The 5 Ad Extensions Every Business Should Use
In every Google Ads campaign, you’ll see a tab called “Ad
Extensions” which is where you need to go to create your extensions.
From there you can click on the button that starts with “View:” to view
all of the available extensions.
The 5 I recommend nearly every business create are:
- Call extensions
- Location extensions
- Sitelinks extensions
- Callout extensions
- Structured snippet extensions
1. Call extensions
Whenever you see a phone number listed in a Google ad,
you’re looking at a call extension. You have the option when setting up
your call extension to display your phone number or display a Google
tracking number that forwards to your number. By using the latter,
you’ll be able to track how many calls are generated from prospects
calling the number in your ads.
Obviously if you don’t want phone calls, then this
extension is not a good fit. However, if you do take calls, then this
is a great opportunity to provide your prospects with contact
information before they even click on your ad.
2. Location extensions
At the bottom of the example ad above you’ll see the
address of the business. This is particularly helpful for prospects
that are looking for a business nearby. By displaying your address,
you’ll be more likely to attract clicks from prospects who want a
business near your location, and conversely, you’ll be less likely to
waste money on prospects not interested in traveling to your location.
Of course, if you don’t have a store or office location,
then this extension is not a good fit. But for every other business,
this is another opportunity to provide contact information before the
prospect clicks on your ad.
3. Sitelinks extensions
Unlike the two extensions above, I can’t think of a good
reason why any business would not set up sitelinks extensions. Think of
sitelinks extensions as additional text ads that can be displayed below
your standard ad. More often than not, only the headline of the
sitelinks will be displayed, but it’s also possible that Google will
display the full sitelink ad with a headline and 2 description lines.
As you can imagine, those ads really crowd out the search results to
help your ad stand out!
4. Callout extensions
Callout extensions are essentially bullet points that you
can add below your standard ad. Like sitelinks, I can’t think of any
reason why an advertiser would not include Callouts because it’s a
great way to provide additional selling points in your ads.
5. Structured snippet extensions
Finally, the 5th extension I recommend is the structured
snippet, which allows you to add a comma-separated list below your
standard text ad. Unlike all the other extensions, the structured
snippet is not fully customizable so you must select from the available
headers below:
- Amenities
- Brands
- Courses
- Degree programs
- Destinations
- Featured hotels
- Insurance coverage
- Neighborhoods
- Service catalog
- Shows
- Styles
- Types
After you select your header, then you can add a list
after the header. For example, if you select “Brands” then you would
list all the brands you offer at your store.
Can You Spot All 4 Extensions?
Now that you’re familiar with these ad extensions, go back
to the example above and see if you can correctly identify the 4 ad
extensions.
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