Google is changing the design of its price extensions to make them more prominent on mobile. Instead of the old format, prices for goods or services will now be displayed in a swipeable card layout.
We say “old format” for want of a better term, because Google only rolled out price extensions in July this year – so it hasn’t taken long for a redesign to roll out.
Anyway, enough talk – let’s take a look at the change to see what’s going on.
Price extensions redesigned
If you’re using price extensions on any of your mobile campaigns, this view should look pretty familiar:
Hopefully, you didn’t get too attached to old look though, because change is already on the horizon. Soon your price extensions will look a little more like this:
As you can see, the new format is certainly more prominent and it’s not difficult to imagine higher CTRs coming as a result of the change. This will almost certainly be Google’s motivation behind the revamp and it suggests CTRs on the original version wasn’t matching Google’s expectations.
So, if you’re using price extensions on your mobile campaigns, keep a close eye on CTRs over the coming months to see if you notice any difference (assuming you don’t need to change anything else on these campaigns that might skew results in the meantime).
Why should I use price extensions?
In case you’re not familiar with price extensions or unsure whether you should be using them, let’s take a quick moment to summarise. As you can see, price extensions place a list of prices for specific services or products you provide.
There are currently nine categories you can choose for price extensions and you can get the details here.
More to the point, you want to use price extensions when you have multiple products, services, categories or other variables that affect price. By providing this information, you’re telling users a lot about what you have to offer and how competitive you are against other prices they’ve seen.
Price extensions also bring an element of sitelink extensions to your ad as well. Each card can have its own unique URL, directing users to the relevant page. So you’re shortening the conversion process quite drastically here and hopefully increasing the quality of leads at the same time.
Users are less likely to see your landing page, look at your prices and decide you’re too expensive. By providing this information before users click, they should be more prepared to make the final purchase and the steps they need to take are also reduced.
Not bad, right?