With the array of ad formats and ad extensions available on Google, it’s easy to lose sight of some of the basic extensions that can have a major impact on performance. Price extensions are one of my favorites to use because they’re easy to create, take the user directly to the most relevant page and can increase conversion rates. They’re also an easy way to make your ad appear larger and more prominent on the SERP.
What Are Price Extensions?
Price extensions are additional snippets of information about your product that you can add to your Google Ads text ads. They function by showcasing your product offerings with up to eight different cards in a carousel format on desktop and mobile devices. Price extensions can be created at the account, campaign or ad group-level, depending on how you want them to display. Utilizing price extensions at the ad group-level is the best option if your campaigns have a variety of ad group themes, because it gives you the most control. Showing a price extension is great, but it needs to make sense given the context of the search. The example below highlights what the extension looks like for a hair salon advertiser:
Google Ad Extensions: Example Scenario
To start leveraging these extensions, think about your ad group structure and the offerings you want to highlight that correspond with those keywords. If you’re a real estate business and have keywords around townhomes for sale, you can create extensions to highlight different floor plans that are available. Let’s look at the main components that make up the extension.
- Header – This is featured at the top of the card and should be relevant to the search term. From our example above, we could use the number of bedrooms as the header – 3 BR Townhomes, for example. We could use this space to call out the square footage instead, if we wanted to get more specific. The possibilities are endless, as long as it’s within the 25-character limit.
- Price – Self-explanatory, right? Keep in mind you can show the price in several combinations of qualifiers and units.
- If we’re featuring the lowest price of a product, we can it show as From $150K. From is the price qualifier in this example. The other price qualifier options are Up to. We also don’t need to use a qualifier at all if it’s an exact amount. These filter adjustments call be made in the dropdown in price extensions tab of the UI.
- The units can also be adjusted depending on the frequency of our product. If we were renting houses instead of selling them, our price could read From $800/mo. In this case, the /mo is the unit. Other unit types available include: per hour, per day, per week, per year and per night. Again, you don’t need to use a unit type.
- Pro tip: Maintaining accurate pricing on extensions is key to having a good user experience. If a user clicks on a price extension and the website price doesn’t match, you can expect those bounce rates to go up!
- Description – This is the last component of price extensions that we’re going to touch on today and it’s, well… exactly what it sounds like! Use the description to provide additional context for the header. Going back to our 3 BR Townhomes From $150K Our description could be the location, so our completed price extension reads, 3BR Townhomes From $150K In Downtown Baltimore. This final description provides the additional information the user needs to decide whether to click through. Like the header, the description also has a 25-character limit – so choose your words wisely.
Price Extensions in Action
Now that we’re all price extension experts, let’s look at how they perform using a real example. We’ve been running price extensions with an established real estate advertiser for the last 6 months, and the results have been great from a volume and conversion standpoint. The price extensions contributed 22 percent of the overall click volume and 27 percent of conversion volume for the campaigns it was applied to – that’s a nice chunk of conversions! The extension drove directly to the floorplan-model page and cut out the additional click needed to get there from main landing page.
Use them! Hopefully you’re feeling confident about the setup and performance increases you can gain from adding price extensions. The benefit of using price extensions doesn’t just apply to real estate advertising, either – any advertiser with different brands and price points can benefit. Just remember to keep them relevant to the search term and use your 25-character headline and descriptions wisely.
Are you using price extensions for your Google Ad campaigns? Share your experience in a comment below!