When using Google AdWords as an advertising platform, ads extensions are optional add-ons that can be used to include additional content within your advert; they appear underneath or above the two description lines. The two description lines are seen in each advert (get some ideas on how to write compelling description lines).  

Currently, there are eight ad extensions available for adverts on the search network:

1. Location Extension
2. Call Extensions
3. Sitelinks Extensions
4. Product Extensions
5. Social Extensions
6. Dynamic Search Ad Extensions
7. App Extensions
8. Review Extensions

Ad extensions can be very useful for brick-and-mortar businesses because they can localise their service. For example, a location extension allows advertisers to include their address underneath the two description lines. Recently, Google has changed its algorithm to include the extension when evaluating where the advert will be positioned. In turn, by using ad extensions effectively, you may be able to increase your advert’s position.

This article will cover:

• 5 ad extensions that bricks-and-mortar businesses can utilise to localise their business on AdWords and;
• How extensions can help localise bricks-and-mortar businesses.

5 Valuable Extensions to Localise Bricks-and-Mortar Businesses

There are five ad-extensions that can help brick-and-mortar businesses to localise their business. When thinking about localising business, we need to think about location, contact hours and testimonials. This can be achieved using these ad extensions:

1. Call extension
2. Location extension
3. Sitelink extension
4. Social extension
5. Review extension

1. Call Extension

Google no longer allows advertisers to have their number in the advert, thus a call extension can be used. If you decide to advertise on mobile phones, a ‘click-to-call’ button will appear which allows leads to having the opportunity to call you directly from your advert. 

2. Location Extension

With bricks-and-mortar businesses, your location is imperative. Your location extension filters in through your Google Places account. This allows leads to view your address, which may increase the probability of a conversion, especially if you are local to the lead.

3. Sitelink Extensions

These allow advertisers to have additional links to other pages on your website. For example, you can have one called ‘Contact Us Today’ and this link will directly lead the click to your contact page with your enquiry form.

4. Social Extensions

This links up to your Google + page, which leads your +1s from our website and ads page to be viewed on your advert. 

5. Review Extension

This is a relatively new addition. Review extensions can be a summary of key points from a review, or a direct quote from a third party.

Ad-extensions can localise bricks-and-mortar businesses, this can be achieved by adding your address, allowing your leads to call you, and using relevant recommendations. In turn, by utilising ad extensions, bricks-and-mortar small businesses can decrease irrelevant clicks, especially if you are too far for the lead to travel to.

Final Remarks

Ad extensions allow local businesses to localise the proximity of their AdWords advertising. Further, ad extensions make the advert appear larger, and provide advertisers with the opportunity to use other elements that may lead to an increase in conversions.   

If you have any questions, feel free to comment below!