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.
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.
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.
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.
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.
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).
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.
Google offers many different types of ad extensions. Below are some types that you may want to consider incorporating into your Google ad campaign:
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.
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:
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.
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