Ad Extensions are simply a wonderful tool to enhance your ads no matter what type of business you are in. Both a downtown mom and pop shop florist and a nationwide ecommerce-based store can benefit from using Ad Extensions. But as a local search specialist, I wanted to cover in detail which Ad Extensions are key to increasing revenue, specifically for local-based product or service providers.

The 3 Ad-Extensions which suit local business best are:

• Location Extensions
• Call Extensions
• Ad Sitelinks

Location Extensions

If you want to drive in customers to your store location, this is by far the best extension to use. In Google’s words: “Location Extensions help nearby consumers find or call your nearest storefront”.

This addition is perfect for customers looking to get a specific service quickly or simply would like to avoid long driving distances.

Some examples:

A)     Tommy, your potential Client, is driving to an important gathering and his vehicle suddenly starts to act funny.

He requires repair services ASAP and wants to find the nearest repair shop. Displaying that your shop’s address is located just a few miles away as an Ad Extension, might be enough for this Client to stop by (even without having clicked on the ad itself).

B)    You are on your way to lunch with your in-laws and your fiancé calls to remind you that it is your mother-in-law’s birthday (which of course you completely forgot).

Now you have less than 1 hour to find a present for her. You search on your smartphone for gift shops in your local area.

You see 3 ads:

1. One showing an 800 number but you are unsure how close by it is to you.
2. The second ad shows nothing aside from the ad text
3. And the third ad is displaying a Location Extension with an address you recognize is nearby with a local number.

You have no time to check out each site – Which one will you choose? Obviously, the one displaying a nearby address that you can easily visit.

So in a nutshell, this small addition to your ad copy could make all the difference between a new Client and lost business.

Call Extensions

Call Extensions combined with Location Extensions are definitely a winning combo.

This extension by itself is ideal if you want to encourage local customers to contact you directly, but you do not want people to visit a specific location.

Let’s say you own a home-based business and you don’t have an actual storefront or, you offer the following services in your local area: home remodeling, cleaning services, in-home repair services, etc. With Call Extensions enabled, you make it clear to users you are located in the same region they are (because of the clear area code).

Being a local service provider translates into faster response times and lower expenses in most cases for customers.

An example:

Let’s say Ed is looking for Scaffolding Equipment Rentals. Delivery and set-up charges will most likely be less expensive within 20 miles of where he’s located as opposed to needing the same equipment delivered 200 miles away. Ed and everyone else knows this and therefore most anyone will look for local providers.

Note: Call Extensions only work on mobile devices.

Ad Sitelinks

Sitelinks have chameleonic features. You can give them many different uses depending on the type of industry and goals you want to achieve stemming from your Google AdWords advertisement.

Particularly for local businesses, you can use Sitelinks to:

• Showcase Deals within your Targeted Area
• Display Different Store Locations
• Display Local Phone Numbers
• Point to Contact Information and Driving Directions (local addresses and local phone numbers and maps)
• Point Out Links to Local Business Partners (For example, if you offer catering services, you may direct Clients to a page where you list links to dependable reception venues, DJs, and other local partners).

Showcase Deals in Your Targeted Area

You can lure local customers to visit your site with statements such as “Promotions in Your Area”, “Special Discount in Your Area”, “Deals in the Boston Area”… well, you get the picture.

Additionally, if you offer local benefits such as “Free Delivery within 25 Miles” or “Free Delivery in Fresno and Surrounding Areas”, you might then highlight those benefits and make your particular service stand out.

Better yet, if you provide XYZ benefit in all the geographical areas you serve, you can still make a local consumer feel as he/she can enjoy a unique benefit offered only in their locality by writing something like “Free Delivery in Your Local Area”.  This of course because ads will only show in the areas you cover. Such a statement will always hold true and customers will feel they will be receiving special treatment as locals.

Display Store Locations, Phone Numbers & Driving Directions

If you have multiple store locations, you could include each address (if the 35 character limit permits) or each store phone number as a separate Sitelink. Google’s spiders will identify the IP address of the searchers and in most cases, will display the nearest store to the searcher which makes your ad certainly more attractive.

Here’s an alternative way to maximize the use of Sitelinks and encourage people to visit the nearest store to them:  Include “Store Finder” as a Sitelink and direct customers to your contact page where all store addresses and contact info is listed.

Also, in case your Location Extension doesn’t show up (for whatever odd reason), add a “Contact Us Here” or “Contact Information & Directions” phrase snippet in your Sitelinks which will in effect, direct visitors to a page in your website displaying your contact info, maps and driving directions.

No matter how you do it, the idea is that you always ensure visitors can find your contact information with just one click.

Tip: I have stressed above how to use Sitelinks to emphasize the “locality” of your business. But do keep in mind that you can combine local pointers with other benefits you offer to differentiate yourself from your local competitors.

For example, you may use a couple Sitelinks to showcase your provided services in the surrounding areas and use the rest of the Sitelinks to showcase other information that may be interesting to your customers (what Google calls “relevant links”).

Personally, I think you should use no less than 4 and no more than 6 Sitelinks, unless the information you’re providing is highly-relevant to your customers

How to Use Ad Sitelinks

Here’s an example of how I would distribute Sitelinks for XYZ Client:

1. “Store Locator”
2. “Call 678-XYZ-XYZA  for Details”
3. “View Our Product Catalog” or “View All Our Services”
4. “Read Our Blog”
5. “Local Promotions” or “ Special Deals in Your Area”
6. “12-Month Warranty on All Repairs”

This is just one example in many of how you can experiment with your Sitelinks.

The Wrap Up

Keep in mind, the main purpose of any Ad Extension (and Sitelinks in particular), is highlighting what you have to offer to your customers and more importantly, what makes you stand out from the rest.

So think carefully which combination of features and/or benefits you will promote via your Sitelinks and to which landing pages you will re-direct your customers. But above all, if you own a local business, please do remember to always include Sitelinks, Location and Call Extensions.

I hope you found this article useful. Feel free to add any comments, feedback or questions you may have below!