While optimising ad copy and headlines is a great first step, one of the most effective and impactful things you can do to improve your Click Through Rate (CTR) is to use Ad Extensions in Google Ads.
After all, time is money. Any time-efficient measure that adds an instant 10-15% average increase in CTR is certainly worth exploring. Here we’ll look at the various ways in which using Ad Extensions can boost the performance of your Google Ads.
What are Google Ad Extensions?
Google Ad extensions are additional pieces of information that can help anyone viewing your ad to contact or learn more about your business. This can include a physical address or a phone number, your social media profile, user reviews or a link to a specific page on your website. These add an extra dimension of connectivity between the user and your business.
So, let’s look at some of the ways in which this simple measure can make your ads more effective…
They make your business seem more tangible and authentic
Users can be slow to trust ads from businesses that withhold key information. If key details like your business’ phone number or your business premises location are omitted from the ad copy, this may trigger suspicion within the reader and cause them to doubt the authenticity of the business. Using Ad Extensions makes your business one degree less removed from them and allow it to feel more tangible and authentic to them.
They can help users to make a more informed decision
The more information you can furnish users with, the better. Ad extensions provide you with an opportunity to include key information that you couldn’t fit into the existing ad copy organically. The more you inform users, the more you can earn their trust, which brings us to…
They can lend your ad social proof
When all’s said and done, users will take everything your ad says about you with a pinch of salt. However, if your ad contains links to user reviews, this can allow you to leverage the social proof you have built. Consumers trust other consumers more than they trust the word of brands.
They improve your CTR
As a result of all of the above, your ad is more likely to earn the trust of a user. And the more a user trusts an ad, the more likely they are to click on it.
And thereby boost your ad’s rank
Ad extensions mean higher CTRs and an overall higher quality score for your ad. Between these two factors, you can expect your ad’s ranking to be improved, meaning that you’ll position yourself above your competitors.
How we can help
As an experienced Google Partner Agency we can help you to effectively leverage Ad Extensions to maximise trust in your ads, and improve overall account performance. Feel free to contact our marketing team to find out more about our PPC packages, and how we can help your business.