5 Questions to Consider when Working on Improving PPC Ad Visibility with Google Ad Extensions

5 Questions to Consider when Working on Improving PPC Ad Visibility with Google Ad Extensions 1

Here’s what you’ll learn:

  • What are Ads Extensions?
  • What are the Main Benefits of using Ad Extensions?
  • What are the Different Google Ads extensions?
  • How Many Ad Extensions are Recommended?
Approximate reading time: 4 minutes

So you’ve been running PPC Ads for a while, and you’re starting to see some good results. Traffic is up and conversions are coming in. 

Now what? Could your PPC Ad visibility be even better?

Google Ads Extensions are one of the most powerful PPC tools available, but they can also cause problems if not implemented correctly. Luckily, PPC Ad Extensions are pretty easy to use and implement.

When Ads appear on Google search results, the Ad rank will be determined by a combination of factors. When PPC advertisers use Google Ads Extensions to improve PPC Ad visibility, they’re able to get more information and data about their PPC keywords and Ads directly in front of their target audiences.

Extensions can also provide PPC Ad opportunities for advertisers to include calls-to-action, text links and location Extensions. As Ad positions rise in the search engine results page, Ads are more likely to be clicked on which can lead to increased engagement with PPC Ad campaigns.

What are Ad Extensions?

Google Ad Extensions can do a lot for you: it can target users by location, keywords, and interests; it can automatically optimise your campaigns to maximize conversions. Ad Extensions work well when they’re properly managed, Account Managers should constantly be looking to improve Ad visibility using Ad Extensions. Ad Extensions can include clickable phone numbers, additional text and images in Ads, and social media links.

Continue reading to find out the 5 questions to consider when you want to improve your Ad visibility with Ad Extensions.

1. What are the Main Benefits of using Ad Extensions?

Google Ads with Extensions have a much higher Ad Rank and thus appear above Ads without any Extensions. Use Ad Extensions to increase your Ad exposure and improve Ad visibility, or to set Ads apart by highlighting important information.

Google Ads Extensions allow PPC advertisers to increase Ad visibility and Ad rank in the Search Engine Result Page (SERPs) with several Ad extensions, including Callout, Sitelink, Image, Structured Snippet, Location and Call Extensions.

Searchers often look to search engines for help in solving problems and getting ideas, and PPC advertisers can use Ad Extensions to provide additional information about their products or services directly in front of their target audience. Advertisers have the option to display additional information along with Ads, such as a phone number or website link, or they can choose to include a map or review data about their businesses.

2. What are the Different Google Ads Extensions?

Advertisers are always looking for new ways to improve Ad Visibility and therefore increase clicks and conversions on their PPC campaign, here we present some of the Ad Extensions that can be used:

  • Sitelink Extensions – for Ads that direct the user to specific pages on your site, it has been found that Ads with sitelinks have a 69% higher Click Through Rate (CTR) than Ads without.
  • Location Extensions – this type of Extension invites the user to find out where your business is located, great for companies with a brick and mortar site. This will give the user directions to the business, once clicked.
  • Call Extensions – this allows the consumer to directly call your business (for mobile users). Call Extensions give the user a level of trust, knowing they can contact you very easily.
  • Callout Extensions – an Ad Extension that grabs the attention of the searcher by featuring highlights of your business as a whole.
  • Structured Snippets – Ad Extensions that share specific aspects of the product or services you can offer.
  • App Extensions – This type of Extension drives traffic to your app or app store.
  • Price Extensions – Ads that allow you to showcase your services or products.
  • Image Extensions – This one does what it says on the tin and displays a chosen image alongside your Ad, perfect for businesses that sell physical products.
  • Promotion Extensions – Promotion Extensions allow you to make users aware of promotions or sales your business has currently.

3. What is the Purpose for Adding Extensions?

The purpose of PPC Ad Extensions is to provide Account Managers with the opportunity to highlight important information about their Ads. Advertisers are able to use several Ad Extensions that can be added as Ads appear on SERPs. Google Ads Extensions give advertisers more ways to increase Ad visibility and improve Ad rank as Ads appear for users’ search queries.

4. How Many Ad Extensions are Recommended?

Advertisers can select up to 5 Ad Extensions each time they create a new Ad, with the potential to add up to 10 Ad Extensions. Although Google will only use up to 4 of them at any given auction.

Advertisers should consider testing 2-3 Ad Extensions to start, and then test additional Extensions over time. Testing is the best way for Account Managers to determine which Ad Extensions are more helpful.

5. Why are Sitelinks Helpful as Ad Extensions?

Sitelink Extensions allow advertisers to group Ads together and provide a direct link to a specific landing page. These give advertisers the opportunity to include call-to-action text along with each link.

Sitelink Extensions can help Account Managers increase Ad visibility in Google Search PPC Ads. Ads with Sitelink Extensions are more likely to appear in the top position in search results, which can lead to higher Ad click-through rates.


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