Google Ads extensions (now known as Associations) are optional add-ons for your hotel’s paid search advertisements.
NB: This is an article from gcommerce
Extensions give you more space to add information about your hotel, often opening up unique messaging opportunities that aren’t available with standard ad copy.
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Google Ads extensions occasionally show alongside the ads in your campaign, their placement dependent on extension type, search query, user history, and other algorithmic factors. There is no guarantee that a given extension will show, nor is there any way to force them to appear. However, they can still be a powerful addition to your hotel’s paid search account.
There are a number of extension types, and all are a great way to call out highlights of your hotel and entice users to convert. Below, I’ve gone into detail on some of the most common Google Ads extension types for hotels. Google offers more extension options than what I’ve listed, but these are the most relevant and efficient extension types when trying to attract hotel room bookings.
Google Ads Extension Types For Hotels
Each Google Ads extension type serves a different purpose, with unique strengths and limitations. When used right though, every extension type listed here has the potential to boost ad performance and increase key performance indicators. Below, we’ve provided a brief overview on each type with the most potential for hotel paid search, to help you get started with Google Ads extensions.
Sitelink
Sitelink extensions allow you to add multiple page links to your ad, occasionally with a short description of what each page contains.
Strengths
Sitelinks can be a great way to drive traffic to specific pages on your website, since they are prominently displayed with your ads. Sitelinks may also increase clickthrough rate, by offering multiple topic options to provide more relevant information and help users navigate your site quickly.
Restrictions
Character Restrictions
- Link Text: Max 25
- Description line 1: Max 35
- Description line 2: Max 35
Other Restrictions
- Link Text must be unique from other sitelinks
- URL must be unique from other sitelinks
- URL must match domain of the ad
Appearance
On desktop, sitelinks may display with a 2-line description to add more context. Sitelinks will never appear with just 1 description line.
