Adding Google Ads Extensions to your Google Ads ads makes them a lot more appealing when they appear in Google searches and can increase the likelihood of someone clicking on your ad. Increasing your clickthrough rate is vital for success in your marketing campaign. Today we’re going to be looking at when and where these extensions will be visible.
For most of the time your ad extensions will only show on the search network, occasionally also appearing on the display network. If you want your ad extensions to appear to international visitors, this will, of course, depend on the type of extension you’re using. The types of extensions that are available to you include Location, Affiliate Location, and Callout extensions. To determine which extension, you want to use depends on what you want your visitors to do, would you prefer them to call or would you like for them to know where you are, for example, if you’re a shop.
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Now that we know the different types of extensions now we need to understand how Google Ads decides upon where they should be showing.
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Get my plan →The first thing Google considers is the ranking of your advert. Your ad rank is decided upon by considering the quality of your advert and landing page in conjunction with your proposed bid. The limits set out by ad rankings will restrict who your advert is going to be shown to. If you want to show your extensions alongside your ads you will need to meet a minimum ad rank, and only then will you be able to show your extensions.
The second thing Google considers is the position of your ad on the Google search page. It reserves only a certain amount of space for extensions to be shown. Ads in lower positions generally won’t have more extensions than ads in higher positions. Plus, Google Ads generally won’t show ad extensions in a lower position.. If you find your advert is ranking too low on the search results you might want to consider increasing your bid amount and/or improve your ad rank.
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The final thing Google will take into consideration is which extensions you have active on your adverts. The ads which are performing the best will have the best chance of being shown by Google.
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Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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