When it comes to buying PPC (Pay-Per-Click) advertising on Google Ads or Microsoft Advertising, many people with prior experience are likely familiar with setting up Ad Extensions, which act as a tool to expand on the key message of an ad in greater detail. This helps the general public understand the core point of the ad campaign, and on top of that it makes the ad more interesting, more appealing, and more prominent than other ads that have no extensions set up.
Of course, Ad Extensions, or “ad extensions,” are designed to serve a wide variety of purposes, but the most important purpose, or main objective, is to improve the overall performance of the ad and make it look more appealing. In reality there are dozens of types of Ad Extensions to choose from, but in this article we will introduce 4 Ad Extensions that you really shouldn’t miss out on using.
1. Image Extension
It has to be said that the Image Extension is something very new, since Google only just released it for use during the Google Marketing Live event in 2021. The first ad extension we have chosen to introduce in this article is called the Image Extension, which is an ad extension that uses images as a supporting element. This is an ad extension that marketers around the world are now widely adopting, because this image-based ad extension helps add interest and create appeal that draws more attention from people interested in your products or services.
Image Extensions can be displayed on both desktop and mobile devices, but you first need to understand that these images are not Banner Ads in any way. Therefore, you must comply with various requirements before you can start using them, such as:
For the setup, the very first step is that the user account must pass all of the requirements above. After that, you simply go to the Ads & Extensions function page and click to select Image Extension (if the user account does not meet the requirements, you will not see this function). In addition, in actual use, if any marketer does not have stock images on hand, they can use the Dynamic Image Extension function, which lets the system collect image data from the website’s Landing Page so it can be put to use as well.
2. Structured Snippets
As for the Structured Snippets ad extension, this is something both marketers and the general public are probably already quite familiar with, because it is one of the ad extensions that adds information about products or services. Simply put, anyone who is searching for a particular product or service and comes across an ad using this extension can immediately understand what this website sells or what services it provides — it is essentially like a preview of the website’s information.
The Structured Snippets extension also offers many Headings to choose from, such as:
- Amenities
- Brands
- Destinations
- Degree Programs
- Courses
- Featured Hotels
- Insurance Coverage
- Neighborhoods
- Service Catalogs
- Models
- Show
- Styles
- Types
There are various headings to choose from for use according to the products or services of your business. However, the information you put into a Structured Snippet must match the main heading, otherwise the system will not Approve the use of the Ad Extension, and you should enter at least 3 or more items per heading.
3. Price Extensions
The third type of ad extension expands the section that displays product prices for items. It is mostly suited to E-Commerce websites, which can take full advantage of displaying product listings together with prices.
In terms of display, it is like other Ad Extensions — it appears below the main ad text, and you can add up to 8 items.
The Price Extension ad extension offers various types to choose from, as follows:
- Brands
- Events
- Locations
- Neighborhoods
- Product Categories
- Product Tiers
- Service Categories
- Service Tiers
- Services
In addition, for websites that have products or services whose prices cannot be stated in a straightforward way, you can still set prices using the “From”, “Up To”, and “Average” functions. But to note for now, in Thailand the Price Extensions ad extension does not yet have the Thai baht currency available for use — we may have to wait for an update from Google in the future.
4. Call Extensions
The last ad extension we will introduce is called Call Extensions, which is a call ad extension that displays a phone number to the general public. It is considered useful for businesses or websites that want customers to contact them directly by phone. As we all know, a phone number is highly relevant to today’s marketing strategies, since mobile phones have become a primary factor in how large numbers of people search for information. Picture this: if you want to book a hotel to get away from exhausting work, simply searching for the hotel’s name and being able to tap to call and get in touch right away — how convenient is that?
As for things to watch out for when using it, don’t forget to always schedule when this phone-number extension is shown, otherwise people may be calling and burning up the line 24 hours a day for sure. And the phone number you use must also appear on the website page, otherwise the system will not allow you to use it.
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