How do you use price extensions to showcase your offers and increase your return on ad spend?

Using price extensions to showcase your offers and boost your return on ad spend (ROAS) is a game-changer, and I'd love to share a personal story that might inspire you. A while back, when I was running a small online boutique, I was struggling to stand out in a crowded market. My ads were getting clicks, but the conversion rate was dismal, and I couldn't figure out why. Then, I stumbled upon price extensions. I decided to give them a shot, and boy, did it make a difference! By adding price extensions to my Google Ads, I was able to showcase my best offers right alongside my ad copy.

Price extensions can be ￡ or %. Studies show that percentages work better for low RRP products while cardinal (￡) values drive stronger engagement when the product is higher value. When setting your price extension on Google Ads, keep this in mind.

Google Ads offers several types of price extensions, and selecting the right one depends on the nature of your business and what you're selling. Types include: Brands: Ideal for companies selling multiple brands. Events: Suitable for ticketed events. Locations: Good for businesses with multiple locations offering different services or products. Neighborhoods: Useful for real estate or hyper-local services. Product categories: Great for ecommerce sites with various product categories. Product tiers: Perfect for services with different package levels. Services: For advertising specific services. Service categories: For companies offering different types of services. Service tiers: Similar to product tiers, but for services.

Clear and concise headlines are fundamental. Google's responsive search ads are designed to rotate indefinately to find the winning combinations so make full use of Google's prompting interface to add variety and bake in A/B testing into your ad creatives

Your headlines and descriptions should be straightforward yet compelling: Headlines: Focus on keywords that match what potential customers are searching for. Keep them engaging and relevant to the linked page. Descriptions: Provide additional details about the product or service, emphasizing unique selling points and benefits.

To optimize prices and landing pages effectively, focus on price extensions to showcase your offers and boost your return on ad spend (ROAS). 1/ Highlight Value Tiers: Use price extensions to display different pricing options (basic, premium) directly on search ads. It helps potential customers see value upfront. 2/ Direct to Relevant Landing Pages: Ensure each price extension leads to a tailored landing page matching that specific offer or price point. Consistency between ad and page boosts conversions. 3/ Emphasize Discounts: Highlight limited-time deals or discounts in the price extensions to drive urgency and increase clicks.

Price, Product, Promotion, Place. It might be an oldie but it's a goldie when it comes to marketing strategy. Use the 4Ps model to ensure that your landing page adequetely meets consumer expectations and highlights all the USPs to expect of your brand.

Ensure that the prices displayed in your extensions are competitive and reflect any sales or discounts you offer. Your landing pages should be: Relevant: Directly related to the price extension. If the extension advertises a specific product, the landing page should provide a purchase option for that product. Optimized for Conversion: Easy to navigate, with clear calls-to-action (CTAs), fast loading times, and mobile-friendly designs.

Start split testing with small changes in your price extension wording to see how users respond to different price displays, such as "From X€" versus "Up to X% off". Use Google Ads' A/B testing tools to compare these variations, focusing on specific metrics like conversion rate and average order value. This approach gives clear data on which price format connects best with your target audience, letting you adjust to maximise ROAS. Record and share your results with your team for wider strategy alignment.

Regularly test different aspects of your price extensions: A/B Testing: Experiment with different headlines, descriptions, and price points to see which combinations drive the most conversions. Analytics: Use Google Ads reporting tools to track clicks, conversions, and ROAS. Pay attention to which extensions perform best and optimize accordingly.

Google's best practice guidelines are always evolving. From SKAGs, Granular structures and device based bid modifiers to consolidated modern search campaigns reliant on Smart Bidding algorithms it pays to be up to date with the latest advice from the world's #1 search engine

Adhere to Google's best practices for price extensions: Accurate Pricing: Always ensure your prices are up-to-date and accurate. Compliance: Make sure your extensions comply with all Google Ads policies to avoid disapprovals. Scheduling: Use scheduling to display the right extensions at optimal times, such as special promotions during specific hours or days.

Mix and match different types of extensions and observe how they perform together. Sometimes, using complementary extensions, such as callouts or sitelinks, along with price extensions can enhance the overall impact of your ad.

Combiner l'extension de prix avec l'extension de promotion (qui permet de mettre en avant une promotion exceptionnelle sur un produit ou un service) peut permettre d'augmenter son taux de clic et son taux de conversion.

Additional Considerations Seasonality and Timing: Adjust your extensions for seasonal offers or promotions. Planning ahead for these changes can leverage high-traffic periods effectively. Mobile Optimization: Since a significant amount of searches occur on mobile devices, ensure your ads and landing pages are optimized for mobile users. Competitive Analysis: Regularly check your competitors' ads. If they use price extensions, consider how you can differentiate your offers to make them more appealing. By meticulously implementing and continuously refining these strategies, you can effectively utilize price extensions to showcase your offers and improve your ROAS.