Boosting Click-Through Rates (CTR) with Google Ad Extensions

Don’t underestimate the power of Google Ad Extensions, also known as Assets. Most businesses complete the bare minimum in their Google Ads account – just enough to get them running, but not enough to maximise their performance.

Ad Extensions, or Assets, are the most cost-effective way to boost clicks on your ad. Your click-through rate (CTR) represents the percentage of users who view your ad and choose to click on it. CTR is one of the most fundamental metrics in pay-per-click (PPC) advertising. Boosting clicks gives you more opportunities to turn browsers into buyers.

Curious to learn more and improve your PPC advertising? Below, we cover everything you need to know about ad extensions and what you need to do to harness their potential.

What is a Google Ad Extension? And Why Are They Important?

Consider the standard Google Ad – it’s a relatively small section at the top of the search results. Each paid ad doesn’t get that much more space or contain that much more information than organic search results. The only bonus is the prominent location.

Google Ads don’t have to be this way. One of the real benefits is Google Ad Assets (formerly known as Extensions). These let you add more information to your advert. That could be a phone number (call extension), sitelink extension, callout extension, prices, and much more.

Sound pretty great, right? But there’s another obvious benefit – each Google Ad extension increases the size of your ad. It’s no longer just a narrow band but a prominent and noticeable section of the page. The more you attract attention, the more you boost your click-through rate.

Even better, you can sidestep the lengthy sales funnel entirely. If customers can see your number, email address, or other CTA, you can prompt an action right then and there. Imagine a customer calling you after seeing your ad – you didn’t even need to pay for the click!

You can also consider where to add extensions – assets can be added at the account level for more general information or broad appeal, campaign level for more specific targeting, or ad group level to be even more specific. This makes them super customisable to improve click-through rate and help achieve your business goals.

Types of Google Ad Extensions to Boost CTR

Google understands that different businesses have different business models. You might be a brick-and-mortar store or exist purely online. You might want to showcase pictures of your products or inside your store to encourage customers to engage.

Each of these facets of your business is contained by one of the Google Ads extensions. Here’s a quick overview:

• Location Extension: Display your business address, map location, and distance to your business, encouraging users to visit your physical store.
• Call Assets: Include your phone number in ads, allowing users to call your business directly with a single tap.
• Sitelink Assets: Add links to specific pages on your website, such as product pages or contact information, helping users navigate directly to relevant content.
• Callout Assets: Highlight key selling points or offers, like “Free Shipping” or “24/7 Customer Support,” to attract user attention.
• Structured Snippet Extensions: Provide additional details about your products or services under predefined headers like “Services” or “Types.”
• Price Assets: Showcase your products or services with their prices, giving users a clear idea of your offerings.
• App Assets: Promote your mobile or tablet app by providing a direct link to download it from app stores.
• Lead Form Assets: Collect user information directly through your ad by including a form, facilitating lead generation without requiring a visit to your website.
• Promotion Assets: Highlight special sales or promotions, such as “20% Off” or “Holiday Sale,” to entice users with current deals.
• Image Assets: Enhance your ads with relevant images, making them more visually appealing and informative.
• Business Name Assets: Display your business name prominently in your ads to build brand recognition.

How to Optimise Ad Extensions for Higher CTR

Not sure how to get started? Ad extensions aren’t as simple as flipping a switch. Which extensions you choose for your Google Ads account and how you fill them out has a significant effect on your success rate. Follow these tips to set up Ad Extensions:

Only Use Relevant Extensions

There’s no point adding an address if you aren’t a brick-and-mortar business. It will confuse the customer. Your ad is focused on what you want the customer to do. That could be prioritising phone calls instead.

Remember Mobile

Mobile search is fast outpacing traditional desktops as customers increasingly use Google on their phone. Ensure your call and app extensions look good on a smaller screen. There are also sitelink extensions – funnel customers to a mobile-friendly landing page.

A/B Testing

Don’t add a bunch of extensions and ignore the effect. Try out different variations to maximise your success. You want the best configuration optimised for your target audience.

Keep An Eye On The Metrics

Metrics such as CTR, conversions, cost per click and cost per conversion ensure you make informed decisions. Check-in on your progress to see if your changes are having an effect.

Common Mistakes to Avoid When Using Ad Extensions

Alongside following best practices, you want to sidestep any potential mistakes to ensure you fully harness the power of Ad Extensions and enhance your ad performance:

1. Using Irrelevant Extensions. Your ad extensions should complete your ad’s message. Guide your customers towards the desired action; don’t distract them.
2. Add Too Many Extensions. Ad extensions increase the size of your ad on the page. The more prominent, the better, right? Well, customers can become annoyed by the size of your ad, and it can appear a little cluttered.
3. Not Updating Extensions. Each extension needs the latest information, including correct offers, promotions, or links.
4. Failing to Test. Just like your ad copy, ad extensions need to be tested for effectiveness. Avoid assuming that one extension type will always work best; test various extensions to see which ones generate the most engagement and conversions.

Conclusion

Google Ad Extensions, or Assets, are a simple yet powerful way to boost your CTR and make your ads stand out. By choosing the right extensions, keeping them updated, and testing their performance, you can turn a basic ad into a more engaging and action-driven one.

From sitelinks and promotions to call extensions, these tools help you connect with customers and drive results. Just avoid common missteps, like adding too many or using irrelevant extensions, to keep your ads clear and effective.

Start experimenting with Ad Extensions today to see how they can enhance your ads and help you achieve better performance.