If you are using Google Ads to boost your website conversions and sales, chances are you’ve found yourself constantly looking for ways to improve your click-through rate (CTR). The click-through rate refers to the percentage of users who click on your paid search ads versus the total number of unique impressions, and it is the number one metric for Google Ads’ success and effectiveness.
However, a high CTR does not automatically translate to a significant return on investment (ROI) for your advertising expenditures. Google Ads follows a cost-per-click system, which means you only get charged per click your ad receives. While this may sound enticing, a frequently clicked ad with lackluster conversions may still result in enormous expenses without much to show for it. In short, you may still end up with a deficit. To maximize your ROI on Google Ads, you need to know how to improve your CTR and conversion rate.
One of the best ways to enhance Google Ads performance is through ad extensions. They allow you to supplement your paid ads with additional information and customize it to show details or facets of your business that you want to put in the spotlight. A minimum Ad Rank is needed to display extensions on your ad, but they are easy to set up and offer great returns.
Automated extensions are added automatically when Google Ads predicts these will improve your ad performance. No setup is required for automated extensions, so these won’t show among your options when you’re creating manual extensions.
Automated extensions can give you more robust ads and more chances to win new customers. When an automated extension is predicted to improve your ad’s performance, Google Ads automatically creates and displays it below your ad. Most automated extensions are eligible to show with all ad types, however, a few only show on desktop and laptop computers.
Benefits of Google Ads Extensions
Using extensions sets your paid search ads apart from the competition. You won’t only be displaying a website title with a meta description (snippet of your website’s content); you can also flash important details, marketing offers, and selling points. Ad extensions have also been proven to increase the CTR by several percentage points since it provides searchers with more ways of interacting with your ad. If strategically used, you can also use extensions to qualify leads and increase your conversions.
Having extensions on your Google Ads can also increase your Ad Rank and ad position, resulting in greater visibility and lower cost-per-click. Moreover, extensions are free, and the cost of clicks on ads with extensions is the same as on regular ads!
This article highlights manual ad extensions and the specific benefits they bring to your business. While there are over ten manual extensions you can choose from, we will focus on the seven most versatile and valuable types for increasing CTR and conversion rates.
#1 – Sitelink Ad Extension
Number one on our list is site link ad extension. It allows you to add two to six clickable links, which could feature specific products or services, special offers, frequently asked questions (FAQ), highlighted content, or more. You can add links to your Facebook, Twitter, YouTube Channel, or LinkedIn. Each link must land on a unique URL, and it can have a two-line description with a maximum of 80 characters.
WHY WE LOVE IT: The site link extension is perfect for expanding your paid search ad. It is the most real estate-heavy extension, making your ads more noticeable at no extra cost. The links you feature give users more insight into what your business offers and allow them to go directly to important pages. In other words, you can significantly reduce your customer conversion time by cutting the sales funnel route.
TIP: Create appealing and relevant landing pages for your links to encourage visitors to stay on your site!
#2 – Lead Form Ad Extension
The lead form ad extension takes second place with its versatile format. It displays a button that routes searchers to a form where they can submit their contact information – name, email, and phone number. You can change its call-to-action from “Contact Us” to “Book Now,” “Get a Quote,” or others. If the searcher is logged into Google, Google’s autocomplete fills out the form, incentivizing the user to submit.
WHY WE LOVE IT: Since it takes an amount of trust for someone to leave you their details, you get more qualified leads per click with this extension. It is also a convenient alternative to the more popular call ad extension because it can cater to people who are not available for a call at the moment or are browsing through their desktops or laptops. Plus, you capture both a user’s email and phone number!
TIP: The lead form is best paired with another extension to maximize CTR and conversion rates!
#3 – Call Ad Extension
The most popular ad extension deserves no less than the third rank in this list! The call extension complements your ad with a call button or phone number that people can use to contact you directly. Google assigns the phone number and is tracked separately from ad clicks, but each call costs the same as a click. This extension is also available on desktop formats, but it may have a diminished effect.
WHY WE LOVE IT: In the world of digital advertising, a call from a lead is comparable to a diamond! Calls display an eagerness to know more about your business and open up lines of communication for you to drive your sales pitch and guarantee quicker sales. The call ad extension lets prospects contact you without typing your phone number, which translates to a higher chance of engagement.
TIP: This ad extension works best if you have a standby team for incoming phone calls!
#4 – Price Ad Extension
As the name suggests, this extension adds featured products or services with the exact price. When visitors click on a price extension, they will be routed to a unique link leading to the item featured. Google displays a maximum of eight pricing cards per paid ad, and you can feature anything from brands, events, services, or product tiers.
WHY WE LOVE IT: While the price extension is number four on our overall list, it’s our number one when it comes to lead qualification! When your pricing range is displayed on search results pages, only people with the means and willingness to spend the amount indicated on your ads will click through. That can save you money on cost-per-click expenses while gathering leads that are sales-ready!
TIP: Feature your most popular products to entice searchers and encourage more clicks!
#5 – Location Ad Extension
If your business has physical stores or outlets, you can’t miss out on the location ad extension. A business address and map marker will be displayed below your ad copy when your paid search ads appear online. For users on mobile formats, clicking on the location extension will show them the directions to your declared address. You only need to link your Google Ads account to Google My Business to use this extension. You can also add multiple addresses, and Google will feature the location closest to the searcher.
WHY WE LOVE IT: The location ad extension allows you to generate digital traffic for your website while driving foot traffic to your physical venues simultaneously! It also gives prospects near you more incentive to check out your business once presented with the added convenience of proximity.
TIP: Partner this extension with the callout extension to give users more information about your services!
#6 – Callout Ad Extension
Callout extensions may be the simplest of the bunch, but they also pack a mean punch. Google permits you to add two to six callouts, limited to 25 characters each. These are intended to highlight features of your business’ products and services. They are either blended into the ad copy or placed directly beneath it, separated by bullets.
WHY WE LOVE IT: Callout extensions can be used for anything from “free shipping” and business hours to main value propositions and selling points. They are versatile and effective in supplementing your ad copy with additional details to convince searchers to click through.
TIP: Google won’t display all your callouts, so create six (maximum) to ensure visibility!
#7 – Promotions Ad Extension
Last on our list is the promotion ad extension. It highlights sales and discounts for your products and services and can be scheduled to automatically activate or deactivate at specific events, like Halloween, Black Friday, or Back-to-School. The promotion extension is not available year-round, so you must visit Google’s documentation to view the list of occasions this extension caters to.
WHY WE LOVE IT: The promotions extension lets you capitalize on the hottest trends and seasons! Suppose you have a 50% sale on all products on Black Friday. Publicizing that on your paid search ads encourages users to visit your site and take advantage of that limited-time offer!
TIP: Using a promotion extension with price extensions can guarantee higher CTR and better-qualified leads!
Go Big With Google Ads Extensions for Higher CTR and Conversion
If you want to get the most value out of your Google Ads, manual extensions are the way to go! Not only are they free, but they also improve your CTR and provide better chances at conversion. However, keep in mind that Google will not always display your extensions, and it depends on whether it predicts ad performance improvement based on a user’s search intent. To fully maximize your ad spend, use as many extensions as possible, as long as they fit your business model.
Overall, Google Ads’ manual extensions make your paid ads more prominent and targeted. You get the opportunity to pitch your business better to your target market at the same price. It also has the potential to increase your ROI by qualifying leads and skyrocketing your conversion rates. The key is to keep the ad copy and extensions compelling, hyper-relevant, and value-adding.
Explore which one of these manual ad extensions work best for your brand! If you need help managing your Google Ads or would like to consult about search engine optimization (SEO), website design, social media management, or other marketing needs, drop us a line here at Lauer Media Company, and we’ll be happy to help!