Google Ad Extensions Explained

Have you been thinking about running some Google Ads, but you are not sure what you need to know or what the extensions are for? Google Ads Extensions provide additional data we can add to any ad. Being a free tool, Google Ads Extensions gives us more details for all the Google ads we place, such as locations, additional links, prices, and more. Let’s go over why using Google Ad Extension is a must in any ad campaign and what all of these extensions are used for.

Why Use Google Ad Extensions?

We get asked this question all the time. However, hopefully, you can understand why we would take full advantage of Google Ad Extensions with our answer. If you cannot see the benefits of such a powerful free tool, then allow our team of experts at PPC.co to break it down for you. Rest assured, there is no reason not to be using Google ad extensions unless you like to burn your own money.

Google Ads Extensions increase your Google ads rank. Those Google ads that have a higher ad rank will appear above simple ads during a user’s typical searches. Appearing above simple Google ads benefits your company. Ads at the top of the page are typically clicked more and can also extend how recognizable your brand is. Being free, Google Ads Extensions can increase your ad rank but will not increase your cost per click.

Did We Mention That Google Ad Extensions is Completely Free?

There are no additional costs to add extensions to your ad campaign. The cost per click on the ad, including extensions, will be charged, but no charge for clicks on seller ratings. Examples of this are if someone clicks the location extension to access directions or clicks the call extensions to call the business. For a detailed breakdown of the cost-per-click, Google has some great information.

Long story short, the actual cost per click for ads with extensions is calculated the same as for ads without any ad extension.

Before Using Google Ad Extensions

These tips will help with which extensions to use.

• Make use of extensions relevant to the business type.

• Automated extensions will only show if they’re predicted to improve the performance of the ad.

• The best bet is to add four or more extensions. More information never hurt anyone, except possibly Algernon.

Extensions can be approved or disapproved, like keywords and ads. If an extension is disapproved, it will need to be re-evaluated and edited to be reviewed before it will automatically begin showing.

Which Google Ad Extensions to Use?

Depending on the type of business, the advertisement will be different. Google extensions are mostly automated extensions and will use the best fitting extension depending on what is currently being searched. Information from the homesite and ad-campaign is all calculated when choosing which extension takes priority.

Knowing what each extension can do and what their role is best suited for will be key in making the most of each of them. Keeping the goal of the business in mind while making the most of all ad space is critical when using google ad extension.

Lead Form Extensions

Lead form extension’s will help capture potential customers’ interest when they are searching, watching, or discovering relevant content. This extension is only available in video campaigns but can obtain a lot more leads.

There are two types of lead form extension’s:

1. The “More volume” lead form type uses a simpler design that requires fewer steps. Overall, this will increase the number of leads, but these leads may include people that are not particularly interested in your business.

2. The “Higher intent” lead form is much more detailed, with more steps to complete. This also is the default lead form extension. This will often translate into more leads from people interested in doing business.

Lead form extensions have many requirements before they are enabled. Here is more helpful information on lead form extensions.

Affiliate Location Extensions

After setting up Location extensions, people can easily find retail locations that sell your products or services. This is an excellent option for customers who are deciding what and where to buy. This is best used by manufacturers who make use of retail stores to distribute their products. Here is more helpful information on affiliate location extensions.

Location Extensions

The locations extension will show people your location, a call button, and the link to your business details page. This can include important information such as your hours, photos of your business, and the most crucial part, directions on how to get there.

Businesses that want a lot of foot traffic will benefit the most from this extension. When our night out with friends gets canceled at the last minute, and we search for “best cheesecake near me,” this is the extension that brings us the ads for nearby cheesecake. Here is more helpful information on location extensions.

Callout Extensions

Adding additional text to your ad with some flavor such as: “free deliveries” or “24/7 live customer support.” This extension is fully customizable. Allowing up to 10 different callouts to show in a single ad. Making the most of callout extensions would be to show unique or specialized services or products you offer. This can convert more people offline. Here is more helpful information on callout extensions/callout extension.

Price Extensions

This will work best when the ad has a good deal. Not for something like 2 for $5 and now 4 for $10.00. Bringing pictures and icons with direct clickable links to products or services. This allows can show up to 8 different options at a time. Allowing an easy and convenient way for everyone viewing the ad to see exactly what is offered.

Showing your hot deals or limited offers right on your ad is a great way to encourage the compulsive shopper in all of us. Here is more helpful information on price extensions/price extension.

App Extensions

Besides your great-grandmother, everyone is using a smartphone. Why not make it easy for them? Those with an Android or IOS device can get access to everything your ad offers in a single click. App extensions can also automatically begin the app download if desired. Among other options, a click can lead to google ads account, campaigns, and ad group. Here is more helpful information on app extensions.

Seller Rating Extensions

Seller ratings are a detailed but easily and quickly absorbed review of the seller. Seller ratings will show a rating out of 5 stars, the number of ratings received, and the qualifier, which will highlight why a particular rating was given (if there is sufficient data). An example would be a delivery service that may have a 5-star rating for always delivering on time.

Seller ratings only show when:

• Google has collected or received at least 100 different customer reviews in the last twelve months or from Google’s third-party reviewers.

• Google has evaluated the site via Google Consumer Surveys.

• Google or their third-party reviewers have done their research evaluation.

• The average rating is above 3.5 stars, anything below 3.5 stars, and the seller rating extension will not show a star rating.

Dynamic Structured Snippet Extensions

Besides the structured snippet extensions having the longest name, it is also one of the most beneficial. This extension will do a lot of the work. What it does is when people search on Google, the ads will show more information from the content it is advertising if it is relevant to their search. This is done by automatic analysis from Google. This relevant information added to your ads can translate into more clicks from interested visitors.

Points to Remember When Using Extensions

Now that we can see the basics of most google ad extensions, we want to make sure we are using them to their full potential. Luckily most of them are automated.

• Google will display the extension only when it calculates the ad will have increased performance. So, keeping the ad rank high is essential for the ad extensions to appear.

• Making sure to maintain the bids on ads high enough to stay at the top 1-3 spots will keep ads relevant.

• Keeping sites updated and business details accurate.

Each ad can use multiple extensions at a time because not every search will trigger each extension. So, the best practice is to make use of every available extension and enable all of them.

Extensions can also be scheduled individually. Sales and promotions that only run for a limited amount of time are common in business so being able to schedule these things in advance and have the process automated is quite nice.

Ad Extension Performance

Ad extensions that are customizable such as the callout extensions, will do well to be monitored. If using some simple phrases or maybe quirky ones, it will be good to know if it is drawing in more business. Ad extensions have an entire page dedicated to viewing how well they are performing. Not only can the clicks be viewed, but impressions, related costs, and even more statistics are available.

Pay-per-click campaigns are our specialty. We audit your current PPC campaign to evaluate what to fix. We also optimize client landing pages, for improved PPC results. Squeezing the most out of every resource is a lot like licking your fingers after a good meal. Here at PPC.co, we have the knowledge and experience to help you get the most out of your ad investment.