Implementing Ad Extensions For Increased CTR
by Lucy Greenaway
In the landscape of today's digital marketing formats, Pay Per Click advertising is one of the most effective methods of reaching your target audience and driving traffic to your website.
With so many businesses using PPC advertising on Google to reach their target audiences, things can get very competitive.
Introduction
This is where features offered by Google Ads come in.
One of the excellent features that are offered to advertisers within the Google Ads account is Google Ads extensions.
Explanation of what ad extensions are and how they work
Ad extensions are additional links and information that can be implemented within the Google Ad itself. These ad extensions help to provide more context to the products and services that your company offers and helps users to make more informed decisions about whether or not they should click on your ad.
Importance of ad extensions in improving ad performance
Ad extensions can massively improve the performance of your Google Ads. This is because ad extensions offer increased visibility on your ads, improved ad relevance, an enhanced user experience, increased Google Ads ctr and a competitive advantage.
Types of Ad Extensions
Sitelink Extensions
A site link extension provides additional links to different pages on your website other than the landing page that the ad itself directs a user to. This allows users to easily find the information they are looking for. This can be especially useful for businesses that offer multiple products or services.
Callout Extensions
Callout extensions allow business owners to highlight specific unique selling points or benefits of their business. These can be callouts like free shipping, 24/7 customer support, or a money-back guarantee. Callout Extensions can help to highlight your business from competitors and provide additional value to users.
Structured Snippet Extensions
Structured snippet extensions provide extra information to users about the products or services that are offered by the company, other than the specific product or service that is being offered in the ad. These structured snippets can range from such as product categories or service offerings. This can help to make your ad more relevant to users and provide more context about what you offer.
Call Extensions
Call extensions allow potential leads to call your business directly from your ad. Call extensions are complete game changers for businesses that rely on phone calls for sales or customer support as it mitigates the need for users to go to your website in order to convert.
Message Extensions
Message extensions allow users to send a message to your business directly from your ad. This can be a great way to engage with users and provide additional support or information. Again, this extension mitigates the need for users to go to your website in order to convert.
Location Extensions
Location extensions provide information about your business's physical location, including a map, address, and phone number. Location extensions can be extremely useful for businesses with physical storefronts or multiple locations, however, do not work for online-only businesses.
Price Extensions
Price extensions are google ad extensions that allow you to display prices for specific products or services directly within your ad. These extensions can help to attract potential leads who are searching for a specific product or service at a certain price point. However, this can put users off if the price isn't competitive.
Promotion Extensions
Promotion extensions are extensions that allow you to advertise specific promotions or deals directly in your ad, such as a discount code or limited-time offer. These extensions are beneficial because they can visually set you apart from the other companies advertising the same or similar products or services that you do.
Best Practices for Implementing Ad Extensions
Use ad extensions that are relevant to the search query and ad copy
Using ad extensions that are relevant to the search query and ad copy is crucial for ensuring that your ads are as effective as possible.
Understanding your audience is essential in order to select the right ad extensions for your ad. You will need to have a good understanding of your target audience and what they are looking for, you can use tools like Google Analytics to help provide these kinds of insights, and it can help you to consider what kinds of information they might be searching for, and how your business can provide that information.
It's important that you test different ad extensions to see which ones perform best for your business. Just using one form of extension and rolling with it will not allow you to be competitive when it comes to attracting a user's attention to your ad. It is well worth trying to use different combinations of ad extensions to see which ones drive the most clicks and conversions, and then begin to adjust your strategy accordingly.
Incorporate ad extensions that highlight unique selling points and value propositions
Your unique selling points are the things that set your business apart from competitors and make you stand out in the market. It is crucial that you compare your business to your competitors and identify the key features or benefits that make your business unique in comparison to these competitors, and then consider how you can highlight those features in your ad extensions.
Include a call to action in the ad extension
Including a call to action (CTA) encourages user engagement and increases ad relevance. A call to action can assist in getting unsure potential leads a gentle push in clicking on your ad and browse your website, after this it is up to your website to reel in the lead and persuade them to convert. Including a CTA highlights the benefit of the user taking action there and then which will also vastly improve the CTR (Click-Through-Rate).
Test different ad extensions to determine which ones perform best
As mentioned previously, testing different ad extensions allows you to determine which extensions are most effective at driving user engagement and which are actually achieving your campaign goals. This is a really important part of optimising your Google Ads campaigns and maximising their conversion performance.
Monitor and optimise ad extensions regularly
Monitoring and optimising your ad extensions regularly is important because it allows you to identify current or potential positive trends or any issues that may be or has the potential to be impacting the performance of your PPC campaigns.
