How Does an Extension Work on a Display Ad?

by Mohammed October 24, 2021
How Does an Extension Work on a Display Ad

The answer to the question “how does an extension work on a display ad?” is this:

 “It adds extra information, like a location or phone number”.

Want to learn more about ad extensions and how they help businesses? Read on.

You might have seen Google ads while searching for a product. The more information you see about a product on an ad, the higher the chances that you’ll click on it.

Extensions let you provide additional information, helping you improve your click-through rate. And, these higher-quality clicks can easily lead to a higher conversion rate.

In short, ad extensions help you improve your ad’s click-through rate and boost your conversions.

Let’s talk about how an extension works on a display ad in a bit more detail.


How Does an Extension Work on a Display Ad?

An extension, as the name suggests, is an additional part of an ad that provides extra information about a product.

For instance, you want your target customer to see your product’s price so that they can decide if it’s within their budget.

Similarly, if you have got multiple 5-star reviews on a product, you want to show it to the world. A display ad extension helps you do that.

How this works is, you provide the information to the platform, let’s say Google, and it presents that information based on the search query.

Extensions are also a great way to provide people additional ways to easily interact with you, for instance, your phone number.


Types of Ad Extensions

As far as the types of extensions go, they can either be manual or automatic.

Manual ad extensions can take a bit of work, whereas Google implements automatic extensions when they can improve your ad’s performance.


Automated Extensions

Automated extensions can make your ads more robust without requiring your input. Plus, most of them are shown with all ad types.

Types of automated extensions include:

    • Call extensions
    • Dynamic sitelink extensions
    • Dynamic structured snippet extensions
    • Location extensions
    • Affiliate location extensions
    • Seller ratings
    • Dynamic callouts

It’s important to note that your extensions don’t always show on your ad.

Two factors determine whether Google will show an extension or not.

    1. There is an ad rank score criteria that an ad needs to have
    2. When showing an extension can improve the performance of your ad

Are There Any Additional Costs for Using Ad Extensions?

No, there is no additional cost associated with the use of Google ads extensions. You’ll be charged the usual amount whenever someone clicks on your ad or its extension.


Ad Extension Applications

There are numerous types and applications of Google ads extensions that you can use to improve your ads’ performance.

The important thing to keep in mind while using an extension is your goal.

So, what extensions should you use when you want people to buy your products/services?


Location Extensions

Location extensions help you encourage your prospects to get in touch with your business physically or virtually.

They can include your business working hours, images, a call button, your location, and directions to visit you.


Affiliate Location Extensions

Affiliate location extensions help businesses that have retail chains. They let consumers buy your products from a nearby affiliated store.

However, if you want to promote your own retail store, you want to use location extensions.

Here is something to keep a note of:

How Does an Extension Work on a Display Ad?Source:


Callout Extensions

Callout extensions allow you to highlight the unique aspects and offerings of your business. They are a great way to provide additional information to the prospect to get them to click on your ad.

Here is an example of a callout extension by Google:

How Does an Extension Work on a Display Ad?Source:


Let’s talk about the extension that you use when you want prospects to contact you.

Call Extension

Adding call extensions to your Google ads helps people to get in touch with your business via call or message.

Let’s now dive into the Google ads extensions that can help you attract prospects to your site.


Sitelink Extensions

Sitelink extensions on your Google ads allow you to redirect people to specific pages on your site.


Price Extension

Price extension lets you showcase the price of your product before a prospect can click on your ad.

Here is how you can use price ad extensions:

How Does an Extension Work on a Display Ad?Source:


Structured Snippet Extensions

Structured snippet extensions help people know more about your product or service.

These extensions are helpful in generating high-quality clicks from the search engine, increasing your potential ROI (return on investment).

This is because someone seeing this extension would know enough about your product to make a buying decision. So, there is a lesser chance that they would bounce back after landing on your page.


Promotion Ad Extension

When you have a promotional offer on a holiday or a special occasion, you can use a promotion extension to attract customers.

These extensions show just below your ad in an eye-catching format. You can also include a 2-line text to further persuade a user to click on your ad.

Moreover, if your goal is to persuade people to download your app, app extensions would be an ideal choice.

Lastly, to collect your prospect’s contact information, you can use lead form extensions.


Final Thoughts

So, “how does an extension work on a display ad?” Here is the answer:

“It adds extra information, like a location or phone number.

Ad extensions are an incredible way of adding extra information about a product or service. And, the more you educate your prospects about your offer, the higher the probability of getting conversions.

There are essentially two types of extensions: Automatic and manual. Unlike manual extensions, automatic extensions don’t require any input from you.

Moreover, a Google ad extension only shows on an ad that satisfies two conditions:

    • It has the required minimum ad rank score
    • Google should deem the extension as helpful for your ad’s performance
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