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MKTG 349 Week 6- Benefits of Ad Extensions for Google Search Campaigns

A Google text ad is a window into your business. An ad shows what is being offered. Ad extensions allow advertisers to incorporate additional information into an ad. Using ad extensions provides benefits such as increased visibility, cost, and better-qualified leads.


Ad extensions increase ad visibility. In “The 10 Best Google Ad Extensions You Should Be Using”, Neil Patel discusses the benefits of ad extensions. Ad extensions have the potential of expanding ad space on a search page. In the example below, the Macy’s shoe ad is an average text ad. In comparison, the Shoe Carnival ad takes up more space on the search page. The Shoe Carnival ad used sitelink extensions that expanded the size of the text ad. Ad extensions create larger advertisements.



Include relevant ad extensions at no extra cost. According to Google Ads Help's article “About Assets", an ad with any ad extensions will be charged using cost-per-click (CPC). The advertiser will only pay when an individual clicks on any part of the advertisement. In the Shoe Carnival example, the advertiser will pay only once when an individual clicks on the ad or one of the extensions. Clicking any ad’s asset will be charged as usual using CPC.


Ad extensions produce higher-quality leads. Patel describes ad extensions as creating high-quality leads. Ad extensions provide a Google user with more information about a product or service. The information in the ad extension shows the individual what to expect on the landing page. Ad extensions can improve an ad’s click-through rate (CTR) because users are provided with more information. 


Three benefits of ad extensions include better visibility, no extra cost, and increased high-quality leads. Ads with ad extensions provide relevant information that improves CTR. Ad extensions require no additional fees. By using ad extensions, ads can increase their visibility. Overall, ad extensions can improve ad performance.


References: 

“About Assets.” Google Ads Help, Google, 2022, https://support.google.com/google-ads/answer/7331111?visit_id=638054259912478844-1160782501&rd=1#zippy=.  


Patel, Neil. “The 10 Best Google Ad Extensions You Should Be Using.” Neil Patel, 3 Mar. 2022, https://neilpatel.com/blog/essential-adwords-extensions/. 

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