Google Ad campaigns can be challenging with all of the factors that get thrown in. Fortunately, marketers have found that using Google Ad Extensions for your chiropractic clinic can help influence the stability and success of your campaign.
Let this guide help you navigate through essential ad extensions for your chiropractor marketing ads. Don’t have a Google Ad account set up for your chiropractic business? Check out our step-by-step google ads guide to get started!
What are they?
In essence, ad extensions provide extra information for prospective customers to get to know your chiropractor business more.
Ad extensions are intended to provide more information within your Google search ad. Extensions are typically presented in the form of location information, links to areas of your site, call to action text, or phone numbers.
Ad extensions are located underneath your Google Ad description.
How can you benefit from Ad Extensions?
First, the use of Google Ads extensions for your chiropractic clinic can increase click-through rate, traffic, and quality score for your site.
Second, you will receive higher quality user interactions because of features such as location extension. Users are more inclined to click on an ad if it provides clear information that is convenient to find.
Third, doing ad extensions manually will help you save money in the long run. If you don’t set ad extensions yourself, then Google may automatically put something for you.
Keep in mind, you pay every time a user clicks on your chiropractic ad. Therefore, you want to have as much control over factors such as influencing which users see your ad. A way you can efficiently use your ad budget is by discouraging users who are not looking for chiropractors. Users who have no intention of going to a chiropractor will be less likely to click on your ad if you provide enough information within your ad.
How to Input Ad Extensions
On your Google Ads account homepage, scroll down to the “Summary” section of your ad campaigns and click on “All Extensions”.
Google will give you site links, callout, and structured snippet extensions to start with. To find more ad extensions, click on the blue “+” icon.
Location extension provides information about your clinic’s location.
Click the blue “+” icon > click “Location extension”
Google will then ask you to choose locations for your account. Click “Link to a Google My Business account I know” > click “Select a Google My Business account” > click “Continue”.
On the search results page, the location extension will display as a clickable link labeled “location”. The link will take you to the specific page on your chiropractic site that provides your clinic’s address.
Call extensions allow prospective users to call your chiropractic clinic with the click of a button.
Click on the blue “+” icon > click on “Call extensions”
Google will then ask you which account, campaign, or ad group you want to set up a call extension for. For this example, I’ll add it to my ad group.
Next, add in your clinic’s phone number.
Then, within the “Conversion action” section click on “Use account settings (calls from ads)”. This will allow you to set how you want to track conversions from calls.
As you set up your ad extensions, on the left side you can see a preview of your display ad.
You can set it to where call extensions only appear for mobile device users. Within the advanced settings, under “Device preference” check the “Mobile” box.
Don’t forget to set a schedule for when you want this call extension to appear. You want it to display only during your chiropractic business hours.
Sitelink extensions allow users to click on a link to get to a specific area within your website. This type of extension helps users easily determine whether your site has the answer or information that they are searching for.
Within the site link extension settings, choose whether you want to add this extension to your account, campaign, or ad group.
Next, under the “Extension” section click “Create new”.
You will then be able to add your title for the site link extension, site link description, and final URL. The maximum number of site link extensions that you can have is four.
You can also set a schedule for when this extension is displayed.
Here is an example of what a site link extension will look like on Google:
Promotion extensions allow you to advertise current discounts or offers from your chiropractic clinic.
To create, go to the blue “+” icon and click “Promotion extension”. Select where you want your extension to be added on.
Google will then ask what the occasion is for your promotion. Occasions can be anywhere from Christmas to Single’s Day. You can also choose “none” if there is no specific occasion.
Next, you can select the type of promotion that you are offering. For example, you can select “percent discount” and then input your desired percentage off a service.
Under “Promotion details” you can set whether your offer is available for orders over a certain price or through a promo code during checkout.
Then, under the “Displayed promotion dates” section, you will be able to set a schedule for how long you want your offer to be displayed.
Consumers are drawn to promotion extensions because it informs users of offers without having to even click on your chiropractic ad. The use of this type of extension helps prospective customers decide whether or not they are interested in your services.
Callout extensions are call-to-action statements that sway users to click on your chiropractic ad. Typically, your callout should be aspects of your clinic that set you apart from other chiropractors.
For instance, a callout statement can be:
To insert this extension, scroll down to “Callout” and click “Create”.
Google will ask you again where you want to add your extension to, either account, ad group, or campaign. Next, input up to four callout texts. An important note is to try your best to use up the 25 characters that Google gives you.
Under device preference, you can choose whether you want this extension to appear on mobile devices only or on both mobile and desktop. Additionally, similar to other extensions you can add a schedule for when you want your callout text to display.
Callouts help prospective customers easily identify the key differences between your service and other chiropractor services.
Structured Snippet Extension
Structured snippet extensions allow you to highlight specific services and features that your chiropractic center offers.
An example would be:
Spinal Adjustments or Chronic Back or Neck Pain
You can start by going to “Structured snippet” and clicking “Create”. Next, just like the other extensions, choose where you would like to add the extension to.
Google will then ask you what type of header you want to put. Choose “Service catalog”.
Then, input the values or features that you want to display for your chiropractor services. Remember to use as much character space possible so that you can take up more real estate in your ad.
Here is an example of values to help give you ideas for your chiropractic marketing:
Similar to the other extensions, in the advanced options, you can choose the device preference and schedule for this specific extension.
Structured snippet extensions are useful for chiropractic ads because they allow prospective users to get a glimpse of the services that your clinic offers. Make sure to start with features that set your business apart from competitors.
Additionally, it is important to invest time into the landing page that your chiropractic ads will direct users to. A couple of key factors of a good landing page consist of quick load time and easy navigability.
Having a landing page that loads slowly can have an impact on your site traffic. Users want to receive information quickly so that they can decide whether or not your site has the answers that they are looking for.
A good landing page has easy navigation. Nowadays, it has become increasingly important to offer user-friendly services to consumers. Consumers have become quicker to criticize a site that is difficult to navigate through. This will influence users to leave your site for the competitor’s site.
Tips to make a more user-friendly site are including visual aids, using clear fonts, and having color themes. Below is a great example of what an easy-to-read site looks like for chiropractors.
Overall, you want to make it easy for users to find the answers that they are looking for. Some good website building platforms include WordPress, Square Space, Wix, and Shopify.
Utilizing Google Ad extensions for your chiropractor marketing helps take up more real estate on the Google search results page. Ad extensions offer more information for prospective consumers to determine which site will provide them the answer that they are looking for.
It is important to implement ad extensions into your chiropractor ads as it creates a higher chance of resulting in an effective or successful campaign.