How to Use Search Ad Extensions
Even the simplest paid search campaigns can be a highly effective way to drive valuable users to your website. But there are a number of additional, customizable ad components called extensions that can make your search ads an even more powerful lead generating tool.
There are several types of extensions, each designed to make your ad more attractive to a searcher and more valuable to your business. The one thing they all have in common is that they all make your ad take up more space on the search engine results page. This alone can improve your ad’s click-through rate, as they push your competition’s listing further down the page. Below we will dive into the details of some of our favorite extensions, and how they may be able to improve the effectiveness of your search campaigns.
Call Extension
One of our favorite ad extensions actually doesn’t help drive traffic to your website. This extension allows a searcher to skip that step, and call you directly from your ad. Giving users this option almost always leads to an increase in calls, although you’ll want to make sure your keyword targeting isn’t too broad – this can lead to an influx of low quality calls.
Sitelinks
Sitelinks bring two very valuable effects to your search ads. First, they take up more space than any other extension. Sitelinks show up beneath your search ad copy, and can display hundreds of characters, driving your competition’s listings down the page. This is particularly helpful on mobile, where an ad with strong sitelinks can fill almost an entire results page.
Sitelinks can also significantly improve your search campaign’s conversion rate. They allow you to show off more of your site’s content, but more importantly they let the searcher choose the landing page that is most relevant to them. Just make sure you have optimized all potential landing pages for conversions!
Call Outs
The digital marketing platforms that allow you to upload and target a customer list can use those same customer lists to Callouts are a simple ad extension that help your ad take up more space on the results page by listing by promoting what makes your offer unique. You can ad up to 10 callouts to each ad – customizable at the ad group, campaign, or account level. A good rule of thumb if applying at the campaign or account level is to provide general information that is applicable across your business, such as “Open 24/7” or “2 day shipping.”
Location Extensions
This extension is perfect for businesses seeking to drive searchers to a brick and mortar location. Simply connect your Google My Business account to your Google Ads account to help users find your location by showing ads with an address, a map to your location, or the distance to your business.
Get Started
Need help identifying the right way to use your site extensions in your Search campaign? Refine specializes in the sophisticated search engine marketing strategies that allow us to deliver the right message to the right person at the right time. Learn more about our search engine marketing services.