PPC | October 4, 2016

Google Launches a New Feature: Price Extensions

It’s no secret, Google loves testing new features – with a lot of these extending towards mobile in more recent years. To illustrate the importance of mobile traffic and how it influences user behaviour, Google has demonstrated to us that: 

• More than half of all web traffic comes from smartphones and tablets
• 76% of people who search on their smartphones for something nearby visit a business within a day

Earlier in the summer, we began noticing a new addition across our accounts – a new extension called ‘Price Extensions’.

What is the New Price Extension?

In a nutshell, price extensions will appear under your ad copy on mobile and tablet devices, shown in a carousel format. Users can scroll left or right to view the prices of goods and services, and click to navigate to that particular product or service.

Looking at one of our examples below, you can feel a sense of creating a hybrid of structured snippets and sitelinks:
sitelinks

Advertisers can choose the type of price extensions, using the following list, including:

• Brands
• Locations
• Events
• Neighbourhoods
• Product categories
• Product tiers
• Products
• Service categories
• Service tiers
• Services

From advertising a local beauty salon to promoting major flights, this recently added feature opens up more opportunities for a lot of businesses looking to stand out on Google search results. However, price extensions are only available on mobile and tablet devices, and they will only show if your ad is shown in position 1. This gives us more reason to continuously improve quality scores and ad rank.

So How Do Price Extensions Perform?

Looking at one of our examples, this client saw CTR differences between figures for the standard advert, sitelink and price extensions, with the latter outperforming the CTR performance of the first two:

Bear in mind that CTR isn’t the only metric for accounts to trial this new feature. Like all AdWords ad extensions, price extensions can also improve your ad’s relevancy and quality score.

Our Verdict…

To cap it all, these results will differ by industry and the extensions won’t necessarily apply to all business sectors.
From our experience, local businesses, whether service or product led, would benefit from using price extension as an advantageous tool in adding more value to their offerings. Not to mention nationwide

businesses who focus on retail and travel. So go on, give your potential customers the more reason to get clicking on your ad!

Read more:
Penguin 4.0: Google Releases Cool New Algorithm Update
The Return of Tablet Bid Adjustments: Bringing Back an Old Favourite
Stats: The Rise and Rise of ‘Near Me’ Searches in Google

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