Ad Extensions are great way to expand upon your ad text and headline, while drawing in additional customers. Although they are considered optional, it is a best practice you use as many extensions as possible in order to entice potential customers to click on your ads. “Manual” Ad Extensions fall into the following categories:
- App Extensions
- Call Extensions
- Callout Extensions
- Location Extensions
- Review Extensions
- Sitelink Extensions
For the purposes of this blog post, the extensions in bold will be examined.
Call Extensions
An important addition especially for local businesses, call extensions enable potential customers to call a business directly from an ad. In setting up your Call Extension, consider using a Google Forwarding number for tracking purposes.
Callout Extensions
Not to be confused with the previous Ad Extension, Callouts enable advertisers to include additional calls-to-action at the end of an ad. Examples include: “20% Off For New Customers” or “Over 50 Years Experience.” Call0ut Extensions give advertisers an opportunity to differentiate their ad from competitors’.
Location Extensions
If the nature of your industry requires customers to visit your business in person (i.e. restaurants, movie theaters, museums), Location Extensions are a must. Location Extensions display your physical address within your ad, which can allow potential customers to open up in Google Maps for directions.
Sitelink Extensions
Finally, Sitelink Extensions afford advertisers the opportunity to display relevant pages on their website within ads. Common Sitelinks to use include “Products/Services” page, “About” page, “Contact Us” page, and “Specials/Promotions.” You can segment your Sitelink Extensions by Campaign or Ad Group to make sure you are showing relevant Sitelinks to potential customers.
By adding a few Ad Extensions to your campaigns, you should see an increase in impressions and clicks, and overall better results from AdWords.