Digital Marketing Why Do Search Ad Extensions Matter? 6 min read MuteSix • January 7, 2022 Back to Articles Why Do Search Ad Extensions Matter? Search ad extensions could totally transform your Google Ads strategy. But what are search ad extensions, how do they work, and why do they matter? Here’s what you need to know about these helpful integrations. What Are Search Ad Extensions and How Do They Work? Search ad extensions essentially “extend” your ad with more information. They drive engagement and boost your ad rank. There are two types of search ad extensions: manual extensions and automated extensions. Automated extensions are automatically added by Google when certain conditions are met. On the other hand, you have to set up manual extensions yourself. You can use both manual and automated extensions at the same time for the most effective approach to Google ads. Why Do Search Ad Extensions Matter? Search ad extensions aren’t just there for show, they can actually be extremely valuable for your business. But don’t just take our word for it, here are some specific reasons why search ad extensions matter. Ad Extensions Drive More Engagement Search ad extensions are designed to drive more engagement since you’re including more than just basic text. Search ad extensions are also designed to make it easier for Google shoppers to quickly get the information they’re looking for right away or with the click of a button. So instead of users having to scour multiple lines of text for the important information, it’s presented to them more directly. Ad Extensions Boost Ad Rank Google uses an intricate formula to calculate your ad rank that incorporates your bid amount, your ad quality, your landing page quality, and any ad extensions. The overall goal of Google’s ranking system is to present users with the most relevant and helpful information. When you incorporate search ad extensions into your campaign, you’re providing more helpful information to the large number of Google users who are actively searching for products or services like yours. Ad Extensions Lower Your Costs When you’re able to earn a better ad rank using search ad extensions without increasing your bid amount, you’re able to lower your overall advertising costs since you’re able to essentially earn the same number of clicks for less money. Google estimates that implementing a new ad extension into your campaign will result in a 10% to 15% increase in your click-through rate (CTR). How Much Do Search Ad Extensions Cost? Incorporating search ad extensions into your advertising campaign doesn’t cost you anything extra. So based on the above benefits, adding extensions to your campaigns is really a no-brainer. At no cost to you, you can boost your engagement while saving money on clicks and overall conversions. What Are Some Different Types of Ad Extensions? Google offers many different types of ad extensions. Below are some types that you may want to consider incorporating into your Google ad campaign: Sitelink extensions: Feature clickable links to web pages that are relevant to your ad. For example, you could include a link to your product benefits, pricing information, or customer reviews. Location extensions: Feature clickable locations on a separate line that potential customers can use to receive directions directly to your business address. Call extensions: Feature a clickable phone number that potential customers can use to place a phone call directly to your business. Message extensions: Feature a clickable phone number that potential customers can use to send a text message to your business from their mobile phone. App extensions: Feature a link to your business’ mobile application that customers can easily access on their mobile phones. Callout extensions: Feature important information about your products or services that are separated by a dot in an additional line. For example, you could boast about things like price-matching, a 100% satisfaction guarantee, or free shipping. Structured snippet extensions: Feature important information about your products or services that are listed after a colon. Like callout extensions, structured snippet extensions are also listed in a separate line. Some examples include different types of products/services that you offer or brands that you stock. Price extensions: Feature actual pricing information for your products/services through eight different “cards” that potential customers can scroll through to view different offerings and prices. Potential customers can then click on a specific card to be brought to that specific item on your website. Promotion extensions: Feature promotions or sales that appear below the copy of your ad next to a price tag icon. Potential customers can then click on this offer to be taken to a landing page where they can redeem it. Seller rating extensions: Feature ratings of a business on a scale of one to five using information gathered from reputable online review sources. This is an automated ad extension that typically only appears when a business has at least 150 reviews, with an average rating of at least 3.5 stars. How To Set Up Ad Extensions on Google Now that you know about the different types of ad extensions available on Google and why they’re important, it’s time to incorporate them into your own ad campaign. Here’s what you need to do to set up ad extensions on Google: 1. Log into your Google Ads account. 2. Select your desired campaign or ad group. 3. On the left-hand side of the screen, click on “Ads & Extensions.” 4. On the top of the screen, click on “Extensions.” 5. Click on the blue “+” sign to create a new ad extension. 6. Choose the type of extensions you want to add from the drop-down menu. 7. Add the required information for each extension you want to add. 8. View the preview of the ad to make sure everything looks good. 9. Click “save” to finalize your changes. Best Tips for Using Search Ad Extensions With these steps in mind, here are some tips and tricks that you can use to effectively incorporate search ad extensions into your Google ad campaigns: Consider your target audience: When setting up search ad extensions on Google, you need to consider your target audience and what they’re searching for. Mix and match: It’s always a good idea to mix and match your search ad extensions to create the most informative and engaging ad that users will want to click on. Keep your information up-to-date: Finally, always make sure to keep your search ad extensions up-to-date. For example, if you get a new phone number or change your pricing information, make sure to update that information accordingly. Final Thoughts on Search Ad Extensions With the right approach to search ad extensions, you can take your Google advertising game to the next level thanks to higher ad ranks and increased click-through rates. If you’re looking for more help with Google advertising, feel free to reach out to the Paid Search experts at MuteSix for a complimentary marketing consultation. Sources: Everything You Need to Know About Ad Extensions | Search Engine Journal About Automated Extensions | Google Ads Help Understand the Benefits of Ad Extensions in Google Ads | Google Ads Help Interested in Working Together? Let’s Get Started Other Articles You May Enjoy Trending Topics YouTube CTV to Roll Out Massive Targeting and Buying Improvements–Will CTV Reign Supreme This Q4? Digital Marketing The GA4 Migration Tool Has Arrived– But Should You Wait to Migrate? Data How Zero-Party Attribution Data Fuels a Competitive Advantage for DTC Brands Pinterest How Much Does Pinterest Advertising Cost in 2022?