14/06/2023
Maximizing Campaign Success with Google Ad Extensions
Among these features, Google ad extensions play a pivotal
role. In this blog post, we will delve into the world of ad extensions and
explore how they can benefit your campaigns, driving higher click-through rates
(CTRs), improved ad visibility, and ultimately, better
return on investment (ROI).
What are
Google Ad Extensions?
Google ad extensions are additional assets that can be added
to your Google Ads campaigns to make your ads more informative and engaging alongside
assets such as headlines and descriptions.
Call extensions: You can display your phone number in
your ad, so people can easily call you, with click to call on mobile counting
as a conversion.
Location extensions: Adding a location extension displays
your business address and hours of operation in your ad, so people can easily
find you and allows them to click for instant Google maps directions.
Sitelinks: Sitelink extensions allow you to link to
other pages on your website in your ad, so people can learn more about your
business.
Price extension: Adding price extensions to your
campaign allows you to link to products you sell and display a price on Google.
Image extension: Allows you to show related images
alongside your ads on the Google display network
Review extension: A review extension displays a
seller rating for your business which is aggregated from various reputable
review websites.
Structured snippets: With structured snippets, you
can show additional information about your business, such as your product
categories or services.
Lead form extensions: If you’re collecting leads
rather than online sales, you can add a contact form similar to the one you’ll
already have on your website.
Logo extension: This is a brand new feature that
allows your logo and business name to be shown above your ads and can help
demonstrate more trust with users.
Why use
Google Ad Extensions?
Google ad extensions essentially increase your real estate
and footprint on Google, allowing you to provide more information to users
which can help form their decision.
Here are a few reasons why if you’re advertising on Google,
you absolutely should use ad extensions:
Boosting Ad Visibility
Google ad extensions and assets provide additional space and
information to your ads, making them more prominent and visible on search
engine result pages (SERPs).
By utilizing ad extensions such as call extensions, site
link extensions, and callout extensions, you can expand your ad's real estate
and provide more context about your business offerings.
This increased visibility not only captures users' attention
but also communicates the value proposition of your business, resulting in
higher click-through rates and therefore conversions.
Increasing Click-Through Rates (CTRs)
Ad extensions and assets act as powerful hooks to entice
users to click on your ads. By providing additional information, such as direct
links to specific landing pages, customer reviews, or promotional offers, you
can create a more compelling ad experience.
Site link extensions, for instance, enable you to showcase
multiple landing pages within a single ad, catering to different user intents
and improving the likelihood of attracting clicks.
Higher CTRs not only drive more traffic to your website but
also signal relevance to search engines, positively impacting your ad rank.
Enhancing Ad Relevance and Quality Score
Google's ad ranking algorithm takes into account the
relevance and quality of your ads when determining their position on SERPs. By
leveraging ad extensions and assets, you can provide additional context and
information that aligns with user search queries.
This relevance boosts your ad's quality score, improving its
chances of appearing at the top of the search results. A higher quality score
not only enhances visibility but can also lower your cost per click (CPC) and
increase ad position without increasing your budget.
Improving User Experience
Ad extensions and assets contribute to an improved user
experience by providing users with more relevant and informative ad content.
When users find the information they need quickly and
easily, they are more likely to engage with your ads and convert. For instance,
location extensions help users find your physical store by displaying your
business address alongside the ad.
Similarly, review extensions showcase positive feedback from
satisfied customers, instilling trust and confidence. By prioritizing user
experience, you build stronger connections with potential customers, leading to
higher conversion rates.
Driving Conversions and ROI
The ultimate goal of any advertising campaign is to generate
conversions and achieve a positive return on investment. Ad extensions and
assets play a vital role in driving conversions by offering additional
incentives or calls to action.
For example, call extensions provide a direct way for users
to contact your business, while promotion extensions highlight special offers
and discounts.
By providing these conversion-focused elements, ad
extensions and assets create a sense of urgency and encourage users to take
action, ultimately improving your campaign's ROI.
Conclusion
In the highly competitive world of online advertising,
Google ad extensions and assets provide advertisers with a powerful arsenal to
enhance the effectiveness of their campaigns.
From boosting ad visibility and increasing click-through
rates to improving user experience and driving conversions, ad extensions and
assets are indispensable tools for achieving campaign success. By leveraging
these features effectively, businesses can maximize their online advertising
potential.
Our team are experts on Google Ads and Microsoft Ads and can
review and optimise your campaigns to ensure you’re using all of your Google
Ads extensions to their full potential. Contact us today to find out
more about how we can help.