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Discover How You Can Boost Your Google Ads Performance with Callout Extensions

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Discover How You Can Boost Your Google Ads Performance with Callout Extensions

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Tips to get more results with Google Ads

Ad extensions improve the user experience and are an important feature to use in Google Ads. Learn all about them.

Ad extensions are an important Google Ads feature that can help improve the performance of your campaigns. However, because there are many, it is essential to know the best moment to use each one of them in your strategy.

Check out the options for ad extensions, their characteristics and how to use each one.

Understand in this Google Ads Course how to use the Search Network to generate more traffic, conversions and sales. Improve the performance of your campaigns.

What Are Ad Extensions?

Ad extensions are a way that Google Ads makes it possible for you to provide additional information to your audience in your campaigns. That is, they are snippets of data that you can insert to make the campaign more segmented.

There are several types of ad extensions, each with its characteristics and advantages in order to generate more efficiency and success in campaigns.

As Google ads have limited characters, extensions are primarily intended to increase this space by adding more information to customize your strategy.

For example, let’s say you’re advertising a massage service with equipment in your establishment. Surely your audience needs to come to you, right? Then just use a location extension and let the public know where to go to access the service!

With this you can have more chances of conversions, reach and engagement in your ads. This is because using the appropriate ad extensions for your audience and segment, you will have more assertiveness in the campaign, making the experience with your ads richer and more effective.

Why Use Ad Extensions?

Ad extensions are more than just a tool to grab your audience’s attention and convey more information, on top of that, they help improve your ad performance.

They help to increase visibility, as they take up more space on the screen and convey information that may be relevant to the user without you having to pay more for it.

In addition, ad extensions make your creatives more attractive, usually at an additional cost per click that is less than the cost of moving up one position.

Learn about the main advantages of using ad extensions in your campaign:

CTR improvement

Extensions are proven to improve CTRs in campaigns. That’s because the prominence they give to your ad helps to attract the public’s attention.

According to Google, a quick extension known as a sitelink can increase CTR by up to 15%.

Therefore, by increasing your CTR rates, you can infer that the quality of your ads is improving, and you can invest even more in information that will make your ad even more relevant.

Greater Visibility

If highlighting increases clicks, it also contributes to brand visibility. Therefore, it is recommended that extensions be used by brands that seek to be more recognizable.

Increased visibility not only contributes to higher conversion rate (leads/sales) but also to understand audience awareness. That is, the higher the click-through and conversion rates, the more interesting your ads will be and also how efficient the ad extensions will be for your campaign.

Reach the Audience Who Really Wants to Buy

Each time you add a new ad extension to your campaign, it becomes even more personalized and targeted to your ideal audience.

This ideal audience is the one who is already interested in your product or service, just a little push to perform the desired action. The motivator will be your ad, which will have enough information to attract and make that person become a consumer of your brand.

Control CPCs with Bidding Without Removing Ad Extensions

According to Google itself, ads that appear in higher positions are more prominent and more valuable to advertisers. As a result, higher positions typically have a higher actual CPC.

Extensions also make ads more prominent and make them more valuable, so it’s a way for you to get more relevant placements without necessarily having a higher actual CPC.

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Types of Ad Extensions (Learn More About Features)

The best way to choose which extensions to use for your ad is to follow a basic two-step path.

First you need to know what your ad’s purpose is. From there, we can think of extensions that help with this objective to move on to the next step.

Second, you need to review the ad extensions that contribute to achieving that goal and select the ones that are most likely to perform best for your specific ad.

Next, we’ll think about your ad objectives and show you the right time to choose each one.

Objective:

Get the customer to contact your company.

There are basically two ad extensions that can help you achieve these goals:

1. Call Extension

Ideal for when you want your ad to generate leads for your business. So if you work with an Inside Sales process, this is an excellent way to go.

You can set a business hours so that the extension only appears when the business can answer phone calls. The call click cost is the same as a website.

On computers, this extension will just appear as a phone number that users can call; on mobile, this number is really clickable, and with just two taps someone can call your business directly from an ad.

2. Message Extension

Like the call extension, this extension allows the inclusion of a button that will make the customer contact you. In this case, through messages that can be sent to your cell phone messages or to an email.

An excellent option is to send a standard message text, which can be delivered to the customer right after the click. This way you reduce friction in sending messages and maximize button usage.

Objective:

Get More Conversions.

There are several extensions that help improve conversions on your website. However, it is important that you correctly configure conversions and goals in your Google Ads so that the service knows how to direct the ad to an optimized audience.

Sitelink Extension

You must have seen ads that feature several other links from the same site below, right? This is the sitelinks ad extension.

Basically, you can fill this space with commercially interesting pages for your business, such as “opening hours” or “ask for a quote”.

This extension is suitable for use in generic advertisements like “hairdresser” or “mechanical shop”.

Additionally, it lets you add small snippets of information that essentially act as CTAs that, when clicked, will take users to the main pages of your business website.

Callout Extension

This is an ad extension that allows you to add some text below your description. Therefore, it is ideal for highlighting a benefit of your product or service amid all the advertisements, especially those of your direct competitors.

For example, you can use this extension to add text like “open 24 hours” at the end of your ad. That way the public won’t have questions about who to call if they need service in the middle of the night.

Structured Snippets Extension

Although very similar to the callout, structured snippets have another function, they serve to list options.

For example: if you advertise a travel agency, you can structure an excerpt with the title “destinations” and follow with a list of places to travel, such as Cancun, Orlando, Hawaii, among others.

The difference between creating a snippet or simply making a callout in this format is the Google Ads algorithm. The service will use machine learning to determine which headers and inner values are performing best, maximizing conversions.

Price Extension

If the prices of your products are a differentiator that can help convince the customer to choose you, this is your main extension. This is also an excellent way to favor the sale of one product or service over others when you need to.

By the way, this is a great option to make your ads more competitive, offering extremely relevant information, even before the public gets in touch with your brand.

Especially if your price is more interesting for customers compared to your competitors. That way, you’ll get more clicks, increasing your ad’s relevance and chances of conversion.

Objective:

Take the customer to the establishment.

These extensions focus on helping your audience find your business when they need it. For businesses that rely on rental visits for profit, this is the way to go.

So these are the extensions to master if you have a restaurant, beauty salon, mechanic or other such establishments.

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Location Extension

This extension is recommended to attract people. In addition to helping the customer reach you, it also serves to impact the closest audiences. After all, if your establishment is nearby and your competitors are far away, you will most likely become the first choice.

People can click or tap the extension to see more details on the location page, which includes the most relevant information about your business in one place.

Additionally, you can include a phone number or a “call” button in your location extensions. So users can call your business easily.

Affiliate Location Extension

If your business relies on the help of affiliates for sale, this is your extension. With affiliate location extensions, people find nearby stores that sell your products.

For example, let’s say you advertise a brand of juice that is available in some supermarkets and grocery stores. With this extension, the ad will take the customer to the points of sale, and not to your establishment.

Goal: Increase app downloads.

Application Extension

There are not multiple ad extensions for this purpose, just one. The app extension is fully focused on helping people to download an app on Android and iOS devices including tablets.

This allows people to click your ad headline to go to your website or the link that takes them to your app. App extensions are a great way to provide access to your website and app from a single ad.

This is a useful tool both for companies where the app itself is the product and for those who use apps as a loyalty tool.

Objective: Increase lead capture.

Lead Form Extensions

The lead form extension is ideal if you want your audience to interact directly with your ad, that is, for them to submit information in a form that will be attached to your ad.

With the lead form extension, it will be easier to fill in your details from your cell phone without the user needing to access your website or landing page.

Therefore, the integration of the registration form extension can be essential for the user to decide whether or not to contact your brand, further increasing the chances of conversions.

Image Extensions

Image extensions are ideal for ads that want to engage their audience through visuals.

Images are essential to impact customers, especially if you have products or services that have a good visual appeal. By inserting images in ads, the trend is that you can bring even more prominence to the ad, manage to increase the CTR and, consequently, improve your results.

So when the Ad appears to the Audience, it will look like this:

• Title;

• Descriptions;

• URL;

• Your image.

How to Add Google Ads Extensions

Adding Google Ads ad extensions is easy, but there are a few things to keep in mind before you get started.

One very important thing you need to know is that extensions are not always displayed. Extensions are designed to improve your ad’s performance, so they will only show when the chance of this happening is high.

Another situation where extensions appear is if your position is high enough, as Google requires a minimum ranking to show extensions. But don’t worry, extensions will only be charged if they are displayed.

A Google recommendation is to add at least four extensions to your ad. Choose the extensions that you think are the best fit for your campaign and start advertising them to improve your chances of reaching your target audience.

Remember to set a goal to choose the extension that can bring you the best results.

Google Ads Extensions

To add an ad extension, you’ll first need to sign in to your Google Ads account and add a new campaign. We already have a text teaching you how to create your campaign and your ad.

With your campaign created, select the “Ad extensions” menu and check the options you want to add. Then just edit the extension according to the format and needs of each one.

Enjoy and learn more about the types of ads available on Google Ads and make a smart choice in your campaigns.

Almost 41% of the world’s internet users choose to browse the web through Google Chrome, which corresponds to just over 3.2 billion people. The staggering numbers reveal just how popular the browser from the world’s leading technology company is. See the comparison below:

FAQ – Frequently Asked Questions About Extensions for Google ADS

1- How to minimize impacts and make your results on Google Ads better and more linear?

The answer is only one! Optimizing your campaigns through Google Ads extensions. This will make better use of your budget, producing greater chances of generating clicks, attracting qualified traffic and conversions.

2- How to identify an extension in Google Ads?

Do a quick Google search and view ads that have different formats from each other. You will find sponsored links with a button for phone calls, others with testimonials, with reviews, with link structures, in short…

3- Is there a universal answer for such behavior of Google Ads campaigns?

In fact, the most we can say about this, more generally, is that there are some factors that impact the performance of ads, which can make a campaign good or bad at certain times.

4- What is Google's recommendation for extensions?

For your ad to be eligible, you must create at least two callouts per account, campaign or ad group. But don't overdo it, Google recommends creating a maximum of four per level. Use short texts: be objective, use 25 characters or less.

5- What to do when the ad is disapproved in Google Ads?

Find the ad or features you want to fix on the "Ads and features" page. In the status column, you'll see "Disapproved" or "Eligible (Limited)". Hover over the status to see the policy violation. Click Read policy below the disapproval reason to learn how to fix the ad.

Conclusion

Callouts make your business stand out!

Using Google Ads’ own performance report, you can check which callouts perform best.

You can analyze which has the lowest Cost per Acquisition (CPA), the highest click-through rate (CTR) or the highest conversion rate, so you can disable the worst performing ones and create new ones, thus promoting continuous improvement.

Therefore, it pays to use callout extensions in your ads.

After all, you help customers by giving them more information about your business. Also, you can make your ads bigger.

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