Ad extensions enhance ads by providing extra details, making them more engaging, visible, and informative. Extensions incorporate features such as additional links, specific product or service details, call buttons, pricing information, short snippets, and visuals. In Blueprints, ad extensions work as expected, and tags within extension fields can be used to insert dynamic values, scaling your advertising strategy.
Setting up ad extensions in Blueprints
In the upcoming section, we'll delve into the implementation of specific ad extensions. First, let's guide you through navigating to the feature in Fluency:
Go to Blueprints in the top menu.
Click on a Blueprint, and select a Search, Display, or Performance Max (PMax) campaign. Note: Only these campaign types currently support extensions.
Expand open the Extensions section.
Choose the tab for your desired extension type (call, call-outs, image, price, sitelinks, structured snippets). Note: The available extensions vary across campaign types.
Click Save Changes.
Available extension types
Expand open the rows below for information about extension types supported in Fluency.
Call extension
Call extension
The call extension allows you to include a phone number or call button directly in your ads, facilitating easy communication with potential customers. This extension is especially useful for mobile users, as they can simply tap the call button to get in contact with your business.
To set up a call extension:
In the "Extension Value" field in the Call tab, input your tracking number or tag that contains the number you want to appear in the extension. It's generally recommended to use the [account.phone] tag in this field.
Notes:
Once launched, it's important to note that clicks on your number incur the same cost as headline clicks, following a standard CPC (cost per click) model.
Additionally, separate call tracking numbers can be specified for Google and Microsoft using the following format:
Google: [some tag]
Microsoft: [some other tag]
Call-out extension
Call-out extension
The call-out extension enhances your Search ads by adding extra text to provide additional insights into your business, services, or offers. Unlike clickable extensions, call-outs don't direct users to specific website sections; instead, they emphasize specific attributes or benefits you want to showcase. For instance, if you're a car dealership, your call-out extensions might feature phrases like "Zero Down Payment Options," "Certified Pre-Owned Cars," "Instant Price Quotes," or "Trade-Ins Welcome." Additionally, they can spotlight unique offers or features, such as "Free Shipping" or "24/7 Customer Support."
To set up a call-out extension:
In the Call-Outs tab, choose between the options + Call-Out or Bulk Edit.
For + Call-Out, enter the offers or features you want to highlight. For Bulk Edit, separate values with commas or new lines and click Apply when finished.
Image extension
Image extension
The image extension enhances your existing text ads with visuals, making them more eye-catching and informative. This addition can lead to higher click-through rates and improved campaign performance. These extensions can show up in search results on the Google Search Network. Image extensions within Blueprints are typically pulled from media sources or an account ingestion sheet.
To set up an image extension:
In the Image tab, click + Image URL.
Add a URL or Blueprint tag containing one or more URLs. Google Ads will extract images from your landing page, selecting those most relevant to the query based on the ad's landing page. The chosen images undergo automated and manual quality checks before being selected to serve. Note that dynamic image assets may not be generated if a suitable image meeting quality standards cannot be found or doesn't exist on your landing page. Clicking on a dynamic image asset redirects users to the same landing page as the headline in your ad.
Note:
Clicks on your image asset incur charges on a CPC (cost per click) basis, similar to Search text ads. The images in your image asset are clickable and are billed at the same CPC as a click to a text headline.
Price extension
Price extension
The price extension is a type of ad extension in Google Ads that lets you display pricing details for various products or services directly in your Search ads. This extension makes your ad more informative, providing potential customers with additional useful information that may prompt them to take action. When a user clicks on a price extension link, they're taken directly to the landing page for that specific product or service, streamlining their experience and bringing them closer to a potential conversion. Price extensions appear below your main ad text, extending the size and prominence of your ad.
To set up a price extension:
In the Price tab, click Add one now.
Add a price asset Type and optional price Qualifier. Note: Leave the Qualifier field empty if you don't want to show a price qualifier (e.g., "None," "Up to").
(Optional) Add a Tracking Template if you'd like to append tracking parameters to your URL; otherwise, leave it empty.
(Optional) Add a Data Filter if you want to add a filter to the extension.
For each price asset item, enter:
Header (required)
Description (required)
Final URL (required)
Price (required): Enter a number with two decimal points and the ISO 4217 currency code (e.g., 34.99 USD). If the selected language uses a comma instead of a period to indicate decimal points, use a comma instead (e.g., 34,99 EUR).
Unit (optional)
Click Save Changes.
Note:
When setting up price extensions, consider what users might be searching for. Match the specificity of your ad keywords with the details you provide in the asset. For example, if your keywords target people searching for "luxury apartments for rent," make sure your asset provides specific information about apartment types and their respective prices.
Sitelink extension
Sitelink extension
The sitelink extension enables you to include additional links in your ads. These links can direct people to specific pages on your website, such as a "Contact Us" page, a product page, or a store locator. By incorporating sitelink extensions, you provide potential customers with convenient access to various sections of your website directly from your ad. This offers them more choices and information beyond the main landing page. Keep in mind: You must create at least two sitelinks in order for them to be eligible to display in search results.
To set up a sitelink extension:
In the Site Links tab, click Add one now.
For each sitelink, enter:
URL: e.g., https://www.fluency.inc/schedule-demo
Text: e.g., Demo
Description 1: e.g., Want to Learn More?
Description 2: e.g., Take a Walk Through Our Platform
Click Save Changes.
Structured snippet
Structured snippet
Structured snippets offer a way to highlight specific aspects of your products or services, such as brands, types, or destinations. Unlike clickable links, snippets are not interactive but provide potential customers with a clearer understanding of your business offerings. They appear below your ad text in the form of a header and a list of values. For example, a car dealership could use the header "models" with corresponding values representing various car models in their inventory.
To set up a structured snippet:
In the Structured Snippets tab, click Add one now.
For each snippet, enter:
Category: ("Header" in Google Ads terms) Choose a header that aligns with the type of information you want to present.
Values: List specific items under the chosen category (header) to provide details about your product or service offerings.
Example: If you were a university showcasing your courses, your structured snippet might have "Courses" as the header with values like "British Literature," "Art History," and "Engineering."
Notes:
Ensure that your header and values match, as a mismatch could lead to disapproval of snippets.
There's no cost associated with adding structured snippet assets, but regular charges apply for clicks on your ad.