Ad extensions are shown below your ad copy. They allow you to take over more online real estate on the search engine results page and help to boost your ad’s rank on the search engine results page.
For the latest blog post in our PPC Me Now series, I’ll walk you through the main types of ad extensions, why you should use them, and how to set them up.
Before I do, get a free analysis:
Types of Ad Extensions
App extensions show a link that allows the searcher to click on the link and be directed to the App Store or Google Play. Then, the searcher can download your app.
Call extensions allow you to insert either your phone number or a button to call you within your ads.
Ads with call extensions on computers appear differently from those on mobile devices, as you can call them directly on your phone. Mobile ads allow the consumer to automatically click and call you. This can especially be useful in a case where you are selling emergency services because the consumer can get to you immediately through the click of a button.
At Blue Corona, we use unique phone numbers and are able to analyze your phone calls with our phone call tracking services. You’ll be able to know how many phone calls were truly leads!
Callout extensions, not to be confused with call extensions, allow you to highlight, or call out, information about your products and services. What makes your company different from your competitors? Why should consumers buy from you and not from you competitors? Tell them why here.
Location extensions show:
– Business Address
– Phone Number
– Map Marker
You can manually enter in your address or link your account to Google My Business.
Review extensions allow you to display reviews, write-ups, awards, or third-party rankings underneath the ad text.
In order to display review extensions, you need to include either a quote or a paraphrased version of the quote as well as a link to the source of the code.
Sitelink extensions allow you to promote additional related pages to your advertisement. You have the option of just including the link and a title for the link or adding additional description for the page.
Why Use Ad Extensions?
Ad Extensions Are Free
You do not have to pay anything additional for ad extensions. You only have to pay for the amount that is paid for a click.
Ad extensions allow you to take up more space on the search results page. The more space you take in the results page, the more often your advertisement will be clicked. This will drive more people to your website, and hopefully lead to more conversions.
Google announced that ad extensions increase ad rank. If you want your ads to show up higher on the page, then you should add ad extensions!
Annotations versus Extensions
You need to set up ad extensions in AdWords, whereas annotations within your PPC ads typically do not need any sort of set-up.
About Annotations in AdWords
Annotations that may appear in your ads automatically include:
Consumer Ratings Annotation
Your best ratings are displayed on your text ads. The illustration to the right displays an example of what this looks like. If customers rate you on Google’s Consumer Surveys for certain aspects of your product or service, then Google displays the highest rating attributes. If this is not already showing up, you can apply to have Consumer Ratings displayed on your ads on this website.
Previous Visit Annotation
If someone is logged onto Google, these may appear in your ads. They show you when people last visited the website from the Google search results page or Google AdWords ads. These may automatically appear, but if they do not make business sense to you, you can opt out.
Seller Ratings Annotation
Google automatically gathers ratings about the experience with the business from reputable sources and then compiles them for seller ratings annotations. These ratings do not include ratings for products, it is simply the ratings for the overall business experience. In order to have a greater chance for these to be shown in your ads, you should apply to become a trusted store. Sign up and it can help you qualify for seller ratings in AdWords.
Social annotations appear for Google+ pages. It displays the number of followers you have on Google+ if you meet specific criteria:
– A business Google+ Page
– A verified URL for Google+
– The domain of the Google+ page matches the landing page in your advertisement
– The Google+ page has recent, high quality posts and around 100 followers
How to Create Ad Extensions in AdWords
Creating ad extensions in AdWords is easy! Just go to the ad extensions tab and then click on the ad extension that you wish to add and create it. You will be able to fill out the information concerning the extension that you want to add to your advertisement.
Looking to get more leads with paid search advertising? Whether you’re looking to fine tune your existing paid search campaign or you’re starting from scratch and need a complete campaign setup, the paid search specialists at Blue Corona can help with every aspect of your PPC campaign management.
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About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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