Ad extensions for the entire decision journey
How can you use ad extensions to move potential customers further down the sales funnel? Columnist Mona Elesseily shares some tactical advice.
Not only do ad extensions work to encourage immediate sales, but they can also be used to move consumers along the decision journey/buy cycle. In our work, we’ve effectively used ad extensions in many stages of the buy cycle, for instance:
- When searchers research products online (research stage)
- When searchers home in on a specific product
- When searchers want to see products in person/offline
- And, of course, when they are ready to buy something immediately (online/offline)
In this article, I’ll cover appropriate ad extensions for the decision journey stages I mentioned above. I’ll also provide pointers and warn of potential ad extension pitfalls.
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