Ad Extensions: Enhancing Your Ads and Boosting Clicks for SMBs

September 30, 2023

In the ever-evolving world of digital marketing, visibility and engagement are the twin pillars of success. For small and medium-sized businesses (SMBs) vying for attention in crowded online spaces, standing out isn’t just about crafting compelling ad copy—it’s about optimizing every element of the advertisement for maximum impact.

Ad extensions are a tool that can enhance your ads by providing users with extra information, multiple ways to engage, and visually appealing incentives that will make your advertisement stand out. By utilizing ad extensions, small and medium businesses (SMBs) can enrich their online ads leading to increased interactions and most importantly conversions.

It turns out that Google isn’t just generous to its users but also offers a great opportunity, for advertisers through the use of ad extensions. These clever features act as an addition, to your ad campaign and help create a truly memorable experience. In this article, we will delve into the captivating world of Google Ads extensions.

What are Google Ads extensions?

Google Ad Extensions are, like the cherry on top of your Search ad placements. They appear dynamically when your ads show up on search result pages providing information to your audience and enhancing their interaction with your ad. By utilizing these extensions you’re not just showcasing an ad but also creating a high-quality user experience for potential customers.

Unraveling the Functioning of Google Ad Extensions

Google Ad Extensions, available at no additional cost, can be integrated into any Search ads across an account, campaign, or ad group. Yet, they don’t have a guaranteed display every time your ad pops up for a viewer. The decision to show these extensions is in the hands of Google’s sophisticated algorithm.

This algorithm takes into account various factors like the ad’s placement on the page, the presence of other ads, the extension’s past performance, and several other elements. So, while you can add these extensions, it’s ultimately up to Google’s intelligent algorithm to decide when they make an appearance.

How many extensions are there in Google Ads?

You’ll find a generous offering of 19 distinct ad extensions within Google Ads. These extensions are split into two categories: eight dynamic ones and 11 that need manual setup. How do they differ, you ask? It’s all about who does the heavy lifting.

Manual extensions are a bit more hands-on. You’ll need to carve out some time to tailor them to your exact preferences. Yet, their customization is worth the effort, allowing you to fine-tune your ad strategy to reach your targeted audience better.

On the other hand, dynamic extensions are the set-it-and-forget-it type. They’re automated and fashioned by Google’s smart algorithm. This intelligent system uses a variety of data points from your account and website to create these extensions, saving you time and effort.

But here’s the catch: there’s no one-size-fits-all answer when it comes to choosing between manual or dynamic extensions. It all boils down to your specific needs and objectives.

The 11 manual Google Ads extensions

Sitelink Extensions

These extensions enable advertisers to include links below the ad copy guiding users to specific pages, on the advertiser’s website. This helps users easily navigate to the page.

Callout Extensions

Callout extensions are used to add text beneath your ads in order to emphasize special features or offers. They are not clickable and are designed to provide information about the business, such as “24/7 Customer Support” or “Free Shipping.”

Structured Snippet Extensions

These extensions allow advertisers to highlight details about their products or services. For example, a hotel might use snippets to showcase amenities like “Free Wi-Fi” “Access to the Gym ” or “Swimming Pool.”

Image Extensions

Advertisers can enhance their text ads with images through image extensions. This adds an element to the advertisements making them more engaging and captivating for users.

Call Extensions

By utilizing call extensions advertisers can include a phone number, in their ads encouraging users to contact the business directly. This can be particularly helpful, for advertisements especially when users prefer to make phone calls straight away.

Lead Form Extensions

These extensions provide a way for advertisers to directly collect leads from their advertisements. When clicked a form appears where users can input their information, including their name, email address, and phone number without having to navigate away.

Location Extensions

Advertisers have the option to display their business address, phone number, and a map marker alongside their ads by using location extensions. This is advantageous for businesses that aim to attract customers to visit their stores.

Affiliate Location Extensions

These extensions are beneficial, for manufacturers or brands that sell products through retail chains. They assist users in finding stores where the advertiser’s product is stocked.

Price Extensions

Price extensions showcase a variety of products or services along with their corresponding prices. They provide users with a glimpse of what’s available before they decide to visit the website.

App Extensions

App extensions are specifically tailored for advertisers who want to promote their applications. These extensions enable users to directly click on the link and download the app from either Google Play or the Apple App Store.

Promotion Extensions

Promotion extensions draw attention to promotions or special offers featured in the ads. They can include details about the promotion, such, as a discount percentage, promo codes, and the duration of the promotion.

8 Automated Google Ad extensions

If you’re constantly racing against the clock, juggling various PPC auditing or management tasks, automatic extensions – also called “dynamic” extensions – could be your saving grace. They’re designed to streamline your workflow, requiring barely any supervision.

So, what makes dynamic extensions uneditable? It’s all down to Google’s ingenious algorithm. This behind-the-scenes wizard assembles the extensions for you, pulling from a wide array of data. This includes information from your landing pages, search queries that lead users to your site, historical data, business settings, and more.

Now, let’s touch on Automated Google Ad extensions – they’re pretty much in the same vein as the manual ones we previously discussed. For your reference, here’s a succinct rundown of all the dynamic Google Ads extensions you can utilize:

  • Dynamic site links
  • Dynamic callouts
  • Dynamic structured snippets
  • Automated app extensions
  • Automated location extensions
  • Dynamic image extensions
  • Longer ad headlines
  • Seller ratings

With these dynamic extensions at your disposal, you’ll be able to engage more effectively with your target audience whilst optimizing your ads’ performance.

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