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Google Ads Extensions: Sitelink, Callout, and Call

When you create your Google Ads campaigns, you have the opportunity to really enhance your ads with all different sorts of ad extensions such as site link, callout, call, app, location, price, and etc. 

Why should you use ad extensions? There are three primary benefits of using ad extensions:

  • Get more space on SERP (Search Engine Result Page)

Your ads will get more space on the search engine result page. It means that the size of your ad is actually bigger than other ads. The more space you get, the higher the CTR will be because of the visual impact is more powerful.

  • Offer users more options

This is a big thing. By giving people more options, you are letting people know more about your company and your product & service. Those extensions tell people more information and make them easy to click the one they want.  

  • Increase quality score

The quality score is made up of CTR, relevance, and landing page experience. If you have ad extensions such as site links, it will definitely increase your ad CTR and site traffic. 

In this post, I will share the first three extensions study note. 

Sitelink Extension

The site link extension is the most common ad extension. They should be used every single account no matter what.

The site link extension could increase the size of the ad, and it gives the most space on the page.  All those links are clickable, and you will have the option to show four site links at most. Google will automatically arrange how many site links will show in your ads. 

For example, the Aeropostale ad has four site links under the ad headline and description. Compare with the Aero Mfg Product ad, the space of the ad is much bigger. It is really hard to ignore the Aeropostale ad. 

Those site links will send the users to additional inner pages that may be a shopping page, contact page or FAQ page. Which site links you want to add is really depending on what’s the main goal of your campaign. Make sure the page is relevant to your campaign. Using the above example, it is clear that Aeropostale wants to run a sale promotion, so the site links include their clearance and all top promotional products. 

Site links will give you the best chance of increasing CTR of your ads because you are giving four more places to users to click.

Which site links should you select? You could use the Google Analytics tool to find out which pages get the most traffic or study the behavior flows to explore what are the most common pages that users go to.

Moreover, there are some policies to use site link extension. You can’t link text repetition or have duplicate URL or third party URL in the site link extension.

Callout Extension

The callout extension is just an extra benefit for your ad.  It could be set up in the ad group or campaign level. It could highlight special offers and promotions about your company such as two-day free shipping, 4.5-star rating, buy one get one free, and etc.

Callout extensions are easy to edit, and they have 25 character limit. You can also customize callouts for mobile devices. You can write six or eight callouts under your ad.  

However, you don’t have control when your extensions show, which extensions show, and how much of your extensions show. Google will take control of it.

Call Extension

If your business is call-based or offering call service, call extension will be a great choice for you. It is extending the ad with a phone number. On mobile devices, a call extension is actually a button, the user can click it to call directly.

You can set your call extension only show during business hours, and you can also choose when these call extension will be actually shown.

If you’re generating more than 25% of your leads through phone calls, it’s an absolute must to have a phone call tracking. Not only 25% of your leads are a significant amount of data, but also you want to know which keywords are generating these phone calls, how much your phone calls are costing. Then, you could optimize your spend to spend the most amount of money as possible in the most efficient areas of driving calls. 

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