How to Improve Your Google Ads Performance Planner with Ad Extensions Matter 2021

Google ads performance planner
Google ads performance planner

Ad extensions allow the advertisers to add more information to the Ads. Probably, every PPC advertiser knows this. But only a few use these extensions to get the most out of them.

They are an essential snippet of extra information, which you can add to your campaigns to make them more effective. These extensions help you expand your advertisements to make them useful for the users. Mostly, they include a phone number, additional links from the website, seller address, and more. Also, some extensions are automated, which means the information gets automatically added to the ad.

If you want to improve your Google Ads performance in 2021 with Ad extensions, below is what you need to know-

Add Location Extensions To Your Ads

You can set up your business locations on your Google Ads in several ways. For example, you can add an address manually, connect your Google Ads account, or share a location Ad extension from other Google Ads campaigns.

Google ads performance planner

When you are creating a new campaign, you can consider any of the first two options. However, if you are adding to an existing campaign, you will find two different sub-headings. The sub-heading option, ‘addresses from Google places’ is expanded by default. Thus, if you want to add an address manually, you need to collapse Google Places option and locate Manually Entered Addresses option.

The third way is to share the location Ad extensions between the campaigns. In order to choose an extension to share, click ‘New Extension’ and choose an existing extension. But make sure to do this only when it is relevant.

Product Extensions With Product Images

If you want to add a product extension, you should have a Google Merchant Center account. Once you link the two accounts, you will be able to manage the products via Google Merchant Center. While creating a new text Ad, you want to add product information. Here, the default option is to display all the products in the account.

It is a good choice as it allows Google to serve images and information about your products when a user searches. Another way is to create product listing Ads. It is a different Ad format that shows up with Google Ads in the search engine result.

Link Additional Pages Within Your Website

First you need to set up the site links. Though Google will show up six site links, it’s good to fill all the ten to present all the relevant options. Keep in mind that the most important functionality of the site links is that it provides the users with more options to click.

Enhanced Ad Site Links

These site links flesh out the existing Ad site links with descriptions under each link. These descriptions are taken from other Ads in the campaign. Google automatically enables the enhanced site links for advertisers if their website’s site links are already enabled.

Review extension:

Have you ever seen ads with stars or ratings? These are called review extensions? Review extensions increase the success of a campaign, making click-through-rate high. These are often used to get an exact review of the product or services offered by the companies or organizations.

Price extension:

Price is one of the major factors when looking for options to finalize the purchase. When someone sees your ad, there’s no assurance that they will click them and look for the pricing options. And, if your competitor’s ad is just below your ad and they have mentioned the prices, the viewers will more likely click on it. So, make sure you are quoting the price.

Click Ad Extension

You can use call extensions in Google Ads in two ways, i.e., by putting the business phone number on the Ad and by enabling Google forwarding numbers. When you put your business number on the Ad, it allows you to display for the users on their mobile devices.

Google ads performance planner

On the other hand, the enabling Google forwarding numbers don’t include your number. Instead, it shows a custom Google number setup that forwards you business number. One benefit of this option is, it provides the advertisers with more reporting data. Also, it allows the call extension to display for both mobile and desktop users.

Callout Extension:

These extensions let you include additional descriptive text in your general, standard text ads. You can include things related to your business, services, products, which will appear below your ad on the Google Search network. These extensions appear like site links; the only difference is that they are clickable. So, you can make them in the form of bullet points, snippets to encourage clicks. Furthermore, callout extensions are important because:

  • They are easy to implement and look like a simple text
  • These extensions need no links to secondary pages
  • They show details about your business, like unique offerings and other popular services
  • You don’t need to pay any additional money

Google Ads Performance Planner

Perhaps you’re new to Google Ads, or maybe you are feeling overwhelmed with a large account in your hands, unsure of how you are going to manage it all. With Google Ads Performance Planner, you can stop worrying.

Google Ads Performance Planner is a tool that enables you to create detailed spending plans, and financial forecasts for your advertising spend. This tool automatically identifies critical opportunities and optimal spend amounts depending on your budget and campaign goals.

Google Ads Performance Planner analyzes billions of user search queries from Google, and the data is usually updated every 24 hours. With all this data, the tool can simulate relevant ad auctions in aggregate, including variables like seasonality, competitor activity, landing page experience, etc.

Add Social Extensions

If you have a verified Google Plus page, you can easily link it to the Google Ads campaign with the basic setup section. Google serves +1 button as a default option and enabling the social extension will link this button to your business page.

Social extensions don’t influence your Ads’ rankings though. However, if they result in a high click-through-rate for your Ads, it will increase the Ad’s quality score and ranking. Even if your brand is already active on Google Plus, you can connect it with Google Ads campaign.

What is the Google Ads Performance Planner?

The Google Ads Performance Planner is a tool that allows you to create detailed spending plans and financial forecasts for your advertising spend. This tool automatically identifies critical opportunities and optimal investment amounts based on your budget and campaign goals.

Google ads performance plannerImagine you are managing campaigns and you have a monthly budget of $ 10,000 to spread across 100 search campaigns. The Google Ads Performance Planner will give you recommendations and the best way to use that budget so that you can maximize your conversion rates and generate a better return on investment (ROI) across the board.

The Google Ads Performance Planner then forecasts conversion rates based on the conversion types in the “Conversions” column of your Google Ads performance reports.

After collecting data and running simulations, Performance Planner uses machine learning to fine-tune your financial forecasts. Additionally, to maintain a high level of data integrity, the tool continually measures the accuracy of your forecasts over 1, 7, 30, and 90 day periods.

You can adjust the parameters of individual campaigns by selecting the specific campaign you want to change. Doing so reveals a side panel of results, which includes a forecast chart and some performance and budget metrics.

You can edit some of the planned campaign settings here, based on your bid strategy, network, and other settings for your campaign. For example, you can adjust the investment, add some keywords, links to search partners or sites. Then, after making the changes, you can measure the projected impact on performance.

With the Google Performance Planner, you will see a blue forecast line. This shows where your current performance is (investment, conversions, average CPA, and average conversion rate) and where it should be.

If it is above the line it means that your campaigns are already above Google’s expectations and alternatively if it is below the blue line this means that you may have a couple of things that need to change in order for you’re on your way.

This allows you to see how much you should change within your campaigns to reach your goal.

Implementation process

Once you are satisfied with your forecast in the performance planner, you can implement these changes in your Google Ads account.

Remember: these changes will not be automatically added to the account. You can implement the changes by downloading a file and using Google Ads Editor.

Forecasting seasonality in Google Ads

Seasonal marketing consists of PPC marketing products or services at certain times of the year. It could be Christmas, Easter, or Thanksgiving, but seasonal marketing doesn’t have to coincide with “official” events.

Including variables such as seasonality, Google will review historical search queries within a specified period. For example, if you were a clothing company and chose to focus on January, Google will consider January sales and how they may affect your business’s conversion actions. Alternatively, if you are an automotive company trying to forecast in March or September, Google will take into account an increase in demand for new license plates.


This is where you can add Ad extensions to your Ads and improve their performance. Get creative with your Ads to stand out from the other advertisers on the market. Choose a relevant Ad extension to provide the audience with all the information. It is a proven tactic that can be used to get more clicks on your Ads and improve their quality score.  With this information, you can make your next Google Ads campaign a success in 2021 and can have more leads.


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