The 4 ad extensions your business should be using

Ask any search engine marketer and they’ll tell you: ad extensions make a huge difference to advert performance.

By improving ad relevancy, Ad Rank and click-through rates, both B2B and B2C businesses can benefit from the use of ad extensions in PPC campaigns.

From pinpointing where exactly your business is located on a map, to featuring links to other areas of your website, ad extensions can instantly provide searchers with exactly what they’re looking for. But if you’re new to Google AdWords (or simply out of practice), then you may not be taking full advantage of the full range that the platform has to offer.

Don’t miss out on those all-important customer visits. Here are the top Google ad extensions all B2B and B2C businesses should be using…

Call extensions

Call extensions encourage searchers to call your business, rather than clicking through to your website. The search engine does this by displaying your contact number in the ad, making it quicker and easier for users to find your contact details and call your business directly.

You will no doubt have seen these before (particularly if you carry out a lot of Google searches through mobile devices), but here’s a recap of what these ad extensions look like on mobile:

Call extensions
Image source: Website Magazine

This is a great option for B2C businesses whose services are often requested urgently, and in a time of need- think locksmiths, plumbers, engineers, and dental practices. And as these businesses are often searched for on the go, searchers are more likely to use Google mobile’s ‘click to call’ button.

Call extensions also have the potential to generate a high ROI (return on investment) for any business that has phone enquiries (rather than direct website sales) set as their main goal for conversions.

Review extensions

Within the Google ad extensions portfolio, review extensions have become one of the most versatile options you can choose.

As an advertiser, you’re given the opportunity to include your own quoted or paraphrased version of the review in your ad, providing it’s legitimate and you have the reviewer’s permission. This gives you the freedom to pick out the most relevant aspects of your review for each advert, easily tailoring the copy to suit each ad’s USPs.

Review extensions

Image source: Inside AdWords

According to Google, review extensions can increase click-through rates by up to 10%- and as they will help to boost your credibility, both B2B and B2C businesses can reap the benefits of including them in their adverts.

It’s been proven time and time again that we are more likely to do business with a reputable company- in fact, research from BrightLocal in 2013 concluded that 73% of buyers will trust a business based on positive online reviews.

Our advice? Those in the hospitality sector (a.k.a. hotel, B&B and restaurant owners), should definitely consider investing in these extensions to further build upon their online reputation.

Callout extensions

Callout extensions are shown below your regular ad copy, and will enable you to highlight the best of your products and services without cutting into your character limit.

Considering advertisers are allowed to use a somewhat restrictive 25 characters for headlines, and 35 for each of the two description lines, callout extensions are a useful way of enabling you to convey as much information as possible.

For the unfamiliar, here’s an example of a callout extension below:

Callout extensions

Image source: Wordstream

As callout extensions quickly provide a better insight into what you have to offer, searchers who have an active interest in your products and services are more likely to click through to your website. We’d particularly recommend these to wholesalers and retailers who have a large product range or promote frequent offers.

Sitelink extensions

Sitelink extensions are similar to callouts as they provide searchers with additional information about your business before they click through to your website. Unlike callout extensions, however, individual sitelinks can be clicked to take users directly to the page they need.

This not only saves time for busier searchers, making them more likely to make a purchase or enquiry there and then, but conversions from more relevant clicks will no doubt increase your ROI.

Here’s what extensions look like in action:

Sitelink extensions

Image source: PPC Hero

With the versatility of the landing pages you can link to, advertisers from any industry can benefit from using sitelinks. One main reason is because your ads will take up more real estate on the page, pushing competing results below the fold and attracting the attention of the searcher.

This is especially true if your ad at the top of the search results, and the proof is in the research. Various studies have been carried out in regards to ‘reading gravity’, with The Gutenberg Rule concluding that a reader’s eye will be automatically drawn to the top-left corner of the webpage.

This is regardless of whether the searcher is actively looking for something, or whether they’re merely browsing at leisure.

Need more guidance on choosing and setting up ad extensions? Get in touch with one of our Google AdWords and Bing Ads certified account managers today.

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