How Ad Extensions Improve Google Ads Search Campaign Performance

Google Ads extensions allow you to “extend” your ad with many different types of information, and while this might sound like a nice-to-have feature, it’s actually a powerful and versatile way to target customers, increase your click-through rates, and improve the overall performance of your campaign.

What Are Google Ad Extensions?

The Google Ads extensions feature allows you to add various types of information to your advertisement, which can help make your ad more accessible to potential customers searching for your services and more relevant to your ideal target audience.

With Google Ads extensions, you can add information such as direct links to specific pages on your website, reviews from reliable sources, a link to your app if you have one, and even a callout banner that allows you to highlight important details about your business.

What Types of Ad Extensions Are Available?

Google Ads offers a variety of extensions you can utilize to entice potential customers. Certain ad extensions appear automatically, such as your phone number, while others are customizable. Some of the main extensions Google offers include:

• Sitelink Extensions – Sitelink extensions allow you to list additional links to your website in your ad. These links typically direct users to specific subpages of your website. These are customizable, so you can change which pages your extensions link to. For instance, if you are running a seasonal campaign or want to emphasize a certain product or service, you can include a link to that specific page in the sitelink extension. You can use this feature to measure the click-through rate (CTR) for each page. You can also optimize this for mobile users by creating specific links for anyone on a smartphone or tablet.
• Callout Extensions – Callout extensions are essentially a 25-character extension of your ad. It allows you to provide extra pertinent information that you want potential customers to know about. For instance, a hotelier might want to include “Great rates!” or “No cancellation fees!” in the callout text. Unlike sitelink extensions, callouts cannot be clicked, as they don’t link directly to your website. They are more like a banner that provides a little extra context to your products or services.
• Call Extension – You can use ad extensions to list your business phone number so that potential customers don’t have to go searching for it. This provides customers with a quick and easy way to get in touch with your business. You can also customize your phone number extension to appear only during your business hours.
• Location Extension - The location extension allows you to promote your business to potential customers who may be in the area. 
• Seller Ratings Extension – Many people like to take customer experiences into account before they make a purchase. You can link reviews of your business in your ad extensions to show potential customers how others have reacted to your products and services in the past. Being able to see the positive things people have said about your business can improve the success of your campaign. This extension displays a star rating and allows users to click through and read the full text of the reviews. 
• Lead Form Extension - Maybe you want to improve the quality of your leads. The lead form extension offered by Google allows you to place a lead form directly in your ad so that users can share pertinent information with you. You can include several specific questions in the form to generate even more qualified leads. 
• Image Extension - Image extensions can be used to visually show target audiences your products and services. Google suggests sharing three unique images when utilizing the image extension. You will want to make sure that the images you share are consistent with the ads, keywords, and landing pages they are associated with. 
• Structured Snippets Extension – When Google users search for a certain product or service, they often use very specific keywords to describe what they are looking for. Structured snippets can provide context about your products and services before users click through to your site. You can use this extension to place additional text beneath your ad that includes a header and a list of values. For example, a clothing brand might want to include “Styles” as a header along with “plus-size” as a descriptor to help guide customers who are searching for that specific type of product to their website.
• Price Extension – The price extension enables you to easily add pricing details to your ad, which helps customers compare product offerings. By helping people understand the price points of your various products and services before they click through to your site, you can improve the quality of your leads. 
• Promotion Extension – You can also add details about a promotion, event, or seasonal product that you want customers to know about. Additionally, if you want to guide customers to a specific product or service on your website, you can include a link to that subpage of your website in the sitelink extension area.

Each of these extensions can help your business improve an ad campaign’s performance, generate quality leads, and ultimately convert them into paying customers. 

How Do Ad Extensions Improve Campaign Performance?

The main purpose of ad extensions is to boost campaign performance and improve your bottom line. Google Ads extensions can be used to benefit your business campaign in several ways, including: 

• Providing Additional Information – Google Ads extensions allow you to make detailed information about your business readily accessible to potential customers. Users can easily click through to specific pages on your website, see what others have to say about your business, or even call or text you with one click. This additional information can help drive new customers to your business.
• Increasing Your Click-Through Rate – Thanks to the additional information that is offered in your ad extension, users are more likely to click on the ad, whether it’s to check reviews, obtain product information, or communicate with you. In fact, Google itself has said that using ad extensions offers businesses a 10 to 15 percent increase in CTR.
• Giving Your Business Legitimacy – When users can see your contact information in your ad extensions and read reviews written by regular and past customers, it legitimizes your business. This makes potential customers more likely to put their trust in you and your services.
• Improving Your Ad Rank – As your CTR increases, your ad rank will also improve. Your ad rank is used to determine where your ad appears on a search page, so using ad extensions is a crucial way to improve your ad rank score and, therefore, your standing. This makes your business more visible. 

What Is the Cost?

The best part is that there is no cost to adding extensions to your ad campaign. You will continue to be charged for clicks on your ads, and this includes clicks that result from extensions, such as a click on a sitelink, but there is no cost associated with utilizing this particular feature. 

Of course, ads with extensions tend to perform better, which helps make them more prominent in search results. Ads in higher positions usually have a higher cost-per-click (CPC), but ultimately, having increased prominence will help you run a successful Google Ads campaign and reach the audience you need.

Explore Google Ads Extensions

There’s no question that using Google Ads extensions can benefit your ad campaign. Along with the fact that there is no added cost to utilize the service, it has also been shown to increase CTR and drive new potential customers to your business by providing them with pertinent, relevant information about your business at a glance. 

Learn more about how Google Ads extensions can help you stand out in search results and target new, qualified customers. Schedule a free consultation today.