Google allows you to add short bits of descriptive text, known as callouts, to your ads. You can use call outs to help advertise different products/services that you offer or highlight your value propositions. These callouts are just added text (they’re not clickable), but they’re a great way to increase the size of your ad and really show off what your company has to offer. Popular callouts typically include things like “Free Shipping” and “Low Prices,” but you can customize them to promote your business with things like “Award Winning Support,” “Made in the USA,” “Season’s Hottest Gifts,” etc.
Sitelinks are similar to call out extensions, except that they’re clickable to direct traffic to other pages on your website. Ecommerce stores tend to use sitelink extensions to promote related products, but they can also be used to direct searchers to other key areas like free trial sign-ups, testimonials, contact information, hours and locations, etc. Both callouts and sitelinks have character restrictions, but sitelinks tend to be shorter than callouts (usually just 1-2 words). Because sitelink extensions are actual links, their text is larger than callout extensions, allowing for even more of a spotlight effect on your ads.
Call extensions allow searchers to call your business with the click of a button. You either have the option of adding your business number as is or utilizing a Google voice number relay traffic to your business number. The advantage of using Google voice is that you’ll be able to track calls coming from your PPC campaign – providing metrics like call quantity and duration. Call extensions are beneficial for all types of businesses, but are especially lucrative for service providers and industries where shoppers may have questions before making a purchase, visiting a local location, making an appointment, or requesting a quote.
Local businesses can benefit substantially from location extensions. Location extensions append an address and map pin to ads to allow searchers to easily navigate to your local business. For businesses with multiple locations, the closest location is the one that will appear for a searcher. Don’t worry though, as a local business owner you won’t have to choose between call and location extensions. Both types of extensions can appear on an ad simultaneously!
If your business has a lot of positive online reviews, you should look into implementing review extensions. These extensions allow you to add a short review snippets to your ads to persuade searchers to click on your ads. There are a lot of restrictions on the types of review sources that can be incorporated, and the reviews have to be manually approved, so adding them is not a particularly fast process, but doing so can be really beneficial. Review extensions are one of the most underutilized forms of ad extensions, which means that ads showcasing reviews will really stand out!
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Social Media, Web Consulting for small businesses, Copywriting and Local Online Marketing. She lives in the Grand Rapids area with her husband and enjoys cooking, watching sports and spending time outdoors. Like a true digital marketing expert (i.e. geek), she loves talking about marketing theory and SEM trends… so don’t say you weren’t warned!