When you run a pay-per-click (PPC) ad using AdWords, BingAds, or other platforms, there are many ways to get more targeted clicks. Among them are are ad extensions. Essentially, an ad extension is special format for advertisements online that help extra information show on a search result.
Here's an example from Sears, which showed up when I did a search for “chest freezers.”
Not all ad extensions show, even if you've enabled them or added them. Many factors, such as how high your advertisement shows up on the search engine, will affect whether the algorithm determines that extra is needed for the consumer to make a good choice. Your ad will be compared to another ad, and as you learn more you can improve the likelihood of extensions showing for your ads.
There are several extensions that you can use. Here are just a few, more common, examples:
Social Extensions
This extension is an automatic extension that you can include just because you have a Google+ account or other social account that you list.
Location Extension
This is a special extension that you have to set up with Google My Business and go through a bit of proving that your business is real. Basically, they send you a postcard with a confirmation code you need to enter on their platform.
Seller or Consumer Ratings
An automatic extension that will appear if you fill out the information and someone has made a rating or written a review about your business. This became a mainstay on Google search ads shortly after Google bought Zagat Restaurant Guides, and is now used across many different types of business ad results.
It's another reason why online reputation management is increasingly important. For example, when I did a search for ‘best plastic surgeon in Oregon,' here's the ad that showed up at the top of the page.
I blurred the business details out because, it's kind of embarrassing to be paying for an ad like this, but having such mediocre ratings show up INSIDE your ad. That's why it's become that much more important for businesses to invest in online reputation management services these days.
Call Extension
A manual extension that you can add if you want people to have the ability to click to call you from the search result. This extension usually shows up only on smartphones (but I've seen it on tablets and even on my laptop from time to time… which means whoever ran the ads was not paying attention).
Site Links
Another manual choice that allows you to add the link to your site. Those who see the search results for your site can click on it.
Callout Extensions
This extension allows you to put extra information and descriptive text for the searcher to help them make a choice of what to click on.
Previous Visits
This is an automatic extension that shows the searcher whether or not they've clicked through this particular site before. Here's an example I found on Google's AdWords Help site:
There are many other extensions and more being created all the time that you can add to your PPC ads. Using ad extensions offers increased visibility for your business as well as helps make it easier for a customer searching for your business to find what they want. By providing as much information as possible, you allow searchers to determine if your link is right for them before they click through.
Most extensions don't actually cost anything to add, but they do offer more opportunities for a person searching to click through. Plus, ads with extensions generally appear higher in search results, which causes them to be a lot more effective in producing the results that you want.
How To Get Started With Ad Extensions
Both Google and Bing offer extensive tutorials on the advertising options they offer, including how to use Ad Extensions. But if you're not the DIY type, or want to avoid all the expensive and time consuming trial and error, you can engage a PPC professional to do it all for you. Want to chat about getting help with PPC ads for your business? LET'S CHAT!