Extension Features You May Want to Revisit

If you’re used to adding ad extensions in bulk, in the interface or in Google Ads Editor, you may have missed two advanced options available for most of the extensions. If you did, no worries because you can go back and edit existing extensions as well.

Let’s take a look at these features and how you might use them

Device Preference

Most ad extension types in both Google Ads and Microsoft Ads have an option to designate the extension for mobile devices.

You can choose this feature in either the interface or in either Editor tool. This means your extension will primarily show on mobile devices but may show on desktop and tablet as well.

Why Have Mobile Extensions?

Depending on your business, you might want to have certain extensions designated for mobile devices to help reduce unnecessary ad spend and improve CTRs, especially when the use and messages are more meant for mobile users.

Here are a few ideas:

  • A location extension to help someone on the go to find you quickly.
  • A sitelink extension to show all of your locations.
  • A promotion extension to highlight an in-store sale.
  • A call extension to provide ease of click to call.
  • Test different copy for mobile to see what resonates more.

Note: For App extensions, instead of having the option to pick mobile, you have the options to exclude tablet (see below). Also, you can’t select device for Price or Lead Form Extensions.

Extension Scheduling

You can schedule your regular or mobile extensions. You can do a future start date, end date or both. This is much easier to use than automated rules! You have the same options to select here as you do for dayparting (specific days, weekdays, weekends).

Here are a few ideas on why you might use extension scheduling:

  • To highlight a sale that is only happening for a specific time
  • To include call extensions only during hours of operation.
  • To include location or in-store promotion extensions during store hours.
  • To have different messages during non-operating hours.
  • Highlight special promotions by time of day (say Happy Hour?) or day of week (Taco Tuesday special?)

Where to Find These Advanced Options

In the Google Ads interface, you have to hunt for it a bit by scrolling down to the advanced options for new extensions.

They are easier to find in Microsoft Ads:

If you are looking to edit an existing extension, you can make changes in Google Ads Editor or in Microsoft Advertising Editor.

If you want to change one in the Google Ads interface, it’s a little hidden.

Go to the extension you want to edit and click the pencil icon to the right of it and then click edit. The extension will pop up. In the top right corner, you’ll see an arrow. Click on that and you’ll be able to edit the extension.

You can really get creative with testing combinations of mobile and scheduling to see how you can highlight certain offers, store hours and other areas to improve performance.

How have you used mobile or scheduling extensions? Comment below to share your experiences!

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