Guide-to-AdWords-Price-Extensions
Imported Layers Created with Sketch. AdHawk Blog
Google AdWords

AdWords Price Extensions – Setup & Best Practice Guide

I went shopping for basketball shoes before I came to work today. With only 30 minutes on the clock, I did a fastbreak to Foot Locker to find the perfect fit. I had an idea of what I wanted: white, lightweight, good traction, and most importantly – affordable.

Often times, there are no price stickers on the bottom of the shoes that I like. I always end up spending more time chasing down an associate and asking for the prices than finding the perfect shoe.

This is the struggle that many customers face online. Whether it’s clicking multiple pages or watching ads, they must traverse through multiple obstacles to find the right product at the right price. Well, Google solves that problem with one click through price extensions.

What are Price Extensions?

Price Extensions are extra snippets of information about your specific products or services that can be added to your AdWords text ads. They initially beta-tested in English and $USD, but are now publicly available to all advertisers in 24 languages and currencies.

Price Extension Indochino Suits with Header, descriptions, final URL

Price Extensions bring your business offerings to the surface of the SERPs page and even provide links that take a user directly to your product, reducing the amount of friction between discovery and conversion.

Mobile price extensions also help you dominate SERP screen real-estate when used with other ad extensions. Price extensions CAN be used in conjunction with other ad extensions, but generally not with sitelink extensions.

Mobile extensions take up most of screen real estate, especially when nifty advertisers like InstitchU includes call and callout extensions. Having a carousel provides context and all necessary product information without forcing the user to scroll further down the page.

Bigger-badder-better-ad-extensions-guide

And like all ad extensions, price extensions can be added to your existing text ads. It should look something like this:

  • Header – Your ad’s main tagline
  • Description – Additional information that supplements your header.
  • Price – The price of your products or services. Keep in mind that your price will be rounded to the closest dollar amount on mobile.
  • Final URL – Your landing page destination

*Smart Tip* Use Price Extensions in conjunction with Call Extensions and Location Extensions to generate calls and visits from highly qualified, ready to buy clients. These clicks come equipped with transparent pricing knowledge and are ready to buy!

Benefits of Price Extensions

Improve Quality Score: Extensions improve ad performance and play a large factor in improving Quality Score, which in turn lowers your CPCs. For a deeper dive, check out our Guide to Quality Score.
Transparent Pricing: Provides consumers all product and service pricing information immediately
Maximize Value: Showcases up to 5 products and services all at once
Seamless Set Up: Extensions can be set up easily in one central location – all you need is quality copy
Dynamic: Flexibly adjust your pricing according to your seasons or cycles
Free Real Estate: Ads with extensions occupy more space in SERPs, pushing down your competitors’ ads

How much do Price Extensions cost?

Ad extensions are completely free! The cost of an ad with a Price Extension is the same as an ad without one. Like all other Search Ads, advertisers are charged when the ad is clicked. Google will not charge for more than two clicks per impression.

9 Types of Price Extensions

  1. Product Tiers: Showcase your different pricing plans or product types with titles, descriptions, and price.
    Example:
    Standard – Less than 10 employees
    Pro – Our most popular plan
    Enterprise – 100 employees or more
  2. Services: Give a list of all services offered.
    Example:
    Teeth Cleaning – Stop putting this off – $49
    Teeth Whitening – Look better – $99
    Root Canal – Hate yourself less soon – $A Bunch
  3. Service Categories: provide multiple disciplines or services. List them all:
    Web Design – We build your website – $Arm
    SEO – We use magic – $Leg
    Marketing – We’ll bring people to you – $Soul
  4. Service tiers: Showcase different prices for the different levels of service you provide.
    Example header: 5-star restaurant
    Example description: Italian Food, Open Bar
  5. Brands: Header is a brand name you own with a description that provides additional information about the brand.
    Example header: Adobe Photoshop
    Example description: Photo Editing, Stock Templates, 3D Printing
  6. Events: The header and description must include 2 of the following: date, location, type, or performer.
    Example header: December 15 or Beyoncé
    Example description: Beyoncé or December 15
  7. Location: The header must be a location and the description must provide additional details about the location and its relevance to your business.
    Example header: New York City
    Example description: Financial District, Manhattan, Queens
  8. Neighborhoods: The header needs to be a sub-region or district within a city or region.
    Example header: Gramercy
    Example description: 1-bedroom, 2-bedroom condos
  9. Product Categories: List the different types of products you offer.
    Example header: Basketball Shoes
    Example description: Men’s, Women’s, Junior

Best Practices for Price Extensions

Price extensions allow customers to be one-click away from converting on your website. Before you learn how to set it up, here are some do’s and don’ts to help make your good price extension a great one.

Specifications

First, let’s go over the requirements all advertisers need to adhere to while creating an ad extension.

  • You will be able to add 3-8 rows of products and services across 9 different categories
  • The layout for each product or services is as such

[25 Char Header] – [25 Char Description] – $[Price]

 

  • The description may get cut off with an ellipse (…) or may not show at all depending on screen size

Policies and Regulations

🚫 Do not include price or promotional information. No “We the Best”, no 💯💯emojis, no “Free Shipping”. This will not pass Google’s review process
🚫 Do not use headers that contain anything other than your brand name
🚫 Do not use descriptions containing anything other than what your brand has to offer
🚫 Repetitive information
🚫 Unavailable offers or trademarks

For more information on guidelines and restrictions, read the full list. You can always call Google or Tweet us with questions.

How to Add Price Extensions in the New AdWords Experience

    1. Open Google AdWords
    2. Select your campaign or ad group
      Create-Ad-Extension
    3. On the left hand side, select the lick the Ads & extensions tab
    4. On the top menu, click on the EXTENSIONS tab
    5. Click the giant ➕sign, to create a new extensionNew-Ad-Extension
    6. Select the extension you want to create. Hover over each extension to view a short description of what the extension entails.

How to Add Price Extensions in the Old AdWords Experience

      1. Select the Account, Campaign, or Ad Group you would like to add the Price Extension to
      2. Click the Ad Extensions tab
      3. Click the View: drop-down menu & select Price Extension
      4. Click the EXTENSION button
      5. Click New Price Extension under the white box
      6. Input relevant data around currency, type, language, and price qualifier
      7. Choose 3-8 products or services to feature. Each product or “row” requires: <25 character title, <25 character description, price, and destination URL * Use a dedicated URL for each product. Clicks on these will be high-intent-to-buy, so you’ll want to reduce as much friction as possible
      8. Click Save

Price Extension Examples

Now that you know everything about Price Extensions, here are a few examples that stuck out to us. These examples truly explore the wide range of possibilities that price extensions have to offer:

Art of Intuitive Photography

Price-Extension-for-Photography-Classes

Right off the bat, they provide 4 diverse product offerings, presenting a diverse set of options to choose from. However, the most important attention to detail here is how they highlighted the introductory class before the hover.

This top-of-the-funnel class will see the highest number of impressions, and more experienced customers are more likely to explore further offerings by hovering over the ad. It’s a price extension funnel!

The only thing we would change or suggest, though, is to use the description lines in a more compelling way. By repeating the title of the course, they are missing out on an opportunity to provide more details and benefits about the course.

Indochino

Price-Extension-for-Suits

We think this is one of the best use of Price Extensions we’ve seen in a long time. The description here provides more information about the product by highlighting its materials and the services that come along with the suit. Their ad copy is short, concise, and on-brand, something that all advertisers strive to achieve.

Bigger-badder-better-ad-extensions-guide

How will you use Price Extensions?

With your newfound knowledge on price extensions, let us know how we can make your AdWords experience better.

What is your biggest challenge with price extensions? What is your favorite ad extension? Write in the comments section below or tweet at us @AdHawk. We read every tweet!

6 responses to “AdWords Price Extensions – Setup & Best Practice Guide

  1. Hi, i have a few question about price extension, hoping u can help me.

    1) can i add multiple set of price extension ? for instance
    Service set 1 –
    Service 1 A,
    Service 1 B,
    Service 1 C

    Service set 2
    Service 2 A,
    Service 2 B,
    Service 2 C

    2) Will google optimize which Set of service to show base on keywords? like for instance if user search for keyword “Service 1” then it will display price extension service 1 set.

    Please Let me know, Thank you

Leave a Reply

Your email address will not be published. Required fields are marked *

About the Author

Marketing and Growth Director at AdHawk. Helping business find confidence and success online, one hefty article at a time.