NEW AdWords Price Extensions Rolling Out of Beta

Google is treating advertisers to a lot of new changes this summer. Google announced several changes coming in May, but it appears they have a few more surprises coming out this summer. Last week, some advertisers began noticing a new surprise begin to appear in their AdWords account – a new extension called Price Extensions.

What Are AdWords Price Extensions?

Price extensions will show under your ad copy on mobile and tablet devices, in a carousel format. Users can scroll left or right on their devices to see prices of different goods and services and click on one to navigate to that particular product.

How to Set Up Price Extensions

Although the new format looks entirely different than most other AdWords extensions, creating them feels like creating a hybrid of structured snippets and sitelinks. From the ad extensions tab, creating a new price extension opens the following prompt:

Firstly, advertisers must choose a type of price extension from the following list:

• Brands
• Events
• Locations
• Neighborhoods
• Product Categories
• Product Tiers
• Products
• Service Categories
• Service Tiers
• Services

And then they must select the currency they list their prices in. At the moment, only the following currencies are supported:

• USD (United States Dollars)
• AUD (Australian Dollars)
• CAD (Canadian Dollars)
• EUR (Euros)
• GBP (British Pound)
• NZD (New Zealand Dollars)

From there, advertisers have to set the structured information of their Price Extension.

Price Extension Specs

Headers (25 Character Limit Each): This is the link text that will appear above your price. Use it to call out your products or services!

Descriptions (25 Character Limit Each): This text will appear below your price. Use it to provide more description of your products or to differentiate your offers with call-outs like “Best Value!” or “Limited time only.”

Price Qualifiers are used if your prices are flexible so that you can specify a price being “From $X” or “Up to $X”. If your prices don’t vary, just select “No qualifier.”

Price: Hopefully self-explanatory.

Final URL: Like sitelinks, each of these headers are clickable and can send traffic to a specific product or offer page.

Limitations on Price Extensions

Some important limitations of AdWords Price Extensions:

• At the moment, these price extensions are only supported in English and only support prices in USD, CAN, GBP, EURO, AUD, and NZD. This does mean that many international and non-English advertisers will not be able to use this new ad extension.
• These price extensions also will only show on tablet and mobile devices. Even then, they will only appear when your ad is in position 1. If you want these Price Extensions to show, make sure to improve your quality score and ad rank so that you show in position 1 and that you’re advertising on mobile.
• A minimum of 3 different items (products or services) must be entered into the grid in order for any to show.

How Do Price Extensions Perform?

Like all ad extensions, we know that AdWords Price Extensions can improve click-through rate. In beta testing, we’ve seen these price extensions to significantly improve mobile and tablet click-through rates when they’re shown.

Four separate WordStream Marketing Services clients saw CTR improvements from these Price Extensions, averaging 4x the average CTR of their tablet and mobile ads alone! These price extensions also outperformed the performance of sitelink CTRs on the same ads.

But CTR isn’t the only gain for accounts that adopt this new AdWords Price Extension. Like all ad extensions, AdWords Price Extensions can also improve their ad’s relevancy and quality score.

Keep an eye open for this extension within your account as Google seems to be rolling them out to advertisers now and be sure to add this extension once it’s available!

Data Sources:

The aggregated data in this post is based on a sample of four WordStream client accounts with early beta access to Price Extensions who were advertising on the Google Search Network in May 2016.