For businesses in the Philippines, running a successful Google Ads campaign is key to reaching potential customers and increasing sales, especially during seasonal promotions like Christmas, summer, and back-to-school sales. But to get the best return on investment (ROI), using Google Ads Extensions can make a significant difference. Extensions provide additional information, making your ads more engaging and improving click-through rates (CTR), which leads to better results for your budget.
This guide explains the main types of Google Ads extensions, how they work, and how Philippine businesses can use them to maximize their PPC campaign ROI.
Why Use Google Ads Extensions?
Google Ads Extensions allow you to add extra information to your ads, helping make your ad more attractive and informative to users. Extensions are free to use and can make your ad more visible, increasing the chances of users clicking and converting.
The benefits of using Google Ads Extensions include:
- Increased Ad Visibility: Extensions make your ad larger on the page, which helps it stand out.
- Higher Click-Through Rate (CTR): By providing more useful information, extensions attract more clicks.
- Improved ROI: Extensions can help reduce the cost per click by improving ad quality and relevance.
- Enhanced User Experience: Users see more details upfront, which can help them make faster, more informed decisions.
Types of Google Ads Extensions and How to Use Them
Let’s dive into the different types of Google Ads Extensions and see how each one can be used to boost your campaign’s performance.
1. Sitelink Extensions
What It Is: Sitelink Extensions let you add additional links below your ad, directing users to specific pages on your website. This is helpful if you want to highlight multiple products, services, or offers.
Example: A hotel in Manila could use sitelinks like “Room Packages,” “Dining Options,” “Special Offers,” and “Contact Us” to direct users to different sections of the website.
When to Use: Sitelinks are great for campaigns promoting a range of services or products, or when you want users to easily access various pages, like special deals, contact details, or specific products.
Best Practices:
- Choose links relevant to the ad’s theme.
- Use descriptive text for each sitelink to give users an idea of what they’ll find.
- For seasonal campaigns, create sitelinks specific to the event, like “Christmas Deals” or “Summer Packages.”
2. Call Extensions
What It Is: Call Extensions add a phone number to your ad, allowing users to call your business directly. This is especially useful for local businesses looking to connect quickly with potential customers.
Example: A restaurant in Cebu could add a call extension so people can easily make reservations by clicking the phone number.
When to Use: Call Extensions work best for businesses that rely on phone interactions, like reservations, consultations, or customer inquiries.
Best Practices:
- Use call extensions during your business hours to make sure someone is available to answer.
- Add tracking to measure how many calls come from your ads.
- Highlight call extensions for time-sensitive promotions, like “Call Now for Same-Day Delivery.”
3. Location Extensions
What It Is: Location Extensions display your business address, helping users find your physical store or office. This extension also shows directions to your location on Google Maps.
Example: A retail store in Quezon City can use location extensions to guide nearby customers to their shop.
When to Use: Location Extensions are ideal for businesses that rely on local traffic, such as restaurants, retail stores, and service-based businesses.
Best Practices:
- Make sure your Google My Business information is accurate and up-to-date.
- Use location extensions if you have a strong local presence or multiple branches in different areas.
- For seasonal promotions, mention if you’re offering in-store exclusives, like “Visit Our Makati Branch for Holiday Deals.”
4. Callout Extensions
What It Is: Callout Extensions allow you to add short, descriptive phrases to your ad, like “Free Shipping,” “24/7 Customer Service,” or “50% Off.” These callouts give users more reasons to choose your business.
Example: An online clothing store in the Philippines could use callouts like “Free Shipping Nationwide,” “New Arrivals,” and “Easy Returns.”
When to Use: Use callout extensions to highlight unique selling points (USPs) and build trust with potential customers by promoting attractive features.
Best Practices:
- Keep callouts brief (one or two words).
- Use callouts to emphasize special offers, seasonal promotions, or limited-time benefits.
- Update callouts regularly to reflect current promotions, like “Back-to-School Sale” or “Holiday Discounts.”
5. Structured Snippet Extensions
What It Is: Structured Snippet Extensions allow you to provide more details about your products, services, or features. Each snippet includes a header (like “Types” or “Destinations”) and a list of items.
Example: A travel agency could use structured snippets with headers like “Destinations” and list “Boracay, Palawan, Cebu.”
When to Use: Use structured snippets to highlight specific categories or services that your business offers, especially if you want to showcase variety.
Best Practices:
- Use specific headers that match your offerings, like “Brands” for retail or “Services” for salons.
- Tailor snippets to reflect seasonal offerings, like “Holiday Packages” or “Christmas Specials.”
- Keep lists short and relevant to avoid overwhelming the user.
6. Price Extensions
What It Is: Price Extensions allow you to display the prices of your products or services directly in the ad. Each price extension includes a link to a specific page, helping users find exactly what they’re looking for.
Example: A beauty salon could show prices for “Haircut – PHP 500,” “Facial – PHP 1,000,” and “Massage – PHP 800.”
When to Use: Use price extensions if you want to be transparent about costs and attract price-sensitive customers.
Best Practices:
- Use competitive pricing to draw users’ attention.
- Include prices for popular or seasonal services, like “Holiday Packages” or “Christmas Gifts from PHP 300.”
- Make sure prices are accurate and reflect any ongoing promotions or discounts.
7. Promotion Extensions
What It Is: Promotion Extensions allow you to highlight special promotions, discounts, and limited-time offers, with options to add details like a discount percentage or promotional code.
Example: An electronics store could promote “20% Off Laptops” with a holiday promotion extension.
When to Use: Promotion extensions are perfect for seasonal campaigns, helping to attract users with discounts and offers.
Best Practices:
- Use specific dates for time-sensitive promotions, like “Christmas Sale: Valid Until December 25.”
- Highlight exclusive discounts and limited-time deals.
- Update promotion extensions regularly for each season, such as “Summer Sale” or “Valentine’s Day Discount.”
8. App Extensions
What It Is: App Extensions encourage users to download your mobile app directly from the ad. It adds a link to download the app, which is useful for businesses with a dedicated app.
Example: A food delivery service could add an app extension so users can download the app and order easily.
When to Use: App extensions are ideal for businesses that want to increase app installs, especially if the app plays a major role in customer interactions.
Best Practices:
- Target users on mobile devices since they’re more likely to download apps.
- Use clear messaging to show the benefits of downloading the app, like “Order Faster with Our App.”
- Promote app-specific offers, like “Get 10% Off Your First Order on the App.”
How to Use Extensions for Seasonal PPC Campaigns
For seasonal PPC campaigns, Google Ads extensions can be customized to reflect current events, promotions, and trends, making your ads more relevant to users.
Tips for Seasonal Campaigns:
- Create Seasonal Callouts: Use callout extensions like “Holiday Discounts” or “Valentine’s Day Specials” to capture attention.
- Update Promotion Extensions: Highlight seasonal offers with promotion extensions, like “Christmas Sale – 30% Off Until December 31.”
- Use Sitelinks for Seasonal Pages: Link directly to seasonal landing pages, like “Christmas Gifts” or “Back-to-School Supplies.”
- Highlight Seasonal Locations: If you’re running pop-up shops or seasonal stores, use location extensions to attract nearby customers.
Final Thoughts: Using Google Ads Extensions to Maximize PPC ROI
Google Ads Extensions are a powerful way for Philippine businesses to improve their PPC campaigns and boost their ROI. By providing extra information, making ads more engaging, and highlighting special offers, extensions can help you capture more attention and drive better results.
Whether you’re running a holiday campaign or a year-round promotion, using the right extensions can help your business reach its audience more effectively. By customizing extensions for seasonal events and testing different options, you can make the most of every peso spent on PPC advertising, ensuring that your Google Ads deliver maximum impact.