With the right ad extensions, you’ll not only grab attention but also drive meaningful clicks that turn into conversions. Here’s how we make it happen…
Anyone with experience of running Google Ads campaigns knows how important it is to stand out in a sea of competition.
But with limited space and a crowded SERP (Search Engine Results Page), grabbing attention can be a challenge. This is where ad extensions come in. And with recent updates like adding your business name, logo, and long headlines, the potential to boost your campaign performance is greater than ever.
At Pixal, we use these powerful tools to enhance ad visibility, improve click-through rates (CTR), and drive more meaningful engagement with prospects on behalf of our clients. So here’s what you need to know about leveraging ad extensions to make your PPC campaigns work harder for your business…
What are Ad Extensions?
Ad extensions are additional pieces of information that can be included with your Google Ads to provide more context about your business. They allow your ad to take up more space on the SERP, making it more noticeable while giving users helpful details like your business address, phone number, product highlights, and now even your logo or business name.
Google Ads extensions fall into two main categories:
- Manual Extensions: You choose and set up these yourself (eg sitelinks, callouts, structured snippets).
- Automated Extensions: Google applies these automatically based on the ad’s content and performance.
Recently, Google added some exciting new options to its suite of ad extensions, including:
- Business Name: Displays your business name alongside your ad.
- Business Logo: Adds a professional and recognisable visual element.
- Long Headlines: Expands your ad’s primary headline, giving you more room to communicate your value.
Why Ad Extensions Matter
We tell clients that aren’t already using ad extensions that they’re in danger of leaving valuable opportunities on the table. Here’s why they’re essential:
- Increased ad visibility
Ad extensions make your ad take up more space on the SERP, pushing competitors further down the page and making it more likely that users will click on your ad rather than another. - Improved CTR (Click-Through Rate)
By adding more relevant information to your ads, extensions give users additional reasons to click. Google has found that ads with extensions typically have higher CTRs than those without. - Better user experience
Extensions provide users with helpful details upfront, making it easier for them to decide if your business is the right fit – whether they’re looking for your phone number, specific products, or a local store. - Enhanced Brand Awareness
Adding your business name and logo to your ads helps build trust and brand recognition, making users more likely to engage with your business over time.
Meet the New Ad Extensions: Business Name, Logo, Long Headlines
These recent additions increase still further the potential for ad extensions to boost your campaign performance…
1. Business Name
Displaying your business name in your ad builds trust and reinforces brand identity. Compare, for example:
- BEFORE, without the business name: ‘Shop affordable, stylish furniture today!’
- AFTER, with the business name: ‘IKEA – Affordable, stylish furniture!’
By showing your business name, we ensure users know exactly who they’re engaging with, which is particularly valuable for businesses with strong brand recognition.
2. Business Logo
Logos are a visual shortcut for building credibility. People process images faster than text, so adding your logo to an ad instantly communicates professionalism and trustworthiness. Plus, it helps your ad stand out visually on the page.
For local businesses or eCommerce stores, a recognisable logo can be the deciding factor between a click on your ad versus a competitor’s.
3. Long Headlines
Long headlines allow you to expand on your message, giving you more room to highlight your value proposition. Compare, for example:
- Standard headline: ‘Find Affordable Travel Packages.’
- Long headline: ‘Find Affordable Travel Packages – Compare Deals & Save Today.’
These extended headlines give users more context and make a stronger case for why they should click on your ad.
How to Use Ad Extensions Effectively
While ad extensions are powerful, they’re only effective if used strategically. Here’s how we help clients make the most of these features:
- Match extensions to campaign goals
Different extensions serve different purposes. If your goal is to drive foot traffic to a physical store, location extensions are essential. If you want to increase phone inquiries, call extensions are a must. We tailor ad extensions to align with your campaign objectives. - Test and optimise
Not all extensions will perform equally well for every business. For example, logos might resonate more with visual brands, while long headlines may work better for businesses with a complex value proposition. We continually test and refine extensions to maximise impact. - Ensure consistent branding
Adding your business name and logo creates an opportunity to reinforce your brand identity. We make sure logos are high-quality, and business names align with your overall branding strategy.
- Combine extensions for maximum impact
Extensions work best when used together. For example, pairing sitelinks (to direct users to specific pages) with a logo and business name will make for a robust, eye-catching ad.
Benefits of Using Ad Extensions
Just to underline the value of ad extensions, here are some of the benefits we’ve seen with our clients:
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- Higher Ad Rank: Google rewards ads with extensions by giving them a higher Ad Rank, often at a lower cost per click (CPC).
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- More qualified clicks: Extensions help pre-qualify users by providing extra information upfront, reducing irrelevant clicks.
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- Better ROI: With higher CTRs and more relevant traffic, ad extensions deliver better overall campaign performance.
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Our Approach to Managing Your Ad Extensions
While ad extensions are powerful, setting them up and managing them effectively can be time-consuming. That’s where we come in.
At Pixal, we handle everything from selecting the right extensions to setting them up and monitoring their performance. We’ll ensure your campaigns are optimised for maximum visibility, engagement and ROI.
Talk to us
Ready to take your Google Ads campaigns to the next level? Contact us today for a free performance review, and let’s create ads that get noticed – and deliver results.