PPC ad extensions you should be using today

Ad extensions maximize your visibility in search engine results.

Here’s how image extensions, structured snippets, price extensions, and call extensions can help.

Not all ad extensions are created equal different marketing purposes.

Whether to open Google Ads or Microsoft Advertisingad extensions help maximize your visibility in search results and improve your ad performance.

Even with the new RSA format, ad extensions allow for additional or more detailed messaging that wouldn’t fit in the basic ad copy.

Don’t miss this opportunity.

explore four PPC ad extensions You should use today.

1. Image extension

Image extensions are available globally.

In recent years, the visual experience of consumers as they browse products and services online has become increasingly important.

Image extensions help create more visually appealing search ads to attract potential customers.

These extensions enhance the relevance of your search ads by including images of your products or services in your ads.

Image extensions appear on desktop and mobile devices.

These images are not banner ads and need attention Require in terms of content, quality, etc.

The image you choose to upload is served with the ad text.

Another option is to use dynamic image extensions to select the most relevant images from your ad landing page and insert them into your ad.

When you opt-in to this feature, images on landing pages will be included in your campaigns as ad extensions.

To start using the Motion Pictures extension, navigate to the Extensions tab of your account and click Add dynamic image extension.

No pictures, no problem!

You can create an image extension using stock images.

You can now choose from a range of stock images provided by Google.navigate to Image options drop down the menu and select stock images.

After that, choose the image you think is most relevant to your ad.

Image via Google Ads, May 2022

2. Structured Fragments

Structured snippets are a “no-brainer” for ad extensions.

They list specific aspects of your product or service.

It’s one of the easiest ad extensions because there is a predefined value “title” and you don’t need a landing page because they don’t link to a website.

Each fragment extension has a “title”, for example:

• facility.
• brand.
• destination.
• degree course.
• training class.
• Featured hotel.
• insurance coverage.
• Community.
• Service Directory.
• role model.
• programme.
• style.
• type.

After you select a title, enter a value – such as “Free WiFi” or “Swimming Pool” as the Amenity.

These extensions are often displayed on both platforms.

Here is an example of a company brand:

Image via Google Ads, May 2022

This simple ad extension can add value by giving searchers more information and distinguishing your ads from competitors who are not using this extension.

3. Price expansion

Price extensions are a great option for advertisers who don’t have a product feed and can benefit from showing products and services with price points.

Price extensions appear in search results below the main ad text, helping to draw more attention to the ad and drive deeper content on the advertiser’s website.

You can add at least 3 to 8 items or cards per price extension.

Searchers can then scroll through and click items individually to view.

Similar to structured snippets, Google has predefined types of price extensions:

• brand.
• event.
• Place.
• Community.
• Product Category.
• product layer.
• Service type.
• service layer.
• Serve.

Each card has a title and each 25-character description that appears above and below the price.

Advertisers also have the opportunity to use price qualifiers.

This is designed for products or services that do not have a fixed price point, such as “from,” “to,” and “average.”

Example: “Monday dinner specials start at $35.”

These extensions can be added at the account, campaign or ad group level.

Adding to the ad group level is a great place to tailor more detailed items for subgroups.

For example: “European Holidays” and “French Holidays”.

These ad extensions can also be scheduled on start and end dates, as well as custom hourly schedules.

i hear a seasonal promotion Continue price expansion?

I agree.

4. Telephone extension

call extension Provide your ad with a phone number that redirects to the official phone number.

These are still highly relevant as an advertising tactic as mobile has become the primary device for many searchers.

Advertisers who have avoided call extensions in the past should take a second look.

In addition to connecting searchers directly with businesses over the phone, using a PPC platform’s forwarding numbers will reveal call information, call transitions, and valuable search data about how people find phone numbers.

did you know?

You can turn on call recordings and get them with Google’s 30-day advert.

In the screenshot below of the obscure private data, the caller’s phone number, area code, and full call recording are listed.

Image via Google Ads, May 2022

A call counts as a conversion, defined by the number of seconds the caller takes to answer the call.

The number of seconds should be defined based on the unique phone behavior of each business closing caller.

If call duration falls below this threshold too frequently, or if many calls are missed, now is a good time to review some simple optimization ideas:

• Are too many “wrong” numbers coming through? This could be due to ads being triggered by different company names or competitors based on keywords. Check the search query and ask the phone on behalf of what they hear from the caller. These keywords can be used as negative keywords.
• Too many missed calls? Make sure you only schedule ads during business hours when someone is available to answer the phone. For example, this might mean not serving ads during lunch hours.
• Calls from physical locations not served by your business? This is usually just a case of adjusting the geolocation to be more accurate. Although, it can provide an opportunity to learn more about these callers and current market needs.

Bonus: Automation Extensions + Manual Ad Extensions

If you choose to enable automatic extensions, Google Ads will create extensions on your behalf and show them with your ads when they are expected to improve your performance.

These automatic extensions can now be displayed alongside manually created extensions.

Google Ads are Introducing several new improvements Make sitelinks, callouts, and structured snippets more manageable.

When you create sitelinks, callouts, and structured snippets, you can add them at the ad group, campaign, or account level.

This makes it easy to view and manage extensions that Google Ads creates on your behalf.

To see automatic extensions that appear with your ad, look for “auto-created” extensions in the table view of the Extensions page.

final thoughts

Ad extensions are essential to stand out in search results with higher visibility and strategic messaging.

It’s important to regularly check and review ad extensions (try it quarterly) to ensure you’re aware of new opportunities available and revisit old ones.

More resources:

Featured Image: Popular Vectors/Shutterstock