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PPC Ad Extensions You Should Be Using Today

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PPC Ad Extensions You Should Be Using Today

Ad extensions maximize your visibility in search engine results.

Here’s how Image Extensions, Structured Snippets, Price Extensions, and Call Extensions can help.

Not all ad extensions are created equal and they serve different marketing purposes.

Whether it’s on Google Ads or Microsoft Ads, ad extensions can help maximize your visibility in the search results and improve ad performance.

Ad extensions also allow for additional or more detailed messaging that doesn’t fit in the base ad copy, even with the new RSA format.

Don’t miss this opportunity.

Explore four PPC ad extensions you should be using today.

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1. Image Extensions

Image extensions are available worldwide.

Consumer’s visual experience when browsing products and services online have become more critical in recent years.

Image extensions help to create a more visually appealing search ad to engage with potential customers.

These extensions enhance the relevance of your search ad by including images of your products or services in the ad.

Image extensions appear on both desktop devices and mobile devices.

These images are not banner ads and need to follow requirements in terms of content, quality, etc.

You select images to upload to be served along with ad text.

Another option is to use Dynamic image extensions which select the most relevant images from your ad’s landing page and insert them into your ad.

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Once you’ve opted into this feature, images from the landing pages will be included as ad extensions in your campaigns.

To begin using dynamic image extensions, navigate to the Extensions tab of your account and click on Add dynamic image extensions.

No images, no problem!

You can create image extensions using stock images.

Now, you can select from a range of stock images provided by Google. Navigate to the Image Options drop-down menu and select Stock Images.

After that, choose the image that you think is most relevant to your ad.

Image from Google Ads, May 2022google ads image extensions stock

2. Structured Snippets

Structured Snippets are the “no brainer” of ad extensions.

They list specific aspects of your product or service.

It is one of the simplest ad extensions to create because there is a predefined “header” for values and you don’t need landing pages because they don’t link to the website.

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Each snippets extension has a “heading” such as:

  • Amenities.
  • Brands.
  • Destinations.
  • Degree programs.
  • Courses.
  • Featured hotels.
  • Insurance coverage.
  • Neighborhoods.
  • Service catalogs.
  • Models.
  • Show.
  • Styles.
  • Types.

After selecting the header, enter the values – such as “free WiFi” or “pool” for amenities.

These extensions show frequently on both platforms.

Here’s an example of a company’s brand:

google ads structured snippet extensionsImage from Google Ads, May 2022google ads structured snippet extensions

This simple ad extension can add value by giving the searcher more information and differentiating your ad from competitors who are not using this extension.

3. Price Extensions

Price extensions are a great alternative for advertisers that don’t have product feeds and can benefit from showcasing products and services with price points.

Price extensions are presented in the search results below the main ad text and can be useful in attracting greater attention to the ad as well as driving to deeper content on the advertiser’s website.

A minimum of three and up to eight items, or cards, can be added per price extension.

A searcher can then scroll through and click on items individually to view.

Similar to the structured snippets, Google has predefined types of price extensions:

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  • Brands.
  • Events.
  • Locations.
  • Neighborhoods.
  • Product categories.
  • Product tiers.
  • Service categories.
  • Service tiers.
  • Services.

Each card has a header and description of 25 characters each, appearing above and below the price.

The advertiser also has the opportunity to use a price qualifier.

This is designed for products or services that don’t have one set price point, so “from”, “up to”, and “average.”

For example: “Monday Dinner Specials from $35.”

These extensions can be added to the account, campaign, or ad group level.

Adding to the ad group level is a great place for more detailed items to be tailored to a subgroup.

For example: “European vacations” vs. “French vacations.”

These ad extensions can also be scheduled for a start and end date, along with custom hourly scheduling.

Do I hear a seasonal promotion coming on with price extensions?

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I think so.

4. Call Extensions

Call extensions serve a phone number with your ads that redirect to the official phone number.

These are still highly relevant as an ad tactic as mobile has become the primary device for many searchers.

Advertisers who have avoided call extensions in the past should take a second look.

Besides connecting searchers directly with the business by phone call, using the PPC platform’s forwarding numbers will show call information, call conversions, and valuable search data on how people are finding the phone number.

Did you know?

You can turn on call recording and get recorded phone calls from ads that Google saves for 30 days.

In the following screenshot that blurs private data, the callers’ phone number is listed, the area code, and a full recording of the call.

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google ads call extensions reportImage from Google Ads, May 2022google ads call extensions report

A phone call can be counted as a conversion, defined by the number of seconds a caller is on the phone call.

The number of seconds should be defined based on each business’s unique phone behavior for closing callers.

If phone call lengths are below this threshold too frequently, or many calls are missed, it’s a good time to review a few simple optimization ideas:

  • Are too many “wrong” numbers coming through? This could be due to the ad being triggered by different business names or competitors based on keywords. Check the search queries and ask phone reps what they have been hearing from callers. These keywords can be used as negative keywords.
  • Too many missed calls? Ensure the ad is scheduled during business hours only when someone is available to answer that call. That could mean not running ads during the lunch hour, for example.
  • Calls from physical locations not serviced by your business? This is usually just a case of adjusting geotargeting to be more accurate. Although, it could present an opportunity to learn more about these callers and the current market demand.

Bonus: Automated Extensions + Manual Ad Extensions

When you opt into automated extensions, Google Ads will create extensions on your behalf and show them with your ad if they’re predicted to improve your performance.

These automated extensions will now be eligible to show alongside their manually-created counterparts.

Google Ads is rolling out several new improvements that make sitelinks, callouts, and structured snippets easier to manage.

When you create sitelinks, callouts, and structured snippets, you can add them at the ad group, campaign, or account level.

This will make it easy to review and manage the extensions that Google Ads creates on your behalf.

To see which automated extensions are shown with your ads, look for “Automatically created” extensions in the table view of the Extensions page.

Final Thoughts

Ad extensions can be critical to rising above the competition in search results with more visibility and strategic messaging.

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It’s important to review ad extensions and audit them on a scheduled basis (try quarterly) to ensure you are learning about new opportunities available and revisiting old ones.

More resources:


Featured Image: Top Popular Vector/Shutterstock

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Top 6 Free Survey Maker Tools For Marketers

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Top 6 Free Survey Maker Tools For Marketers

The number of online surveys has risen dramatically in the past decade, according to the Pew Research Center.

From short social media polls to lengthy feedback forms, it’s never been easier to survey your target audience and find out what exactly they’re thinking.

When it comes to free survey makers, you have plenty of options to choose from.

That’s the good news.

The bad news is you have to wade through your options to figure out the best survey tool for you.

In this article, I’ve done that dirty work for you.

Below I outline the top six free survey makers, with a simple bulleted list of their pros and cons, so you can quickly select the best one for your needs.

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But first up, the caveats.

What You’re Missing With Free Survey Makers

When something’s free, there’s usually a catch. The same goes for free survey makers.

Free survey tools, or the free plan offered by a paid survey tool, often come with the following limitations:

  • Limited export options. You may not be able to export your survey data for review in Excel or Google Sheets. There may be a PDF-only export option or no export ability at all.
  • Limited analytics. Free survey tools often skimp on the analytics. You may be left to your own pivot tables and Excel expertise if you want to create anything fancy from your survey data.
  • Limited survey functionality. This runs the gamut, from a limit on how many respondents or questions you can have per survey, to only allowing so many question types (e.g., multiple-choice, long-form, etc.).
  • Limited extra perks. By perks, I mean those other features that make software from good to great. With survey makers, that might mean easy-to-access support, the ability to embed surveys in email or webpages, multiple user accounts, or integration with other email marketing or CRM software.
  • No branding. Free survey makers give you their tools for free. In return, you provide them with free brand awareness. Don’t expect to be able to swap out their logo for your own. You’ll probably be stuck with their branding, along with a prominent link to their site throughout the survey or on the thank you page (or both).

If any of the above is a dealbreaker for you, you should plan to drop a little dough on a paid survey tool. That’s why I’ve also included the starting price for all six of the tools featured below.

In case you end up having to upgrade later, it’s easier to do so from a tool you’re already familiar with.

Top 6 Free Survey Tools

Without further ado, I present the best free survey makers you’ll find today. These are listed in no particular order.

1. Google Forms

Screenshot by author, June 2022

Do you live and die by your Google Drive?

Great news: Google also offers free survey software via Google Forms.

Alright, I know I just said these were presented in no particular order, but I’ll openly admit Google Forms is my personal favorite. Just look at all of the features they include in their free plan!

All you need is a free Google account to get started.

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Here’s what’s included in the free plan:

  • Unlimited surveys.
  • Unlimited questions.
  • Unlimited responses.
  • Export to Google Sheets.
  • Survey logic (ability to skip or trigger questions).
  • Ability to embed images and YouTube videos.
  • Ability to embed the survey on your website and share to social media.
  • Survey analytics, updated in real-time.
  • Integration with Google Docs, Sheets, Slides.
  • Unlimited collaborators.
  • Customizable survey templates.
  • Free branding.

What’s missing from the free plan:

  • Enhanced security and collaboration options.
  • Integration with your existing Google Workplace account.

Price: Completely free. Google Workplace pricing starts at $6 per user per month.

Best for: Anyone and everyone, for business or casual use.

2. SurveyMonkey

surveymonkeyScreenshot by author, June 2022

SurveyMonkey is the online survey tool. Established in 1999, it’s still the most well-known online survey software.

Despite the limitations of its free plans, SurveyMonkey continues to be popular thanks to its intuitive interface and brand recognition. Notable clients include Allbirds, Tweezerman, and Adobe.

One nice perk is that you can test out any of the paid features with your free plan. (You just won’t be able to actually use it in your live survey until you pay up.)

Here’s what’s included in the free plan:

  • Unlimited surveys.
  • 10 questions.
  • 15 question types.
  • 100 responses per survey.
  • Over 250 customizable survey templates.
  • Ability to embed the survey on your website.
  • Mobile app.
  • One user.

What’s missing from the free plan:

  • Unlimited questions, question types, and responses.
  • Data exports – this is a biggie!
  • Custom branding.
  • Survey logic (ability to skip or trigger questions).
  • Team collaboration.
  • Advanced security (single sign-on, HIPAA compliance).
  • A/B testing.

Price: Freemium. Paid plans start at $16 per month for individuals, $25 for teams.

Best for: Those who want a tried-and-true survey maker with all the features you could ask for.

3. Typeform

typeformScreenshot by author, June 2022

Many online survey tools are designed for the general public.

Readers of Search Engine Journal will be happy to hear that there’s a survey tool created just for us. Typeform was built specifically with marketers, UX researchers, and business owners like us in mind.

Here’s what’s included in the free plan:

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  • Unlimited surveys.
  • 10 questions per survey.
  • 10 responses per month.
  • Basic question types.
  • Basic reporting and analytics
  • Ability to embed the survey on your website.
  • Integrations with MailChimp, HubSpot, Trello, Google Sheets, Zapier, and more.

What’s missing from the free plan:

  • Unlimited questions and responses.
  • Custom thank you screen.
  • Custom branding.
  • Survey logic (ability to skip or trigger questions).
  • Team collaboration.
  • Ability to accept payment.
  • Ability for survey respondents to upload files.
  • Integration with Facebook pixel and Google Tag Manager.

Price: Freemium. Paid plans start at $29 per month.

Best for: Enterprise users, UX researchers, and marketers hoping to track customer behavior.

4. Zoho Survey

zoho surveyScreenshot by author, June 2022

Zoho Survey is part of the same Zoho suite of apps that caters to sales, HR, IT, finance, and virtually any kind of business user you can think of.

Given their tenure creating SaaS software for business, their survey tool is just as robust as you might expect. Customers include big names like Netflix, Amazon, Facebook, and Change.org.

Here’s what’s included in the free plan:

  • Unlimited surveys.
  • 10 questions per survey.
  • 100 responses per survey.
  • Ability to embed surveys in email or website, or share to social media.
  • Export to PDF.
  • 250 survey templates.
  • Password protection and HTTPS encryption.
  • One user.

What’s missing from the free plan:

  • Unlimited questions and responses.
  • Ability to export to XLS or CSV.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • Team collaboration.
  • Real-time responses.
  • Multilingual surveys.
  • Integration with Google Sheets, Tableau, Shopify, Zendesk, Eventbrite, and others.

Price: Freemium. Paid plans start at $25 per month.

Best for: Zoho users, or anyone who needs an extra level of security for their surveys.

5. Alchemer

alchemer survey makerScreenshot by author, June 2022

Alchemer is an advanced survey maker developed for the enterprise client.

Paid features include custom coding so you can customize every single element of your survey, from the survey URL to the form logic.

They stand out among free survey makers for being one of the few (besides Google Forms) to offer unlimited questions and Excel exports in their free plan. Clients include Disney, Salesforce, Verizon, and The Home Depot.

Here’s what’s included in the free plan:

  • Three surveys at a time.
  • Unlimited questions.
  • 100 responses.
  • 10 question types.
  • Export to Excel.
  • Customizable templates.

What’s missing from the free plan:

  • Unlimited surveys.
  • Unlimited responses.
  • Unlimited question types.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • Ability to embed surveys in websites.
  • Export to PDF, PowerPoint, or Word.
  • Ability for survey respondents to upload files.
  • Survey analytics and reporting.
  • Ability to accept payment.

Price: Freemium. Paid plans start at $49 per month.

Best for: Enterprise users needing to create long surveys with advanced logic and question types.

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6. Jotform

jotform survey makerScreenshot by author, June 2022

With over 10,000 templates, Jotform takes the cake as the survey maker with the most form templates on our list.

Jotform also stands out for letting you accept payments with the free plan (although you’re limited to 10).

This popular survey maker includes clients as wide-ranging as AMC and Nickelodeon to Redfin and the American Medical Association.

Here’s what’s included in the free plan:

  • Five surveys.
  • 100 questions per survey.
  • 100 responses per survey.
  • Ability to embed surveys in email or website.
  • Export to PDF or Excel.
  • 10,000 survey templates.

What’s missing from the free plan:

  • Unlimited surveys.
  • Unlimited questions and responses.
  • Survey logic (ability to skip or trigger questions).
  • Custom branding.
  • HIPAA compliance.

Price: Freemium. Paid plans start at $29 per month.

Best for: Users who want a template for every kind of survey possible.

Which Survey Tool Will You Use?

There truly is a survey maker for everybody.

The above options are all solid choices. Which one works for you may depend on your organization’s needs and your personal preferences.

Take advantage of the free trials and see which one you like best.

More Resources:

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Featured Image: Prostock-studio/Shutterstock



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