Maximizing Ad Performance with Google Ad Extensions

At Amin Digital, we know the importance of maximizing the effectiveness of your advertising campaigns. One way to achieve this is by leveraging Google’s ad extensions. In this blog post, we’ll explore various types of ad extensions, their benefits, and best practices to help you boost your campaign performance.

Sitelinks and Dynamic Sitelinks

Sitelinks allow advertisers to direct users to specific pages within your website, enhancing navigation and improving the user experience. Dynamic sitelinks, on the other hand, are curated by Google based on your website’s content.

Benefits of Sitelinks

  • Increased Click-Through Rate (CTR): Adding sitelinks can significantly boost your ad’s average CTR.
  • Reduced Steps to Conversion: By bringing users directly to the relevant page, you streamline the conversion process.

Best Practices for Sitelinks

  • Quantity: Add as many relevant and useful sitelinks as possible, ideally eight to ten.
  • Relevance: Link to popular or high-converting sections of your site to aid user navigation.
  • Content Requirements: Ensure there’s enough content on your website to support at least two sitelinks, as fewer links will prevent them from showing.
  • Levels of Availability: Sitelinks are available at the account, campaign, and ad group levels. Opt-in for dynamic sitelinks at the account level.

Structured Snippets and Dynamic Structured Snippets

Structured snippets highlight specific aspects of your products or services in a structured format, based on predefined headers. Dynamic structured snippets are automatically generated by Google to provide useful information.

Benefits of Structured Snippets

  • Qualified Leads: Providing specific information upfront helps attract more qualified leads, increasing the likelihood of conversion after clicking.

Best Practices for Structured Snippets

  • Header Selection: Choose headers that provide valuable and attractive information to users.
  • Level Hierarchy: Structured snippets eligible at the ad group level will override those at the campaign and account levels, and campaign-level snippets will override account-level snippets.
  • Opt-In: Dynamic structured snippets are an account-level opt-in.

Callouts and Dynamic Callouts

Callouts allow advertisers to highlight key selling points about products or services. Dynamic callouts are automatically generated by Google to complement your ads.

Benefits of Callouts

  • Enhanced Engagement: Highlighting unique business attributes can boost user engagement and increase CTR.

Best Practices for Callouts

  • Conciseness: Keep callouts short and specific.
  • Quantity: Include at least six callouts in your campaigns.
  • Availability Levels: Callouts are available at the account, campaign, and ad group levels. Opt-in for dynamic callouts at the account level.

Call Assets

Encourage users to call your business directly from your search ad with call assets.

How It Works

When call assets are shown, users can either click to call your business directly or click on the ad to visit your website. Detailed reporting on calls received from these ads is available.

Best Practices for Call Assets

  • Conversion Reporting: Enable phone call conversions reporting in account settings to evaluate campaign effectiveness.

Location Assets

Location assets provide consumers with directions to your business, helping drive in-store traffic.

How It Works

Location assets display your business address, phone number, and a map marker alongside your ad text. On mobile devices, a link provides directions to your business.

Best Practices for Location Assets

  • Profile Accuracy: Ensure your Google Business Profile account information is updated.
  • Proximity Bidding: Bid more aggressively for users close to your stores using the Advanced Location settings in Google Ads.

App Assets

App assets promote downloads of your mobile app, offering users the option to visit your site.

How It Works

Users clicking on this asset are directed to the app download page in their mobile app store, while clicking on the ad headline takes them to a specified landing page on your website.

Best Practices for App Assets

  • Keyword Implementation: Serve both brand and generic keywords to maximize visibility.
  • User Options: Ensure users have the option to click through to the website as well.

By integrating these ad extensions and following best practices, you can significantly enhance the performance of your Google Ads campaigns. At Amin Digital, we’re here to help you navigate these tools to achieve the best results. Contact us to learn more about optimising your digital marketing strategy.


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