Google Is Rolling Out Price Extensions For Mobile Text Ads

Google-Accelerated-Mobile-PagesThere is a whole new way for advertisers to showcase their services, products and prices in AdWords, which Google is rolling out a new extension for AdWords text ads.

The price extensions will show as a list below the main ad copy on mobile.  As you can see from the below example, which comes from Google, you can see how much real estate price extensions take up on mobile.  With these new extensions, advertisers will be given the first opportunity to show pricing information for multiple products ad services in their ads.  It’s the first extension that will likely stir tough competition that could have the possibility to drive up mobile CPCs in a meaningful way.


So how do users set up price extensions?

At first, you may not see price extensions initially, as they are still rolling out at the time of this writing.  But if and when you do see them, you’ll find them in the drop-down menu under the Ad extensions tab in AdWords.

By checking out the screen shot below, you will see the setup window to add a new price extension.  All you need to do is:

  1. Add a header, which is a clickable title
  2. Add a description up to 25 characters long
  3. Add a price that can then be qualified with a Unit of per hour, day, week, month or year from the menu

The URL that you get will be the landing page associated with the extension.

If you’re doing limited-time promotions or rolling price increases for things like events, you’ll be able to schedule price extensions.


There are some important details that users need to know for setting up price extensions:

  • If there is only one relevant landing page for a set of price extensions, you’ll be able to use the same final URL.
  • Users can set price extensions 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.” So, 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.
  • Users will have to set up a minimum of three price extensions and a maximum of eight. It’s recommended by Google that users create five or more, which might be a challenge in many cases.

Let’s take a quick look at some important eligibility details:

  • Price extensions will only show on mobile to begin with.
  • Right now, they are available in English only.
  • Only the top ad position is eligible for price extensions.

If you’d like more information on price extensions, check out the AdWords help page.  There, you’ll find some useful examples for setting up price extensions for specific product and service types, such as events, brands, locations, and neighborhoods.

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