Ad Extensions

Why you need to use ad Extensions – Sitelinks, Callouts and more

  • September 26, 2019

Recently, Google introduced a new type of ad extension – image sitelinks in select countries around the world. This motivated us here at Verhaal to remind our clients and readers why they should use sitelinks, call-to-actions (CTAs) and other ad extensions in their Google AdWords campaigns

In digital advertising, it is very important to have a good Search Engine Marketing (SEM) strategy, i.e. a great mix of Search Engine Optimization (SEO) and Search Engine Advertising (SEA) efforts to attract and engage your customers. For many companies, SEA means running PPC or PPM (pay per click or pay per mille) campaigns on social platforms like Facebook, LinkedIn or Twitter. However, one of the best-used options is running Google AdWords campaigns either on the search or display networks. [irp]

What are ad extensions? Asides having an ad title and copy, extensions give extra information about your services and helps to increase your ads’ click-through-rate by giving people more reasons to choose your business. Extension formats include call buttons, location information, additional links, additional text, and more.

For example, sitelinks can take people to specific pages on your site—your store hours, a specific product, or more. When someone clicks or taps on your links, they skip right to what they want to know or buy. And callout extensions let you include additional ad text so you can show more detailed information about your business, products, and services. Example below:

Ad using sitelinks and callout extensions

Setting up ad extensions are very easy and come at no extra cost to your campaign budgets. Tracking their performance and contribution to your campaigns can be seen in reports that allow you assess which extensions performed better than the other. So you can always edit and update them.[irp]

Do you need help setting up your Google Adword extension? Our team of Digital Marketing superheroes can be reached on our website.

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