Benefits of Using Google Ads Extensions: Leveraging Your Google Ads Campaigns

Google Ads is a powerful tool for businesses seeking to dominate their online presence and attract new customers. But it's also a complicated platform that requires a smart strategy to get the most out of advertising campaigns.

How can you make sure your Google Ads campaigns are helping you achieve your goals and reach your target customers?

One smart way to optimize your campaigns is by leveraging ad extensions, a Google Ads feature that can strengthen the effectiveness and performance of your campaigns. Plus, they're fairly simple to add.

This overview will give you a better understanding of what ad extensions are, which extensions make the most sense for your campaigns, and how to implement them to better your performance.

Ready to see better results from your Google Ads campaigns? Then let's get into it!

What are search ad extensions and why do they matter?

Google's primary goal in serving search results to users, whether through organic results or paid advertisements, is to give the user the best possible answers to what they're searching for. Google wants to provide solutions that leave the searcher feeling satisfied that they got what they were looking for.

Ad extensions are a tool that helps Google do that. They're exactly what they sound like – an extension of an advertisement that provides additional information about the advertised product or service and the brand. By providing that additional information – information like contact info, pricing, and location – Google has a better chance of giving the searcher what they're looking for in the advertisement and providing the details the searcher will find useful.

This benefits the advertiser too, because the more relevant the advertisement is to the search query, the more likely the searcher is to click on the ad and convert.

Top 5 benefits of using ad extensions

Ad extensions provide many benefits to the advertiser in helping them stand out and convincing users to click through to their page. Here are some of the key benefits of utilizing ad extensions with your ads.

1. Increased user engagement and clickthrough rates

How can ad extensions contribute to increased user engagement?

By demonstrating the value of your service, product, and site with more detail in the SERPs. Ad extensions allow you to share valuable information that your customers care about most. This means you can show users what you offer sooner, encouraging them to click. The more your ad aligns with the query, the more likely your audience is to click, so adding additional elements can encourage them to engage.

2. More relevant ads

Ad extensions can help with your ad relevance, too. Sometimes the SERPs don't do a website listing justice in showing how exactly the site answers the search query. Extensions can help with that by providing more information to both Google and the searcher. The ad extensions can tell Google more about what your listing applies to and help Google serve your ads to the right people, which will in turn create more relevancy with searches.

3.Improved ad quality scores & Ad Rank

Another benefit of enhancing the relevance and quality of your ads is the improvement of your ad quality scores. This is reflected in Google Ads on a scale of 0-100%. Ad campaigns that are scored higher in that range tend see a higher Ad Rank, meaning they typically perform much better, have a lower cost per click, and result in a higher return on ad spend, or ROAS.

4.Standout ad presence

Adding more information to your ads can only benefit you and help you stand out from the competition. By adding information about pricing, promotions, contact information, and other helpful site links, you can provide a better experience for the user and stand out from your competitors.

Extensions make your ads look more visually appealing and helpful when compared with other search results that don't include that information. It gives you an edge over competitors in your space.

5.Seamless integration

One of the best parts about ad extensions is how seamless they are to integrate into your advertising campaigns. They're extremely easy to add to campaigns with minimal additional effort, and yet they can have a huge impact on campaign performance.

Types of ad extensions and which ones you should consider using

Google offers many ad extensions that you can implement in your advertising campaigns. Not all extensions will make sense for all campaigns, but you should make sure to take advantage of the ones that do.

Here's an outline of some of the most commonly used extensions in Google Ads. Keep in mind that even if you're using a bunch of different extensions in your ads, Google won't show all of them at once. Google will only select the extensions that it decides make the most sense to the searcher.

Sitelink extensions

When you're running Google Ads campaigns, you select landing pages to direct your traffic to. But sometimes your ads will get served to users who want to further understand your company before converting or are looking for a different product or service that you offer. Sitelink extensions allow you to offer additional links that might apply to the user. For instance, you could include your contact page, about page, related products, etc. That way, if a user gets served a page that isn't what they're looking for, they can easily find the page that fits.

It's also a good way to get more exposure for your brand while showcasing your brand’s expertise, especially if you link to a resources page on your site that has expert content to back up your claims.

Sitelink extensions give the user options to choose from outside of a single landing page, which increases the likelihood that a user will end up clicking on something.

Callout extensions

Callout extensions highlight your business offerings or characteristics of your product or business to add context to the ads. You can show up to 10 callouts, giving you plenty of room to include additional details that didn't make the cut in your ad copy.

These extensions are also great for proving the “why” to your audience. You can highlight aspects of your brand that set you apart from competitors, like years in service, industry expertise, global presence, etc.

Call extensions

This type of extension allows advertisers to display their business phone number in the advertisement, making it easy for users to connect with the business directly. It's a good option for any business to use because it allows for quick and efficient communication with potential customers.

Location extensions

Adding the location of your business to your advertisements through a location extension can help your audience who's searching specifically for local service providers or products. It can help build trust while confirming your location. Just showing the location of your business in your ad can set your advertisement above a competitor who doesn't list their location.

Structured snippet extensions

Advertisers can use structured snippet extensions to highlight specific business attributes including product reviews, availability, pricing, and more. These extensions offer more information to the user about the specific product or service they're looking for and how they can get it.

Lead form extensions

If you're focused on generating leads, you may want to use lead form extensions to encourage users to submit their contact information directly in the ad. This decreases the number of clicks and helps users do what they're trying to do without having to navigate further.

Price extensions

Price extensions are especially useful if you're promoting a product. Displaying the price can further qualify your customers and provide more transparency to the user. E-commerce businesses can take advantage of these extensions to grow their relationship with their target audience.

Seller rating extensions

Seller rating extensions are automatic extensions that pull reviews from reputable sites to show the value of your product or service. It's a great way to build credibility within the advertisement while sharing the aspects of your product or service that your customers value most, but if you don’t want to display ratings for whatever reason, you disable this feature.

App extensions

For businesses who are promoting their mobile app, using an app extension is a great way to encourage more downloads. App extensions allow users to download an app directly from the advertisement rather than having to navigate to an app store on their own. As more searchers are using their mobile devices to search, using an extension to promote your app is an effective way to increase downloads.

Promotion extensions

Showcasing discounts and deals to your audience through advertisements can be a great way to entice the users and convince them to try out your product by making a purchase. This is a great tool to have for running promotions, especially around seasonal promotions and sales, like Black Friday and Cyber Monday.

Strategies for getting the most out of Google Ads extensions

There are plenty of extensions to choose from, all of which help you elevate your ads in different ways. So when you're adding extensions to your advertisements, how can you be selective about choosing the extensions that will do the most for your specific ads? And what else can you do to ensure your ads are as successful as possible?

These tips will help you maximize your Google Ads campaigns, make the most out of your ad budget, and hit your goals.

Strategic extension selection

Some extensions will be much more relevant to your ads and business than others. When you're selecting ad extensions, make sure to think strategically about who you're trying to target with your ads, what you're trying to achieve, and how the extensions can help you do that.

You can opt to fill out as many extensions as you want to, and when Google goes to serve those ads to the searcher, Google will determine which ad extensions make the most sense to display based on the search query.

High-quality content

When adding extensions to your advertisements, make sure you're being clear and concise, sticking to your brand messaging, and offering useful information. Don't let your ad extensions convolute the ad. Confusion will turn your audience away, so make sure you're doing everything you can to supply your audience with useful, informative content.

Regular optimization

A great way to maximize the effectiveness of your ads is to consistently monitor their success. If you notice an ad extension isn't performing, you can make changes by editing the copy or information provided. Google Ads can require lots of testing and trial and error, so keep an eye on your campaigns and how the extensions are affecting them.

Start driving better results with Google Ads

Google Ads can be an extremely effective way of targeting your audience, and utilizing ad extensions can make your campaigns even more successful. Give your ad campaigns a boost by implementing ad extensions.

If you could use a hand with strategizing and executing Google Ads campaigns, reach out. Leveraging paid advertising can be tricky, but as a Google Premier Partner, Perrill's skilled paid media team is here to help you set up winning advertising campaigns. Our skilled paid media team is experienced with setting up winning advertising campaigns.

Improve a Declining ROAS with Perrill

Whether you could use support with campaign setup, need a partner to help manage your ad campaigns, or are concerned about a declining ROAS, our team can help. Our average ROAS is 9.3:1 across our clients, so if you're looking to drive impressive results for your business, schedule some time to meet with us.