Google ‘Ad Extensions’: Highway Billboards
It’s easy to feel overwhelmed when learning and trying to make use of Google Search Ads, especially for nonprofits new to digital marketing and eager to leverage the Google Ad Grants program. This program offers free advertising on Google Search to eligible nonprofits, helping them to raise awareness, attract donors, and recruit volunteers.
As you dive into this world, you’ll encounter plenty of new terminology and concepts. Mastering these can help you maximize the grant, driving traffic to your website and extending your mission’s reach.
Today, we’ll explore Google Ad Extensions, an important concept, using a relatable analogy: highway billboards. If you’re new to this, remind yourself that you can master this and the other topics so that you can really put your Google Ad Grant for your nonprofit to great use!
Ok, so imagine you’re driving down the highway, and as you’re driving you begin to pay attention to the billboards you see in a different way. You start to see how they’re designed to stand out visually. You start to realize you notice the ones that are larger, with text that you can read quickly, and how they’re positioned high above to be easily seen by drivers and passengers. Their goal is to catch your eye quickly with key messages as you pass by. And in the world of Google Search, Ad Extensions are the little touches you can make to your ‘highway billboards’ to make them stand out, creating an impression, and increasing the likelihood of a click by searchers. Remember, we’re targeting ‘searchers’ just as billboards target drivers!
The ultimate goal of a billboard is to inspire action, whether it’s visiting a location, attending an event, or simply leaving a memorable brand impression for future decisions. Similarly, Ad Extensions improve your Google Ads by adding valuable information, such as phone numbers (Google calls these Call Extensions), links (Google calls these Sitelinks), or specific details about your services (structured snippets).
Just as a well-designed billboard improves its visual appeal along the highway, Ad Extensions improve your ad’s presence on Google search results pages, making it more likely to catch the eye of the searcher.
Disclaimer:
The artwork for this article was created using OpenAI technology. If you have any questions or comments about the use of AI-generated art or wish to discuss further, please reach out to us at info@thechamberofus.org