Google Ad Extensions can be a potent tool for schools aiming to enhance their online presence and visibility. They offer a way to provide additional information to potential students and parents, thus making your ads more compelling. This guide will delve into the types and benefits of Google Ad Extensions and how schools can effectively leverage them.
Ad Extensions, or simply ‘assets’, are optional elements that augment your ads by providing additional details. They can make your advertisements more engaging, allowing you to occupy more visual space on the search engine results pages (SERPs). This can potentially increase your ad’s click-through rate (CTR) and decrease your cost-per-click (CPC).
Classifications of Google Ad Extensions
Google Ad Extensions are broadly categorised into two:
- Automated: These extensions are generated automatically by Google Ads, using information from your profile or website.
- Manual: These extensions require your input in the form of text, images, or links.
We will now explore 12 types of Google Ad Extensions that schools can utilise to enhance their ad campaigns.
1. Sitelink Extensions
Sitelink Extensions allow you to incorporate extra website links into your ad. They offer more options to searchers, which can boost your ad’s CTR. For schools, sitelink extensions could direct searchers to pages showcasing different courses, admission details, faculty information, and more.
2. Callout Extensions
Callout Extensions enable you to highlight specific features or offers. For schools, these could include unique programmes, scholarships, or campus facilities.
3. Location Extensions
Location Extensions display your school’s physical address on a separate line in the ad. This is particularly useful for local students or parents searching for schools in their vicinity.
4. Call Extensions
Call Extensions allow searchers to contact your school directly from the ad. This can be beneficial for schools that rely on phone calls for enquiries or admissions.
5. Price Extensions
Price Extensions allow you to add tuition or course fees to your ads. This can help set expectations about costs upfront, reducing clicks from searchers who may not convert due to budget constraints.
6. Promotion Extensions
Promotion Extensions help you highlight ongoing promotions, such as discounts on tuition fees or special offers for early admissions.
7. Seller Ratings Extensions
Seller Ratings Extensions display a rating for your school based on reviews aggregated from various online sources. This can help build trust and confidence among potential students and parents.
8. Image Extensions
Image Extensions allow you to add images to your ads, making them visually compelling. They can feature images of your school campus, classrooms, or events.
9. Structured Snippets Extensions
Structured Snippets Extensions enable you to highlight specific features of your school or courses. They include a category header and a list of related values.
10. Lead Form Extensions
Lead Form Extensions allow searchers to fill out an inquiry form directly on the SERP. This can result in generating more leads for your school.
11. App Extensions
If your school has a mobile app, App Extensions can be a great way to promote it. They let you add a link for searchers to download your mobile app.
12. Affiliate Location Extensions
If your school has multiple locations or campuses, Affiliate Location Extensions can be beneficial. They show searchers the closest location where they can attend your school.
Setting Up Google Ad Extensions
Setting up Google Ad Extensions is straightforward. From your Google Ads account, navigate to “Campaigns” on the far-left menu, then click “Assets”. Next, click the blue “+” button and select the type of extension you’d like to create. The details you’ll need to enter depend on the type of ad extension you’ve selected. Once done, hit “Save”.
Boosting Your School’s Ad Performance with Google Ad Extensions
Google Ad Extensions can be a powerful tool for schools to garner more qualified clicks on their ads. With a dozen different types of extensions available, there’s a suitable ad extension for any school out there. Ready to try them out? Pick a few that would be relevant for your campaigns, and see the difference they make.
“Google Ad Extensions can be a powerful tool for schools to garner more qualified clicks on their ads.”
Remember, effectively leveraging Google Ad Extensions for your school involves a strategic blend of choosing the right types of extensions, setting them up correctly, and regularly monitoring and optimising their performance. With the right approach, your school can significantly enhance its visibility and attractiveness to potential students and parents.