Ad Extensions provide more information and context that might be valuable to the user.
Google Ad extensions are essentially physical expansions of your ad that provide new, relevant information to viewers. This can be static information that doesn’t change, like a phone number.
A typical ad, for example, will look like this:
The ad is simple, with a headline, a URL, and ad copy to provide context about the business, product and/or offer.
Ads with extensions will contain more information, and might look like these:
Both of these use ad extensions to feature prominent, important site pages that may be relevant to searches and offer quick navigation. The first example also uses an extension to share their address and their business hours.
There are a lot of different extensions that you can use to add more information to your ads, and since they don’t cost anything, there’s zero downside to using them.
Why You Need Google Ad Extensions
Google Ad extensions will help your campaigns in two distinct ways, from the user’s perspective:
They increase the physical real estate of your ad, which helps demand user attention and can boost the visibility of your campaign.
They provide more information and context that might be valuable to the user.
With both of these perks combined, the result is a higher-than-average click-through rate and, as a result, hopefully an increased conversion rate for your ad campaigns. Google has found that ads see a 10-15% increase in CTR when adding new extensions to their campaigns.
A perfect example of this is the case study of Accor Hotels, whose ad campaigns saw a 14% increase in conversions after implementing ad extensions.
Ad extensions are also considered when Google is evaluating your ad relevance. Since relevance is a key factor in Google’s Quality Score, which in turn affects ad rank…
Well-chosen Google Ad extensions can help you gain priority and ad rank (giving you more visibility) while also lowering your cost-per-click.CLICK TO TWEET
Since extensions offer these extensive benefits at no added cost, you can’t afford notto use them. All it takes is a little extra time to set them up.
Types of Google Ad Extensions