One of the best ways to boost your visibility in Google search results is to take advantage of ad extensions.
Essentially, ad extensions allow you to provide extra detail or extended messaging in your Google Ads, above and beyond what you can fit into the base copy.
As you consider using Google Ad extensions, you should know that there are several different types, and some are more useful than others. In this post, we’ll highlight four extensions that we think are worth considering. To determine which ad extensions best align with your brand and your campaign goals, feel free to contact enCOMPASS directly.
Exploring Essential Google Ad Extensions
1) Image Extensions
Image extensions are an incredibly popular option. It’s not hard to understand why. After all, online browsing has become an increasingly visual experience over the past several years. As consumers shop for products or services, they expect to see clear, attention-grabbing images.
Image extensions are designed with this principle in mind, allowing you to provide search engine users/online shoppers with a more visually engaging experience.
Image extensions can appear on other desktop or mobile browsers and provide an image of the product or service being advertised. Crucially, these are not banner ads, and do not have to align with the tight regulations of display ads. You can upload an image to go along with your ad text or use a dynamic image option that will automatically select an image from your landing page that best fits with the search query. If you don’t have an image to go along with your product or service offering, you can even use a stock image.
2) Structured Snippets
Structured snippets allow you to expand the basic ad copy, listing specific aspects of your product or service.
Basically, when you use structured snippets, you get to select from predefined headers, which include:
- Brands
- Amenities
- Destinations
- Courses
- Neighborhoods
- Models
- Styles
- Types
After you select a header, you can enter the values that go with it. For example, if you’re advertising amenities for a hotel, you might list things like “Free Wi-Fi” or “Indoor Pool.”
These snippets will then show up for relevant queries, providing users with a little extra information about your offer. Additionally, structured snippets can help you distinguish your product or service from the competitors.
Structured snippets are well worth considering for almost any type of Google Ads campaign.
3) Price Extensions
On the other hand, we typically recommend price extensions for advertisers that don’t have product feeds, and that can benefit from highlighting a menu of prices for their different products and services.
Price extensions show up just below the main text of the ad. They can be helpful for drawing greater attention to the ad, or to prompting users to take a closer look at the content on your website or landing page.
Note that, with each price extension, you can place a minimum of three and a maximum of eight price cards. Search engine users can then scroll through this menu of products to select the specific one they wish to learn more about.
Much like structured snippets, price extensions allow you to pick from a set of predefined headings, including Brands, Events, Product Categories, and Product Tiers. Each card that you pick can highlight a price and a few words of additional, descriptive text.
Note that you can also denote products that cost up to a certain price. Similarly, you can say that a product costs “from $35,” or “on average $100,” or whatever the case may be. For products that have a range of variable pricing, these qualifiers are really useful.
4) Call Extensions
The final type of Google Ad extension that we want to highlight is the call extension. Simply put, call extensions provide a phone number that redirects to your main, official phone number.
As mobile has become a primary avenue for online shoppers, call extensions can be invaluable for generating leads and increasing conversions.
Also note that the Google Ads platform will provide you with some helpful metrics about how people are finding your call number, how many people convert, etc.
You can also activate call recording, allowing you to capture and save your conversations for up to 30 days.
Call extensions can be incredibly helpful, and we recommend that advertisers take them seriously.
Make the Most of Google Ad Extensions
There are a number of ways to use ad extensions to optimize your PPC activity. Which extension is right for you? The best way to find out is to schedule a consultation with a digital consultant.
At enCOMPASS, we have much experience guiding our clients through effective PPC efforts. If you’re ready to chat with us about Google Ad extensions, reach out to enCOMPASS Agency at your convenience.
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