Ep 35: All About Google Extensions

Aug 13, 2021

Today on Marketing In 10, we’re talking Google ads best practices. I’ll walk you through the different types of ad extensions that are available to you and explain why they’re crucial to your accounts success.

Hey everybody, it’s Jim Lastinger. Welcome to another Marketing In 10. Today, we’re talking all about ad extensions in Google ads. It’s definitely not the most exciting thing in the world, but it’s one of those things that can kind of take your account from newbie level up to high-performing.

So ad extensions aren’t anything new. They’ve been around forever, but it’s always amazing to me to see how many accounts aren’t using them or aren’t using them as much as they can be.

There are several different types of ad extensions available, but the most common ones that I see are site links and call-outs. Site links allow you to show a list of important links that you want to show the searcher that goes alongside your regular ad copy. You can kind of think of these as additional landing pages that would be relevant to people searching.

Call-outs are simpler. They’re just short blurbs that you can use to entice clicks. So typically these are short little text blurbs, things like free shipping, hundreds of styles, those kind of things.

And those two types of ad extensions, site links and call-outs are pretty universal. Every account needs to be using those, but there are other ad extensions that certain types of businesses might want to use, like promo extensions, price extensions if you have prices on major products that you want to put forward, and there are some other ones too, that are very industry specific.

So at a high level, why are ad extensions so important? Well, there’s two reasons. First, ad extensions make your ads more prominent. Google doesn’t always display every ad extension that you have on your account, but they usually will show at least one, and that kind of depends on whether your ad is showing in the first position, second position, third position. Different positions on different searches are going to show different ad extensions.

But in general, the more ad extensions that you show, the more real estate that your ad is going to take up, which leads to the second reason that you need to use ad extensions. More prominent ads are going to get clicked more often. That means more clicks for you, a higher click through rate and higher click through rates can help your quality score, which theoretically can lead to lower cost per click. All those benefits that we’ve talked about many times before.

So if you don’t have ad extensions on all of your ads, then you need to start working on that today. You can set extensions at the account level. That’s what I would do first, but if you have vastly different campaigns or ad groups, you can set specific ad extensions at those levels as well when it makes sense.

And I’ll have show notes and a transcript available at jimlastinger.com/35. Feel free to reach out if you have any questions at all about ad extensions or Google ads at all.

That’s it for this week’s episode. I’ll be back soon with another episode of Marketing In 10. Until then, have a great day. Take care.

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