Boosting conversion using Google Ad extensions
Google Ads are a great way to boost the visibility of your business and drive more sales.
Whereas search engine optimisation is a long-term strategy, Google Ads can get you to the top of the search results quickly.
As a result, many brands will consider incorporating paid advertisements into their overall marketing strategy. For this reason, they can be incredibly competitive.
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What can you do to make sure your ads stand out?
There are a few different ways you can make your ads stand out to increase both clicks and sales.
Using keyword-rich and benefit-driven headlines can go a long way, but using Google Ad extensions can improve your campaign performance massively.
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What are Google Ad extensions?
They’re an additional option within Google Ads that allows your ads to take up additional space without any extra cost.
And of course, the bigger your ads are, the more likely you are to catch the attention of the searcher. But that’s not their only benefit, they can actually encourage people to click on your ads.
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How do ad extensions boost sales?
There are a few different types of ad extensions, and not all would be appropriate for all businesses or even campaigns. Some will suit eCommerce businesses, whereas others are perfect for lead-generation businesses.
We’ve put together some Google Ad extensions that have driven more conversions for our clients.
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Sitelink Extensions
These extensions give you the ability to link to specific pages within your site. This allows you to easily direct searchers to conversion-optimized pages.
For example, an eCommerce business might want to direct users to other products that they might also be interested in. This can help encourage an end user to click on your ad over competitors.
Location Extensions
If your business has multiple locations, or your business deals exclusively locally then this is a good option for you.
This Google Ad extension helps boost sales in a physical location by driving footfall traffic. It can also help gain consumer trust by showing you’re local or showing that you’re a reputable brand with multiple locations.
Callout Extensions
You might be forgiven for thinking that callout extensions are directly related to calling. However, they are much more similar to sitelink extensions.
They allow you to highlight important information to the searcher. However, the key difference is that callout extensions are just plain text and not links.
Often this highlights unique selling points of the business (e.g., sustainable packaging or family-owned) or highlights positive things about your offering (e.g., free delivery and 5-year warranty).
Call Extensions
These Google Ad extensions help drive sales by encouraging potential customers to call you. If a searcher is using a mobile device, they can even click the number to call you from the ad itself!
The clever thing about call extensions is that you’re actually able to add them at an account, campaign or even ad group level. This means that if your ad group is focused on digital marketing services, you can display a relevant number for that department.
App Extensions
Apps are a great way to stand out from competitors. Especially now when we spend most of our waking life within reach of a mobile phone.
So, it makes sense to be able to highlight that information to a searcher. This value adds could make the difference between a click and not. If appropriate, it also offers searchers another way to convert.
Promotion Extensions
These Google Ad extensions are a fantastic way to generate more clicks and conversions. If you’re currently offering something, whether it’s money off or a free trial, then use these Google Ad extensions to highlight it.
People love an offer. Offering a promotion is one of the most effective ways of driving more conversions. They help draw in new customers and retain existing ones.
Lead Form Extensions
If conversions to you are capturing valuable contact information, then this Google Ad extension is ideal for you.
If you’re worried about your website converting, then it’s a good idea to include this in your ad campaigns. They’re a lead form that can capture contact information without needing to ever visit your site.
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Should I always be using ad extensions?
We recommend using Google Ad extensions as they can dramatically increase the number of clicks and conversions that you’re seeing.
However, use them wisely. Not all extensions will suit all businesses. And sometimes having lots of flashy ad extensions can overwhelm the end user.
It’s worth considering that you can’t guarantee that Google will always display them. Google will serve the ads it believes are most likely to encourage clicks/conversions. So you should be careful to think about the extensions you’re using so that they are complimentary.
