Enhance Your Ads with the Right Extensions: Google Best Practices
Ad extensions provide additional information and let people take action directly from the search results. Here are some tips on making your extensions as appealing as possible.
1. Understand the benefits of ad extensions in AdWords
- Enable all extensions that make sense for your business.
Why: Ad extensions make ads more useful and engaging to users, and they get your ads additional clicks.
- Control CPCs with your bids, not by removing extensions.
Why: You can often get the same number of clicks for less money by using ad extensions.
- Make your extensions as relevant and high quality as possible.
Why: Extensions are automatically chosen based on several factors, including previous performance, user context, and available space.
2. Manage your ad extensions in AdWords
- Know which ad extensions require upkeep and stay on top of them.
Why: Some extensions are automated, but not all of them. Give yourself the best chance at success by implementing what you can.
Enable these ad extensions at the campaign (or even ad group) level
- Sitelinks extensions
- Apply at least six per campaign for both mobile-preferred and standard – ten of each is even better so that the system can rotate in the best ones for each auction
- Include additional detail (especially for campaigns and keywords where you’re likely to appear on top of the results)
- Call extensions
- If your product offerings are different enough in value, consider setting up different phone numbers across those offerings
- Callout extensions (which can also be added at the account level)
- Try to enable four per ad group/campaign/account (two is the minimum to show)
- Highlight key company attributes that are distinct from what is already mentioned in your ads/sitelinks
- Structured snippets
- Write shorter snippet values (think 12 characters or fewer) for campaigns that serve on mobile
- Include as many relevant snippets as possible for each header
Enable these ad extensions at the account level
- Location Extensions
- Filter out locations that don’t make sense to show at the campaign level
- Review extensions
- Remember to refresh which review you use on an annual basis
- App extensions
Some ad extensions show automatically if you qualify
- Seller ratings extensions
- Previous visit extensions
- Consumer ratings extensions
- Dynamic structured snippet extensions
3. Report on and improve your ad extensions in AdWords
- Monitor the coverage of your ad extensions.
Why: You won’t automatically receive impressions just because you’ve set up ad extensions.
- Learn what appeals to your customers based on the performance of your extensions.
Why: Ad extensions are auto-optimised, but you can still review their performance. By seeing what drives CTR or conversion lifts, you can get insight into your customers.