5 Things I Experienced With Google Ads Extensions & How To Fix Them

“Ahh, I’ve finally found a way to add extra pieces of info to my Google Ads! I'll now achieve the SERP dominance that I was dreaming of soon enough, by using ad extensions!”

[One month later...]

“The things I did aren’t working! I’m totally screwed!”


Something went wrong with your Google Ads - did you find out what it is?

No? Let me help you. If you are using ad extensions, but aren’t able to get the performance you expect, you came to the right spot!

It's common knowledge that ad extensions are the extra pieces of information that advertisers append to the ads, in order to provide more data about your product or service to the searchers. The extensions don’t cost you anything extra to display, just the usual cost per click you pay for your search ads.

Many online sources and best practices are available about ad extensions, what they are and how you can use them. If you wonder about the different ad extensions available and see some examples, check our very detailed Google Ad extensions blog post right now.

However, there are some points which may easily be missed out about these ad extensions. Here are some problems that I faced myself when working on the extensions, and how I have solved them.

look at your mistakes
look at your mistakes

Follow these tips and become more ‘expert’ on what you’re doing.

1. “I’ve added all kinds of ad extensions to my ads, but my ads still don’t show up at the Top-position in the SERPs.”

If so, here are some key questions that you have to ask yourself about the extensions in your ads:

  • Do you apply the right extensions to your ads? There are several sorts of ad extensions available in the Google Ads platform. However, this does not mean you need to use all of them at the same time. If you’re at least somewhat familiar with the extensions Google offers, you should simply pick the most relevant ones for your ads.
  • Where is your target audience mostly coming from? You must define who your audience is and what their device preferences are. Mobile, desktop, tablet? Your audience’s behavior changes your ad strategy and so also, the ad extensions that you are using for this audience. Let’s say someone is looking for a gym on the mobile and uses the search query: “where is the nearest gym?” This user is most likely at the end of the decision process and will act quickly. On the other hand, a PC user will be searching for something like ”where is the best gym in town?” and expects to see this kind of information back in the search results as well. Since these PC-users may be at the beginning of the buying cycle, you could provide such extra bits of information with your ad extensions.
  • Do you use the right information in your ad extensions? While other advertisers walk the straight and narrow road, you need to differentiate your ads from others by using special offers and information related to your service or product. If a user is searching for the price of a specific product, there is no need to mention how good your product is in the ad extensions. Instead, you can use your special deals or sales to get their attention with promotion extensions.

If you can answer “Yes” to all of the above, you’re doing great so far. Remember that Google takes some time to learn and perform. It’s possible that it may take a while to see the best results, after creating your ad extensions.

2. “I created a new extension to replace an existing one, but I can’t see this new extension showing up in my ads on the search results.”

and;

3. “My ads are shown with only 2 sitelinks even though I added a bunch of them. Why do only 2 of my sitelinks show up, where my competitors’ ads are coming up with 4 to 6.”

Follow these steps;

First, check to make sure your extensions are approved.

Then, make sure your extensions are associated with an active ad group, campaign, or account.

(I can’t tell you how many times I looked for a reason why my extensions aren’t getting any impressions. Sometimes the answer can be so simple and may require you to just be a bit more patient. Once the system is updated, your data will show up.)

Here are other things you should also consider:

  • There is no guarantee that your ad extensions will show up with your ads all the time. The extensions will be shown when the Google algorithm predicts the ad extensions to improve your ad’s performance. In addition, if your AD RANK and POSITION of your ad are high enough for extensions to show, you will see Google Ads extensions in search results.
  • You can add ad extensions on three different levels: on ad group, campaign, and account level. Ads will show the extensions that are added to the narrowest level. For example, if you have 3 sitelinks on ad group level, and add one more on campaign level, the system will only show the sitelinks added on ad group level.
4. “I have the same content in my ad text and ad extension, and they are both showing up in the search results.”

Okay, it maybe doesn’t look like a problem, but be aware of this. Ad extensions need to provide extra information; not repeating the same message as in the ad text. It may look annoying to users and therefore can affect your CTR negatively. Use the most relevant and necessary extensions, and give extra pieces of information to make users want to click on your ads.

5. "I do not have good paid mobile traffic when I compare it to my desktop traffic."

Well, always keep in mind: think “Mobile first”. By the end of 2019, the number of mobile phone users is forecast to reach 4.68 billion. It is more than half of the world’s population.

With the mass usage of mobile phones, the product design also has to be adapted to “Mobile first”, as the name suggests, means that we start the product design from the mobile end which has more restrictions.

While adding your extensions and building your strategy keep in mind that desktop and mobile SERPs differ from each other.

Ok, so what are these differences;

  • The screen size affects the ads even when they are on the first page of the search results. Users need to scroll down to see other ads on mobile where they see all top-ranked ads at the same time on desktop.
  • Desktops allow up to 6 sitelinks, while mobile allows only up to 4 and even up to 8 shown side-by-side in a carousel.

There is an advantage of using ad extensions to create your mobile SERP dominance. Use as many extensions as you can (of course, they need to be relevant and not repeating the same information with the ad text!).

sitelink previews on desktop
sitelink previews on desktop
sitelink preview on mobile
sitelink preview on mobile

For this problem, you can develop many different strategies but I just wanted to stress what you can do with the extensions. Do not rely on only optimizing extensions for this problem, use other components of Google Ads, too.

Conclusion

Everybody can run good campaigns and ads on Google. If you screwed up something, you need to go through your account from the bottom all the way to the top. All parts are deeply explained and experienced before. However, ad extensions are one of the most important parts of your Google ads.

Keep in mind to optimize them like the rest of the account components.

Cicek
02 Jul 2019

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