AdWords ad extensions are a great way to add character to your ads, as well as taking up more real estate. There are a lot of them now, and it helps to know what some of the best practices are when it comes to those extensions.
- Site Link Extensions: these are added content that helps bring a visitor further into your website. There are two styles of links, one that’s just the headline and one that also has a description, or what’s called Extended Site Links. If I had to pick, I’d go with Extended Site Links, as long as I had something of added value beyond what’s already in your ad copy, and that can sometimes be hard. You should have at least four site links. You can include things like your contact page, your quote form, information about your company, or if you are an ecommerce client, add links to categories or sub-categories of your website. You can do account, campaign or ad group level site links; campaign will trump account, and ad group will trump campaign. I would caution you on doing account level, unless you know that they apply to all your campaigns.
- Callout Extensions: these allow you to add detailed text to your ads that add value. These should be viewed as bullet points (they are 25 characters max), not sentences. If you are an ecom company and your ad copy is about a product, you can use callouts to highlight benefits of your company (free shipping, free returns, satisfaction guarantee). If you are a B-to-B company or service company like plumbers or lawyers, use it for accreditations, hours, etc. You should create at least three callouts but five or six is better. Google will rotate them for you. Callouts are not clickable. You can do account/campaign/ad group level site links. I would caution you on doing account level, unless you know that they apply to all your campaigns.
- Structured Snippets: these show in the form of a header, then a list of values, like Services: Massage, Facial, Pedicure, Manicure. There’s a number of Headers like Brands, Courses, Destinations, Styles, Types, Models, and more are being added all the time. Structured Snippets are not clickable. You can do account/campaign/ad group level. I would caution you on doing account level and sometimes even on the campaign level, unless you know that they apply universally to all.
Quick Tip! Make sure you aren’t duplicating what you put in Site Links, Callouts and Structured Snippets – all this content should be different so that if more than one is shown at once, you’re not redundant.
- Call Extensions: this is the approved way to get your phone number to show in ads. You can use a Google number which will count towards conversions, or your own number. You can do account/campaign/ad group level.
- Message Extensions: great for those who want to communicate quickly with people on mobile devices; people can click your message extension to send a text to your company. You have the ability to set up an automated reply. You can do account/campaign/ad group level.
- Location Extensions: these show your address, directions and/or distance to your location when a person is in close proximity to your address. These are tied to your Google My Business account, which is how you add them. These can be used on both search and display campaigns, and you can do account/campaign/ad group level.
- Price Extensions: showcase your products with their prices (or a “from” price), and allow people to click to that product or category directly. You can do account/campaign/ad group level. I would caution you on doing account level and even on the campaign level, unless you know that they apply universally to all.
- Review Extensions: you may see these in your account, but they are being discontinued as of January 2018, and all data will be deleted in February 2018.
Google recommends that you do as many extensions that make sense for your company, as extensions can help your quality scores.