When you search for something in search engines like Google or Bing, the first results will most likely be a search ad, which is when advertisers pay platforms like Google to display their ad upon relevant searches for their product, service, or brand.
Frequently, those ads contain add-ons like extra links, a call button, a store address, prices, images, and more. Those add-ons are called Ad Extensions (now called โAssetsโ).
The intention is to give people more reasons to click on the ad and boost the Click Through Rate (CTR).
Reasons to use Ad Extensions
- There are no extra costs to use ad extensions
- According to Google, ad extensions can increase CTR by 10-15%
- Ad extensions help increase expected CTR, which increases Ad Rank and makes your ad show up higher on the page.
Most Common Ad Extensions
- Sitelink: It sends shoppers straight to the product, pricing, or contact pages.
- Call: Itโs a phone icon that gets instant calls from mobile searches when itโs clicked on.
- Location: It shows an address, map pin, or distance to your store.
- Image: A small photo that appears beside the text.
- Price: Show the price of the products or services before the click.
- Callout: Itโs a short text that highlights unique selling points, like โfree shippingโ or โ24/7 supportโ