Why do search ad extensions matter to clients?
A) The cost-per-click on ad extensions is lower than on a search ad headline
B) They guarantee higher engagement for advertisers
C) They increase engagement and influence ad quality
D) They increase ad quality and drive lower conversion costs
Correct Answer is C) They increase engagement and influence ad quality
Explanation:
Search ad extensions are additional pieces of information that can be added to an ad in a search engine results page (SERP). These extensions can provide more context to the user, leading to a higher click-through rate (CTR) and potentially higher conversion rates. In this article, we’ll explore why search ad extensions matter to clients and the benefits they provide.
Increased Visibility
Search ad extensions can make an ad stand out in the search results. They take up more space on the page and can be eye-catching, drawing the user’s attention to the ad. This increased visibility can lead to a higher CTR, as users are more likely to click on an ad that stands out from the rest.
Improved User Experience
Search ad extensions can improve the user experience by providing additional information about the business or product being advertised. For example, a location extension can provide the user with the address of the business, making it easier for them to find it. A call extension can provide the user with a phone number, allowing them to contact the business directly. By providing this information upfront, the user is more likely to have a positive experience and take the desired action.
More Relevant Ads
Search ad extensions can help make ads more relevant to the user’s search query. For example, a sitelink extension can provide links to specific pages on the business’s website that are relevant to the user’s search. By providing the user with more specific information, they are more likely to find what they are looking for and click on the ad.
Increased Click-through Rate
The primary benefit of search ad extensions is that they can increase the CTR of an ad. By providing additional information and making the ad more visible, users are more likely to click on the ad. This increased CTR can lead to a higher conversion rate, as more users are being directed to the business’s website.
Higher Quality Score
Search ad extensions can also have a positive impact on the quality score of an ad. The quality score is a metric used by search engines to determine the relevance and quality of an ad. A higher quality score can lead to a lower cost-per-click (CPC) and a higher ad position in the SERP. By using search ad extensions, the ad is providing additional information and improving the user experience, which can lead to a higher quality score.
Better ROI
Ultimately, the goal of any advertising campaign is to achieve a positive return on investment (ROI). By using search ad extensions, clients can improve the performance of their ads and achieve a better ROI. By increasing the CTR, improving the user experience, and improving the quality score, clients can ensure that they are getting the most out of their advertising budget.
In conclusion, search ad extensions matter to clients because they can provide a range of benefits that can improve the performance of their advertising campaigns. By using search ad extensions, clients can increase visibility, improve the user experience, make ads more relevant, increase the CTR, improve the quality score, and achieve a better ROI. With so many benefits, it’s no wonder that search ad extensions are an essential tool for any advertiser looking to improve the performance of their ads.