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MKTG 349 Week 6- Google Ads Search Campaign’s Universal Ad Extensions

Google Ads offer a variety of ad extensions to add additional information to an ad. The ad extensions an advertiser chooses are based on goals. A few goal-specific ad extensions are location, call, app, and price assets. With numerous ad extension options, advertisers can be overwhelmed. In “Google Ads Tutorials: Ads & Extensions”, Google Ads identify callouts, sitelinks, and structured snippet ad extensions that can be universally used for all marketing objectives.


Callout ad extensions can increase the performance of an ad. In Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners, Todd Kelsey describes the beneficial ad extensions. Callout extensions add value propositions or unique qualities of the business to an ad. A callout can include phrases such as low prices or free shipping. For example, L.L. Bean lists a return policy in their callout extension. Callout extensions provide users with unique business information.



Text ads can include sitelink extensions. Google Ads Help discuss the details of sitelink extensions in “About Sitelink Assets”. The extension incorporates additional links to the company website that may interest users. In the example below, there are sitelink extensions under the Adidas text ad. Sitelink text is limited to 25 characters per link. At least 2 sitelinks are required for a sitelink to appear on desktop or mobile ads. Sitelinks can be updated at any time allowing advertisers to test links. The extensions can also be tracked to review the number of clicks on the ad or individual extension. Sitelink extensions provide additional links a user could be interested in.



Structured snippets provide users with valuable information. In “About Structured Snippet Assets”, Google Ads Help explains the importance of the extension. Structured snippets showcase specific aspects of products or services. After selecting a header, an advertiser adds values based on the header. In the example below, L.L. Bean’s advertisement uses the header types and lists outdoor products the store produces. Users can instantly identify more about the products or services offered before clicking the ad. Structured snippet extensions allow users to make more informed decisions. 



Callouts, sitelinks, and structured snippet assets are universal extensions for Google Search campaigns. Each extension provides valuable information to improve ad clicks. Callouts provide unique aspects of the business. Sitelinks show additional landing pages on the business website. Structured snippet extensions incorporate aspects of products and services. The three types of extensions can be a valuable addition to a Google Search campaign.



References:

“About Sitelink Assets.” Google Ads Help, Google, 2022, https://support.google.com/googleads/answer/2375416.  


“About Structured Snippet Assets.” Google Ads Help, Google, 2022, https://support.google.com/google-ads/answer/6280012.  


“Google Ads Tutorials: Ads & Extensions.” YouTube, uploaded by Google Ads, 19 May 2022, https://www.youtube.com/watch?v=Yk2TVH6MsE8. 


Kelsey, Todd. Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners. Apress, 2017. 

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