- [Instructor] Before you can finish creating a campaign,
you'll need to review extensions.
Ad extensions are a way that you can extend
the functionality of your ads to include more information
beyond your headlines and descriptions.
With these extensions, you'll provide Google
the ability to automatically include relevant details,
such as your address and phone number, promotions,
extra links, and even special details.
Now the most common extensions are shown here,
and we can see them in the left-hand navigation.
Sitelink extensions, callout extensions,
and call extensions.
Let's run through each of these together,
and I'll provide you with some details
on how to set it up and why we'll use them.
Now, I should also add that at a high level,
I really recommend that you use as many of these extensions
as you possibly can.
You can always add more extensions later,
and extensions can even be made available
across all of your campaigns.
So you don't have to set these up over and over again
if they're not unique.
And many of them can even appear together in the same ad.
Now there's no guarantee that Google
will choose to show them,
but if they do appear,
the odds of your ad getting clicked over your competitors
is dramatically increased.
Extensions really increase the footprint of your ad,
and can increase the relevance.
So let's start with sitelink extensions.
Essentially, sitelinks promote a certain section
of your site that is very specific to what a user
is searching for.
Ultimately, you want your sitelinks to be something
that has a clear purpose
and is relevant to your campaign.
For a hotel, this could be book a reservation.
So we can start by adding that in as our sitelink text.
And if we'd like,
we can include line one and line two of a description,
and then we need to add in the final URL.
This is where people land when they actually click
on that link.
And this URL can include tracking
because it will not be visible to the user.
And from here, I can add in an additional sitelink,
sitelink 2, sitelink 3, sitelink 4, and so on.
And there's all sorts of ideas for sitelinks.
For a hotel, it could be book hotel dining,
or perhaps it's the spa menu,
or maybe it's even a link directly to customer reviews.
Each one will need a unique final URL.
I've added mine.
And I can scroll down, and if needed,
I can continue to add sitelinks
by selecting the add sitelink button.
And you also have the option
to include tracking parameters on the URL.
And there's some advanced configurations
that you can review as well.
From here, I'll choose save,
and move on to callout extensions.
Callout extensions let you add additional text to your ad.
Say, free parking, gym on-site,
or maybe 24/7 customer service.
You can simply add these line by line.
And then choose save.
You'll also notice that each extension has a view
once they're configured.
Here, we can select from the extensions that we've created.
We can remove them from this particular campaign.
So as you create more campaigns,
all of your extensions will appear here,
which makes it really easy to toggle them on and off.
And if you'd like, along the right-hand side,
you can choose to preview,
which will give you a good sense of how this will look
when your ads are running.
Moving on, next, we'll take a look at call extensions.
And these are very straightforward.
Call extensions will allow you to add a phone number.
And this is great if you get a lot of leads
from phone calls, which is probably true for a hotel.
This way, someone can click a button
on the advertisement immediately,
and then, it'll pop up and allow them to make a call.
What's even more impressive is that Google
can automatically track that phone call.
And furthermore, you can even sort out
how to manage conversions for those phone calls.
I'm not going to create a call extension at this time.
So I'll simply choose cancel.
At this point, we can choose next
in the bottom right-hand corner.
Now I recommend that you enable as many extensions
as you possibly can.
These are only a few examples of extensions.
So spend time in the extension section of Google Ads
to explore everything that's available to you.
And again, while there's no guarantee that Google
will choose to show them, if they do appear,
the odds of your ad getting clicked are much greater.