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Darren Vassallo
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Boost Your AdWords Campaign with Ad Extensions

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Every business has great things they would like to showcase to their potential clients. Unfortunately, there is only so much that can be displayed in a basic Google ad. Here are a few ad extension types that allow you to showcase more information about your business.

Call Extensions

The phone number, for most businesses, is the most important conversion path for clients to reach you on. You cannot add the phone number to your ad text but you can include it as an extension.

Having the phone number in your ad will:

  • Display a clickable call button with your ad
  • Cost the same as a headline click
  • Only appear on devices capable of making calls (for call-only campaigns)

Location Extensions

This extension is really important for businesses that encourage users to visit their location. To include this extension, you will need to have a Google My Business listing linked to your AdWords account. Once set up, the location extension can show your business address, phone number and map marker within your ad text.

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Sitelink Extensions

Sitelink extensions display links to specific pages on your website beneath the text of your ads. These extensions allow the same amount of text as your basic ad text, which is why, if used correctly, it can be an important inclusion to make. By adding sitelinks, you are exposing different areas of your business offering and also setting yourself apart from the competition.

App Extensions

App extensions will showcase your app below your ad text. If you have an app, this extension should definitely be added to your AdWords campaign. By clicking on this link, the users can either go through to the app’s description page through the app store or begin downloading directly from the ad.

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Call-out Extensions

Like all extensions, it doesn’t cost extra to have call-out extensions but it will give your ads more information about your business. If you offer free shipping or free quotes, then call-out extensions are a great way to display this information.

One thing to keep in mind about extensions is that they don’t always appear in a search result. As an example, when you enable more than one extension for an ad, there’s a chance that not all of them will appear.

Factors that are taken into account when showing extensions are:

  • The positioning of your ad in the search results
  • Your ad rank
  • Your keyword’s quality
  • Other extensions that are enabled

Make sure your ad campaign is taking advantage of extensions as it could be one of the things that will set you apart and bring in quality traffic to your website.

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By Darren Vassallo


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