Among them, extensions stand out. An easy, quick and simple way to communicate all kinds of promotions or key information in your ads .
At Kiwop we want your business to be future-proof, so we recommend that you continue reading this blog about the 15 extensions that cannot be missing from your Google Ads ads .
Don't miss anything!
What is Google Ads
Google Ads is Google 's SEM (Search Engine Marketing) advertising platform . In other words, it is a tool that allows you to advertise your ads on search engines.
In fact, each search engine has its own advertising platform, but Google Ads is the main one and the most used in most countries.
The great advantages that allow you to succeed with Google Ads are that you can reach a large majority of users, especially those who are actively searching for the products or services that your brand offers.
But to get those impressions to convert into leads or purchases, it's important to take full advantage of the potential hidden in Google Ads , and that includes extensions.
5 basic concepts of Google Ads
Before we explain what extensions are and what their benefits are for your brand, it is important that you know all the basics of Google Ads and how you can take advantage of them for your SEM ads.
Let's get to it!
Google Ads Campaigns
First of all, campaigns in Google Ads are the way you organize your advertising account on the platform. Each campaign, in turn, can be divided into ad groups and these, in turn, into several ads.
But campaigns are the first step in this distribution. And to consider how to distribute your ads well, you should know that the budget and placements you include in each campaign will affect the rest of the ad groups and ads.
In addition, there are multiple types of campaigns in Google Ads depending on the objective you want; search campaigns that are activated by keywords, Display campaigns to work on the brand, Shopping campaigns to sell, Discovery campaigns that alternate Shopping and Display, and finally, Maximum Performance campaigns ideal for large e-commerce catalogs.
Keywords in Google Ads
Keywords are one of the most important elements in Google Ads, as these are the words that actually trigger your ads.
To choose which keywords to use, you need to consider what your users are searching for, what you offer to what they are searching for (and whether it is related enough for them to click on it), and how they search.
Additionally, you should also choose keywords that are of sufficient quality , based on what you explain in your ad, and that have enough searches and impressions to reach your target audience.
Audiences in Google Ads
Google Ads also works on advertising by targeting types of audiences. This segmentation is also very effective in reaching your target audience regardless of whether they are actively searching for your keywords or not.
In Google Ads you can segment by purchasing behavior, similar audience, interests or even by socio-demographic data such as marital status or income. Without a doubt, a good segmentation and combination of audience types will be able to make your ads reach more users and your Buyer Persona .
Bidding strategy in Google Ads
Google Ads works through keyword bidding, so each campaign must have a bidding strategy to meet the goals you set.
On this SEM positioning platform , for example, you can work with a bidding strategy focused on maximizing clicks, maximizing conversions, maximizing the value of conversions, target CPA (when you already define a maximum cost for each conversion, or target ROAS (when you include the value of each purchase and focus on the benefits).
Choosing one or the other will depend on your objectives and, of course, on the amount of data the campaign has, since it is always recommended to start by maximizing clicks or maximizing conversions.
Extensions in Google Ads
And lastly, and what we are going to focus on, extensions!
Google Ads extensions are an efficient and easy way to incorporate extra information into your ads without having to take up space in descriptions and titles.
In addition, there are different types of extensions depending on what you want to communicate, and depending on how you apply them, you can reach out through one ad or another.
Another interesting thing about extensions is that you can decide when they appear, on which devices, at what time, or in which campaigns and ad groups you want them to be seen.
The 14 Google Ads extensions you need in your ads
As we were saying, there are multiple types of extensions for your ads in Google Ads , and it is always good to know them all to save space in your ads and, in addition, provide more key information that can help you attract the attention of users.
We show them to you!
1. Call extensions
Call extensions are one of the most useful, as they korea telegram allow users who see your ads to contact your company directly without having to go to your website.
In these cases, we recommend that you set the call extension to appear only on mobile devices.
You can also define what call duration you consider appropriate to count as a conversion .
2. Sitelink extensions
Sitelink extensions allow you to add additional landing pages to your website and offer more information related to your brand, products, or services.
You must keep in mind that each sitelink extension must lead to a unique URL, so choose which URLs you would benefit most from appearing and, above all, if the information you offer is of quality and can help you get more sales or contacts.
3. Callout extensions
Callout extensions allow you to incorporate up to a maximum of 10 short phrases that can be very useful for highlighting the main values of your brand , products or services.
Of course, it is ideal to include information that is global, such as an attribute of your brand, or that is related to a product or service. This can help you add additional quality information that is interesting to users without having to take up space in your ad descriptions.
4. Promotion extensions
Promotion extensions work very well if you have special offers or promotions for a specific date or that will last for certain days. This way, you won't need to edit your ads; simply by publishing this extension, all users will be able to see what offers or discounts you offer .
A great recommendation for Google Ads is this type of extension, in which you can incorporate the reason for your promotion (Black Friday, Cyber Monday, Christmas...) and choose between different types of offers: percentage discounts, monetary discounts, up to a discount amount or up to a percentage discount.
5. Form extensions
Form extensions appear as a drop-down menu where you can choose which user data you want to capture. You may be wondering, if I already capture leads on my website, why do I need this extension? To save you steps and capture more!
And with this form extension , you will be collecting essential information and data from your leads without them needing to enter your website, in a faster and more immediate way.
However, for it to be effective, it is ideal that your ad already includes as much quality information as possible to convince users to leave their data .
6. Price extensions
Price extensions consist of including the price of a minimum of three products with a link to the website. This type of extension is very good if you have search campaigns and want to offer price data for a group of products.
Ideally, you should assign this type of extension to campaigns in which you promote these types of products, since you will not only direct the link to each product with the extension, but you can also direct it to the URL where you have those products.
In addition, you ensure that the users who enter your website are more qualified , since they already know the price of your products in advance and, therefore, are more likely to end up buying.
7. Featured Image Extensions
Featured image extensions consist of incorporating images , either at the campaign or ad group level, of products or services related to what you are promoting.
It is important that the images are of high quality and that there are at least three so that Google Ads can vary and optimize the ad with the image that provides the best results.
In addition, this extension will help your ad attract more attention from users.
8. Dynamic Image Extensions
Dynamic image extensions work in a similar way to image extensions, except that in this case it is Google Ads that decides which images on your website to use based on how the ad works.
The positive part of this extension is that you forget about choosing images, but it is important that the ads in which you incorporate this type of extension are not very specific, so that the image and the subject they deal with do not promote different products or services .
9. Location extensions
Location extensions are very useful if your business, school or company receives in-person visits. You provide interesting information for users, you give credibility to your brand and, in addition, you will take up more space than the rest of the ads, attracting the attention of your users.
To be able to incorporate this extension, you must have linked your Google Ads account to your Google My Business account .
10. Affiliate Location Extensions
If you have more than one location or have multiple locations within your business or even stores that sell your products, the affiliate location extension allows you to incorporate location information from all of your locations or affiliated locations into your ads.
