3 AdWords extensions now eligible for call-only ads

Account-level extensions will be eligible to display automatically with the ad type.

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Over the past few years, extensions have played a major role in the optimization of text ads. Ad extensions help to provide more context than the ad titles and descriptions — typically giving advertisers a boost when it comes to click-through rate. Previously, call-only ads did not display these ad extensions, but starting today, call-only ads will be eligible for three extension types. Not surprisingly, the included extensions aren’t those that require clicks — as the goal of the call-only ads is to increase phone calls.

Call Extension Updates

The three ad extensions available for call-only ads are:

Location extensions
Using location extension can let searchers know where they are calling. This should be a big boon for brands with multiple locations, as it should help to persuade folks to click, knowing that they won’t be going to a national line.

Callout extensions
Callout extensions offer flexibility in providing more detail in an ad, and they are likely to be the most utilized extension with call-only ads.

Structured snippets
Just as with text ads, structured snippets give simple context to goods and services.

If any of these extension types are already set at the account level, they will be eligble automatically to display with call-only ads. Customized extensions can also be set at the campaign level for this ad type.

So far, Google has reported a click-through rate improvement of 10 percent “on average” when companies have tested these extensions with call-only ads.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Greg Finn
Contributor
Greg Finn is the Director of Marketing for Cypress North, a company that provides digital marketing and web development. He is a co-host of Marketing O'Clock and has been in the digital marketing industry for nearly 20 years. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

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