Guide to Google Ads Extensions (Now Assets) for Maximum ROI

Google Ads extensions, now Assets, are effective tools that can greatly improve your ad performance by offering extra information to potential customers. These extensions make your ads more informative as well as increase their visibility and click-through rates, ultimately leading to higher returns on investment (ROI). Understanding how to leverage these extensions effectively can set your campaigns apart in the competitive landscape of Search Engine Marketing (SEM).

Many businesses, especially those engaging an digital marketing agency, may not fully utilise the potential of Google Ads extensions. By incorporating extensions into your ads, you can provide potential customers with more reasons to click on your ad, whether it’s showcasing your location, highlighting special offers, or making it easier for users to contact you.

What are Google Ads extensions?

As mentioned above, Google Ads extensions are additional pieces of information that expand your ads to make them more useful to users. They include phone numbers, additional links to your website, seller ratings, and more. These extensions are a powerful way to provide more context and value to your potential customers directly within your ad. Here are some key types of Google Ads extensions:

1. Sitelink extensions

These add additional links to your ad, directing users to specific pages on your website. This can help users navigate directly to the information they are interested in, such as a specific product category or a contact page. By offering multiple pathways, you enhance user experience and increase the chances of conversions by guiding visitors to the most relevant pages.

2. App extensions

If you have a mobile app, these extensions promote app downloads directly from your ad. By integrating app extensions, you can drive more downloads and engagement with your app, providing an additional touchpoint for customers to interact with your brand.

3. Lead form extensions

These are particularly useful for generating leads directly from your ad by allowing users to fill out a form without leaving the search results page. Lead form extensions can simplify the process for users to express interest in your services, making it easier to capture valuable customer information.

4. Callout extensions

These provide additional text to highlight unique selling points or special offers, such as ‘Free Shipping’ or ‘24/7 Customer Support’. Callout extensions are versatile and can be used to emphasise various aspects of your business that might appeal to different segments of your audience.

5. Call extensions

Adding a phone number directly to your ads, these extensions make it easy for users to call your business directly from the ad. This is highly beneficial for service-based businesses where direct communication is crucial. It simplifies the process for potential customers, especially on mobile devices, where they can initiate a call with a single tap.

6. Image extensions

Similar to video extensions, image extensions make your ads more visually appealing. By adding high-quality images, you can attract more attention to your ads and provide a clearer representation of your products or services.

7.  Promotion extensions

Highlight special sales or promotions, providing a direct link to the offer on your website. Promotion extensions can encourage users to take immediate action and create a sense of urgency, making them ideal for seasonal sales, limited-time offers, or special discounts.

 8. Price extensions

These showcase the prices of your products or services, helping users quickly see if what you offer fits within their budget. Price extensions can increase click-through rates by providing clarity and setting the right expectations for potential customers, especially those comparing options based on price.

9.  Affiliate location extensions

These extensions are useful for businesses that sell their products through various retailers. They show nearby locations where users can buy your products. This is particularly beneficial for manufacturers or wholesalers who want to drive traffic to their retail partners.

10.  Structured snippets extensions

These extensions allow you to highlight specific aspects of your products or services, such as ‘Destinations’ for a travel company or ‘Brands’ for a retail store. Structured snippets give users a preview of what you offer before they even click on your ad, helping them make informed decisions and increasing the relevance of your clicks.

 11. Location extensions

These extensions show your business address, phone number, and a map marker with your ad text. This is particularly useful for local businesses looking to attract nearby customers. It allows users to see how close they are to your location and can help drive in-store traffic. This type of extension is essential for businesses that rely on physical footfall, like retail stores, restaurants, or service providers.

 12. Multiple extensions

Combining several extensions can make your ad more comprehensive and appealing. Google allows you to use multiple extensions at once, which can provide a wealth of information to potential customers and significantly enhance the overall effectiveness of your ads.

How to implement Google Ads extensions effectively

Implementing Google Ads extensions requires strategic planning and understanding of your business goals. Here are some tips to make the most out of these extensions:

• Align extensions with campaign goals: Ensure that the extensions you choose align with the objectives of your campaign. For instance, if your goal is to increase online sales, using sitelink and price extensions can be very effective.
• Utilise all relevant extensions: Google allows you to use multiple extensions at once. Combining several extensions can make your ad more comprehensive and appealing.
• Monitor and optimise: Consistently evaluate the performance of your ad extensions. Google Ads provides detailed metrics that can help you understand which extensions are generating clicks and conversions. Use this data to optimise your extensions.
• Localise your ads: For businesses targeting local customers, location and call extensions can significantly increase foot traffic to your store.
• Highlight promotions and offers: Use promotion and callout extensions to draw attention to special deals or unique selling points, making your ad stand out from competitors.

The role of a professional SEM agency

Navigating the complexities of Google Ads and its extensions can be challenging. This is where a professional SEM agency comes in. An experienced SEM marketing agency can help you set up, manage, and optimise your Google Ads campaigns to ensure maximum ROI. They bring in-depth knowledge of the latest trends and best practices, ensuring your ads are always performing at their best.

While Google Ads extensions can significantly improve your ad performance, integrating them with a robust SEO strategy is essential for long-term success. SEO is highly competitive in Singapore, and businesses need to ensure they are visible both in paid and organic search results. A comprehensive digital marketing strategy that includes both SEM and SEO can help businesses dominate the search engine results pages (SERPs).

Conclusion

Google Ads extensions are powerful tools that can significantly enhance the effectiveness of your ad campaigns. By providing additional information and interactive elements, these extensions can help increase your CTR and conversions, leading to higher ROI. To make the most out of Google Ads extensions, consider partnering with a professional SEM agency that can provide expert guidance and management.

Ready to take your digital marketing efforts to the next level? With our expertise in SEM marketing, we can help you achieve your business goals and drive exceptional results. Contact Impossible Marketing today and start maximising your ROI with expertly managed Google Ads campaigns!