What is a price extension?

Price extensions are a special feature you can add to your Google Ads. Think of them as a mini-menu or catalog that appears right below your main ad text. Instead of just telling people about your business, these extensions let you show specific products, services, or categories along with their prices. This means someone searching on Google can see exactly what you offer and how much it costs without even clicking on your ad. For example, if you run a hair salon, your ad might say "Best Haircuts in Town." With a price extension, it could also show "Men's Haircut - $30," "Women's Haircut - $50," and "Coloring Service - $80." This gives potential customers a lot more information upfront, helping them decide if your offerings match what they are looking for and if your prices fit their budget.

Why price extensions are helpful

Price extensions offer several important benefits for your paid advertising campaigns. First, they improve the user experience. People often search for specific items or services and want to know the cost quickly. By providing this information directly in the ad, you save them time and effort, making your ad more relevant and helpful. Second, they can increase the quality of your clicks. When someone sees your prices and still clicks your ad, they are likely more interested and qualified. This means they are less likely to bounce away immediately because of unexpected costs, leading to a higher chance of conversion. You're essentially pre-qualifying your audience, which can lead to a better return on your ad spend. Third, price extensions help your ads stand out. They make your ad larger and more noticeable on the search results page, taking up more valuable screen real estate. This extra visibility can draw more attention to your ad compared to competitors who might not be using this feature.

How to set up and optimize price extensions

Setting up price extensions in Google Ads is a straightforward process, but optimizing them requires a bit of thought. You can add them at the account, campaign, or ad group level, giving you flexibility in how specific you want to be.

Choosing the right items

Select products or services that are popular, clearly defined, and have stable prices. Avoid items with highly variable pricing or those that require a custom quote, as this can confuse users. Focus on your core offerings that people are actively searching for. For instance, a restaurant might list popular dishes, while a software company might list different subscription tiers.

Writing compelling descriptions

Each item in your price extension needs a short, clear description. This isn't just about stating the price; it's about giving enough context for the user. For example, instead of just "Tire Rotation - $29," you could use "Tire Rotation - $29 (Extends tire life)." Make sure the description is concise and highlights a key benefit or feature. It should accurately reflect what the user will get for that price.

Scheduling and device preferences

You can schedule your price extensions to show only during specific hours or days, just like your regular ads. This is useful if your prices are time-sensitive, like happy hour specials, or if your business only operates during certain hours. You can also choose to show them on mobile devices, desktops, or both. Since many searches happen on mobile, ensuring your extensions look good and are easy to read on smaller screens is important.

Best practices for price extensions

To get the most out of your price extensions, consider these best practices:

• Keep prices current: Always ensure the prices listed in your extensions are accurate and up-to-date. Outdated prices can lead to a poor user experience and wasted ad spend.
• Match landing pages: The item described in your price extension should link directly to a relevant page on your website where users can find more details or purchase that specific product or service.
• Test different offerings: Experiment with different sets of products or services in your extensions. What works best for one business might not work for another. Monitor performance to see which items drive the most engagement.
• Use at least three items: Google often shows at least three price extension items, so make sure you provide enough options for them to display effectively. You can add up to eight.
• Consider mobile experience: Ensure your landing pages are mobile-friendly, as a significant portion of clicks from price extensions will come from mobile users.

Price extensions are a powerful tool for any business using Google Ads. By clearly showing your prices upfront, you can attract more qualified leads, improve your ad's visibility, and ultimately achieve better results from your advertising efforts. Start by identifying your key products or services, setting up your extensions with clear descriptions, and then regularly reviewing their performance to make sure they are helping you meet your marketing goals.