Maximizing Digital Ad Performance with Paid Search Ad Extensions

Google Search ad extensions are useful tools that can enhance the effectiveness of ad copy. An ad extension is the portion of the ad below the headline and description copy. It’s used to create value and encourage users to complete a desired action. When a person types keywords into a search engine, Google populates different types of paid search ads and extensions that align with the search query.

Types of Paid Search Ad Extensions

Paid search ad extensions are divided into categories found in the “Assets” portion of your Google Ads account.

Structured Snippet

Structured snippet extensions highlight specific benefits your business can provide to potential customers relative to their search terms.

To create a structured snippet, you must select a header category, which includes:

• Amenities
• Brands, Courses
• Degree Programs
• Destinations
• Featured Hotels
• Insurance Coverage
• Models
• Neighborhoods
• Service catalog
• Shows
• Styles
• Types

Once you select a category, you can add details explaining the product or service you offer. For example, if you created a structured snippet for an apartment community and selected “Amenities” as your category, you could include more information, such as a pool, fitness center or coffee bar to help users learn more about what you offer.

Call Extension

Call extensions are phone numbers linked to your ad. You can include one phone number or multiple, so users can contact your business directly from the ad.

Callout Extension

This type of ad extension must be under 25 characters. You can use a callout extension to highlight business features, benefits and taglines.

Sitelink Extension

These links are located underneath the ad text. You can use sitelink extensions to direct potential customers to a specific section of your website, like a product or service page. That provides users with another opportunity to click on your ad for more information on your business.

Location Extension

It’s important to include location extensions in your paid search ads if you have a physical business location. This extension includes the address of your business, phone number, hours of operation and other details specific to that location. You can link your Google Business Profile to your Google Ads account to sync that data and connect it to each new ad campaign.

Promotion Extension

A promotion extension is useful if you offer a special deal on products or services. You can use information such as monetary, percentage or “up to” discounts. You’ll need to add a link to the specific promotion or page to help users learn about and redeem the offer.

Image Extension

Image extensions are placed next to the ad text. Use these extensions to showcase products or facilities to help users visualize what they can purchase or receive.

Price Extension

Price extensions display product and service prices. Including a price extension in your ad is an easy way to give your audience more insight before visiting your website.

Which Ad Extensions Perform Best?

Image, sitelink and call extensions are reliable and typically perform better than other types. Those three extensions can help you generate more clicks because they provide digestible information and opportunities to visit your website or contact your business.

How Paid Search Extensions Maximize Ad Performance

Using paid search extensions in your Google Search campaigns can influence a user’s journey through the buying cycle. Those details can boost the effectiveness of your ads by attracting more clicks and driving conversions.

Paid search ad extensions also provide these benefits:

• Enhanced visibility: Ad extensions can increase the size of your ad so it takes up more digital real estate. That will help your ads stand out on search engine results pages.
• Improved click-through rates: Providing additional information about your business can influence a user’s decision to click on your ad. Users are more likely to click on your ad if they find relevant content that pertains to their search query.
• Better quality score: Google Ads considers ad extension relevance when calculating a quality score, influencing which ads are shown and which are not. A high quality score may result in a better position on a search engine results page.
• Increased credibility: Including more details about your business supports transparency and helps build trust with potential customers.
• Enhanced awareness: Certain extensions, like images and structured snippets, help highlight your products or services, which familiarizes users with your business.

Paid Search Advertising at TouchStone Digital

Extensions in Google Search ads are crucial for driving results in digital ad campaigns. The more information you can provide to your end user, the more likely they are to take action and produce the desired result. Our expert team of digital marketers can help you create ad campaigns to drive quality conversions. Send an email or call 419-299-9000 to schedule a consultation.