Ad Extensions:
Ad extensions are a type of ad format that show extra
information (“extending” from your text ads) about your business. Some can be
added manually and others are automated.
Improved visibility: Ad extensions tend to improve
your ad’s visibility. They often appear above the search results, rather than
along the sidebar. If two competing ads have the same bid and quality, the ad
with greater expected impact from extensions will generally appear in a higher
ad position than the other.
Better return on investment: Extensions can help
improve the click-through rate (CTR) of your ads. More clicks mean’s more
customer traffic.
How ad extensions work:
AdWords shows one or more extensions with your ad when it
calculates that the extension (or combination of extensions) will improve your
campaign performance, and when your Ad Rank is high enough for it to appear.
Adding an extension won’t guarantee that it will show with your ad, but you can
keep track of when your extensions are appearing on the Ad extensions
tab.
Automated extensions: AdWords creates and displays
the automated extensions formats (seller ratings, consumer ratings, social
extensions, and previous visits) when it predicts that they’ll improve your
ad’s performance. No setup is required, so the option to create automated
extensions doesn't appear in the drop-down menu of the Ad extensions
tab.
Type of Ad Extension:
Call Extensions:
allow you to incorporate your phone number in your text ads, making it easier
for customers to contact you directly. On desktops and tablets, your phone
number is applied alongside your text, whereas on high-end mobile devices, your
ad will include a “call” button. Google no longer permits you to include phone
numbers within ad copy, so this is the best way to ensure your phone number is
visible to searchers.
You may have missed Google’s quiet and brief announcement
that, starting in April, AdWords ads with phone numbers in the text will be
disapproved. Advertisers who want to display phone numbers will have to use the
call extensions feature instead.
Exp. of Call Extensions:
Location Extensions:
Location Extensions allow you to incorporate your business address and
telephone number into your ad. Don’t worry, you don’t have to waste any of your
precious ad space! The location extension adds an extra line to your ad and
often includes a map reference.
Exp:
Offer Extensions:
Offer Extensions are one of Google’s newest ad extension innovations. They give
advertisers the opportunity to present relevant offers within their ad text to
drive searchers to click on their ads. When users click the “view offer” link,
they are pushed to a Google hosted landing page that provides an option to
print out the offer or “save it for later.” These extensions give clients an
extra incentive to visit stores and complete a transaction. Advertisers who are aiming to bring more foot
traffic into their local businesses. They are especially beneficial for places
that provide products that don’t work well online. Ideally, once a user has
visited the physical store, they will be more likely to return again in the
future.
Ex:
App Extensions: App
Extensions make apps more accessible to searchers who are using tablets or
mobile devices by providing a link to the app within the ad copy. This gives
potential customers the opportunity to visit the app store to learn more about
it.
For advertisers who offer an app, this is a no brainier.
Using these extensions will make it much easier for searchers to automatically
download your app and get started! For current clients who already own the app,
you also have the option to direct them to a relevant section of your app,
based on their search.
exp of app extension:
Seller ratings:
Show your online business ratings with your ad. Sarah's
Designer Shoe Store
Ad www.xyz.com
4.5 ★★★★★ rating for xyz.com
Free Shipping, Free Returns on Large Selection of Discount
Shoes
Sitelink Extensions:
allow you to promote additional landing pages like: services, about, contact
etc. Google has shown that adding sitelinks to your ads increases your
click-through rate, even if people aren’t clicking the sitelink links!
Note: Google will only show your sitelink extensions if you
are in a top position, so you may not always see them.
What ad extensions cost:
There's no cost to add extensions to your campaign, but
you're charged as usual for clicks on your ad, as well as for certain
interactions that extensions provide. For example, you're charged for clicking
on a download button (app extensions), on a call button (call extensions), on a
directions icon (location extensions), and so on. Clicks on review extensions,
social extensions, and seller ratings are an exception: we don’t charge you for
these. AdWords charges no more than two clicks (per impression) on each ad and
its extensions.
The cost of these clicks are set in the same way as headline
clicks: the most you'll pay is what's minimally required to keep your
extensions and ad position.
*** Keep in mind, Google will automatically apply some
extensions, like Seller Ratings and Social Annotations, if you meet their
criteria.
