How to Use Google Adwords Extensions to Improve CTR

By Marianne Chrisos - Published on September 19, 2018
How to Use Google Adwords Extensions to Improve CTR

Google AdWords have helped to revolutionize digital marketing and advertising. For many businesses, it’s helped to rocket their brand awareness and increase customer engagement. But ad campaigns are only successful if people are clicking on your ads. How can you increase your clicks and grow your business impressions?

Google AdWords Extensions are a useful add-on to your Google AdWords campaign. What are they? These ad extensions:

  • Are free to include in your campaign
  • Give you extra space for additional information, like a phone number, additional link, photos, and more
  • Can help improve your click-thru rate by up to 30%

Ultimately, these ad extensions help provide more useful and relevant information in your sponsored ad content, driving up the likelihood you’ll catch a customer’s eye and earn their attention. Here are some examples of how Google AdWords extensions can work for your business and provide more traffic to your site.

Sitelink Extensions

Sitelink extensions on Google AdWords allow you to add up to four landing pages beneath your sponsored ad URL. If a customer is looking for a specific page or category, this option can help save them time searching through your page and encourage them to click right to the page that’s relevant for them. Businesses chose various additional URLs, including store locators, a direct link to ordering online, or different product categories. Plus, each added URL has space for a brief description, giving you more real estate for your keywords.

Location extensions

This is a particularly useful ad extension for businesses with a storefront or physical location. This extension includes your address, a pinned map image, and a directions option. While clicking on the directions link won’t earn your business any additional clicks to your site, it may earn you a customer. Additionally, if a customer sees that you’re in a neighborhood they’re familiar with or associates your business with something easily found and easily accessible, they may click thru to your site and visit your physical location later after gathering some more information.

Product extensions

These extensions will automatically display images of your products with your search ad. With the addition of price, product descriptions, and images, you can appeal to customers who are more visually motivated or who are looking for a specific product. Google does require a Google Merchant account to set up this extension, but it’s a useful way to expose more people to your product and gives them more click thru options.

Rating extensions

Google AdWords provides two kinds of rating extension options. If your business has 30+ online Google Product Search reviews, with an overall average rating of at least 4 stars, you can choose to display that rating next to your ad. If you have a favorable online reputation, those 4 or 5 stars next to your business name in search can be hugely compelling to customers, often inciting them to click through to your business page.

Another extension option is to add a text review. If your business has been positively called out by a customer or earned a distinction, you can easily add that quote or text to your ad and link out to the positive testimonial. This is equally helpful in earning customer trust, encouraging users to click and learn more.

All the best practices of Google AdWords still apply when using extensions – you need to make sure your keywords are strong and relevant and that your CTA is clear and compelling. If one of your business goals is exposure and web traffic, PPC advertising like Google AdWords can help your business in big ways. Take advantage of Google AdWords Extensions to gain more traction with your audience and see more site visits.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a company near Dallas and contributing writer around the internet. She earned her master's degree in Writing and Publishing from DePaul University in Chicago and has worked in publishing, advertising, digital marketing, and content strategy.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a c...

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