Google Ads Extensions
You may not have heard of Google Ads extensions yet, But you will undoubtedly come across them many times when searching on Google. Using them can provide more valuable information to your target audience.
To understand their importance, let us turn to traditional advertising. For example, you would have to pay more to include more information on fellow citizens’ needs in your ads. However, Google Ads lets you add a variety of information, including phone numbers or exciting discounts, to your ad for free.
What is Google Ads Extension?
Google Ads Extensions are additional information you can provide to your audience in your ads on the Google search results page. Including such information leads to more customer interaction and can influence his decision.
There are several plugins in Google Ads that you can use at different levels (account, campaign, and ad group). On the other hand, in Google Ads, unlike traditional ads, you do not pay extra for inserting additional information. For example, FlyToday uses the Promotion plugin to target an audience looking for a discount.
Types of Google Ads Extensions
Each Google Ads Extension lets you provide specific information about your business. This section will review ten important and widely used advertising plugins. You can use them in your ads depending on your needs.
1. Sitelink
With the Sitelink plugin, you can add more links below your ad on the search results page. These plugins allow you to redirect the user to other pages on your website.
You can look at them as small ads that direct customers to specific pages.
2. Location
As the name implies, this plugin allows you to highlight your business address in your ad. It is very important for businesses whose location plays a big role in their customers’ decisions.
Most people today try to take advantage of businesses that are close to them; Because using the services of these businesses will save them time and money. For this reason, the opportunity to attract such people should not be overlooked.
This plugin allows the user to find the location of the business in Google Map; Unfortunately, it is not possible to use it in Iran at the moment.
3. Callout
Callout Plugin helps you highlight your unique features in your ad. However, the user can not click on them and reach a new page on your website. Google Ads lets you add six features to your ad, But keep in mind that you can only use 25 characters to write each attribute.
If you can bring all the value associated with your business to the main ad, this plugin can not help you; Because repeating them is of no use to you. However, they are free assets that you can use to make your offer more attractive. Because of this, this plugin will generate more clicks for you.
4. Price
Price is one of the determining factors in customer decision-making, So adding a Price plugin is a great way to increase your conversion rate. In other words, price transparency helps you attract a user who has accepted the price of your service or product.
With the help of this plugin, you no longer have to worry about the user skipping the use of your services or products after facing the prices. This plugin also allows you to share more product details such as color and weight with the audience. The user can browse your product or service on the same search results page and decide to buy it.
5. Call
Call plugin is one of the most widely used and effective Google Ads Extensions. You can use it to create a situation where the user can contact you with just one click from the search results page. The contact number on mobile phones is displayed to your contacts with the phone icon to encourage them to call you.
Using this promotional plugin is very useful for service businesses; Because the customer can talk to you without doing extra work. This plugin plays a big role in increasing the conversion rate, But you should not use it to increase click-through rates.
6. App
Businesses can allow users to download their apps on the search results page. The Install button is added to your ad using the App plugin so that the user can proceed from the same search results page to install your app. It should be noted that this button is only displayed on mobile phones and tablets to help make the app more visible.
After clicking this button, the user will be redirected to the store related to their phone’s operating system, So adding this button to the ad is a great way to increase app installation.
7. Promotion
The Promotion plugin lets you make a tempting offer to your target audience. Most people these days are looking for a discount and buy a product at a lower price; Therefore, using this plugin will make you compete with other competitors.
You can also give your discount code to your audience on the same search results page to get more attention. Using this plugin will increase the conversion rate; Because the user has decided not to miss this opportunity.
8. Image
The Image Plugin is currently in beta and is only available to advertisers in a few countries. This plugin allows you to add an image to your ad to encourage it to click.
For example, you can show an image of your product to the audience to view it on the same search results page. Using Image is a great way to increase conversion rates; Because users know what awaits them, so they click on your ad.
9. Structured snippet
This plugin allows you to highlight the features of your product or service in your ad. You can also use it to indicate the types of services you provide. This plugin is very similar to Callout, But the difference is that you can use it to create a specific title for your additional information.
Consider an online smartwatch store. They can use this plugin to refer to their store’s different brands. They are separated from the ad text as “Brands” to let the audience know what brands they get in this store.
10. Lead Form
Lead Form is another promotional plugin that, like Image, is being tested. This new plugin helps you collect the information of your most (lead) customers on the search results page. In other words, the interested customer (lead) has the opportunity to provide their information with just one click.
Lead customer information is stored for up to 30 days and can be downloaded as a CSV file. Depending on your purpose, you can use this information, such as creating a list for retargeting. Keep in mind that the Lead Form is not available to all advertisers, But sooner or later, you may be able to use it to reach more interested customers.
One of the major concerns of advertisers is how to add plugins to your Google Ads. In the next section, we will try to help you take advantage of adding plugins step by step.
Benefits and Uses of Using Google Ads Advertising Extensions
Using plugins in Google Ads is free, So there is no reason why you should not take advantage of them. However, the question that arises here is what is the benefit of using them? The most important benefits and applications of Google Ads Extensions can be mentioned as follows:
1. Maximum use of capacities
Your target audience may want to gather more information about you before clicking on your ad. For example, he may care about your business address or want to talk to you on the phone.
Providing such information is crucial in advertising, But Google Ads allows you to use 30 characters and 90 characters to write each headline (ad title) and description (ad text). Does it make sense to use characters for details like contact information or address? Undoubtedly, no! After all, you waste a lot of time writing all this information in each ad.
Google Ads Extensions make it easy for you; Because you enter additional information such as your phone number and address only once, and then you can activate it for any ad group or campaign.
2. Increase advertising space
Plugins allow you to take up more space on your search results page, So you have a better chance of being seen.
3. Attract a qualified customer (lead)
Advertising plugins provide access to various information before your audience clicks on the ad. Hence, a user clicks on your ad that they think needs you. In other words, other users will notice that your suggested option is not suitable for them and will skip it.
On the other hand, you get a user who is more likely to become a customer on the landing page; Because he knows what awaits him. In other words, related plugins allow an informed user to reach your landing page, which is ready to perform a specific action.
4. Increase ad rank
Using Google Ads Extensions will improve your ad quality score and increase your ad rank. According to Google, ad plugins automatically increase ad rankings. If you do not know what an ad rank and quality rating are, read the article “The most common Google Ads terms in simple language.”
Google’s goal is to encourage advertisers to use plugins; Because it can provide more relevant information to its users through them.
Advertising plugins allow you to provide more relevant information and increase your expected click-through rate. Having plugins means that the ad click rate is higher than regular ads. Because of this, Google views these plugins as a special privilege.
5. Cost savings
So far, you’ve found that plugins help you take up more space on your search results page and increase your ad ranking, So it can be said that your ad click rate increases with ad plugins. All of this leads to a reduction in cost-per-click (CPC).
Reducing the cost per click means you pay less per user click, So user conversion takes less water. On the other hand, you saw above that with the help of advertising plugins. You have a better chance of becoming a user. Because of this, you can make more profit with less cost by using Google Ads Extensions.
