Instructor: The four main types of ad extensions.
So, when you are creating your ads, there's four main types
of ad extensions I recommend you use.
The first is sitelink extensions,
the second is location extensions
and the third is call extensions
and the fourth and final type of extension
I recommend you use is going to be callout extensions.
So, first up is sitelink extensions.
So, this is the one we covered in the last video.
As you can see, I went over to Google
and I did a search for Nike
or Nike, depending on where you are in the world
is how you pronounce that but essentially as you can see,
Nike have four different cyclings in total.
The first sitelink they have is directing users
to a page on the website, which currently has a 50% sell,
the second sitelink is directing customers
to the page about running shoes,
then we've got yoga collection and then products for kids.
So, as you can see, Nike have done this really, really well.
Again, I'm assuming they've used their data
from their website
to figure out what pages are most popular,
then they've used that for the main sitelinks
as they know the majority of the customers
and the visitors like to see these four pages.
So, having these four pages as sitelinks,
it just going to make your life a little bit easier
if we're looking for these pages.
The second type of ad extension
is what we call location extensions.
So, these are primarily used for local businesses.
However, they can be used for generic businesses
as well as sell products such as an e-commerce store
and as you can see in this ad example,
we had the ad text at the top, Allen Edmond's official site,
extra 30% off select boots.
And then on the bottom of the ad,
we have this icon right here, a little map symbol
and then it has the address as well.
So, typically, the address you see here
is going to be pulled from the Google My Business listing.
If you're not sure what a Google my business listing is,
it's essentially the listing every local business has,
where can go into Google maps, get directions,
check out the review,
that is at the Google My Business listing.
So, to get an address shown on your ad,
you need to make sure
you have a Google My Business listing registered
and then simply connect it up to your Google Ads account.
But like I said, this type of ad extension is best reserved
for local businesses as they get the most value from it.
I'm actually not sure
why this e-commerce store is using a location extension.
It could be a case where they simply don't know
what they're doing
or potentially they might wanna attract more customers
into the actual store, who knows.
But anyway, that is a location ad extension.
The third type of ad extension
is what we call the call extension.
So again, this is really useful for local businesses.
However, it can be used for general businesses as well.
And basically when you use a call extension,
you literally list a number on your Google Ad.
So, this is very handy
if people wanna get in touch with you,
I've seen some businesses use this on the ads
when directing traffic to their customer service page
which is a little bit smart
as obviously when people get in touch with businesses,
a lot of the time they actually wanna get in touch
via your phone, so listing the contact number on the ad
is a very good method.
However, I'm not too fond of paying for clicks
when it comes customer service,
that is just my personal preference anyway.
And a number of really good things
about using call extensions as well
as when you view the ad on a mobile device,
that call icon actually looks at something like this.
So, you have the phone icon like so,
and then you have the phone number.
Now, if you see this on your mobile device,
this is actually going to trigger the phone call function
on your phone and start to call that number.
So, it can help really a lot when it comes to conversions,
which is why I recommend using it for local businesses.
Let's just imagine you're an emergency plumber
based in New York.
Some of the keywords you might be bidding on
could be emergency plumber, New York.
And as a result, when someone types in that keyword
into Google, they are looking for an emergency plumber.
The reason being is because they have an emergency,
they wanna get in touch with someone as fast as possible.
So, giving that customer a way to call you
before they even clicked your ad
is going to have a massive impact on your conversions.
The fourth and final type of extension I recommend you use
is going to be callout extensions.
So, I like to refer to callout extensions
as highlight extensions
because this is essentially where you need to highlight
what is unique about your business.
So as you can see in this example,
we have an ad from newbalance.com.
They had the callout extensions below
which you can see highlighted.
Made in the USA,
which could be really important to customers in the U.S.
They might only want to buy a product
from their local country.
We have established in 1906,
again, just help build more social proof
and kind of convince the user that this is a good business,
it's has been around for a long time.
Free shipping over $125 and free return.
So, these are all really good things about this company.
Callout extensions are very effective
if you get the text right.
So, now we've gone through the five different types
of ad extensions you can use.
You're probably wondering, "Which is the best ones for me?"
Now, there's no simple answer to this.
You need to have a think about what I've just covered
and your business,
and then pick the extensions which are the best
for your business.
For example if you're a local business,
you might want to go for the call extensions.
If you're an e-commerce store,
you might want to focus more on the callout extensions
and the review extensions.
The one type of extension I recommend
that in the majority of businesses use
is going to be the sitelink extensions.
Those are super powerful
and will allow you to take up the most for impossible
on the Google SERPs.
Now, another thing I just wanted to highlight
is that sitelinks don't always take the same form.
They don't always take up that massive space
like I showed you.
They can also look like what we see right here.
New arrivals women, new arrivals men, NB women,
lifestyle, e-cards and gift cards.
These are also sitelink extensions.
How your sitelink extension shows
unfortunately is not up to you, it comes down to Google.
So, just a heads up,
this is also how your sitelink extensions
could actually look.
However, it's still another line on your ad text
which is going to make it more thicker
and take up more real estate
and more likely to get more clicks.
In the next video, I'm going to head back
over to our Google ads account
and I'll show you exactly how we can add these ad extensions
onto our ads.
I'll see you there.