Looking to make your Adwords ads and campaigns stand out from the competition? Want to give your ads increased visibility and a higher click through rate? (CTR) Then it’s time to start utilising Google Ad Extensions. With Google rolling out a plethora of extensions these days, it can be hard to get your head around which ad extensions are best suited to you. In this post, we break down all the different types of  manual and automatic ad extensions to help you decide what can work best for you…read on.

Sitelink Extensions

Sitelink Extensions

Sitelink extensions are probably one of the first extensions that Google rolled out. Looking at the image above, they allow you to promote links of additional descriptions of various services, collections & styles below your ad and directing users to specific landing pages within your website, rather than just the generic homepage.

Why are they useful?

Utilising Sitelink Extensions and adding the extra descriptions that you’ve provided, allows you to take up extra space in the search engine results page(SERP), as the extra descriptions increase the overall size of your ads (prime real estate)! It’s Important to note that Google will only show the extra descriptions if you are in the top position of the page.

Callout Extensions

Call Out Extensions

Callout Extensions allow you to showcase an additional line of copy (which is non clickable) underneath your ad.

Why are they useful?

Callout Extensions allow you to highlight any features, benefits & unique selling points of your business that you can’t fit in standard ad copy. When creating Callout Extensions, look to create the maximum number that’s available (4) so that Google can pick as many callouts as possible to showcase with your ads. You need a minimum of two callout extensions for them to show in your ad

Structured Snippets Extensions

Structured Snippet Extensions

If you’ve got a business that offers different types of brands, services, destinations products and courses, then Structured Snippets are the perfect ad extension to showcase them. In the image above, you can see this business is promoting the type of brands that they stock – giving users a glimpse before they click on the ads.

Why are they useful?

Not only do they increase your quality score, and CTR, this ad extension gives you the ability to highlight other aspects of your product that you traditionally would not fit in the text ad, giving prospects more information but in a shorter, succinct way.

Price Extensions

Price Extensions

 

Price extensions are the newer kid on the block (launched June 2016). They allow advertisers to show pricing for products and services that they offer. 

Why are they useful?

Price Extensions can make your ad highly targeted to the user as you are able to showcase a specific product, service, location, brands that you stock, service tiers, events and locations along with the description and price. The best thing about this ad extension is that you have the option to choose the dates (including days of the week) and time of day your price extensions are eligible to show, perfect for sales and limited time offers…Winning! 

Location extensions

Location Extensions

Location Extensions allow you to showcase your address and opening hours alongside your ad to users who are near your business in proximity.

Why are they useful?

This ad extension is ideal If you’ve got a physical address or if you have multiple locations and want to generate extra foot traffic to your stores. The address is clickable on mobile, provides advertisers more real estate in the search page and stands out from the competition. Set up can be a little lengthy as you first  need to make sure that you have a verified address through Google My Business (You will need to wait for Google to send out a code to confirm and verify that you own the particular address).

Call Extensions

Call Extensions

Call Extensions allow you to add a phone number alongside your ad. Users can then have the option to call you directly by clicking on the ad.

Why are they useful?

The cool thing here is that you can opt in for having call tracking through Google Adwords. Google will then assign you a forwarding number which is a unique phone number that will be shown on your ads (see above).  This is useful as you can see the granular details about which keyword was responsible for the call, length of the call duration and start time.

If you offer a service where talking to the consumer is the main way to generate leads or sales, then utilising call extensions is a great way to add value to your business goals.

Review Extensions

Review Extensions

Having social proof and credibility is always a great way to showcase the trustworthiness of your product/ service. By utilising review extensions, you are able to do just that as the review is shown on an additional line of text below the text ad on the Google SERP.

Why are they useful?

This ex extension boots your credibility &  gives prospects another reason to click your ad. When utilising review extensions, it’s important to use reviews from respectable, well known third party sites i.e, Trustpilot or TrustRadius (having reviews from a well known source ensures your review gets approved by Google). Important to note that review extensions are only available to appear on desktop.

App Extensions

 

App Extension

 

If you have a Android or IOS app and want to showcase it alongside your text ad, then look no further than this ad extension.

Why are they useful?

Prospects are able to download your app from the Apple/Google Play store as soon as they click the extension. Many big companies make use of this extension including the likes of Amazon (as shown above), ASOS, The Iconic, and Uber. Even if users don’t download your app there and then, it’s great to showcase this extension in order to remain at the forefront of a user’s mind when they are browsing as this extension is only shown on mobile devices

Automated Extensions

Automated extensions are pulled from different types of data sources to create an extension for your ad. As opposed to manual extensions, automated extensions are automatically included in your ad if you have met certain standards that Google is happy with. There is no set up taken from the advertisers end whatsoever.. convenient right? You have control to  can easily turn off as needed.

Seller Rating Extension

Seller Rating Extensions

Seller Rating Extensions have been around since 2010. If you’ve received a great review for your product and want the world to know.. then this is the extension for you.

Why are they useful?

They show a 5 star rating which represents a user’s overall experience with your product / service, sourced from aggregate business review websites including Google Trusted Stores & Google Consumer Surveys, TrustPilot & Trusted Shops to name a few. It’s important to note that you need a minimum of 30 reviews with a minimum of 3.5 rating or higher from users in the past 12 months for the seller ratings to appear alongside your ads.

Previous Visit Extension

Previous Visit Extensions

Previous Visit extensions show users how many times that they have clicked through and visited your website in the past and when was their last visit.

Why are they useful?

By creating the sense of awareness and reminding users that they have been to the website before ensures that the business stays in the top of a user’s mind during the purchasing stage. In order for this ad extension to show, a user must be logged into their Google account.

Social Extensions

Review Extensions

Showcasing how many followers you have on a particular online channel can seriously boost your street cred and Social extensions enable you to do just that!

Why are they useful?

If you have a large following on your Google+ Page or Facebook, then this ad extension is great to show them off and it opens the doors for users to follow your business on that particular social channel, well as increase trust and social proof which can positively influence a user’s purchase decision.

Dynamic Structured Snippet Extension

Dynamic Structured Snippets

Dynamic Structured Snippets showcase additional information about your product from your site.

Why are they useful?

Extra information about your product can always be seen as positive to a user. The main difference here is that unlike manual ad extensions, Google will show what they deem relevant.

Wrapping up ad extensions

Businesses are advertising on Google Adwords more than ever before. It’s important to stand out from the competition anyway you can. When used properly,  Google Ad extensions can really give your ads a big boost in CTR, quality score and ultimately, conversions.