Michelle Cruz says, “Not only do ad extensions work to encourage immediate sales, but they can also be used to move consumers along the decision journey/buy cycle. In our work, we’ve effectively used ad extensions in many stages of the buy cycle, for instance:

  1. When searchers research products online (research stage)
  2. When searchers home in on a specific product
  3. When searchers want to see products in person/offline
  4. And, of course, when they are ready to buy something immediately (online/offline)

In this article, I’ll cover appropriate ad extensions for the decision journey stages I mentioned above. I’ll also provide pointers and warn of potential ad extension pitfalls.

1. When searchers research products online (research stage)

At this stage, our goal is to convince shoppers that they want to buy a particular product/service. The most effective extensions for the research stage are:

  • extended sitelinks
  • review extensions
  • video extensions (Bing only)”.

Ad extensions for the entire decision journey

Search Engine Land

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