Instructor: Ad extensions,
so first things first,
what is an ad extension?
An ad extension simply expand your ad
with additional information.
It is really that simple.
A lot of people like to over-complicate ad extensions
and make it sound a lot more difficult than it actually is,
but essentially an ad extension
simply expand your ad with additional information.
So to understand ad extensions a little bit better,
let's look at a live example.
So I went over to Google
and I simply did a search for office desk
and Google returned to me, three different ads.
We have an ad at the top buy office furniture online.
We have an ad in position to by Planscape,
and we have an ad in position three by furniture-work.co.uk
Now, if you look at these ads,
you're going to notice that the top ad is a lot more larger
than the bottom two ads.
And the main reason why
is because the top ad is using what we call
sitelink extensions,
which are these parts right here,
which is essentially a sub menu of the main ad.
So as a result,
this top ad takes up so much space on your screen
where the ad in position two and position three,
they aren't using any sitelink extensions.
So as a result,
their ads don't take up that much space, at all on the page.
Now, if you was in the market for an office desk
and you went onto Google, carried out a search,
you are way more likely to click the ad at the top
in comparison to the ads below.
The main reason being
is because this ad takes up more space on the page.
So this is just one of the benefits of using ad extensions.
So let's head over to the next slide
where I'm going to go through the five main benefits
of using ad extensions.
So the first benefit as I just covered
is when you use ad extensions,
your ad takes up more real estate on the page,
which is going to make it more likely to get a click,
which is obviously what we want
as we are running Google Ads.
The second benefit of using ad extensions is shortcuts.
So as we just saw in that screenshot before
you can actually add sitelinks
to any page you want on your website.
So in this instance, this website office furniture online,
it has direct links to pages on its site,
talking about its bestseller, White Vogue Desk,
the Best Sell Next Day Desk.
So I'm assuming this company would have done some research
and it found out these two pages are most likely going to be
its most popular pages.
So as a result,
it's going to make it easier for customers to land
on those pages.
Imagine if this ad didn't have those links right here
and you wanted to find out the Best Sell Next Day Desks,
you'd have to click the ad,
wait for the page to load
and then find that option from the menu in the site.
So having the option below as a sitelink
makes it so much more easy for the customer
and results in less clicks,
which is going to result in a higher conversion rate.
The third benefit of ad extensions
is it's easy to update.
So as you expand your business
and you create and launch new products,
you can very easily update all of your ad extensions,
literally in bulk.
So let's imagine you have 10 different campaigns
and each campaign is using its own ad extension.
You could literally update all of those 10 campaigns
very easily.
The fourth benefit an ad extension
is it increases your CTR and your quality score.
Now this is a massive one as you already know,
as a higher your quality score
and the higher your click-through rate,
the cheaper you're going to pay per click.
So having ad extensions is really a must.
I would never recommend you run any ads
without using ad extensions
That is just how important they are.
And if you are wondering how ad extensions
help increase your CTR,
it's simply because your ad takes up more real estate.
And the user obviously has more things to click as well.
That's especially true if you're going
for sitelink extensions,
the fifth and final benefit of using ad extensions
is it makes your ads way more relevant.
You can literally create ad extensions
at the ad group level,
meaning you can really tailor the text
to suit the keywords you're targeting.
This is going to help you a lot.
And it's also going to contribute to increasing
your CTR as well,
which of course is going to increase your quality score,
which on the whole is going to make you pay less per click
as well.
So having more relevancy in your ads
is definitely the way to go.
So now we've gone through the basics of what ad extension is
and the benefits of using them.
In the next video,
I'm going to go through the main five types of ad extensions
you can use
when creating your ads.
I'll see you there.