- Need to set up ad extensions in Google ads
for your e-commerce store?
I'm going to show you exactly how to set this
up in this quick video.
Let's go.
(fast-paced music)
Hey guys, Sam here from KeyCommerce.com
and today I'm going to show you how to set up ad extensions
in your Google search ads for your e-commerce store.
Okay, what are ad extensions?
Ad extensions are the extra bits
of information that you can add to your ads
to make them bigger, longer
and more relevant to your searches.
The cool thing is, you can add way more text to your ads
and make them take up way more space in the search results.
If your competitor comes in, then you'll be able to show
for so much more of the screen while they have
a tiny little ad down the bottom.
The cool thing is that these extensions
are really easy to add.
I've made a really awesome template that you can use
to plan out your ad extensions and add them to your account.
We use it for all our clients and stores
and I'll leave a link in the description
so you can access it and use it for yourself.
It will be on the blog post there for this video.
And just so you know you probably have to enter your email
to get it.
The reason I do that is because I only want the people
that are very serious about running their Google ads
for e-commerce to get this template.
Let me just jump into my computer.
I'm gonna show you the template
and let's run it for this ad account.
Let's go.
Hey guys, Sam here from KeyCommerce.com.
Now we're in this template
for your Google search ad extensions.
Now, you can get the same template on my website.
Link is in the description.
You're gonna go there,
it's probably gonna ask you for your email.
I just put that on there just
because I only want the people that are serious
about their Google ads to actually use this.
Okay, so I've made this,
we use this for all our clients.
There's a new campaign that we're actually onboarding.
And so this helps you basically
create your ad extensions really easily
and even like tells you how many characters remaining
you have in the different fields.
It's absolutely fantastic.
So let me go through each of these now
and then we're going to add them into the account together.
So go get this template.
It's in the link in the description right there.
Once you get this template, get it up,
and we're gonna go through it for your own store.
At the same time, it's gonna require you
to have a bit of knowledge about your store of course
and your target audience, as well as your products.
But even just getting something up here, that's great.
Getting this onto the template and then over
into Google ads is gonna be really good
for your search campaigns.
So, the first thing we have here
are the sitelink extensions.
And so what these are, these are basically little blocks
of text underneath your search ads that help get people
to the right page on your website,
especially if they might be looking
for your shipping information,
maybe a sizing chart,
or maybe the about page,
contact page, or a collections page.
Well, you can put these in
and Google is going to show them based
on what they think people are looking for.
And they're gonna use their data and stuff like that.
What we wanna do here is basically break down our website
and go like, where do people wanna go generally?
Like, how do we segment the market like this?
And then make little text bits and like have the links
so they can go to exactly where that is.
So for this store here, we thought,
okay, there's people that are into paddling.
These guys, so life preservers, and they could PFDs
for like really high tech, like Olympians,
like for the Olympics and sports athletes,
it's really, really epic.
And so we thought, okay, well they're really segmented
between paddling and sailing.
They're the two big ones that people buy for.
So we put these into their own sitelink extensions.
And it's just really simple.
Like people searching for paddling or sailing PFDs.
So we put, okay, our paddling range.
Check out Vaikobi paddling gear today.
It's really, we're not putting too.
You could spend a lot of time here on the copy.
Our goal here is let's get these people
to where they need to go.
Like they're already searching for this sort of product,
let's just get them to the right place.
And then we'll actually just put in the final URL.
So your headline should just be that page,
maybe the title of that page.
We're not gonna use the title here
because of Vaikobi paddle,
but our paddling range really tells a lot
about what like that page actually is about.
And then the description is gonna be underneath that.
check out our rate.
You only have 20, I think it's how many characters?
35 characters for the description, 25 for the head
and you can type in and it allows you to see
as you type, how many are remaining.
Let me have some tea.
That's good.
Relax my whistle a little bit.
Okay, so we put there for the different collections
that we're really targeting them,
but other pages that you can use for this
are like the, about us.
It's a perfect example.
So this might be down here, I'm guessing in, yep.
Down there.
That's where people would generally go.
And so that's how they would find it.
Maybe people are searching for about them.
You know that that happens.
And so you can put that in there.
Like even something to keep in mind is that firstly, yes
you wanna direct people to the right place.
But secondly, these extensions, like I said
also take up a lot of great space on the search results.
And so it's great to have something in here, even
if you might think, oh, who actually goes to the about page?
Well, a lot of people will, but even
if they don't and they click just the main ad that's shown
that's gonna take up more space, which is gonna take
up more space, that competitors aren't taking up
it's gonna make your ad look better.
It's going to improve the CTR
the click through rate for that ad.
So even if no one clicks on it necessarily
it still has a purpose.
Okay, number one here is shipping and delivery.
That's a great one that people are looking for.
And so you can put that on there as well.
And we just keep it pretty simple with the description.
Just find out our shipping delivery guidelines here,
you get stuff like the sizing and pricing chart.
Other collections pages,
contact page is a good one that you can put in here.
So if you have a dedicated contact page
maybe there's support.
That sort of thing is great for the sitelink extensions.
They take up a lot of space.
So, put some time there and build these out.
We put six here, they show
I think it's up to four at a time.
Sometimes two, sometimes one, Google really plays around
a test that but I recommend putting in as much
as you can here that is relevant for your business.
So the next one here is the callout extension.
So each one of these is like their own extension type
that we can add for e-commerce.
And that we add for our stores.
Call out extensions these are little, like you can think
of this like little benefits features of maybe,
but basically the little things
that are just shown on the ad.
That's like really say, hey yeah, we have this
this is what we do.
So free shipping over $100.
We've done that because unique way to put that in there
but you can type it in and you've got 25 characters
to use there.
So built to keep you warm,
made for optimal comfort,
controls your body temperature, designed
for installation tested by ocean athletes.
And that applies to all the products on this store.
You can segment the campaigns based
on the product type or what have you
and then only have callout extensions for that campaign
that product type that's one way you can do that here
to make sure it's relevant towards what you're selling.
Maybe you sell different products and you're worried
about certain products having a callout extensions
that should be for other products.
Well, you can also jump in and do this
on the ad group level.
So that's something else that I'm not going
into here because that's getting deeper
and deeper and more complicated strategy
but that's something that you can definitely do guys be it.
Quality extensions.
You can just use what's on your product page, your website.
And after doing your research and talking to your customers,
talking to your target market, especially have a lot
of videos on that, on talking to your customers and talking
to your target market, calling them up, going to meet them
in person, using Facebook groups and forums
and really figuring out what are they looking for.
So, this is why we have this one here built to keep you warm
because yet, you want to have a life preserver
so that if you fall off, you don't die.
But as well, like it's really nice that they're warm.
Like if you're paddling in the cold,
optimal comfort, they wanna be comfortable.
They wanna be free.
They wanna be able to move freely when
they use these preservers.
That's what we're thinking about here
and putting that in the end, okay?
This is all ad copy.
And really understanding like marketing
on a deeper level, but callout extensions, little benefits.
You've got 25 characters.
Add them in there.
Even if you add them in there first
and see how they perform.
That's a really good way to stop.
Structured snippets, these are basically, we use these
as like categories of products.
So, same thing you have 25 characters here,
but you could put these in here
as like basically different types of the products
that you have.
So paddling long sleeve tops
they have different clothing as well.
Paddle shorts, sailing, PFDs, that's what you do there.
People get these two confused.
These are benefits.
And these are kind of like product types, product categories
in a sense.
Okay, the next one here is pricing extensions.
This one here is amazing for e-commerce.
And these here, these three rows here
are the settings that you actually put in your campaign
in your ad extension set up for pricing extensions.
And I'll go through this
in a moment, but you wanna set the English, the type
and generally the product categories and the currency.
So this one here is in Australian dollars.
They sell overseas all around the world
but we're starting this campaign
in AUD Australian dollars, dollar redos.
So we've got it here that you've got
the different, like I didn't explain it before
but this hash here has the number of the different
this shows there are six, I will explain as well
six different colored extensions.
There's nine here.
I've got one, two, three, four, five,
there's four out of six there.
Same thing over here.
One, two, three, four out of five
and we've chosen type it's product categories.
And then you go through, it's kind of similar
to a structured snippets, go through and put
the different categories of the products here.
Now you put the pricing here and description.
That's really great.
The main thing here that I want you to do
it's just get these up.
If you're not sure, get something up and try it out see
if you can get it approved because yes,
you wanna really refine and do an amazing job
at your pricing extensions.
But the main thing here is you get these
on your ads and then suddenly you take up more space
and it's gonna increase your CTR, especially
if this is your first time setting up pricing extensions
or any of these extensions.
My goal is to just jump, like my idea,
my recommendation jumping try something
and see if it gets approved and see if it works
and then go from there and keep improving.
So those are the pricing extensions you put
in ahead of the price and the description
as well as the URL that people go through there,
we've got the different characters remaining
that you can put for your header and description, but yeah
I recommend using those product categories that are siloed
in your actual store there and build those out.
Okay, guys, now let's jump into the Google ads account
and let's add these in, let's go.
Okay guys let's now add these extensions
into our Google ads account.
So I have the extensions sheet that I showed you before here
on the left-hand side.
And I've got a Google ads account over here.
This is just a dummy Google ads account
but you're gonna add this into your own Google ads account.
After doing the exercise of adding
in the ad extensions here.
Like I said these templates on my website, go check it out.
Once you filled it all in
like I showed you in the video, let's add them in.
So, I'm gonna go into my search campaign over here.
I'm gonna go over to ads and extensions
and go down to extensions.
So you may not see this page, go scroll down to the bottom.
It may say like, add your site link extension.
You can click that button
'cause that's what we're gonna do,
what we're gonna do anyway.
But if you do to this page
and go add site link extension
and here let's walk through the process.
So we're gonna add that to our campaign.
You can also choose adding it to your ad group.
Like I told you about before
we're gonna add it to our campaign.
You can also do account but I prefer campaign just
'cause that's how I often segment
out different products, campaigns, and stuff like that.
We're gonna create new.
And basically what you can do here is just copy over.
The different stuff you've done all the hard work already.
We're just now copying over the descriptions
the final URL and the actual text, the headline
and it'll show you here what it's actually gonna look like.
So, we'll start adding them in
but basically then we put in the next one here.
See, now it's adding it in nicely.
It's not showing the description yet
but it will in a moment and then add in the final URL.
Awesome, looks great.
It looks great.
Let's keep going.
So scroll down here and we can see that,
it's only showing that you can add four,
but if you click this button down here,
you can add more than four.
So if you've done more than four,
totally fine you click that button and add more in there.
Okay, I'm just putting C in command C command V.
Fantastic, so now we've added four and it's actually showing
the full description in there as well.
It's not gonna do that on mobile
but it will do that on desktop.
And you'll see that we've just almost
tripled the actual space that we're taking up with our ad.
I've just put in some dummy text here just to make sure
that we have an ad, but look at how much space
this is taking up now, like if your competitors aren't doing
this you're just gonna dominate those search results
and get a much better click
through rate CTR with your campaigns.
Okay, cool.
Let's move to the next one here.
So same process.
Callout extension.
We've done the hard work already with this template.
That's the beauty of this beautiful template
and we're just gonna pace it in guys super easy.
And like I said before
you just click that button to add more.
If you wanna add more than just for paste that in, beautiful
and see how they fit nicely within the character count of 25
because we've already got this over here nicely.
And this is now showing us, over here for mobile.
This is what they actually look like, the callout extension.
So there as any the ad, they're like little bonuses
little benefits, and on desktop it looks like that,
but it takes up look how much space that takes up on mobile.
This is just gonna make your ad look bigger
get a better CTR as well
as show people more about your e-com store.
Anyway, cool.
So just click save.
I didn't go through this before
but let me go through it right now.
So advanced options.
So that's, if you want to have a preference just
for a mobile, especially so show your device,
your stations for mobile in particular.
So give it preference, but we don't worry about that.
It's totally fine with that,
that it's gonna show it for both, regardless
if you wanna schedule the extension.
So this is getting more advanced
but say you have an extension.
You only wanna show between certain times or certain dates.
You can do that here and add a schedule, that sort of thing.
Anyway, so let's click.
We're not going to do that.
We don't need that.
Click save sort of added in a callout extensions, awesome.
Let's move on to structured snippets,
very similar process, just like we did before.
But with this we're gonna select,
we can select either language though it's in English.
And then you can actually select the type of extension here.
So we didn't talk about this before
but if you're doing, this is for all types
of different products
or services that you're selling, but you can also do brands
which is an amazing one that you can use here.
I didn't talk about this before, but say
you're selling multiple brands.
This is just one brand.
So we didn't have it for this one, but say
if you have multiple brands on your store
you can put this in here
and you can really target those people that are searching
for a specific brand, which is amazing.
We're gonna do types.
That's great.
That'll work.
So let's put that in here like this.
Awesome, let's add more.
There's also stars in there and talk about that.
But that's another one that you can add into.
I recommend adding as many
as possible just because Google is gonna tell you
if they like it or not.
They're gonna say, yep, that's approved.
And that basically the more that you get approved
and the bigger that your ad can be
the better your CTR is gonna be.
Yes, you do want it to be targeted and good quality
but as well, if you can get them in there
like see like there, it has types.
We have just made this ad even bigger.
Look at that.
That's awesome.
Oops, I shouldn't have clicked that through online.
I'm trying to click this one.
There we go.
Cool, so now look we're just making this ad bigger
and bigger and bigger.
So now I've added instructions snippets.
The last one, you can see them all here.
I didn't talk about this yet
but basically you're gonna be at a comeback here in a week
or so and see the actual data on how each one has performed
and stuff like the CTR is gonna be really useful.
You can pull out the actual conversion data as well.
By going to these custom columns here,
see the conversion value.
But even just initially,
let's just get these in the accounts so
that they start creating more space for our campaigns.
So next one is pricing extension.
I'm not gonna go into, these ones here, location.
Often it comes to us.
Don't have that.
If you also have a physical location, you can add that in,
that connects them with your Google, my business account.
That's a little process in itself, but if it's verified
and connected to Google ads, that shouldn't be too hard.
Another one is promotion extensions.
I'll make another video on these
but that's basically extensions like sales
and stuff that you can run
on your ads that can really get a lot
of clicks really quickly.
It's fantastic.
That's a whole video in itself.
Anyway, let's add the pricing extensions in
because the promotion extension,
that's something you do once.
So it's not something that you're gonna set
up here and then run forever.
It's a one-time thing generally
that you do black Friday sales, Christmas sales
stuff like that.
Anyway, pricing extensions.
So here, like I said, I put these in here
so you can choose these settings in here.
So English, type, product category.
Where is it?
There it is, awesome, currency.
We can do AUD dollar redos
as we like to say, price qualified.
Don't need that.
Okay, let's go in and add these in.
So it's all in ready for you to do the price is right there.
And description is right there.
Final URL.
Brilliant, if you wanna send people to a different page
for mobile you can do that there as well.
And let's keep building these out, ceiling tops
brilliant pricing, copy and paste, copy and paste.
Let's get this in there.
Awesome guys, paddling tops.
The reason I'm going pretty fast
is 'cause I'm really conscious
that I'm making some long videos and I wanna make
this information really concise for you guys.
If you liked the long videos
please let me know the comments 'cause I'll spend the time
and teaching you guys and really spending that time.
But a lot of people wanna learn this stuff
and then get back to building a store.
Okay, the pricing is not ceiling bottoms.
It is gonna be 19.
I wonder 19.
Okay, cool.
That's done for those advanced options.
They're gonna be very similar to the other ones as well.
Don't worry about that.
Let's save and get those in the account.
Okay, so now all these are now under review,
so that's all there.
We're gonna wait for Google to review those.
It takes maybe a day, a couple of days,
depending on their process as well.
Once they're reviewed and they're approved
they're gonna start showing in your account
on your search ads.
And if it's not approved, Google's gonna give you
a reason why, if not you can call them up.
There's some numbers that you can call.
I'll leave a link in the description
to those numbers as well.
That you can call them out and figure out why
isn't it approved and then get it approved.
Just keep trying guys.
This is one of those things where you're kind
of like just butting your head against the wall sometimes.
And really like with your product feeds.
If you're doing shopping ads too, you're really
just trying to find out what works, getting it live.
Because the more search extensions you have in your ads
the more space it's gonna take
up and the more better it's gonna be.
Okay guys.
So that's how you set
up ad extensions in Google ads for your e-commerce store.
Like I said, check the description
for a link to the blog post
where you can get the template to set up everything.
Just like I've shown you in this video.
If you have any questions at all
leave a comment in the description and hit the like button.
If you found this video useful,
and guys I make a lot of videos just like this one on how
to grow your e-commerce store.
Heaps of tutorials about Google ads, as well
as every other part of growing an e-commerce store.
I recommend you check
out my channel and playlists and consider subscribing.
If you wanna learn more and grow alongside me.
Thanks so much for watching guys.
And I'll see you in the next video.
Bye for now.
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