How Are Manual Extensions Different From Automatic Extensions

Manual ad extensions are those extensions that advertisers need to set based on their business requirements. Google Ads manual Extension types are listed below.

App Extensions
Call Extensions
Callout Extensions
Location Extensions
Price Extensions
Review Extensions
Sitelinks Extensions
Structured Snippets

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Difference between Manual Ad extensions and Automatic Ad Extensions

Manual Extensions is different from Automatic Ad Extension as manual extension requires you to fill your business details manually whereas Automatic Extensions don't. Manual Ad Extensions are better because they can be customized and it reports easily.

Generally, when people talk about Ad Extension they usually mean Manual Ad Extension. It is so powerful that it can display anything like click-to-call buttons, store information info, message option other than calling service, or the pricing of the services that your company offers. Now, let's discuss some Ad Extensions below to understand better.

Q: How are manual extensions different from automatic extensions?

Automatic extensions require setup. Manual extensions do not.
Answer: Manual extensions require you to fill out additional information. Automatic extensions do not.
Manual extensions cost more than automatic extensions
There is only one type of manual extension but many types of automatic extensions

Google Ads extensions best practices

Ads without Google Ads Extensions are often incomplete. They might either convey a lot less sense leading to scarce conversions or incur very high cost-per-conversion rendering them unprofitable. Ad extensions are free fixes to improve ads and related conversions. However, it is essential to use the extensions with caution. A misplaced extension or an extension with a weak message might have an adverse effect. Therefore, the threat of losing potential customers and money exists. In the best interest to avoid these risks, please follow the below mentioned best practices.

Define your goal: Defining a purpose comes first every time. Before you implement ad extensions, figure out what kind of growth/goals you want to achieve.
Understand all the extensions: Once your goals are set, you can now research and acquire in-depth knowledge of different types of extensions. This exercise will help you figure out how these extensions work and how they can help you achieve your goals.
Choose the best: Never spam extensions on an ad copy. Choose the one that fits your requirements first. Implement it. And let it work its wonders.
Performance and review: Once you have implemented your first ad extension, track its performance, and review it with your historical data. Note down the changes. Analyze how these changes are affecting your campaign.
Multiple extensions: Using various extensions is better than using a single extension. But before you go with your second extension, be sure to audit the performance of your first extension. Always make calculated decisions that are backed by data, not just intuitions.

Google Ads Extensions in detail

Now let us Discuss each Google Ads Ad Extension type in Detail and look at some best practices of using these Ad extensions for maximum ROI in your Google Ads.

1. Google Ads Sitelink Extensions

Sitelink Ad Extension is additional links that we can add to our search ads which allow users to browse through offerings upfront so their clicks are more relevant to their needs.

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Best Practices for Google Ads Sitelink Extensions

Sitelinks are links to various pages of your website that you can add to your ads.

You can have your own text describing the link and the URL that redirects to specific pages on your website. You can usecall-to-action texts orinformative texts to persuade users to visit different pages.
Sitelink extensions best go with broad match keywords. This gives you a scope of wider audiences.
You can also update the text or the URL anytime you want without actually having to redesign the ad copy. This also means that your data is intact. It doesn't reset.
And, you can also schedule your site link extensions for specific dates of the month, days of the week, time of the day, etc.

2. Google Ads Location Extensions

If you are looking for an in-store foot traffic Location extension is the best since users can see store addresses and hours of operation in the search ads. To make this is available to you, you have to connect your "Google My Business Account" to your Google Ads.

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Best Practices for Google Ads Location Extensions

Location extensions allow you to include your physical store location.

Google Ads location extensions are highly helpful in increasing visitors to your brick-and-mortar store.
You can also combine location extensions withgeo (radius) targeting and location-based bid adjustmentsto show ads to those people who are near your store.
Location extensions are not just limited to increasing first-time visitors. You can club it with callout extensions to prompt users to availin-store returns or in-store trials.
Including a location extension also helps boost the legitimacy of your ad copies as well as your business. It always helps users trust you when you give them a chance to visit their shop physically.

3. Google Ads Call Extensions

This extension allows you to show your phone number on your ads which are generally known to click to call extension whereas for the mobile users you can only click on the ad to dial our business.

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Best Practices for Google Ads Call Extensions

Call extensions allow you to add your business phone number to your search ads.

Avoid using call extensions on keywords under broad or modified broad match type.
Use call extensions on keywords under phrase and exact match types. This is to ensure that the user is ready to make a phone call as their searches match your keywords.
Set up Ad Scheduling. This is to make sure that your ads with call extensions trigger only when you are available to take calls.
You can also use call-only campaigns for better results as call-only campaigns are a part of mobile-only campaigns. Your ads will be shown only to users who are on mobile devices. Hence, leading to a better chance of a conversion.
Set up call conversion tracking to monitor the performance of the ads with call extensions enabled.

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4. Google Ads App Extensions

App extension allows you to add a mobile app download button next to your search ad. It is attached with your thumbnail icon, name and a customizable call to action button under your text ad.

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Best Practices for Google Ads App Extensions

App extensions allow you to add an app download button to your search ads.

Create a remarketing list of visitors who used mobile devices. App extensions don't make sense for users on desktops.
Also, make sure that your app is both iOS and Android compatible. Otherwise, it will lead to the bad user experience when the app download fails.
Likewise, have both iOS and Android conversion tracking enabled.
Your thumbnail and name on the extension should be vivid and legit. A dull ad copy raises questions of trust among users.
Use an innovative and catchy call-to-action instead ofdownload now. Because the market is saturated with millions of ads, standing out is the best way to win customers.

5. Google Ads Price Extensions

By the use of Price extension, you can show users about the prices of your products and services that you are offering directly on the ad.

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Best Practices for Google Ads Price Extensions

Price extensions allow you to include prices of various products/services you offer.

Using price extensions, you can showcase your product prices along with your ads on the search results page itself. If you have better pricing than your competitors, you have won customers even before they clicked on your ads. Smooth, isn't it?
Price extensions might be a problem if your products are priced high. It might reduce your clickthrough rate initially. However, your conversion rate would improve.
With price extensions, you have the flexibility to update them regularly without breaking a sweat. You don't need to create new texts for new products. Instead, you can just change the name, and description of the existing price extension enabled ads.

Conclusion

Hopefully, You have understood What is an Ad Extension, What are the different Ad Extensions, the difference between them, and some best practices about Ad Extensions.

If you find any difficulty in Google Ads you can check out our article on Google Ads help.

From AdNabu we have developed some useful apps for your Shopify stores. be sure to check them out here:

1. Google Ads Conversion Tracking App.

2. Google Ads/AdWords retargeting App.

3. Google Customer Reviews App.

4. Easy Google shopping feed App.