When Google first released price extensions last year, they were displayed on mobile devices only. They were subsequently updated to a swipe-able horizontal format, ideal for mobile users keen to quickly find out pricing.
Now Google has now rolled out Price Extensions to ads for all devices, including desktop. In announcing the change, Google provided the following example for an ad shown on desktops.
Note that Price extensions, like Sitelink extensions, require a destination (final) URL and allow inclusion of a separate URL for mobile devices.
Why should you care?
While not suitable for all businesses, we’ve seen limited local use of Price extensions on mobile devices. But now that they will also be shown on other devices, we expect that to change. That’s in large part because effective ad extensions, when shown, help increase prominence, relevance and clickthrough rates.
Think, however, before liberally applying Price extensions to all your campaigns, as some advertisers have seen them produce lower clickthrough rates than before. While their use may be making sure you’re only attracting visitors likely to purchase, you may also wish to restrict their use to display only for ads matched to price-related search queries, for instance.
While price qualifiers (“from $99.99” or “up to $125”) are optional, prices shown in a Price extension must be also be easily found on the associated landing page.
Click here for more search marketing news.
If you found this useful, please tell your friends.
Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he develops search strategies for SureFire clients and helps them make sense of their website data.
New-look Google dials up Search Relevance20 Nov, 2017
Use AdWords to reach Customers with Intent30 Oct, 2017
AdWords Gets a New Competitor02 Oct, 2017
Hasta La Vista Bing!25 Sep, 2017
Who’s accessing your Google Analytics data?11 Sep, 2017
Google Reveals Most Popular How To Searches04 Sep, 2017
Google wants you to stop testing AdWords ads…21 Aug, 2017
First Thing Monday – Aug 21 2017 NZ’s First Digital Salaries Report [and More]14 Aug, 2017
First Thing Monday – Aug 14 2017