Google Ads – Ad Extensions

by Nik Soni | Feb 20, 2022

Google Ads Ad Extensions

Google Ads ad extensions provide the opportunity to add more information to your ad than the basic headline, URL, and ad copy you are traditionally able to use. This extra information helps your ad to stand out and get clicked, which in turn will lower your cost per click and in many cases improve conversion rates. Extension formats include a call button, links to specific parts of your website, location information, additional text, and much more.

With extensions, ads are with more information, get a more noticeable listing, and often perform better because of it. This gives your ad more value and increases the number of clicks.

Google Ads Ad Extensions are of two types:

  1. Manual Extensions
  2. Automated Extensions

Manual Extensions are the extensions, which require a bit of manual set-up. You have to set it up yourself. Google-based on which extensions might improve your ad’s performance predicts automatic extensions. These, naturally, are set up automatically and require no extra work from the advertiser.

How to add an Ad Extension

Firstly, you need to create a Google Ads Campaign. After creating a campaign, from your Ads home page select Ads & extensions. This page shows ADS, EXTENSIONS & AUTOMATED EXTENSIONS.

How to add an Ad Extension

Keep in mind Ad extensions can be added at campaign or Ad group levels.

To add Manual Extensions click on the EXTENSIONS tab and select + button as on the above image. It shows different types of manual Ad extensions.

To check automated extensions added by Google Ads click on AUTOMATED EXTENSIONS.

Google Ads Manual Extensions

Google Ads Manual Extensions

Google explains:

Before you begin

Keep these best practices in mind as you choose and set up your extensions:

  • Use every extension relevant to your business—extensions are free to add and they’ll only show if they’re predicted to improve your ad’s performance.
  • Consider adding 4 or more extensions. For example, you could add site links, callouts, structured snippets, and one additional extension of your choice.

If it makes sense for your business, create extensions at higher account levels (for example, at the account or campaign level, when available).

Here are the different manual ad extensions that can support users to achieve their goals:

Sitelink Extension

Sitelink extensions can add more links to your ad, which can take more customers to the specific pages of your website. When someone clicks on your links, it takes them right to that page, which contains what they want to know or buy.

Sitelinks will appear differently, depending on the device; like mobile, tablet, and computer.

On a mobile or tablet device, the Sitelink extension can show up to 8 links, which appear side-by-side on a single line. Here is an example of what the extension can look like with the site links inside the red box on a mobile or tablet:

Google Ads Extension

You can include 2 to 6 sitelinks, which can sometimes also include short descriptions. On a computer Sitelink extension shows 2 to 6 links, which may appear on the same line or with description up to two lines like:

Google Ads Sitelink Extension

Callout Extension

Callout extensions are used to promote additional product features, business highlights, or services.

Any short phrase that describes something special about your service or offers can be added as callout extensions in order to help your ad stand out. They can also be used to highlight special offers and promotions. For example:

Google Ads Callout Extension

You can add up to 2 to 6 callouts in addition to the text of your ad. On the computer, the callout extensions are separated by dots and listed on a single line. On mobile and tablet devices, it is wrapped in paragraph form.

Structured Snippet Extension

Structured snippet extensions, allows you to highlight specific features of your products or services with a header and list of values.

Google Ads Structured Snippet Extension

On the computer, structured snippet extensions can show up to 2 headers with text. On mobile and tablet, it shows only one header with text.

Google Ads Call Extension

Call Extension

Call extensions can be used to add a phone number to your ads. They give mobile users or devices with a calling facility, the option to click to call directly to your business. This can significantly increase the click-through rates of your sites.

Remember that, Ads may set up automated call extensions when your website has a phone number and your business goals include getting people to call you.

Placing a phone number in ad text is against Google policy, which may lead to disapproval of your ad. Call Extension is the easiest way to add a phone number to the ad.

Scheduling of call Extension is also important. By scheduling it, you can set your business hours as a specific time to answer the call.

Lead Form Extension

Lead form extensions are the same as the contact form that you use on your website. Without the hassle of going to the webpage to fill up the contact form, the users can directly share their information and query in the lead forms in your ad.

Lead Form Extension

This extension is one of the best ways to collect leads. But its creation is not as easy as you think. First of all, you need a ‘privacy policy’ page on your website. Then you need to accept the terms of service by Google and proceed to create your lead form.

Location Extension

Location extensions can show your address in ads to help people find your locations easily by maps or distance to your business. By clicking on your ad extension, people could get details about business location, hours, photos, directions, etc.

As you can see, this helps the ad to stand out, shows that the advertiser is a local business, gives the searcher an idea about where the business is located, and also gives directions, in case they would like to visit the person.

Google Ads Location Extension

Location extensions may also include a phone number or call button so that users can easily call your business. It can show your business location differently depending on the device – mobile and computer also in various formats on Search Network, Display Network, and Google Maps.

Affiliate Location Extension

Affiliate location extension helps people to find nearby stores that sell your product through retail chains. Hence, if you are a retailer and selling through a retail chain, affiliate location extension will help people to find stores nearby them that sell your product.

Google Ads Affiliate Location Extension

Above is an example of affiliate location marketing. It shows the nearby store location, which sells your product. On mobile, the person can tap to get directions to the store.

Price Extension

Price extension can be used to show your offers, services, or list of products with their prices. It appears below your text ad on the search result page, which gives more information to customers without visiting your website. On mobile or computer, it can show up to 8 cards below your text ad.

Google Ads Price Extension

The price extensions will directly take people to the page on your website when they click on your ad with the price menu.

App Extension

App extension allows linking your app to the text ad. This can allow people to go to your website by clicking on the headline of your ad and download your app with the app extension provided below your text ad.

Google Ads App Extension

App extension appears only on devices like mobile and tablets. By clicking on the app link, it will directly take them to the app store, whether it be the Google App store on android or the apple app store on iOS.

Promotion Extension

Promotion extension can be used in your text ads to highlight your offers, sales, and promotions. It can be used to attract more people to your business by giving the best offers in your ad.

Promotion extension displays up to 2 lines of text that include promotion details.

Google Ads Promotion Extension

When someone clicks or taps on the extension, they go directly to the special offer that interests them on your site. Promotion extensions appear on all devices in different formats. On the google search result page, an ad appears on the top and bottom of the page. It can be used on special occasions.

Google Ads Automated Extensions

Automated as the name itself suggest it is automatic. Google Ads creates automated extensions, automatically and shows below your ad. It helps to drive new customers to your website.

Here are different types of automated extensions:

  1. Dynamic Sitelink extensions
  2. Dynamic structured snippet extensions
  3. Automated location extensions
  4. Dynamic callouts extensions
  5. Seller rating extensions

Dynamic Sitelink Extensions

Dynamic Sitelink extensions are like manual Sitelink extensions. But the difference is that Google Ads automatically chooses the right link and pages about service or product, what people want to know or buy from your website.

The main benefit of dynamic sitelink extensions is that they are automatically created. Manual sitelinks will always show instead of dynamic sitelinks, if available and if the extension is applicable for the ad.

Dynamic structured snippet extensions

Google Ads automatically creates dynamic structured snippet extensions. It shows additional highlights about your product or service features in your ads. It gives more information about your business to people. Google displays your ads in the form of categories of the content found on your site.

Automated Location Extensions

Automated location extensions are like manual location extensions. They show your ad with the address of the business location. They can also show distance to your business location.

Automated location extensions may also show phone numbers or call buttons so customers can easily get in touch with your business.

Seller Rating Extensions

Seller rating extensions show the rating of your business. Ratings are based on a survey of comprehensive business reviews. They show below text ads and allow people to find businesses that offer high-quality service. Seller ratings can help to get business leads.

Seller rating extensions are displayed as above image under URL with star ratings and number of reviews. It only show when a business has 150 unique reviews and a composite rating of 3.5 stars or higher.

Dynamic callout extensions

Dynamic callout extensions show additional text under your text ad that highlights your products and services. Google automatically sets up the information that is necessary to include which helps people to find out about your business. They are like manual callouts extensions and separated by dots.

Benefits of Ad Extensions

  • More clicks: Ads with extensions take up more space on the search engine results page. If you provide additional relevant info, which will drive more clicks.
  • 10-15% Increase in CTR (Click Through Rate) according to Google
  • Use the change history report to track how performance has changed since adding or removing an extension.
  • Ad extensions on mobile have a huge impact on CTR. The growth of mobile paired with Google’s mobile optimization efforts results in an extremely natural user experience between the searcher and ad extensions.
  • Control CPCs with bids, not by removing ad extensions.
  • Improve Quality Score and Ad Rank FOR FREE: FREE = enabling ad extensions = improved quality score. This is a free way to improve your quality score.
  • Set up as many appropriate extensions as possible. Google chooses the best performing combinations of ad extensions to display.

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