Have you noticed that some Google Search Ads seem to be taking up half of your screen?
What are Google Ad Extensions?
These Google Ad Extensions appear below the standard Google text ad (headline, two description lines and the URL) to add extra information about your products and services.
Although it is important to set up all the extensions there is no certainty that they will all be displayed at the same time as Google decides when and which ad extensions are displayed. Also your extensions will only be displayed if your Google Ad is in the top three ads.
Why You Must Use Google Ad Extensions
It is pretty obvious if you add fills up more space than the other Google Ads then you have more chance of being clicked. But there is another reason.
Google recently updated their Quality Score calculation to include ad extensions. Before your Quality Score was calculated using your keywords, the text in the ads and your landing pages but now the extentions are also a ranking factor and you can end up paying less for your ad position.
The types of Google Ad Extensions
The call extension displays your telephone number in the Ad. Furthermore, you will be able able to track how many calls are generated from prospective clients calling the number in your Google Ads.
Location extensions are useful when someone is looking for a product or service close by and, importantly, not wasting money on people who do not want to travel to your location.
Sitelinks are two to four additional links you can include in your ad. They consist of a heading and a description (often the heading is only displayed). The sitelinks must be different to your landing page.
Callout extensions are not links that should be used highlight your unique selling points and benefits. You can display up to four callout extensions and can be a maximum of 25 characters long.
Structured snippet extensions
A structured snippet is a comma-separated list below your standard text ad. You must choose from the following types of header and then list the items with the header, such as the brands that you stock:
- Degree programs
- Featured hotels
- Insurance coverage
- Service catalog