The price in the ad is rarely too much. On the one hand, it can grab the user’s attention and bring them to the site. On the other hand, we can filter out people for whom the offer is too expensive, and therefore save money on unnecessary clicks. With the price, the ad becomes more visible and informative. So, according to Yandex, the price in the ad increases the CTR by 1.5-3%.
In both Google Ads and Yandex.Direct, you can add a price to your ad using a special tool – an extension or add-on, respectively. And in Google Ads, this is not only an element that attracts attention, but also an additional opportunity to direct the user directly to the page of a specific product.
Experts from Wordstream have created instructions for working with prices in ads in Google Ads, and we have prepared an adapted translation of it and added information about Yandex.Direct.
How to set up a priced extension in Google Ads
Prices are shown in the search box below the ad text on desktops and mobile devices. They contain information about your offers and are shown as blocks of eight cards.
To add them to your ad, go to your Google Ads account under Ads & Extensions and select Extensions. Then click on the blue plus icon and select the type of extension you want.
Like most extensions, you can add a price at the account, campaign, or ad group level.
If you add an account-level extension, it will appear for all text ads across all search campaigns. But the same extension is unlikely to be relevant for all ads. Add prices at the campaign or ad group level and make sure it is relevant to any search query that is showing ads.
Several types of prices are available depending on the product:
Classes of goods.
What else can be configured for the extension:
Currency. By default, there are rubles, but you can change it.
Prefix: “from”, “to”, “middle”.
The titles of the objects to which the price is added. Number of characters – no more than 25. Headings must be unique.
Description. Also 25 characters can be repeated.
Actual price. Add to each object. The maximum number of objects themselves is eight.
Approaches to working with price in ads in Google Ads
Now that we’ve learned how to add a price tag to your ad, let’s look at a few strategies to help these ads perform even more effectively.
Sort prices descending or ascending
In Google Ads, the pricing extension shows several properties. It is logical to arrange prices in ascending order: from lowest to highest. Most of the users are looking for an opportunity to buy something at the best price, so to get their attention, you can first show the lowest price.
But there are exceptions when this method is not suitable. There are advertisers who offer luxury services and premium goods. Accordingly, they don’t need to grab the attention of people looking for deals with a low price. When promoting products in the luxury segment, it makes sense, on the contrary, to put the highest price at the beginning.
This option can also work if you are selling multiple plans for the same service. You can try to start with a more expensive tariff, and then – cheaper tariffs. Of course, most users will not buy the most expensive plan, but the second plan on the list will attract their attention.
Here’s an example from the Wordstream experts.
Obviously, the price of the first tariff bites, but the cost of the second tariff is already acceptable. This is a psychological technique – first, the user sees an expensive tariff, and then the one that is cheaper, and the second one seems very profitable compared to the first.
Please note that in each specific case, this tactic can lead to different results: for some, sorting will work in descending order, for others – in ascending order. Test different price sorting options and find the one that works best for your project.
Show popular products or services
Another approach to adding prices is to showcase popular, top-of-the-line products that people often search for. Track trends in Google Trends and Yandex Wordstat, as well as research market research and monitor website buying behavior.
Seasonality is one of the factors affecting popularity. For example, you sell clothes and shoes. It’s summer now, but you still have some of the winter collection. Prices for winter down jackets have dropped significantly and are even lower than for summer dresses, for which now is the time. However, this does not mean that down jackets should be put in the first place, and not dresses, because they are cheaper. Focus on summer clothes, because now users are more interested in it, and the season of down jackets will come later.
If you know that there is an increase in hype for a particular product in a certain season (for example, office supplies before the start of the school year), you can try to start promoting these products in advance, for example, several weeks before the expected hype. At the same time, emphasize that users have the opportunity to make a purchase in advance, before the hype starts and the price rises.
Promote new products or services
Have a new product? Put it first in the expansion with price. This way, more users will pay attention to the new product, and perhaps remember it. Of course, there is no guarantee that this will bring a lot of conversions. This approach is aimed at increasing awareness of the new product rather than increasing sales.
Test different subscription options in the extension
This approach is worth trying for advertisers who sell multiple subscription options for the service, for example, for a year and a month. These can be various services, online cinemas, tools, knowledge bases, etc. Test two options for expansion with a price. In the first option, collect monthly subscription offers, as in this example:
Then try to create the same extension, but with annual subscription options.
It may seem that few people want to purchase a subscription for a year at once, because it is quite expensive and it is not clear whether the product is suitable for the user. But you won’t know for sure until you test it. See which works best and keep the more efficient option.
Promote free products
In the extension with the price in Google Ads, you can register the price of 0 rubles, that is, mark free products. This way you can promote, for example, a trial version of a paid product.
This will introduce users to your product by offering them a lead magnet in the form of a free trial. They are more likely to purchase a paid product if they have tested it for free and made sure it works for them.
How to add a price in Yandex.Direct
Prices are shown in ads on search and in ad networks, and are added in campaigns like “Text & Image Ads” when creating or editing ads.
In the “Price in an ad” block, fill in all the required fields. Here, as in Google Ads, there are prefixes, but there are not three, but two: “from” and “to”. Next, enter the current price, indicate the currency (by default, they are in rubles), Yandex also advises to indicate the old price in case there are discounts. Please note that during moderation, Yandex employees will check whether the prices you specified are up-to-date by reviewing the content of the landing page.
If you need to add prices at the campaign or ad group level, you can do so using bulk actions. On the Campaigns page, check the required campaigns, then go to the ads, select the required or the entire list. Then click “Actions” and select “Prices in the ad”.
If you are adding one add-on with a price for several ads at once, make sure that it contains up-to-date information for all offers.
Tips for working with prices in Yandex.Direct
Add pictures to price listings
Earlier, we said that ads with prices can end up in the product gallery. But for this, in addition to the price, it is necessary to add a picture to the ad. If you have text ads, take the time to upload image creatives. This can be, for example, product photos or graphic banners.
Add the old price if you are making a discount
Users love discounts and great deals. Even if you have already mentioned this in the ad text, it will not be superfluous to draw the attention of users by indicating the old price.
Specify the minimum product price
This requires the “from” prefix. For example, if you advertise a hair dyeing service, you can specify the price “from 1,500 rubles.”
Add price if the site has a small range of products
Extensions with prices in Direct are suitable for those projects that do not have a very large catalog of goods or services and stable prices. In this case, the specialist will be able to manually prescribe them, monitor and, if necessary, change them. If the online store is large, then it simply will not work to work with prices manually, it will take too much time. In this case, it is better to use dynamic ads and smart banners.