Step by step guide to optimize performance with Google Ads Price Extensions by Ben Givon – part 1

Step By Step Guide to Optimize Performance with Google Ads Price Extensions by Ben Givon – Part 1

Google Ads price extensions are one of the physically made extensions provided by the search engine platform. In case your ad rank is sufficiently high, these extensions can apply to your content advertisements on both desktop and mobile devices. Presently, the name Google Ads price extensions pretty much do exactly what it says on the tin. It is a price extension to feature our costs for certain goods or services to any consumer who may see the extension inside your advertisements. One of these extensions’ advantages is that they effectively work as a blend of a callout and a site link extension.

In this post, Ben Givon will show you how we can set up price extensions inside Google Ads on different levels. Be that as it may, we need to concentrate on using these price extensions to achieve maximum results. Ben Givon will show you a couple of price extension techniques that he has tried out and tested in accounts that have reaped positive results. Without further or do let’s get started.

The most effective method to set up price extensions in Google Ads

To begin making price extensions in Google Ads, we first need to make a beeline for ‘Advertisements and Extensions,’ and afterward click on the extensions subcategory. Next, hit the blue add button and pick a price extension. Like most advertisement extensions, we can add extensions at the account, ad campaign, or the ad group level.

The way your account is organized will truly show you the way you should set up and execute your price extensions. Let me clarify this further. Let us imagine I have a fresh out of the box account, and I need to get a benchmark of advertising extensions made just to help support my CTR. Naturally, when trying to make my price extensions at the account level, I have to track and monitor all of the existing campaigns I have made in the existing account. This is because each price extension I make at the account level could appear for any text advertisement in any of these online search campaigns.

When making price extensions, you need to pick what “type” of price extension you will make. The current choices are as follows:

  • Product categories
  • Brands
  • Service tiers
  • Services
  • Product tiers
  • Events
  • Neighborhoods
  • Service categories
  • Locations

Depending on where you are in the world, you can keep the currency up to date, and afterward, you have the choice to include a price qualifier. By default, there won’t be a qualifier. However, you can pick one from your choices of “from, up to, or average.”

Next, you need a header for every price extension product you include, and this header can be up to 25 characters in length. It is crucial to refer to the fact that you can’t have an identical copy here. Each headline must be original and unique because Google Ads won’t permit you to save your advertisements. At that point, you should include a cost for each price extension item. Once you have set the price, you have the choice to indicate if there is a unit amount.

Each price extension product likewise needs to have a description (additionally 25 characters in length) and a URL. Dissimilar to the headline for your price extension products, the description can be identical for each and every item. For instance, if “Free Shipping” is essential to your clients, you can add that message to all of your price extension product descriptions. But prior to saving anything, you have to ensure you have three price extension items at any rate. The minimum number of price extension items permitted by Google is three. However, marketers can include a maximum of eight separate items. While including eight items might be appealing, you need to consider how the price extension will look.

You need to consider how your price extensions will look on both mobile and desktop devices.

It’s unquestionably simpler on a mobile device for a consumer to swipe and browse through the list, yet you will need to ensure that your most visible items are set towards the start. Marketers can control the order that the price extension items are displayed, which can help control which items a client will see first.

As we mentioned earlier in this post, if I’m going in and checking on this new price extension I made, I will probably understand that it isn’t the ideal option for me to utilize only one account level price extension. This is because, if I take a glance at all the campaigns in my account, it might be strange if potential customers see Nike, Adidas, and Converse prices when they were searching for keywords that fall under my cooking or DIY (do it yourself) campaigns. This is where you may need to go further and begin making campaign level extensions. I would then be able to make another price extension and decide to add the price extension to a campaign. At that point, I can choose my particular campaign, so I know this price extension will just appear for this campaign.

Conceivably one option we might need to test would be to use a brand type for the price extension. But, since the ad groups are divided by product categories, we might need to test the item class type. This is the most detailed level we can go to when making price extensions, and my main goal while getting this detailed is to help the customer discover what they are searching for as quickly as possible.

After saving the ad group level price extension, our campaign level price extension will be saved. Be that as it may, the campaign level price extension will no longer appear for this ad group. This is because the ad group level price extension will supersede the campaign level extension. If you need the campaign extension to appear for this specific ad group, you will need to copy that campaign level extension at the advertisement group level.

Try these price extension techniques in your Google ads account

Now that we understand how to set up a price extension and the importance of prioritizing, your target audience can find the most relevant and engaging ads depending on their search.

I have seen many Google ads accounts throughout the years where just one account level price extension was set up similarly as a backup plan. What’s more, regardless of whether your price extension at the account level will apply to the entirety of your campaigns, it doesn’t mean we ought to disregard this extension. Our objective with price extensions is to attempt to increase our conversion rates. In any case, to do that, make it easy for potential customers to discover what they are actually searching for. Moreover, there are a few different ways to set up our price extensions, testing different types to see which formats work the best to support you with accomplishing your business objectives and goals.

Let’s have a look at a handful of ways that you can put your price extensions to the test to see which variations best suit your account.

Organize by price

Perhaps the most popular way to prioritize and set up your price extensions is to play around with price sorting to see which price ranges work best for your business objectives.

When you begin making another price extension, Google’s default model shows you a price extension going from the lowest possible priced product to the most expensive. This type of price extension, from the lowest to the highest price, is the most widely recognized and popular. This is no surprise when attempting to sell something, regardless of whether it is a service or product. Consumers will forever be looking for promotions or special offers. If your target audience is continually searching for discount offers, then Ben Givon recommends that you don’t hesitate to implement a price-sorted price extension value expansion going from the cheapest to most expensive product or service.  

In any case, arranging price extensions from cheapest to most expensive may not be suitable for every Google ads account. But why?

Ben Givon has worked with many accounts out there where the advertiser prefers to avoid consumers looking for the cheapest deal they can get their hands on. So Ben Givon tried out price extensions with customers-sorting by the most expensive product category, which then filters down to the cheapest-priced product categories. This is one way that we can pre-qualify consumers.

Sorting by price is a great marketing tactic to entice potential consumers and your target audience to consider all the price extension options. Sorting your price extensions in this way could also bring about a number of additional benefits. Just as sorting your price extensions from the lowest to highest price may not be the most effective for your business offering and goals, you will never know which type of price extension works best for you unless you use trial and error and see which tactic works in your account and reaps the results you are looking for.

Categories: Affiliate Marketing

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