Within Google Ads it is possible to expand advertisements with extensions. Additional information about a product, brand or company can be included in these extensions. Extensions ensure more relevant ads that stand out and are clicked more frequently.
There’s no charge for applying extensions. However, as usual, you’ll have to pay based on interactions with the advertisement. This could be a click on the ad or, for example, a call that is made to the advertiser via the ad.
Whether an extension is shown usually depends on the position at which the advertisement appears and on the device that someone uses to perform a search. The higher your ad ranks, the sooner and more often extensions will be visible.
Types of extensions
Within Google Ads, the following extensions are currently available:
• Location extensions
• Highlight extensions
• Call extensions
• Message extensions
• Sitelink extensions
• Extensions for website information
• Price extensions
• App extensions
Some of these extensions are static in nature. For example, a company’s location only has to be created once. If this location extension is added at the account level, it becomes – potentially – visible in combination with all ads.
However, there are also extensions that are dynamic in nature or whose content differs per ad group. This applies to price extensions and sitelinks in particular. The one-time linking of these extensions at the account level is possible, but often does not produce very relevant references.
ADchieve has developed a solution for dynamic ads. This solution makes it possible to create very relevant sitelinks and price extensions per ad group.
With an ad for a specific brand, for instance, you can use ADchieve to refer to products of that brand through the price extensions and sitelinks. You could think of the brand’s best-selling product, cheapest product or best-rated product, for example. A travel company can show the most popular trips per region. Or, at the product level, related products can be shown as they can often be seen on a website itself, as “others also bought”.
More data, better extensions
ADchieve ensures that these extensions are created and managed per ad. This is easy to set up. It’s important, though, that extra information about products is provided in the product feed. Examples include the number of items in stock or reviews of a product. Advertisers who can unlock this type of information can strongly set themselves apart in the Google Ads results with ADchieve.