When using AdWords as an advertising platform, ad- 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 (for ideas on writing compelling description lines, feel free to follow this link). Currently, there are eight ad-extensions available for adverts on the search network:
- Location Extension
- Call Extensions
- Sitelinks Extensions
- Product Extensions
- Social Extensions
- Dynamic Search Ad Extensions
- App Extensions
- Review Extensions.
Ad-extensions can be very useful for bricks-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 ad- 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 ad-extensions can help localise bricks-and-mortar businesses.
5 Valuable Ad-extensions to Localise Bricks-and-Mortar Businesses
There are five ad-extensions which can help bricks-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:
- Call Extension: Google no longer allows advertises 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 have the opportunity to call you directly from your advert.
- 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.
- Sitelink Extensions: These allow advertises 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.
- Social Extensions: links up to your Google + page, which lead your +1s from our website and ads page to be viewed on your advert.
- Review Extension: This is a relatively new. Review extensions can be a summary of key points from a review, or a direct quote from a third party.
How Ad-Extensions can Localise Bricks-and-Mortar
Ad-extensions can localise bricks-and-mortar businesses, this can be achieve by adding your address, allowing your leads to call you, and using relevant recommendations. In turn, by utilising ad-extensions, bricks-and-mortar can decrease irrelevant clicks, especially if you are too far for the lead to travel to.
Ad-extensions allow local businesses to localise the proximity of their AdWords advertising. Further, ad-extensions make the advert appear larger, and provide advertises 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!