One of the most crucial elements of a Pay Per Click Campaign is ad extensions. By giving out extra information to the audience and adding additional functionality to your campaigns, they make your ads more relevant and interactive. There are different types of ad extensions available at your disposal, utilising which, you can boost the click-through rates and drive more conversions.
In this blog, let’s explore the most used types of ad extensions and understand their effectiveness in maximising the performance of your campaigns.
Callout Extension
Suppose you want to draw focus to specific benefits or features that your products provide. In that case, the callout extension enables you to do so directly in your ad – you can add short descriptions of up to 25 characters as additional information.
Call Extension
The call extension in a pay per click ad enables users to give your business a call for their query by simply clicking on the phone number you incorporate within the ad. For a number of businesses that are reliant on phone calls as a metric of conversion, using this extension is paramount.
Sitelink Extension
To draw more attention to pages relevant to your ad, the sitelink extension makes it possible for you to add additional links to various pages on your website, below the main link of the ad. This saves the users’ time in navigating your website for their query as you can provide the relevant links right on the SERP.
Location Extension
Using the location extension in Google PPC advertising enables users to find your physical location with just one click – you can provide your address below your ad, which the user can access directly via Maps to reach you.
Structured Snippets Extension
The extension of structured snippets helps you select headers that are customisable for your products – you can choose from amenities, brands, courses, shows, catalogues, styles, types, and more, and add extra details about your ad to improve its relevance and get more befitting clicks, improving the overall performance of the ad campaign.
Effectiveness of Pay Per Click Ad Extensions
Grants increased visibility and boosts CTRs
As the name suggests, ad extensions essentially extend the length of your ad on the Search Engine Result Pages (SERPs) – this extended occupancy aids in grabbing the attention of the user by providing extra information about your product/service, granting increased visibility to your ad. This better noticeability inadvertently leads to higher click-through rates as users get a better ad experience with everything they need available to them, directing more traffic to your website.
Better engagement
Utilising Ad Extensions in Google PPC Advertising such as call or sitelink can further the interaction users can have with your ad, facilitating them to be able to either contact your business directly or visit your website without much of a hassle. This, in turn, increases engagement on your ad and provides your users with a personalised experience, leading to more conversions.
Better relevance and rank
Because using ad extensions such as structured snippets, callouts, location, and more can provide more context to your ad, the overall relevance of your ads can improve significantly. Such relevance also has a positive impact on the rank of your ads which determines its placement on the SERP. The better the relevance, the better its position – this directly impacts the overall performance of the ad.
Final thoughts
To wrap it all up, the power of ad extensions in pay per click campaigns is boundless – utilising it can have a consequential effect on the performance of your campaign. If you want to boost the visibility of your ad, improve its relevance and engagement, and ultimately get better results in your PPC efforts, it is time to unleash the power of such ad extensions.
