The new features in Adwords help to increase the visibility of your ads and increase clickthrough rates by adding ad extensions.
Ad Extensions are a new feature in Adwords. Let’s examine what they offer to advertisers.
Why would an advertiser an advertiser want to use ad extensions?
Tests have shown that Ad extensions provide the following benefits to advertisers:
- Increase visibility
- Better qualify customers
- More return on investment
- Be relevant
According to Google, each new ad extension results in a 10-15% CTR uplift (on average) to your search ad text. So, it’s good to test them and keep them in your advertising strategy if proven more efficient than the standard ads.
There 6 Types of Ad Extensions:
Sitelinks can be direct links to favorite or high-converting sections of your website, think of them as your landing pages. They can also take the form of a vanity URL instead of the full path. Adding more options to an ad increases the visibility of the website content otherwise unknown, and makes it easier to attract clicks.
2. Callout Extensions
What Callout Extensions do is to highlight or summarize the favorite or unique aspects of your business so that users understand in brief what it offers.
3. Review Extensions
That’s a fascinating feature, and I’m curious if it is going to get the credit from the advertisers. The intent is to showcase positive third-party reviews, rankings, and awards, so they create more trust in the business/advertiser.
4. Call Extensions
Call Extensions is not a new feature; it has been around for a while. It shows a phone icon and phone number below the ad to encourage calls to your business.
5. Location Extensions
The exciting thing is the insertion of the map pointer and the address shown. It is expected to help people wanting to visit the store in person.
6. App Extensions
Responding to the increasing demand for market apps, Adwords now offers an extension that links to your mobile or tablet app to encourage downloads. Competition is harsh in the app stores, and this will help direct app marketing.
Where can Ad Extensions be shown?
Ad extensions will show up in ads on the Search Network, and depend on the expansion might also appear with ads on the Display Network. If you implement all relevant extensions, AdWords will automatically choose the most useful combination.
Check my post on the upcoming changes in Adwords.