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Adwords Ad Extentions: Benefits and How to Use Them Rightly

Adwords Ad Extentions: Benefits and How to Use Them Rightly
March 3, 2017 Shekhar Vaidya
Google Adwords Extensions

Whenever we post a Google ad, Google Adwords provides with a variety of options to enhance their appearance & to make it more appealing to users. One of the ways to do this is to use Google Ad Extension.

Technically speaking Google ad extensions are snippets of extra information that’s relevant to the business. It can contact number, a business location etc. Google Ad extensions in simple words is a special ad format provided by Adwords to present more useful pieces of information about a business.

Not all the ad extensions show even though you have rightly enabled them. There are a lot of factors involved such as ad relevancy, bids etc. Hence we make must sure we cover we keep all the essential extensions on our ad.

There are two types of Ad Extensions. They are Automatic and Manual ad Extensions. Automatic ad extensions are not under our control, they extract data from various sources to place their extensions. Manual extensions are customization and under control hence it’s always wise to choose manual extensions while choosing between the two.

Consumer Rating Extensions: These are business rating given by customers from various google sources & consumer surveys. They usually displayed under multiple categories with a score given out of 10.

Consumer Rating Extensions: These are business rating given by customers from various google sources & consumer surveys. They usually displayed under multiple categories with a score given out of 10.

Previous Visit Extensions: This extension is a small comment indicating to the user that he/she had visited this page for n number of times and when was the user’s last visit.

Seller Rating Extensions: These are automated extensions that add your store’s rating out of 5 that’s pulled from a trusted number of sources such as Google Consumer Surveys, Google Trusted Sources etc.

Dynamic Site Extensions: This is an extension that links to specific piece of content or a popular offer.

Social Extensions: Indicates information about your Google Plus page like the number of followers or images of users who’ve like the business.

Dynamic Structured Snippets: These show additional information about specific categories that google considers authentic.

In order to opt out of an ad extension

  1. Sign in to Google Adwords
  2. Click on the ad extension tab.
  3. In the “view” drop-down select Automated extensions report.
  4. Click on Automated extension options (advanced)
  5. Click Exclude specific automated extensions for this account.
  6. Check the box next to the automated extension you’d like to turn off.
  7. Click Save.

For more info visit https://support.google.com/adwords/answer/7170409?hl=en&ref_topic=3119079

Choose the extension that best suits for your business.

When it comes to choosing your ad extensions different businesses may have different ways of showcasing their ads. Hence its better to choose ad extensions that best suited for your business. Let’s take a practical example

  • Location extension: A business may not prefer to add a location extension if they do not entertain customers at their workspace.
  • Structured Snippets: A business may be offering a limited amount of services. Say if a business may offer only 2 services. It does not give a good impression to the customer if he views an ad having only two services.
  • Sitelink extensions: Sometimes site link extensions are so appealing to the visitor that it may prompt him to click on an external link that’s shift his focus away from the landing page.
  • Review Extensions: It’s a lengthy process of approval. Secondly, if reviews are catchy it may lead the visitor to an external page that may shift his attention from the landing page.

Benefits and Best Practices

  1. Improve Quality Score and Ad Rank
  2. Increase in CTR.
  3. Choose the most relevant ad extensions and Google will display what works the best.
  4. Choose a piece of information that works best: If you don’t have a service that doesn’t deliver don’t include it at all.
  5. Use change history report to know how your ads have fared.
  6. Ad extensions on mobile have a huge CTR.