Ad Extensions are an important part of search engine marketing. They are used to maximise a company's visibility on a search engine results page (SERP) by taking up more space and providing more clickable elements.
A typical SERP might show between one and five Ads, and Ad Extensions can be used to make each Ad look bigger and more prominently featured.
Ad Extensions are usually text, links, or sitelinks which can either be added to a company's existing Ads, or used as a powerful strategy on their own. As the name suggests, they extend the reach and impact of Ads, and can be used to create a more positive experience for customers.
There are four types of Ad Extensions: Sitelink Extensions, Location Extensions, Call Extensions and App Extensions.
- Sitelink Extensions refer to the inclusion of multiple relevant links below each Ad;
- Location Extensions refer to the inclusion of a company's location, such as a physical address or phone number to an Ad;
- Call Extensions refer to the inclusion of a 'click-to-call' button which allows for customers to phone a company directly from the SERP;
- and App Extensions refer to the inclusion of a link to the relevant app store, causing a customer to be directed to download a specific app.
Using the correct type of Ad Extension can be very beneficial in a number of ways. It increases the visibility of Ads, extends an Ads reach and relevancy, makes Ads look bigger, saves space on a SERP, and can be used to personalise Ads to appeal to customers.
Ad Extensions also remain visible as long as the Ads do, meaning that a company can evoke the same emotion and action from customers for a longer period of time.
In addition, calls to action can be added to Ad Extensions to encourage customer responses, as well as making Ads look much more professional as a whole.
However, as effective as Ad Extensions can be, they must be used in the correct way in order to be successful. All of the Ad Extension types essentially serve the same purpose, and the main difference between them is that each should target a specific customer type. Therefore, the key to success when using Ad Extensions is to understand the benefits and advantages of each type of extension, then choosing the right one for each Ads purpose.
Sitelink extensions should be used to link to specific pages within a company's website, as they provide customers with an instant direct link to the product or service they are looking for. The use of sitelink extensions makes completing a task even easier for customers by quickly taking them to their desired destination without any extra work needed.
Location extensions should be used to provide customers with details about a company's physical location, such as a shop address or phone number. They should be used in such a way that customers can easily find a company's physical location when searching for an item in their vicinity.
Call Extensions should be used whenever a customer might need to speak to a company directly. This type of extension works best for customers who want more information about a company's product or service, or if a customer would prefer to speak to someone about a subject over the phone than online.
Finally, App Extensions should be used to send customers directly to an app store in order to download a company's app. This type of extension is perfect for customers who would prefer to use their phone or tablet to interact with a business.
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Using the correct type of Ad Extension can be very beneficial in a number of ways. It increases the visibility of Ads, extends an Ads reach and relevancy, makes Ads look bigger, saves space on a SERP, and can be used to personalise Ads to appeal to customers.
Ad Extensions also remain visible as long as the Ads do, meaning that a company can evoke the same emotion and action from customers for a longer period of time.
In addition, calls to action can be added to Ad Extensions to encourage customer responses, as well as making Ads look much more professional as a whole.
However, as effective as Ad Extensions can be, they must be used in the correct way in order to be successful. All of the Ad Extension types essentially serve the same purpose, and the main difference between them is that each should target a specific customer type. Therefore, the key to success when using Ad Extensions is to understand the benefits and advantages of each type of extension, then choosing the right one for each Ads purpose.
Sitelink extensions should be used to link to specific pages within a company's website, as they provide customers with an instant direct link to the product or service they are looking for. The use of sitelink extensions makes completing a task even easier for customers by quickly taking them to their desired destination without any extra work needed.
Location extensions should be used to provide customers with details about a company's physical location, such as a shop address or phone number. They should be used in such a way that customers can easily find a company's physical location when searching for an item in their vicinity.
Call Extensions should be used whenever a customer might need to speak to a company directly. This type of extension works best for customers who want more information about a company's product or service, or if a customer would prefer to speak to someone about a subject over the phone than online.
Finally, App Extensions should be used to send customers directly to an app store in order to download a company's app. This type of extension is perfect for customers who would prefer to use their phone or tablet to interact with a business.