Why do search ad extensions matter? In today’s digital world, businesses need to have a presence online if they want to thrive. Search ads are a powerful tool that can help businesses connect with their target audience and drive more leads and sales. They can enhance ad performance and provide information to potential customers. In this article, we’ll explore ‘why do search ad extensions matter’ and the different types of extensions available.

What Are Search Ads?

Google Search Ads are a powerful tool that targets potential customers who are searching for products or services online. These ads appear on search engine results pages (SERPs), marked as “sponsored” or “ad.” They are a form of PPC advertising, where businesses pay only when someone clicks on their ad.

Search ads are only shown to users who are searching with keywords related to the business. This ensures that businesses are reaching the right audience and generating high-quality leads. Search ad extensions take things to the next level by providing more information and functionality to search ads.

What are Search Ad Extensions?

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Google Search Ad extensions are features that provide useful information to potential customers. The different types of Google Ad extensions include additional links, a phone number, a lead form, and more.

So what’s a key objective in delivering ad extensions? The goal of Google Search Ad extensions is to enhance the relevance and performance of the ad. Google Ads extensions make ads more useful and valuable to potential leads. By using extensions, businesses can stand out from the competition and drive more conversions. Google Search Ad extensions are easy to set up and can be customized to fit the unique needs of each business. So, why do search ad extensions matter?

Why Do Search Ad Extensions Matter?

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Google Search Ad extensions provide more value to your customers, leading to better advertising results. There are several benefits of using Google Ad extensions, including:

Improved Visibility

One of the primary benefits of using Google Search Ad extensions is improved visibility. When users search for keywords related to your business, your search ads will be shown at the top of the SERPs. Meaning, you don’t have to organically rank to appear at the top of Google’s search results. When users see your ad, they will have more incentive to click based on the information provided in your search ad extensions. That’s why Google Ads extensions are a powerful tool to increase your lead generation.

Quality Leads

Google Search Ad extensions can improve the quality of leads generated through your search ads. By adding more context to your ad, you can increase its relevancy. This can result in high-quality leads, as users are more likely interested in your product or service. Ad extensions such as call extensions can provide a direct way for customers to contact you, leading to more conversions.

High Click-Through Rate (CTR)

Google Ad extensions can have a significant impact on your click-through rate (CTR) by making your ads more relevant and engaging. Search ad extensions provide more value and entice users to click. Moreover, ad extensions like call extensions provide an instantaneous way for users to engage with your business. This can lead to a higher CTR, driving traffic to your website.

High Return On Investment (ROI)

Another key benefit of using search ad extensions is a high return on investment (ROI). As we mentioned, providing more information can lead to a higher CTR and conversion rate. And because you only pay when someone clicks on your ad, search ads can be a cost-effective way to generate leads and drive website traffic. By driving more relevant traffic to your website, search ad extensions can produce a higher ROI than other ads.

Resistant to AdBlock

A benefit you may not have expected is that search ads are resistant to ad-blocking technology. Unlike banner ads or other forms of digital advertising, search ads appear directly in the search results. This makes it impossible for users to block your ads with ad blockers. Using search ads guarantees that your ads will be seen by potential customers.

Types of Search Ad Extensions

Now that you know why do search ad extensions matter, we’re going to cover the types you can use. For optimal results, you want to match the marketing goal to the correct ad extension. The most popular types of search ad extensions include:

Sitelink Extension

Sitelink Extensions

Sitelink extensions are one of the most popular types of Google Ad extensions. They allow businesses to provide additional links below the headline that direct leads to specific pages. These links can be used to highlight specific products or services, information, or a call-to-action. Sitelink extensions can increase your CTR by providing points of interaction for users.

Callout Extension

Callout Extension

Callout extensions are another popular type of search ad extension. They are used to highlight key benefits or features of the business. This might include things like free shipping, 24/7 customer support, or a satisfaction guarantee. By highlighting these benefits within the ad, callout extensions can make the ad more appealing to potential customers.

Structured Snippet Extension

Structured Snippet

Structured snippet extensions allow businesses to provide information in a structured format. They enable you to highlight specific aspects of your offerings, such as product categories or features. Structured snippet extensions can help people quickly find the information they’re looking for. This increases the likelihood that they will click through.

Call Extension

Call Extension

Call extensions add a clickable phone number to the ad. When a user clicks on the phone number, they are directed to a phone call with your company. This can greatly increase lead generation and conversions. Call extensions are a useful tool for businesses that rely on phone inquiries to drive sales. They make it convenient to get in touch quickly and easily.

Lead Form Extension

Form Extension

Lead form extensions allow businesses to capture leads directly within the search ad. Users can fill out a form directly on the ad to request more information or contact the business. The lead gen form includes customizable fields such as name, email, and phone number. It helps to streamline the process of lead gen forms and increase conversions.

Location Extension

Location Extension

Location extensions enable businesses to display their physical location in the search ad. Advertisers can add their business address, phone number, and a map marker. This allows customers to easily find the business’s location and contact information. Location extensions are useful for physical storefronts, as they can drive foot traffic. They can also help customers find the nearest location. This can increase trust and credibility by demonstrating that your business has a local location.

Affiliate Location Extension

Affiliate location extensions let businesses display the physical locations of their affiliate partners. This feature is useful for businesses with a network of affiliates, such as franchises or resellers. It can help potential customers easily find nearby locations, thereby increasing foot traffic to affiliate locations.

Price Extension

Price Extension

A price extension is a feature in search ads that showcases the price of products or services. With this feature, you can display a list of products or services with prices, images, and descriptions. This can help potential customers make informed decisions, thereby driving sales. Price extensions can help your business stand out from your competitors and provide a great customer experience.

App Extension

An app extension allows businesses to promote their app in search ads. It allows people to download the app directly from the ad. This extension is great for businesses that rely on mobile apps for sales or customer engagement. It can help increase app installs and drive engagement.

Promotion Extension

Promo Extension

A promotion extension showcases current promotions or special offers. With this feature, you can add a line of text to the search ad that highlights a discount, sale, or other offers. By using promotion extensions, you can catch the attention of potential customers. The urgency that a limited-time offer encourages leads to take immediate action, increasing your CTR and conversions.

Automated Extension

Automated extensions automatically display information about your business. These extensions are generated by Google’s algorithms and can include reviews, seller ratings, and social extensions. Automated extensions are helpful for enhancing your ad’s appearance and providing more information. This extension can save you time and effort by letting Google’s algorithms handle the work.

Message Extension

The message extension allows you to add a message button to your search ad. This allows users to send a message to your business via their messaging app. Message extensions are a quick and convenient way for customers to ask questions or schedule appointments. The message extension can help you increase engagement and improve customer satisfaction with easy communication.

Seller Ratings Extension

Sellers Rating Extension

The seller ratings extension displays a business’s ratings and reviews directly in the search ad. It shows the rating and number of reviews the business has received from trusted review sites. This extension is a great way to increase trust and credibility with your customers. It can help increase the likelihood of clicks and conversion as users have more reason to trust the business.

Final Words: Why Do Search Ad Extensions Matter?

In conclusion, search ad extensions are a crucial tool for businesses to enhance search engine advertising campaigns. By using Google Search Ad extensions, you can provide more information and enhance your ad’s appearance. Search ad extensions can help you stand out from your competitors, increase credibility, generate leads, and drive conversions.

If you’re looking for an agency that can help you create high-performing search ads, look no further. We offer a wide range of marketing services to level up your digital marketing and sustainably grow your business.

Originally published . Last updated .

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