Google Ad Extensions
Google Ad Extensions, also known as assets, can improve the performance of your Google Ads campaign.
This guide will explore the different types of available ad extensions, showcase how they appear on the Google search engine results page (SERP) and offer expert tips on leveraging them effectively to enhance campaign results.
What are Google Ad Extensions
Google Ad Extensions are optional features that you can add to your ads account. They show additional information to the user. While these extensions are optional, they can improve the performance of your campaigns by occupying more real estate on the SERP and providing users with additional relevant information.
Types of Google Ad Extensions
Several types of extensions can be utilized in your ads. While they are optional, they are recommended as they assist in improving the overall performance of your campaigns.
Sitelink extension
Sitelink extensions enable you to direct users to relevant pages outside of your main landing page. For example, you could give users a direct option to schedule an appointment or ask them to review your About Us page to learn more about your company. If you sell multiple products, highlight your top sellers here and provide a link directly to that product.
Highlighting top products if you have products to highlight or offering exclusive discounts has proven effective in boosting user engagement and driving conversions. With services, an offer can have the same effect, and having a link to contact you or booking an appointment online is also very effective.
In the example below, we use an ad shown by Zappos for an “athletic shoe” search. They highlight deals, types of shoes, and shoes for a specific sport.
Callout extension
Callouts are a great way to highlight your business or product's differentiators quickly. The only caveat is that each callout can only be 25 characters long.
Offering distinctive services or features, such as a specialty product attribute, can significantly differentiate your ad and attract potential customers.
We have highlighted our own example of a callout extension below. This ad targets those in the healthcare industry, so there are callouts here specific to them, such as being HIPAA compliant.
Call extensions
Call extensions simplify the process for users to contact your business by displaying your phone number directly with the ad.
This is self-explanatory, but we like to use a specific call-tracking number for the ad extension so you can track exactly how many calls came from this exte1nsion.
In the example below, Petco highlights the phone number for the location nearest you so you can schedule a same-day appointment for your fur baby.
Structured snippet extension
Structured snippets provide a quick way for users to see your product or service offering. You aren't able to just input in anything for extension; there is a dropdown option that will highlight the following:
Amenities
Brands
Courses
Degree programs
Destinations
Featured hotels
Insurance coverage
Models
Neighborhoods
Service catalog
Shows
Styles - allows you to showcase your different product styles. For example, if you are a store that only sells women's shoes, you can use this extension to promote that you offer pumps, sneakers, and sandals.
Types - refer to products such as pens, mugs, and notebooks.
While some are industry-specific, you will benefit from finding the one that most closely aligns with your business and utilizing this extension. It will give potential customers a clear picture of what you are offering.
In the example below, we highlight one of our ads that has a service catalog structured snippet, which highlights all the services that Reddito Digital offers.
Location extension
You can sync your business locations with Google Ads to make it easier for potential customers to find you, increasing the likelihood of physical visits and conversions.
In the Petco example, we saw above, we also see they are utilizing the location extension. They are showing users the location nearest to them.
Promotion extension
The promotion extension allows you to discount your product or service. You can offer a monetary value, such as $50 off or a % discount. If you have multiple discounted products, you can put in something like "up to $50 off" or "up to 10% off," whatever the most significant discount is.
Promotional discounts work very well on Google Ads. These people are lower in the funnel and looking to make a purchase decision, and the discount could be the incentive they need to make a purchase.
In the example below, Rugs USA uses the promotion extension to highlight they are offering rugs at up to 65% off.
Price extension
You can also showcase the price of specific products.
The price extension is very useful when your pricing is very competitive in your industry or if competitors don't offer a specialized product or service that competitors don't provide.
In the ad below, Sephora shows a range of pricing through the pricing extension for the query “medium coverage foundations.”
Store rating extension
These extensions display a rating next to your text ads, but only if you have a store rating of 3.5 or above. The store rating lets people know which stores are highly rated so you can differentiate your business and build trust and credibility with potential customers.
The example below shows that Bed, Bath, & Beyond is utilizing the store rating extension.
Image extension
Integrate images that complement your text to enhance the visual appeal of your ads, captivating users' attention and driving engagement.
In the same example from Bed, Bath, & Beyond, we see they are using an image extension to highlight a popular outdoor furniture set for the search query “outdoor furniture sale.”
Lead form extension
Lead forms assist in gathering basic information about users. If your business has a longer sales cycle, consider focusing on leads rather than sales. This is a good tool for collecting leads.
That said, we also want to note that, in our experience, Google lead forms do not yield the highest-quality results.
For instance, NASM offers a lead form for individuals interested in becoming a personal trainer but not yet ready to commit. This form allows NASM to gather user data, which they then use to provide the user with more information about their Certified Personal Trainer (CPT) program.
App extension
This is a great extension if you want users to download your app.
In the example below, VRBO is encouraging you to download their app.
Affiliate location extension
The Affiliate Location extension allows you to show store locations that sell your product. For example, if you manufacture a product sold at Best Buy, you can show users Best Buy locations where they can purchase your product.
Bootsma, A. (2022, November 30). Affiliate Location Extension.Meticulosity. https://www.meticulosity.com/blog/affiliate-location-extensions
Conclusion
When implemented effectively, these extensions enhance the visual appeal of your ads and provide valuable touchpoints to engage with users at different stages of their customer journey. Our experience has shown that ads with extensions outperform those without, leading to higher click-through rates (CTRs), improved ad rankings, and, ultimately, better return on investment (ROI).
To maximize the impact of ad extensions, it's essential to tailor them to your specific campaign goals, target audience, and messaging strategy. Regularly monitor the performance of your extensions, experiment with different variations, and optimize based on insights and feedback.
In conclusion, ad extensions represent a powerful tool in your Google Ads arsenal, offering opportunities to differentiate your ads, capture user attention, and drive meaningful interactions with your brand. By strategically incorporating extensions into your campaigns and continually refining their implementation, you can elevate the effectiveness of your advertising efforts and achieve tremendous success in reaching and converting your target audience.
