Devendra's SEO Diary

How to Make Google Ads Relevant with Search Ad Extensions

Every single query on Google reflects a specific consumer need. Whether users are looking for general information, a product, a location, or something else, they want results that are relevant to them. This is also true with ads: Using the right ad extensions improves user experiences and increases engagement. 

How search ad extensions can improve a user's engagement ?

• Relevant Information:- Users search on Google because they're looking for an answer to a specific query. This is the core of Google’s mission.
• Information based on their moment: Users are now consulting multiple sources across multiple devices and have become more demanding and impatient to get results. To help users, Google has to quickly provide results that meet their intent, interest, location, and more.
• Ads that contribute their experience: Ads are a part of the Google ecosystem and follow the same rules. They have to be relevant to provide a good user experience and encourage users to take action.

That’s why, in order to respond to user behavior and demand, Google offer various ad extensions that provide the right users with the right information at the right moment.

Why does ad extensions matter to users? 

Providing relevant ad extensions encourages users to make more informed decisions and take action.

• Increased engagement: Using ad extensions that make sense increases the likelihood of matching a user's moment and addressing their signals, like intent, device, interest, location, etc. As a result, your ads will be more relevant and draw higher engagement.
• Better ad quality: Ad formats will impact Ad Rank. When calculating the expected impact of formats, we look at factors such as relevance, clickthrough rate, and prominence of the ad format.
• More qualified leads: Giving users relevant information up front often translates into more qualified leads. Because users know what to expect when they arrive on your website, they're more likely to fulfill the action fostered by the ad.

Choose the right Ad Extensions:

• Using the right ad extensions improves user experiences and increases engagement. 
• Ad extensions enrich text ad by showing extra information about the advertiser's business. 
• Google Ads automatically serves the ad extensions that are predicted to have a positive impact on performance.
• At any given time, up to four extensions can show for a particular query or device.

Type of Search Ad extensions:- 

• Universal extensions: There are three extensions every marketer should be using to enhance their text ad: sitelinks, callout extensions, and structured snippets.
• Sitelinks: Sitelinks are additional links that appear just under the text of your search ads, directing users to specific pages of your website.
• Structured snippets:- Structured snippets allow you to describe features of a specific product or range of products or services offered by the business before users click on the ad. Structured snippets highlight specific aspects of the products or services offered, while callouts highlight what makes a whole business unique.
• Location extensions (Give directions to the business) :-  Location extensions let you show your business address, phone number, and a map marker alongside your ad text. On mobile devices, there’s a link with directions to your business.
• Call extensions:- If you’re looking to get calls from customers, use call extensions. These extend ads with a phone number, allowing mobile users to directly call your business.
• App extensions:- App extensions are great if you have an app to promote. This format gives you the option of driving traffic to your website or the app store from a single text ad.
• Price extensions:- Price extensions let you showcase your services and range of products alongside their respective prices. They’re available globally in several languages and currencies. Price extensions provide a better customer experience by setting clear expectations from the very first touchpoint.
• Promotion extensions:- Promotion extensions allow you to quickly and prominently display information about your promotions without having to update every single ad.
• Automated Ad Extensions:- Even if you don’t manually create ad extensions, Google Ads will serve dynamic ad extensions when the system believes this will have a positive impact on performance. The content for automated extensions is carefully generated by machine learning and support by a dedicated team within Google. 
• Seller ratings (stars) extension:- Seller ratings are an automated extension that lets users know if your business is highly rated for quality service. Google receives data from the following data sources, which can be used to generate a seller ratings score.

Source: https://bit.ly/2XEY04r

Posted By Devendra Prakash Jaiswal
10:07 AM