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Google recently announced that they had updated their AdWords tool to show certain ads over others. The algorithm for deciding which ad to display has been changed in order to account for Google AdWords Extensions. After this update, those ads with extensions will be shown over those without extensions.

Now that you know that Google ads with extensions will be shown over those without, what are these extensions and how do you install them? If you’ve been following the blog, you’ll know what “rich snippets” are. If not, check out “How to Use Google Data Highlighter” and discover what rich snippets can do for you, and how they can help your search rankings and CTR (click through rate).

AdWords Updates

Show Service/Seller Ratings, Social Media Likes, Product Pages, Addresses, Subpages, or Contact Information in AdWords Extensions

What do AdWords Extensions do?

Google’s AdWords extensions are simply extra pieces of information you can decide to put in your ad to help your potential customers find exactly what they’re looking for. Examples would be like extra links to the specific subpages of your site, links to directions to your locations, or perhaps a “Call Now” link for people on smartphones.

In other words, extensions give your ads more utility for your potential customers and shows Google that your ad has more relevant information to the search queries being entered. Here’s a video by Google that shows some of AdWords’ extensions functionality:

Google will automatically choose the most appropriate extension for your ad depending on your CTR and user information. They give examples like if someone is searching for an auto repair shop on their phone while downtown, Google might display location information and offer a “Call Now” button. But if that same person is searching on a lap top from the suburbs, they might show extensions displaying user reviews, and subpage links.

AdWords extensions are becoming more and more necessary as Google prioritizes ads with extensions. In the end it isn’t much extra work on the PPC end, and Google offers a great tutorial here. The end result for the users and potential customers, however, can be dramatic. Having more information at your fingertips faster than ever before is the goal of Google’s search engine’s improvements and updates. Questions or comments about Google’s AdWords extensions, or PPC advertising? Leave them in the box below!

Jamie Bates
Online Marketing Director