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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