Google rolling out Price extensions for mobile text ads

Google is rolling out a whole new way for advertisers to showcase their services, products and their prices, with a new extension for AdWords text ads.

Price extensions show as a list below the main ad copy on mobile. In the example from Google below, you’ll quickly notice how much real estate price extensions take up on mobile.

How to set up price extensions

Price extensions are rolling out over the next few days, so you may not see them in your account yet, buy you’ll find them included in the dropdown menu under the Ad extensions tab.

This is what the set up window looks like to add a new price extension. As you can see from the example Google provides, you’ll add a Header, which is the clickable title; a description up to 25 characters long and a price that can then be qualified with a Unit of per hour, day, week, month or year from the menu. The final URL is the landing page associated with the extension.

For limited-time promotions or rolling price increases for things like events, you can schedule price extensions.

Other important details for setting up price extensions

• If you only have one relevant landing page for a set of price extensions, you can use the same final URL
• Price extensions can be set at the account, campaign or ad group level.
• They should be relevant to the keywords in an ad group and “consistent with the types of products or services being advertised”. For example, if your ad is likely to be triggered on a search for “painting classes”, you likely don’t want to show price extensions for sculpture or animation classes.
• You’ll need to set up a minimum of three price extensions and a maximum of eight. Google receommends creating 5 or more, which might be a challenge in many cases.

Important elibigibility details

1. Price extensions are only showing on mobile to start.
2. Only the ad in the top ad position is eligible for price extensions.
3. They are only available in English at this point.

For more on price extensions, see the AdWords help page.

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About The Author

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.