The ultimate guide to Google Ads ad extensions
You know.Google Ads中What features can directly increase your click-through rate?20% or more?
Under.Google's own research, ad extensionsThat's itcan do that.
As the name implies, ad extensions add more information to your ad, making it irresistible to searchers. Ad extensions range from links, call buttons, and location information to specific pricing information.
However, using ad extensions and understanding when, why, and how to use them are two very different stories.Because if you misuse various ad extensions, it may be bad for your ad because of abuseGoogle Ads features are possibleInstead.will reduce click-through rates.
Therefore, in this articlein, I willTell everyoneHow to effectively use various types of ad extensions for advertising,To.Increase click-through rates.
After reading this article, you will know:
1/InBenefits of using ad extensions in Google Ads campaigns；
2/Our common mistakes in using advertising extensions;
3/ A complete list of advertising extensions used in e-commerce and how to use them (including examples);
4/How to analyze the effect of advertising extensions;
One.How to increase the click-through rate of the ad room5Times.
First, let's look at the difference between ads that use extensions and ads that don't.
Our first example uses a lot of ad extensions:
This is large with ad extensionsGoogle ad text ads；
After the title and description, you can see that the store lists the types of tea sold.
Ads are also used to include links to different products in the store (e.g., chai tea, black tea).
They are also price tagged (fromFrom $9.00) to show the "Loose Tea Sampler" promotion.
Next, let's look at an ad that doesn't have any extensions.
The two ads come entirely from the same company.
It has two headings, a short description line and a displayUrl. However, there are no accompanying ad extensions.
Compare these two ads. Do you click back on the first ad that uses more than one extension or doesn't use the extension?
Let's imagine: Let's say we now search online for tea to find the most extensive e-commerce store.
The second ad, you can seeAdagio is selling bulk tea and offering promotional offers (e.g., free shipping), which are cheap and claim to have good varieties.But, in additionWith 10% cashback, all features and benefits are vague and the ads are not specified.
From this, it can be seen that such advertising information is not enough to arouse my desire to click.
That doesn't mean it's a bad ad, it's not that it's flawed, but I do need more information to help me choose.
Therefore, the second ad with additional information, you can see more useful information for the selection of judgment.
Not only did I see it"A wide variety", and the ad tells me,Adagio sells at least eight types of tea. I.Set up.OK.Click directly to selectLinks to different categories.
If I'm looking for an online tea shop with a variety of teas now, I'll find that these extensions work well.
In addition, I can even sample each tea through price tags and click-through links.
From the store owner's point of view, when the price appears in the ad, you can greatly reduce the number of people leaving my site, because they can learn the price of the item in the ad, and do not leave because the price of the goods in the site is too high.
1.1 the secret power of additional information
From the example above, we can see that ad extensions can help your potential customers find your ads better and make them stand out from the competition.
Improving the relevance of your ads is not only good for your business. Can also letGoogle is also focused on making sure your ads work well. Because if there are no relevant ads, people willYes.Stop clicking whileGoogle will stop making money!
GoogleThe most critical thing to do to ensure that relevant ads are stopped advertisers from buying the top of their search results.
GoogleThis is done through so-called quality scores. Its score is somewhere in betweenBetween 1 and 10, it's Google that estimates the relevance of your ads to specific search queries.
Google multiplies this quality score by the maximum cost-per-click to calculate where your ad will appear in search results.
The higher the quality score, the less you will pay for the same position. This can also affect how well you use ad extensions.
YearsGoogle has been vague about the exact impact on ad ratings.
But.Google thinks ad extensions are important, so it's important to learn how to use them effectively!
1.2 There are too many ad extensions
While there are many benefits to ad extensions, use them incorrectlyGoogle Ads featuresIt's possibleIt would be counterproductive.
The primary purpose of our use of ad extensions is to make ads more relevant to search content, which ultimately increases click-through rates for ads.
However, if you only add additional information to your ad and don't care about relevance, it may affectThe performance of the Google Ads campaign.This, however, will hurt click-through rates and rankings and giveROI-ROASnegative impact。
Common errors related to using ad extensions include adding too many error messages that are not relevant to your ads, and ignoring valid extensions that can improve relevance.
Let's look at an example of using ad extensions incorrectly:
The problem with this advertisement is not difficult to find;
Take a look at this version:
As we can see, we added the phone number and removed the add-on link. The overall score of the consulting service is also displayed to build trust in the searcher. This is more concise and clear, easy for users to choose!
So let's remember to use ad extensions wisely. The ultimate goal of an ad should be to make it more relevant to searchers. Let search to select your ads in all ads faster.
With this in common, the click-through rate of your ads will increase.
1.3 Basic advertising extensions for e-commerce
Google offers advertisers a lot of different ad extensions, but they're not related to e-commerce.
So, in the next article, we'll choose which ones are most important for increasing ad click-through rates.
Because there are no additional charges for adding ad extensions. If you add them, they'll show up, and the ads are still charged based on clicks, not changing the charges for the ads themselves by adding attachment information.
1.3.1 Automatic and manual ad extensions
Ad extensions can be divided into manual and automatic. The main difference between the two is who sets them up.
and whether manual extensions must be setGoogle automatically adds automatic extensions (by default, they're enabled in Google Ads).
Although you are the one who set up the manual extension, howeverGoogle decides when to display them. The same is true for automatic scaling.
Next, let's look at the two setup types, starting with the manual extension.
This type of ad extension is probably the most obvious. Especially if your ad appears in the first ad space, just like the one above.
Depending on the exact location, the site link provides a display below the ad4-6 additional link methods. They can helpYour adVisually stand out from other ads to help increase click-through rates.
Sitelinks are typically used to display other categories, subcategories, new products, or highlight specific discounts or promotions on your site.
If you want to set them up, don't skip the extra lines of instructions. However, if you want this extension to take effect, they are highly recommended.
1.3.2 Additional promotional information
Additional promotional information allows you to pass unique offers, promotions, discounts,USP and the features and benefits of products and stores to expand advertising.They are like this:
This extension usually doesn't get much attention, but you can use it to extend your content or highlight content that doesn't have a destination page: such as shipping details or support details.
Extensions are one of the most popular extensions among advertisers because they're easy to set up. Just add some text!
1.3.3 Promotional offers
If you're promoting, you may need to tell as much as possible. You can do this in your ads, or you can use promotional extensions.
This allows your ads to come directly fromGoogle search results highlight your sales, promotions, and discounts.
like fromJCPenny's 25% Easter promotion is the same:
Tip: Adding occasions is a great way to make your promotion more relevant to shoppers.
1.3.4 The price is extended
If.Google Shopping and Search Adsproduced value, which is called a price increase.
Although this extension doesn't make your ads show pictures of products in your store, you can still display prices and links to products.
Extending the price not only saves you copy space for your ads, but also helps shoppers find the best deals for a particular product.
Looks like this ad:
This store shows searchers queries with them (I use them)."Buy tea online" search term) is closely related to different tea types, such as green tea and black tea.
1.3.5 Additional phone information
Additional phone information is a simple but very effective approach in your campaign.
When additional phone information is displayed, searchers can call your company directly at the click of a button (or they can manually enter your phone number to call you).
Phone numbers not only provide additional services to potential customers, but also increase trust (real businesses have phone numbers). This, in turn, increases click-through rates.
1.3.6 Structured snipper extensions
Using structured summaries is a great way to dynamically present additional information about the product.
Below the text ad, the title (for example, brand) and value (for example,Adidas, Puma, etc.) is displayed in the form of structured summaries on mobile ads and desktop devices.
The options for structured summary titles are limited (fromSelect from Google's list), and each title type will only appear if Google's algorithm determines that it meets the searcher's intent.
For example, if someone searches"Buy Apple Lightning to."2m USB cable",This represents the userIntend to buy something very specific (products and brands that he knows or has studied).
He may know what he wants to buy and is determined to buy the product. For such potential customers,Google doesn't necessarily display structured summaries because it already knows what he's going to buy.
On the other hand, one hopes to comparePotential customers of the iPhone's best lightning line are discovering their product options, but have yet to decide which to buy.
For this searcher, the store wants to sell different product types, models, or brands.
Google Ads allows you to add multiple data points (titles) so that search engines can display the most relevant structured summaries to potential customers based on their query intent.
You can choose from the following data points:
Amenities; Brand; Training Course; Degree Course; Destination; Featured Hotel; Insurance Coverage; Model; Neighborhood; Service Catalog; Performance; Style; Type;
What a structured snipper extension looks like
Let's look at an example of a structured fragment:
We search for queries"Buy tea online" triggered this ad.
As you can see in the image,Google shows different tea types, such as green, black and matcha.
Are they related to our query intent?
The answer is yes About!
If I want to buy tea online, I'm curious about the type of tea sold in the store, and if I'm happy with the type of tea I'm offering, I'll be happy to click on the ad.
How to add structured snipper extensions to your ads
In.In Ads and Extensions, select a structured summary.
When setting up a page, the first thing to set is the type and language of the title (data point).
Once selected, enter the value of the title. Google recommends that each header contain at least 4 values.
You can create multiple headers (which I recommend),Google can display up to 2 structured summaries on desktops and up to one on mobile devices and tablets.
After you complete the title and its values, you can set schedule, uptime, and mobile device preferences in advanced settings.
Note: WhenWhen Google determines which structured summary you want to display based on the searcher's intent (so it doesn't depend on you displaying the searcher's extension), create as many relevant titles as possible to make your ads more relevant.
In addition, you can refine structured summaries for specific campaigns and ad groups.
1.3.7 Additional information on location
If your e-commerce store is strategic, you should use this ad extension to generate more sales.
Location extra information lets you harness the power of location by displaying ads, addresses, maps to your location, or business distances to searchers.
This ad extension type is different from other ad extensions;
Clicking on this extension will take your potential customers directly to the destination where your company location has been enteredGoogle Maps.
Additional address information can also show your phone number and your location so potential customers can easily call your company.
What the additional address information looks like
Source: Search Engine Field
The additional address information in this example shows the store's actual address and phone number, as well as business hours.
That's all the information potential customers need to access the store.
Searchers can visit your store directly after clicking on the extension, or call your phone number and visit your website for more information.
For e-commerce businesses with brick-and-mortar stores, your ad document and additional address information with phone numbers are great opportunities to increase revenue by combining the effectiveness of the offline and online worlds.
How to add additional address information to your ad
Setting up additional address information in your ads is slightly different from other ads.
In a clickAfter the plus icon in Ads and Extensions and the additional address information is selected,Google will direct you to a page where you must link your Google Ads account to Google My Business.
You have two choices: choose what you want to useGoogle My Business account or request access to another Google My Business account.
Once you're selecting your preferred option, click"ManagementGoogle Locations in My Business, which will allow you to edit the location and address of your store.
If you have more than one location, choose the location that works best for your campaign.
Will.Once your Google Ads account has successfully connected to Google My Business, the new add-on address information will wait for you to use it in the add-on tab.
Note: Because you pay per click for the extension, monitor the number you get and make sure it's worth it!
Most foreign people focus on instant messaging applications (for example).In Messenger, WhatsApp, people often find this form of communication more convenient.
I don't know you, but for the most part, I prefer to read e-mail rather than make a phone call.
It's faster, easier, more convenient, and I have time to think about everything before telling someone what's important.
For potential customers like this,Google's messaging extension is a great way to connect with your company.
The Mail extension allows searchers who see your ad to text you from their smartphone with a single tap of the ad.
They can use messages to make appointments, request more information on your store and products, request services, get quotes, and more.
Personally, I haven't found these extensions to work for the customers I work with. But studies around some cases have shown some positive results. So try them and see if they're better for you.
Also, note that the mail extension is only available for mobile devices.
By clicking on your ad, the messaging app opens on the prospective customer's device, containing pre-populated messages that you created.
You can take advantage of this communication by providing users with another convenient way to communicate.
What the message extension looks like
The message extension appears below the ad file with a message icon and custom message that you can leave to potential customers.
When searchers click on your message extension, they are redirected to their messaging application, where automatic preset messages are sent to you.
How to add message extensions to your ads
Click.Additional information in Ads and Extensions.
On the settings page, you can select the user country code( where the extension is displayed) andGoogle will forward all lead text in the form of a message delivery.
To set up a copy, you must fill in your company name (up to) in the form25 characters), the extension text (up to 35 characters) that will appear in your ad, the default lead message will be automatically sent to you when you receive the ad (up to 100 characters), and an optional automatic reply message with the same character limit as the default customer message.
We can set up a mail report to get data about the performance of the mail extension.
When you're ready, you can make advanced settings adjustments, and then save the extension to make it work.
Note: If prospects don't reply to your messages, be sure to follow them up to improve the response rate.
Now that I've completed all the basic manual ad extensions for your e-commerce store, it's time to take a lookGoogle offers advertisers three of the best auto-extensions.
How to enable automatic scaling
For all automatic extensions, in eachIt's amazing that all of your Google Ads accounts open them all by default.
If you may have turned it off for some reason, you can go toAds and add-ons, click Auto Extension Labels, and then click Advanced Options within the three dot icons on the right to re-enable them- One side of the page.
On the next screen, select the first option:"Use all the auto-extenders that typically improve your ad performance, " and then click Done.
How to disable automatic scaling
Not many advertisers knowGoogle has auto-expansion enabled by default.
This is a very sneaky move because it takes control of advertisers and can display products or category pages that you don't want to advertise. (It's not.)Google did this for the first time)
To disable these auto-extensions, go to the menus (ads and extensions) in the last sectionAutomatically extend advanced options), and then select the second option ("Turn off specific auto-extensions").
When you click it, a list appears with different auto-extension types. Select the option you want to disable, and then clickDone.
When you shop online, do you prefer to buy from sellers who have received positive reviews from past customers? I'm like many others.
Also, if your store's customers rate well, you should take advantage of this business feature.
Seller rating expansion helps build trust in potential customers.
To make seller ratings appear with your ads, you need to use themGoogle-approved review services, or send contributions to their reviews.
Google aggregates seller ratings using the following sources:
Comments from your site have been approvedOne of Google's review partners
Google Customer Reviews: Google's free app collects post-purchase comments on behalf of advertisers
A comprehensive performance indicator for Google-led shopping research
Google's consumer survey ratings, in which Google collects data for specific areas and businesses
In addition to the number of ratings and reviews,Google also often displays other information. Like the ads above, the order is accurate. Or in the first ad in this section, they mention the expected delivery time.
Under.According to Google, if your store has at least 100 unique reviews from the same country and a combined rating of 3.5 stars or more, the seller rating can show your ad.
Please note that seller ratings extra information is country-specific/ region.
So if you have Argentina's50 ratings and 70 ratings in the United States, the extension will not be displayed to users in those two countries. However, if you get 10 ratings from Argentina and 110 ratings (3.5 stars or more) from the United States, the extension is triggered when a search is conducted in the United States.
Seller ratings are the only ones availableAd extensions used by Google Shopping together.
1.3.10 Dynamically structured snipper extensions
Remember the structured clips earlier in this article?
If you are a manually structured snippy extension, you must add multiple titles with specific values to your ad.
However, you don't have to use dynamically structured fragments to do this.
Because this ad extension is automatic, soGoogle analyzes your store and selects different data points, such as product types and brands, and displays them to searchers through related queries.
As with other auto-extensions, you have less control over what is displayed than manually structured summaries.
Two.Analyze the effectiveness of ad extensions
Once all ad extensions are up and running, you must see how they work and create new extensions that perform better.
Go toThe Add-on tab in Ads and Extensions to analyze the effectiveness of manual extensions.
You can find it atI see it in the Auto Extension tabData collected by Google from auto-extended performance.
2.1 How is it.The Fix default report
However, before I turn to statisticians in the next few hours, I must highlight the problems with default reporting.
The default report shows you the performance combination of ads and extensions, which is not a good way to measure performance.
You need to know the metrics that correspond to a particular extension. If you combine them, a good ad group or a good ad group can skew the results of ad extensions.
Therefore, you need to adjust the report a little bit.
First, limit your view to just one extension at a time. You can do this by setting filters, such as links, in the upper left corner of the page.
In addition, you can set it upClick Type subdivision to reflect the effect of additional information in the actual click.
If the setup is complete, the report should look like this:
For call extensions, you should not generate reports based on clicks, because the goal of this ad extension type is to have searchers click or click on your store's phone number (and then call you).
Therefore, for additional phone information, we recommend that you break down the report by conversion.
If you clickSegment tab, you'll see three conversion settings. You can make adjustments to select the setting that works best for you to correctly reflect the effect of additional phone information.
Note: If some of your additional information isn't displayed or your impressions are low, it's possible that your budget or average ranking is too low.
To resolve this issue, you need to consider a more aggressive bid for poorly performing extensions (and their ads).
2.2 Strengthen your ad extensions
Hopefully, this article will help you determine the best extension to work with ads in your e-commerce store.
Ad extensions can greatly increase the relevance of your ads, increasing their click-through and quality scores and ROI, but remember to use them wisely.
Creating, managing, and analyzing ad extensions can take a lot of work, especially for busy e-commerce store owners.
Therefore, you should start using them at the campaign level and add more over time.
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