to add the supporting data and details using structured snippets extension. You can use this extension at the account, campaign, or ad group level.

       The List of available headers:

       • Amenities
       • Brands
       • Courses
       • Degree programs
       • Destinations
       • Featured hotels
       • Insurance coverage
       • Models
       • Neighborhoods
       • Service catalog
       • Shows
       • Styles
       • Types
    6. Promotion Extension: When there’s a sale or any type of offer going on, you can use this extension to highlight the current offer in your ad campaigns. The offer appears below the standard text ad with a price tag icon.
       • Best time to use them is during seasonal offers like Father’s Day, Mother’s Day, or any other occasions.
       • It’s an account, campaign, and ad group level extension.
    8. Price Extension: It adds value to your ad by displaying prices of the selected products or services. For example, if you want to promote online food ordering service, you could display rates of the bestseller dishes in your ad. This extension provides you with a shortcut to instant conversions!
       • Its billing works when a user clicks on the extension items.
       • If someone quickly clicks on more than one link simultaneously then Google ads record it as a duplicate or invalid click. Hence, it would not be chargeable.
  • Message Extensions: Sometimes it’s good to catch the users right from the ad rather than redirecting them to another page. Using the message extension, you can highlight a message as CTA in your ad. The click opens up the user’s messaging app with a predefined message crafted by you.
    • Only such type of users will be able to see this CTA whose devices are capable of sending and receiving text messages. Also, your business should have a phone number that can receive, process, and send text messages.
    • You can also configure email forwarding for this extension which will forward all the messages to your email address.
    • You can use this extension at the account, campaigns, ad groups, and ad level.

  • Shopping Ad Extensions

    These ads are basically product listing ads. Whenever a user searches for the precise products “red t-shirt”, or “denim jeans”, your shopping Ad would be there, ruling in the first row to catch the user’s attention. To make these ads more valuable to users, there are three extensions you can use.

    1. Promotional Text: It appears when the user hovers on your product listing ad. Below the store link, you can add promotional text which grabs the user’s attention resulting with an action from them.
    3. Promotional Feeds: To gain user’s immediate attention, this extension will display the “Special Offers” text under the store link. When a user hovers on it, it will display the coupon code, which they can copy and use it during the checkout.
    5. Product Reviews: Ratings can make a remarkable difference in your overall performance of the campaign. You have to fill up a product ratings interest form to get approval from Google. After 10-15 days Google will contact you for further steps.

  • Display Ad Extensions:

    Also known as remarketing campaign, this campaigns give you the maximum chances to appeal a user to buy. With different sized banners, it is an ideal way to get conversions from the visitors who once visited your product or website but didn’t buy.

    1. Call Extension: You can use call extension to make your display ad more powerful. Your ad will contain a phone number which user can click on and directly connect to your business phone.
       • When you add a call extension at different levels of the campaign, Google will choose to display the most specific one.
    2. Location Extension: It is ideal for local businesses. By adding this extension, you can educate users with the whereabouts of your business making it easier for them to take a decision.
       • The display ad uses the location details from the linked Google Business Account.
    4. Affiliate Location Extension: If you sell products through the retail chain, this is the perfect extension for you! This extension provides information about the nearest retail shop to the users from where they can buy your products. This extension is only available for retail chains and auto dealers in the selected countries. You can check the eligible countries from here.

• Automated Extensions:

  With automated extensions, Google Ads itself predicts when a certain extension might improve your ad’s performance, and it automatically enables them. Here there’s no setup required. Most of these extensions are eligible to show up in almost every type of ad while some of them are only eligible for desktop and laptop computers.

  1. Automated Call Extension: If your website indicates that your business goal is to get more people to call you, Google Ads may set up automated call extensions for your ads shown to the mobile users. They can click your extension to call your business.
  2. Automated Message Extension: Google will enable this extension if your website indicates that your business goal includes getting people to message you. It will use the mobile number you’ve added in the Google Business Account.
  3. Automated Location Extension: People can easily find your physical location with Google’s automated location extension. If for the same business account, there exists Google Ads account and a Google My Business Account, Google will create a link request for the two accounts. After then, it will display your location on the ad.
  4. Dynamic Sitelink Extension: Dynamic Sitelink is chargeable. If someone clicks on one of your dynamic sitelinks, you will have to pay extra dollars. But Google displays these links if they’re expected to boost your ad’s overall performance. Hence, based on the search query, Google may show relevant deep links to your website along with the ad.
  5. Dynamic Structured Snippet Extension: There’s no extra cost associated with this extension. Google will create various snippets that reflect the information found on your site.
  6. Dynamic Callout Extension: Similar to dynamic structured snippets, it will show additional details about your business. “10+ years of experience”, “Trained professionals” would create an urge to users to visit you at least once. Since it is not a clickable extension, there would be no charge or additional cost associated. It will simply increase the value of your ad to boost the CTR.
  7. Seller Rating Extension: It will show a combination of information and reviews. It shows users how your business provides quality services on the scale of 1-5. It will fetch the reviews from reputable sources that aggregate business reviews
     • Usually, seller ratings only show in a country when a business has 100 unique reviews from the same country and comprise at least 3.5 stars or higher.

Automated extensions can also be enabled while using the manual ones.

There is definitely an uncertainty attached with the automated extensions. Hence, if you wish to opt out for the Automated extensions, there’s an easy way of doing that:

1. Open Google Ads account
2. Go to Ads and Extensions
3. Select Automated Extensions
4. Click More-> Advanced Options
5. Click on “Turn off specific automated extensions” and choose the extensions from the dropdown which you want to disable.
6. Then select the reason for which you are turning off the extension.
7. Finally, click on “Turn Off”

Essential Tip: Right Choice and Occasion

The major aim behind any ad campaign is to get maximum relevant clicks from the users. And if you pick up the right extensions which reflect the proper message and value to your audience, you would be able to get the best out of your campaigns. The key is to identify major appealing aspects of your business and present them to the audience using the right extensions in the form of a Google Ad.

And if you’ve tried and tested multiple Google ad strategies with extensions and still aren’t getting expected results then get in touch with us!

Our Digital Marketing Experts have vast experience of the industry and would be happy to help you to find proper solutions for loopholes in marketing.

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