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What Are PPC Ad Extensions and Why Should I Use Them?
Yes, people do click on paid ads, in fact, on average, 41% of clicks go to the top 3 paid ads on the search results page. If you want your PPC campaigns to stand out and make it into those top three spots, you need to be using ad extensions. Ad extensions are extra information that is shown below your ad copy. They allow you to take over more online real estate and help to boost your ad’s rank on the search engine results page. Additional information and more ad space allows potential customers to get a better idea of your business and entice them to click.
If you’re looking to lower costs and improve ad rank but haven’t set up any Google AdWords promotion extensions—you’re missing out on easy optimization! I’ll walk you through the different types of ad extensions, why you should use them, and how to set them up.
Before I do, check out our PPC advertising services and get a free analysis:
Types of PPC Ad Extensions for Physical Visits
Location extensions show your business address, phone number and map marker. They give your customers searching for your product or service immediate details on how to get to you. A click on this will take a user directly to the maps page. If you’re looking to drive more people to your physical business, this extension is a no-brainer. You can activate this extension by linking your account to your Google My Business page.
AFFILIATE LOCATION EXTENSIONS
Affiliate location settings help people find nearby stores or locations that sell your product. This will show the most applicable affiliate location to the person searching for your product. These are not for advertising your own business locations—to do that, use AdWords location extensions (above).
Types of PPC Extensions for Off-Site Communication
Call extensions allow you to entice users to call your number by showing either your phone number (desktop) or a button to call you (mobile).
This can be especially useful in a case where you are selling emergency services because the consumer can get to you immediately through the click of a button on mobile.
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!
Message extensions allow people who see your ad to immediately text your business with a question or inquiry. For example, these can work for setting appointments, reservations or consumers’ general questions.
Types of PPC Ad Extensions for Web Leads
Dynamic SITELINK EXTENSIONS
Sitelink extensions (also dynamic sitelink extensions) allow you to promote additional related pages to your advertisement. These can show in two ways
- As a linked title (most often seen on mobile)
- As a linked title with a short description
These extensions are great for pulling in potential customers to all parts of your site that they may also be interested in when searching for your product or service.
Not to be confused with call extensions—callout extensions allow you to highlight, or call out, information about your products or services. What makes your company different from your competitors? Why should consumers buy from you and not from your competitors? The answer to these questions can all be included in sitelink extensions and convince people to click on your ad.
STRUCTURED SNIPPET EXTENSIONS
Similar to callout extensions, structured snippet extensions allow you to highlight specific aspects of your products or services. The difference is that structured snippets start with a header topic and then allow you to fill in the specific supporting details. The header topics that are currently available are:
- Degree Programs
- Featured Hotels
- Insurance Coverage
- Service Catalog
Structured snippet extensions are good options to showcase the breadth of your services, products or abilities without using your ad copy to do so.
Price extensions allow advertisers to promote services and products by showing people details about options and prices. These are also great to obtain more space on the search engine results page and gives you more opportunities to pull potential customers in.
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 paraphrased version of the quote as well as a link to the source of the code.
Need help getting more reviews? Contact us about our Review Us Now platform.
PROMOTION EXTENTIONS (NOT YET OUT AVAILABLE TO EVERYONE)
Promotion extensions are the newest extension to be added to the list. These extensions are able to showcase any sales or offers on your products or services. Google will be rolling these out over the next several months.
Types of PPC Extensions for App Downloads
If you’re looking for more users for your app, 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.
Why Use PPC Ad Extensions?
AD EXTENSIONS ARE FREE TO SET UP
You do not have to pay anything additional to add ad extensions to your PPC campaigns. You only have to pay for the amount that you already pay for a click.
Your PPC Campaigns get a HIGHER CTR
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 is likely to be clicked. This will drive more people to your website, which also gives more opportunity to capture more leads.
Ad Extensions Boost AD RANK
Google has stated that ad extensions increase ad rank. Ad rank increases can improve your position on the page and could lower your cost per click. If you want your ads to show up higher on the page, then you should have ad extensions on your campaigns!
100+ PPC Copywriting Power Words
How to Create Ad Extensions in AdWords
Now that we’ve discussed what they are and how they can positively affect your PPC efforts, you’re probably itching to create some for yourself. To create these, go to the ad extensions tab and then click on the ad extension that you wish to add. 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's Editorial Staff is determined to help you increase your leads and sales, optimize your marketing costs, and differentiate your brand by passing on our tribal knowledge. The team vigilantly stays on top of the latest in digital marketing, bringing you the top insights with expert commentary. Want to see something on our blog you haven't seen yet? Shoot us an email and our marketing team will get to work.
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