Every webshop wants it: the best performing campaigns. It often starts with optimizing ad texts. A logical step, but are you enticing your visitors enough with the available Google Ads ad extensions? These extensions are the ideal way to highlight a campaign even more. In fact, using them almost always results in better results. Therefore, here we are going to answer some frequently asked questions about ad extensions. Are you ready?
What exactly are ad extensions?
With ad extensions, you expand an ad even more. It gives you the option to add additional information. From more company information to apps and reviews, it's all possible. This information can be displayed in the Google search engine results. We use the word "can" intentionally, because that display is not a guarantee. But don't let this stop you from using them!
Why do we want to expand ads?
First, you can include more company information. But your ad also stands out better among all those others, mainly because ads with extensions are larger in size. That better online visibility leads to a higher CTR (click rate), more traffic and more conversions. A win-win-win situation!
When are ad extensions shown?
Whether you see them reflected in an ad depends on a couple of factors. On the one hand, Google itself runs its own calculations to determine whether the extension you add actually improves the results of your ad. On the other hand, ad position plays a role. Some extensions are only shown if your ad is in a top position. In general, the higher your ad position, the greater the chance of showing your ad including extensions.
What extensions are all there?
- Call extension: add a phone number
- Location extension: add the business address, distance or route to your business
- Highlight extension: add USPs or competitive offers and promote your business even more
There is room for two to six highlights per ad
- Website information extension: highlight specific products or services
Per ad, you can choose from fixed headers, such as models, courses or brands
- Sitelinks: add more links to your ad to lead visitors directly to the right place
There is room for two to eight sitelinks per ad
- Price extension: highlight additional products or services
There is room for up to 8 price extensions per ad - Appextensions: promote your app and link directly to the Google Play or App Store
- Automated extensions: these are mostly dynamic variants of the manual extensions discussed above. Therefore, these are created by Google itself and are shown at the time Google Ads predicts that they contribute to higher ad performance (e.g., seller ratings extensions).
Do ad extensions cost extra money?
No, adding extensions in Google Ads is free. Of course, deploying ads does always come with a cost, but the cost for a (click-per-cost) on an ad without or with extensions is the same.
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