In an increasingly competitive market, businesses try to gain as much search engine page real estate as possible to make them stand out against the competition. However, gaining page real estate can be difficult as Google and other search engines continuously evolve the layout of search engine results pages. Advertising space on results pages has increased and advertisers must work to make their ads more robust than their competitors in order to stand out. On the Google Ads platform, advertisers utilize Ad Extensions to accomplish this goal.
What is an Ad Extension?
An Ad Extension provides additional information to the typical ad copy that give people more reasons to choose your business. As shown in the screenshot below, Ad Extensions are boxed in red. There are multiple types of ad extensions. In this case, the extensions include types, the location of the nearest store, and sitelinks that link to internal pages of the Nike website. Other types of extensions include phone calls, text messages, special pricing, and promotions.
How do Ad Extensions boost ad performance?
When utilizing multiple ad extensions, an advertiser can increase their ad real estate by over 100%, as shown in the example above. With all the additional information provided through Ad Extensions, people are more likely to click on ads that contain them. The click-through-rate data for ads with extensions is clearly much higher than for those without.
When creating a Google Ads campaign, it is important to know ways to improve the overall ad content that a person will see. With the expertise of an experienced search marketer, you will see higher interaction rates with your ads. Let us know if Brand Ranch Media can help you improve your search marketing campaigns.