These extensions are not shown with every ad and are only showed intermittently as decided by Google at the moment. From our experience so far we’ve found that when these location extensions are shown, our already good CTR have increased dramatically, by over 70% in some cases.
Here you can see an example of one of our client’s ads with the location drop down, when clicked on the small plus box opens the map drop down, dramatically increasing the proportion of the front page of Google that your ad commands.
And below you can see an example of the shopping result ad extension. This allows you not only to add pictures of individual products but to also add an individual link to each product underneath, dramatically increasing the number of links that you ad has and relevancy of each, which from our experience has had a profound effect on click through rate.
The phone extensions work alongside the location extension option when a user is searching on a compatible smart phone device such as an IPhone or Android phone. When searching within a Google browser or any of the Google apps, where applicable and when compatible the phone extension will be shown as below.
Once you click on the number you are taken to the below screen. Once here you can simply click on the call button and you phone will dial the company within the ad, a quick and easy way to get through to the desired business without having to enter the webpage, find the number, remember, or copy and paste the number and then call this manually.
What does this mean for PPC advertisers?
It seems from out research that these ad extensions are somewhat few and far between at the moment, but then the frequency of them showing could be a contributor to this. With no control over when these extensions are shown the power seems to be out of the hands of the company and into Google. We predict it won’t be long until everyone is capitalising on the ad extensions introduced by Google, and with more coming along each month, including financial information extensions, such as that shown for a natural listing below, it becoming every important to stay on top of Google’s constant innovations.
Review extensions
And another ad extension that could be timidly entering the water is a review ad extension. This comes in the format of a grey line of clickable text that will take the user through to the review site. It seems though that these are being added in a different way to the previously discussed ad extensions, in that they seem to be added without any input on either agency or client part. Something to watch in the coming weeks and any ideas on how this particular ad extension comes about or any of the others discussed here please let us know you thoughts and ideas.
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