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Are you using Google Ad extensions effectively?

Google Ad extensions are a great tool to help your business stand out against other paid advertising results. With additional information and the inclusion of your USPs, ad extensions can act as a distinction between the ordinary and the extraordinary. 

So, what is an ad extension?

Google Ad extensions provide users with snippets of additional information about your business. They also allow potential customers to take action as soon as they see an ad, resulting in greater click-through rates and engagement with your company.

Typically, extensions include information such as telephone numbers (known as call extensions), additional website links (sitelink extensions) or any offers your business is currently running (promotion extensions). Click here for a full list of ad extensions offered by Google. These extensions can appear within a search ad on the Google results page.

Are you making the most of Google Ad extensions?

Google aims to show the strongest combination of ad formats from among those eligible in the available space. As there are so many elements rotating within an ad, there is no option to prioritise which extensions may appear. Google uses machine learning to determine which extensions appear; based on previous performance, user context and available space on the results page.  

The most important tip to remember when including ad extensions is that you are enabling the extensions that are relevant to your business. There is no point in enabling a lead form extension, for example, if your business is e-commerce based and does not rely on enquiry forms. On the other hand, if you’re looking to encourage customers to visit you in-store, your business would benefit from including location extensions.

At teclan we always create at least four ad extensions for our clients. We recommend doing this because these will make ads larger with more opportunity for potential customers to take action. With more extensions to choose from, Google is able to test and optimise performance of these ads.

How do you benefit?

If you have any questions about Google Ad extensions or would like to discuss online paid advertising opportunities, our team of experts will be happy to help. Contact us to hear more about how we can help achieve your business goals.

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