Ad Extensions: The Underdogs of Ads

Ad extensions are add-on extras that can appear with search ads in SERPs. These add-ons appear in many forms, from additional sitelinks to phone numbers that you only need to click to call. These extensions are not required when creating an ad, acting as an ‘extra’, when really they should be considered an essential. Therefore, ad extensions can often be an under-appreciated or even ignored aspects of ads as they do not form the constant of the ad which will be seen.

Why use ad extensions?

Ad extensions are the perfect way to entice customers. They allow advertisers to offer extra information about their products/services which would not fit within the limits of the required ad copy. With just 3 headlines and 2 descriptions, a total of 270 characters, ad copy is limited and has to be prioritised. The use of extensions provides more space for ad copy, meaning more inviting information can be included. For example, the ad extension could provide a service catalogue of the most popular services offered, allowing customers to see if what they need is provided for.

Another benefit of ad extensions is their ability to take up SERP ‘real-estate’. Results show that the ads which take up more space in SERPs are more likely to be clicked. The best way to occupy this ‘real-estate’ is to have ad extensions, the more the merrier. However, it is important to only include the extensions if they are relevant, no one cares about clicking through to the sites privacy policy directly from a SERP.

But don’t forget..

Ad extensions can be neglected, it is important to review ad extension ad copy just as much as regular copy to ensure it is up to date. Things like promotions, prices and phone numbers can easily change, meaning the extensions which include this information need to update too.

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