How can you use ad extensions to improve your PPC campaigns?

1 Benefits of ad extensions

Ad extensions can help you improve your PPC campaigns in several ways. First, they can increase your ad relevance and quality score, which means you can pay less for higher ad positions. Second, they can enhance your ad visibility and attractiveness, which means you can get more impressions and clicks. Third, they can provide more value and convenience to your customers, which means you can boost your conversion rate and ROI. For example, if you use a call extension, you can make it easier for customers to contact you directly from your ad. If you use a location extension, you can show your customers where your properties are located and how to get there.

2 Types of ad extensions

Using ad extensions in your PPC campaigns can be beneficial depending on your goals and preferences. Call extensions enable customers to call you with a single click, while location extensions provide a business address and map pin to help customers find you. Sitelink extensions provide links to specific pages on your website, such as services or contact forms, while callout extensions emphasize special features or offers. Structured snippet extensions list categories or attributes that describe your business, and review extensions display positive ratings or reviews from third-party sources. All of these ad extensions can help customers get a better idea of what you offer and trust your reputation.

3 How to choose ad extensions

When choosing the best ad extensions for your PPC campaigns, you need to consider your target audience, business objectives, and budget. It is also important to test and optimize your ad extensions regularly as they can have an impact on your ad performance and quality score. To help you choose the right ad extensions, here are some tips: Ensure they are relevant to your keywords, ad copy, and landing page. Additionally, make sure they are useful and valuable to your customers. Furthermore, check if the ad extensions are compatible with the device and platform you are using. Lastly, ensure that the ad extensions are consistent and clear - avoid conflicting or confusing information such as different phone numbers, addresses, or offers. Additionally, be aware of how many ad extensions you use as too many or too few can clutter or limit your ad space.

4 How to create ad extensions

To create ad extensions for your PPC campaigns, you need to follow the instructions and guidelines of your chosen ad platform, such as Google Ads or Microsoft Advertising. Depending on your needs and preferences, you can create ad extensions at the account, campaign, or ad group level, and edit, pause, or remove them at any time. To do this, log in to your ad platform and go to the ad extensions tab. Select the type of ad extension you want to create and click on the plus button. Then fill in the required fields and options such as phone number, address, link text, or review source. After saving and applying your ad extension to your account, campaign, or ad group, review and monitor its performance and quality score.

5 Best practices for ad extensions

To make the most of your ad extensions, you need to follow some best practices and tips that can help you improve your PPC campaigns and outcomes. For instance, use different types of ad extensions to provide more information and options to customers, and make sure to use relevant and specific keywords and phrases. In addition, be sure to use clear and concise language with correct formatting when creating your ad extensions. Finally, keep your ad extensions fresh by updating them regularly with new offers, features, or links according to the season, the market, or customer feedback.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?