Instructor: So now we've gone through
what ad extensions are,
the different types of ad extensions you can use,
how to add ad extensions to your ads.
I just wanted to go through a couple of things
you need to bear in mind when using ad extensions.
The first one is there is no guarantee
Google will show all of your ad extensions.
So I've got an ad in front of me
from a company called John Lewis,
which is a massive company.
And as you can see, the ad looks very, very basic.
It just has the three titles,
Desk Fan, View The Latest Range, Shop Online,
and then it has a description below,
and above that next to the URL, it has a call extension.
Other than that, there's literally nothing else to this ad.
Now, John Lewis is a massive, massive company.
It's very unlikely that they don't have any ad extensions
for this particular ad.
So in this case, it's extremely likely
that Google just chose not to show any ad extensions.
Now, what you have to bear in mind
is that we will never find out the reason why.
It's just something to be aware of.
At the same time, I've created so many ads in the past,
I've had callout extensions,
call extensions,
sitelink extensions.
And then when I go ahead to another browser
and Google one of the keywords I'm bidding on,
and actually look at the ad Google is showing,
Google literally shows just one of my extensions.
Where if I try it again, an hour later,
I can see all three extensions on the same ad.
So there's not really any magic formula you can use
or follow to make sure Google shows all of your extensions.
The best thing you can do
is create as many ad extensions as possible,
as that way, you are putting all the favor
and the ball in your court.
Meaning if Google sees an opportunity
to show multiple ad extensions,
then it can at least do so
as you've already set your ad extensions
over in your Google ads account.
The next thing to bear in mind
when it comes to ad extensions,
is avoid repeating yourself.
So as you can see from the ad in front of us,
we have a description right here,
which talks about hoops of every shape, color, and size,
Free Shipping, great.
We have the callout extensions below, Free Shipping,
and then we have two sitelinks below
and the one says Free Shipping as well.
So I mean, it's super obvious
that this company offers free shipping
at literally everywhere you look in this ad,
all you see is free shipping, free shipping, free shipping.
Now this comes across a very spammy and very unnatural.
So it's definitely something to pay attention to
when it comes to creating your ad extensions.
You really want to avoid repeating yourself.
We've actually taken on a lot of clients
who have done this in the past.
And as soon as we swapped out their repetitive words,
we actually saw a massive increase in their CTR,
which had a positive effect on the quality score.
And of course, which actually brought down
the cost per click.
So that brings a section to an end.
And in the next section of this course,
I'm going to cover every single thing you need to know
when it comes to conversion tracking,
which is extremely important when it comes to Google ads,
as if you can't measure how many conversions
your ads are generating.
Then you can't really tell
how profitable your campaigns actually are.
I'll see you in the next section.