4 mobile-friendly extensions to use in Google AdWords

Think your business is ideally suited for mobile users, but your Google ads don’t seem to be reaching them? Sean Quadlin, Google Inc.’s search engine marketing (SEM) best practices marketing manager, has a few tips for you.

In the video below, Quadlin shares four extensions you can use with Google’s AdWords marketing service that will make your messages that much more clickable for mobile users:

Sitelink extensions

Does your business name speak for itself? Did it come up in a search for similar businesses? Then you might want to offer mobile users instant links to some of the more pertinent sections of your website, like hours or services offered, saving them time and making your business look more attractive than the competition’s ad directing users to a website instead of helping them find out if their business is still open.

And yes, there are only four links shown below, but the reason you should provide at least six is that AdWords will choose the four it believes are most relevant to users when they see your ad.

Mobile-friendly ad extensions 1 - Sitelinks

Location extensions

Does your business have a bricks-and-mortar location? Mobile users being, well, mobile, it’s easy to imagine them conducting a search while your store happens to be nearby. Notifying users (and Google) of that fact might increase your chances of them going from seeing your ad in a mobile search to actually walking in.

Mobile-friendly ad extensions 2 - Location extensions

Call extensions

It’s easy to forget because it does so many other things, but a smartphone’s primary function remains helping users to reach out to others, and calls are still a favourite method for many customers, especially those over 34.

So if your company has an attendant available, why not let users know they can give them a call? AdWords even allows you to display call extension (or even call-only) ads at specific times, so they’ll appear only when someone is available to answer the phone.

Mobile-friendly ad extensions 3 - Call extensions

App extensions

Does your business have an app to make the customer journey easier for mobile users? Invite them to download it right away – and be sure to link to both brand-focused and generic words.

“Users might love your app, and if you think that’s the case, then you want to be there to let them know about it whenever possible,” Quadlin says.

Mobile-friendly ad extensions 4 - App extensions

Watch the entire three-minute video below.

Would you recommend this article?


Thanks for taking the time to let us know what you think of this article!
We'd love to hear your opinion about this or any other story you read in our publication.

Jim Love, Chief Content Officer, IT World Canada

Featured Download

Eric Emin Wood
Eric Emin Wood
Former editor of ITBusiness.ca turned consultant with public relations firm Porter Novelli. When not writing for the tech industry enjoys photography, movies, travelling, the Oxford comma, and will talk your ear off about animation if you give him an opening.

Featured Story

How the CTO can Maintain Cloud Momentum Across the Enterprise

Embracing cloud is easy for some individuals. But embedding widespread cloud adoption at the enterprise level is...

Related Tech News

Get ITBusiness Delivered

Our experienced team of journalists brings you engaging content targeted to IT professionals and line-of-business executives delivered directly to your inbox.

Featured Tech Jobs