PPC ad extensions you should use today


Ad extensions increase your visibility in search engine results.

Image extensions, structured clippings, price extensions, and call extensions can help here.

Not all ad extensions are the same and are running various marketing purposes.

Is included Google Ads oz Microsoft AdsAd extensions can help increase your visibility in search results and improve your ad performance.

Ad extensions also allow for additional or more detailed messages that do not match the base copy of the ad, even with the new RSA format.

Don’t miss this opportunity.

Explore four PPC ad extensions should be used today.

1. Image extensions

Image extensions are available worldwide.

The visual experience of consumers when browsing products and services online has become more critical in recent years.

Image extensions help create a more visually appealing search ad to interact with potential customers.

These extensions improve the relevance of your ad on the search network by including images of your products or services in your ad.

Image extensions appear on desktop and mobile devices.

These images are not banner ads and must follow requirements content, quality, etc.

You choose the images you want to upload to appear alongside your ad text.

Alternatively, use dynamic image extensions that select the most relevant images from the landing page of your ad and insert them into the ad.

When you enable this feature, landing page images will be included as ad extensions in your campaigns.

To start using dynamic image extensions, go to the Extensions tab in your account and click Add dynamic image extensions.

No pictures, no problem!

You can use it to create image extensions stock image.

You can now choose from a range of images provided by Google. Scroll to Image options drop-down menu and select Image stocks.

Then choose the image you think is most relevant to your ad.

Image from Google Ads, May 2022

2. Structured clippings

Structured snippets of code are “mindless” ad extensions.

They list specific aspects of your product or service.

It’s one of the simplest ad extensions to create because there’s a predefined “header” for values ​​and you don’t need landing pages because they don’t have links to the site.

Each clip extension has a “title” such as:

  • Comfort.
  • Brand.
  • Destinations.
  • Graduate programs.
  • Courses.
  • Featured hotels.
  • Insurance coverage.
  • Neighborhoods.
  • Service catalogs.
  • Models.
  • Show.
  • Styles.
  • Types.

When you select a header, enter values ​​- such as “free WiFi” or “pool” for benefits.

These extensions are often displayed on both platforms.

Here is an example of a company brand:

Google Ads structured code snippet extensionsImage from Google Ads, May 2022

This simple ad extension can add value by providing more information to the search engine and differentiating your ad from competitors who do not use this extension.

3. Price extensions

Price extensions are a great alternative for advertisers who do not have product resources and can benefit from presenting products and services with pricing.

Price extensions are presented in search results below the main text of the ad and can be useful in attracting more attention to the ad and in achieving deeper content on the advertiser’s site.

A minimum of three and a maximum of eight items or cards can be added to the price extension.

The search engine can then scroll and click on individual items to view.

Like structured code snippets, Google has predefined types of price extensions:

  • Brand.
  • Events.
  • Locations.
  • Neighborhoods.
  • Product categories.
  • Product rates.
  • Categories of services.
  • Service rates.
  • Services.

Each card has a header and a description of 25 characters that appear above and below the price.

The advertiser also has the option to use a price qualifier.

This is designed for products or services that do not have one specific price, i.e. “from”, “to” and “average”.

For example: “Monday Dinner Special Offer $ 35.”

You can add these extensions to your account, campaign, or ad group level.

Adding to an ad group level is a great place for more detailed items to adjust to a subgroup.

For example: “European Holidays” versus “French Holidays”.

These ad extensions can also be scheduled for start and end dates, along with a custom schedule.

But I hear a seasonal promotion are you coming up with price extensions?

I think so.

4. Call extensions

Call extensions their ads show a phone number that redirects to the official phone number.

These are still very important as advertising tactics as the mobile device has become the primary device for many searchers.

Advertisers who have avoided call extensions in the past should look again.

In addition to directly connecting searchers to a phone call company, the use of PPC forwarding numbers will display call information, call conversions, and valuable search data on how people find a phone number.

Did you know?

You can turn on call recording and receive recorded phone calls from ads that Google stores for 30 days.

The next screenshot, which obscures private information, lists the caller’s phone number, area code, and the full recording of the call.

a call extension report in Google adsImage from Google Ads, May 2022

A phone call can be considered as a conversion defined by the number of seconds the caller is on a phone call.

The number of seconds must be determined according to the unique telephone behavior of each caller closure company.

If phone call lengths are too often below this threshold or a lot of calls are missed, now is the time to review some simple optimization ideas:

  • Are there too many “wrong” numbers coming up? This may be due to the fact that the ad was triggered by different company names or competitors based on keywords. Check search queries and ask phone representatives what they heard from callers. You can use these keywords as negative keywords.
  • Too many missed calls? Make sure your ad is scheduled during business hours only when someone is available to answer that call. This could mean, for example, not showing ads during lunch time.
  • Calls from physical locations not serviced by your company? This is usually just an example of adjusting geographic targeting to be more precise. Although this could be an opportunity to learn more about these callers and current market demand.

Bonus: automated Extensions + manual ad extensions

When you opt in to automatic extensions, Google Ads will create extensions on your behalf and display them with your ad if they are expected to improve your performance.

These automatic extensions will now be suitable for display in addition to manually created analogues.

Google Ads is introduction of several new improvements that make it easier to manage links to sites, balloons, and structured snippets of code.

Once you’ve created sitelinks, balloons, and structured snippets, you can add them at the ad group, campaign, or account level.

This will make it easier to review and manage the extensions that Google Ads creates on your behalf.

To see which automatic extensions are appearing with your ads, look for “Automatically generated” extensions in the table view on the Extensions page.

Last thoughts

Ad extensions can be key to rising above the competition in search results with greater visibility and strategic communication.

It’s important to review your ad extensions and review them regularly (try quarterly) to make sure you’re aware of the new opportunities available and review the old ones.

More sources:

Selected image: Most popular vector / Shutterstock


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