Google Ads extensions enable advertisers to display more relevant information in their paid ads and increase SERP real estate, resulting in a higher CTR. Consider phone numbers, addresses, additional links to pages, and other details. Using appropriate ad extensions will increase CTR, resulting in a higher Quality Score. This means that your CPC will decrease and your ads will receive more clicks within the same budget.
There are over ten different types of extensions, and we will look at the most common ones here. You can take advantage of all of them or just one or two. Don’t be afraid to experiment with different combinations until you find the most profitable one.
It’s worth noting that Google decides when and which extensions to show. It is your responsibility to add the ones that are relevant to your business. So, let’s see what you have to choose from.
Call Extenders
Call extensions display your phone number and allow potential customers to contact you directly from the advertisement. Depending on the device, your contacts are displayed in one of two ways: as an actual number or as a list of names (on desktop)
Potential customers who see your ad on their smartphones can call you directly by pressing the button. Call extensions are the most effective way for “emergency” businesses, such as emergency dentist services, emergency plumbers, and emergency car shops, to attract new customers. The direct connection between you and your clients is the key to success when using this extension.
To count phone calls as conversions, you must enable the call reporting feature in your Google Ads account.
Call extensions are an effective way to achieve the desired CTR because they allow customers to act in real time, saving them time.
If you have an online store, this type of extension is not very useful. We recommend using sitelinks for these types of businesses.
Extensions to Sitelinks
Sitelink extensions include additional links to your website in your ad. They show your potential customers additional pages on your website that they might be interested in. This increases your chances of getting the user to click on your link.
Depending on the Google algorithm, sitelinks may be displayed only as a title, with no description. Meaning, if you want to impact your audience and match the user intent, it is essential to do in-depth keyword research. Find phrases that will speak to the needs of your customers.
Keep in mind that in order to fully utilize the potential of sitelink extensions, you must have enough copy on your site. Plan your content for the pages to which you want to link so that the user can easily find what they’re looking for. In each ad campaign, use up to ten but no less than two sitelinks. This is the bare minimum for Google to display sitelinks in your SERP result.
Choose pages to link to that will benefit your potential customers by providing pricing information, current offers, specific/unique services, or interesting and informative articles.
A backlink analysis is one method for determining what works best with your target audience. You can gain insight into what visitors find most useful on your site by discovering which of your content is most frequently referenced. Try a few of the most popular pages to see what works best.
