Google Ad Extensions are added pieces of information you can use with your search ads. They can help an advertiser gain more visibility by standing out on the results page, encourage clicks by adding extra value through relevant information and can also give you more control over the snippets used to highlight products and USPs.

Here are 6 extensions that could improve your Google Ads Performance:

Site Links

These provide links to specific pages on your site to allow customers to instantly access information relevant to them. This could be used to link to product categories, sale pages, size guides, returns policy etc. They can make you stand out as the information is easily read and deciphered by a user.

Structured Snippets

Structured Snippets allow you to feature a list of products or services, relevant to a users search query. For example, an online fashion brand can list categories such as dresses, skirts, tops, and accessories.

Call Outs

Callouts let you pull out key information that could be relevant to your audience and encourage a purchase. They are often used to highlight USPs such as ‘free shipping’, ‘money-back guarantee’ or ‘24/7 customer service’.
Price

Price extensions allow you to add a product or service price to your ads. This could help you stand out if you have competitive pricing which would increase your CTR. It could also work as a prequalifier, discouraging users to click on your ads if the product is out of their price range, saving you money on wasted clicks on the wrong audience. This extension also works well if you have a sale running as it can pull through the sale price and encourage users to act fast on a purchase.

Location

If you have a physical store that you want to encourage users to visit, location extensions can offer up information such as directions and distance. It is a great way to stand out again others as it takes up room on the page and can inspire trust that there is a brick-and-mortar store with real people to speak to.
Image

The latest addition to Google’s Ad Extensions is image extensions. These allow you to show an image on the search results page alongside your text ads. Compelling visuals can be the thing that gives your ad a competitive edge. If you are advertising a holiday resort, no matter how rich in detail your text is, an image will always paint a clearer picture for users.

The use of ad extensions can improve a user's experience by providing key information and helping you stand out against competitors by taking up more real estate on the SERP which will encourage clicks and conversions. In turn, this can improve your ad’s quality score, allowing you to rank higher on results pages and lowering costs.

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