Have you ever wondered how big companies generate more and more traffic on their social media or in their physical stores? Well, the answer is very simple: through effective advertising… A simple yet equally practical method.
However, ads aren’t always capable of generating revenue for a store or website. This is because not everyone uses a well-planned advertising strategy.
This results in isolated ads that are not part of an ecosystem that makes them work.
And since the beginning, ads have always been published to meet a need. That’s why today, every ad displayed on users’ screens must be concise… After all, in the world of the Internet, no one seems to have much time.
That’s why ad extensions were created. What are ad extensions? They allow ads to show people additional information immediately, such as general company information or contact information. Even the ratings other users have given the product in question!
This is done to make it easier for people to learn about the advertiser, thereby generating more traffic and more sales. It’s all about immediacy!
What are ad extensions used for?
Generally speaking, these types of ad extensions are useful because they facilitate interactions between the user and the company.
Offering more information also increases the click-through rate… That translates into conversions. And of course, revenue for your business!
Another very important point is that these ad extensions make it easier to communicate your company’s most notable virtues. This way, you can leverage them to highlight your brand’s strengths.
Types of ad extensions
The primary classification of ad extensions is based on their deployment mode, as described below:
- Manual ad extensions: These must be configured and created by the advertiser themselves to achieve a unique result. However, you need to be sufficiently trained to design a profitable strategy. It’s all up to you!
- Automatic ad extensions: In this case, you’ll receive help from Google, which, thanks to its Artificial Intelligence, will tell you how to improve your ad’s performance.
But at the same time, ad extensions that are carried out automatically are also subdivided into other categories, each with its own benefits:
- If your goal is to get customers to visit your physical store and generate more revenue, you’ll need to use location extensions, affiliate placement, or callouts.
- If you want users to contact your business, you’ll need to opt for call extensions or lead forms.
- If your goal is to get users to download, then using app extensions is ideal.
Selecting the type of extension to use is a critical step. The success or failure of your strategy will largely depend on your ability to distinguish which option best suits your business’s goals.
Advantages of ad extensions
Among the main advantages of applying ad extensions are:
- Increase your ad’s ranking. This way, you’ll get many more people to interact with your company or website.
- Your ads will have an original and eye-catching appearance that differentiates you from what your competitors do.
- It’s a strategy that combines perfectly with the Cost Per Click system… Therefore, the profitability is high.
- You can gain feedback from the results of your previous ads. This means you can continually improve until you achieve your ideal ads.
Disadvantages of ad extensions
However, not everything is an advantage… That’s why we’ve listed some of the disadvantages of ad extensions below:
- When you create the extension manually, it’s difficult to achieve a good ranking in the top SERP. It’s best to pay to get that prime spot.
- Competition is high, so the quality of the extensions must be near perfect so you can get the results you expect.
- Specialized prior knowledge of SEO, digital marketing, and web analytics is required.
Tips to get users to visit your page
It’s clear that ad extensions are one of the most widely used techniques for capturing user attention. That’s why we offer a series of tips below that will be very useful when implementing these extensions:
- Use a responsive design : This type of page should adapt to any type of device… from the oldest to the most up-to-date.
- Use a distinctive design for your homepage: this can undoubtedly help you attract many users and differentiate your website from the rest. Remember, first impressions count!
- Loading time: To keep users on your website, it needs to be comfortable. And a good way to improve UX is through short loading times.
- Design: Your ad must be original. Use a good combination of colors and audiovisual resources to differentiate yourself from the rest.
- Use keywords : This way, users will be able to quickly access your website once it’s ranked. There are many online tools that can help you find the keywords you need.
- SEO is essential: you must understand how Google’s Artificial Intelligence thinks. Put yourself in the shoes of these algorithms and try to model your website for them… without ignoring what users want from you.
