Ad Extensions Types for Adwords

Adwords ad extensions are one of the best ways marketers can stand out from their competitors in a crowded, online marketplace. They can give an edge to just about any campaign, and help to separate the fantastic online performers with those that aren’t all that great. Here, we’ll go into ad extensions in more detail; what they are, how you can use them, and more. Read on if you want to separate your business from the mediocre:

An ad extension is a piece of information that allows you to expand your advertisement in order to make it more useful to users. Ad extensions can include phone numbers, links from your site, reviews, and more. You can select the extensions that you feel will help better your advertising campaign and meet your goals. 

The great thing is, there’s no additional cost for using ad extension options. Some ad extensions are automated, so this means that Adwords automatically add the extension information to your ad. Some are manual, which is your opportunity to customise your ads according to what you think will work best.  

Ad Extensions expand the base advert and give the searcher more options to interact with you. They also take up more space on the page, improve expected CTR, and look great!

There are a few rules and tips that it’s probably a good idea you stick with when working with ad extensions. For example, your extension should be 75 characters maximum, but you should shoot for a title of 25 characters or less. Below you will find a few other pointers:

  • Sitelink extensions on desktops allow up to 6 sitelinks, while mobile allows only up to 4.
  • These are best used with branded campaigns or when Broad Match Keywords are used.
  • Be concise with your description – just make one selling point and move on.
  • If you’re running a highly targeted campaign like one using the 1-per rule, don’t use sitelinks as they will pull away from your main call-to-action.
  • Ensure you create mobile-optimized sitelinks to maximize your mobile ad performance.

Let’s talk a little more about why you should use ad extensions.

Why Use Ad Extensions in Google Ads?

Well, ad extensions actually do a lot more than extending the length of your ads. That does have a benefit, but that definitely isn’t all. According to Google, Ad extensions increase an ad’s click through rate by several percent. In fact, Google found that ads with extensions were increased in CTR by up to 20% when compared to ads without them. Plus, if you’re bidding on branded terms, you may experience anywhere from 20-50% in click through rates. 

Increasing your click through rates is pretty much a guaranteed way to get a better ROI. When you consider that they don’t cost anything to ad to your campaign, they become a must! That’s right; your clicks don’t go up in price, and you are not charged any type of fee to use them.

The biggest benefit of using ad extensions? You are able to free up your copy so that you can focus on creating an awesome, compelling call to action that your audience just can’t ignore. You don’t want your copy to be stale, boring, and repeated by numerous companies. Your ad should literally make it impossible to scroll past. Without using extensions, it’s unlikely you’re going to be able to do this.

However, this doesn’t mean you should go out there and use ad extensions like there’s no tomorrow – many people make this mistake. Let’s talk about where most people go wrong.

  • By adding more content to your ad, extensions give your ad greater visibility and prominence on the search results page. That means more people may notice your ad!
  • With extensions, you tend to get more value for your advertising investment. Ad extensions often increase your total number of clicks, and can give people additional, interactive ways of reaching you—as with maps or calls. In fact, research shows Ad extensions yield an average 10-15% increase in click-through-rate for each type of extension implemented.
  • There’s no cost to add extensions to your campaign! Clicks on your ad (including your extension) will be charged as usual. (The exception is clicks on review extensions and seller ratings, which are not charged.)

    So you’re charged a click when someone calls you from your call extension, or when someone downloads your app from your app extension.

When do Ad Extensions Show?

  • The extension is predicted to improve your performance.
  • Your ad’s position and Ad Rank is high enough for extensions to show. To show extensions, Google Ads requires a minimum Ad Rank. 



Goals matched to Ad Extensions

Since Google Ads selects which extensions to show in response to each individual search on Google, it’s a good idea to make use of all the extensions relevant to your business goals.

Generic : All Business Goals

There are three extensions that can support all business objectives. We call them universal extensions. They also happen to be three of the extensions Fareena used to promote her flower shop in the previous example. Here they are:

  • Sitelink extensions
    • Link people directly to specific pages of your website (like “hours” and “order now”).
  • Callout extensions
    • Add additional text to your ad, like “free delivery” or “24/7 customer support.”
  • Structured snippets
    • Highlight specific aspects of your products and services. They show underneath your text ad on search in the form of a header (ex: “Destinations”) and list (ex: “Hawaii, Costa Rica, South Africa”).

Promote Office Location

If you want to direct people to your physical locations (like stores or restaurants), consider location extensions, in addition to the universal extensions.

Location extensions: Encourage people to visit your business by showing your location, a call button, and a link to your business details page—which can include your hours, photos of your business, and directions to get there.

Contact Us Requests

If you want people to call you or send you a text message query, use call extensions or message extensions in addition to the universal extensions:

  • Call extensions
    • Encourage people to call your business by adding a phone number or call button to your ads.
  • Message extensions
    • Encourage people to send you text messages from your ad. Available globally at the campaign or ad group levels.

Website Conversions

If you want to direct people to your website, use price extensions, in addition to the universal extensions:

  • Price extensions
    • Showcase your services or product categories with their prices, so that people can browse your products right from your ad.
  • Promotion extensions
    • Highlight specific sales and promotions across your ads (e.g., 30% off rose bouquets) 

Promote App Downloads

If you want to get people to download your app, use app extensions.

App extensions: Available globally for Android and iOS mobile devices, including tablets. 

How Do People Go Wrong With Ad Extensions?

Although ad extensions sound like a dream come true so far, there are ways people go wrong. One of the main ways is taking it too far. Applying ad extensions to everything you produce in large quantities might seem like the way forward, but it doesn’t work like that. Adding numbers, locations, messages, discounts, and the lot to your ads could actually negatively impact your click through rate overall.

This is because overuse of ad extensions will reduce relevancy, drop your quality score, and result in more expensive clicks. Overall, you’ll experience worse performance from your ads. Whenever you use ad extensions, the goal should be to ensure they are supporting your call to action. Do not add every single one you can because you believe it will improve your click through rate. Going OTT will nearly always end in disaster.

If your goal is to have people visit your site, for example, do not use a phone call extension. On the other hand, if you would like people to call you, make the most of that phone call extension, and don’t use extensions that will have people clicking every which way all over your website!

Now, onto the ideas that will help you to develop ad extensions that will get the results you want.

Types of Ad Extensions

Call Out Extensions

This type of extension will allow you to include additional descriptive text in your standard text ads. You can use them to include specific things about your business, such as products, services, and more that will show below your ad on the Google Search Network. They look like sitelinks but they can’t be clicked like them. That’s the main difference. They are just an extra snippet of information that should be used to help draw searchers to your site. This type of extension is easy to implement and can be used to promote popular services, unique offerings, and more.

Call extensions

Allow people to phone you by clicking on the call button. Call extensions are a convenient way to directly call your business from within the search results. This extension can be combined with other extensions for an even better effect. The best thing about this is, you will get a report detailing the numbers of calls your campaigns have driven, which will help you to better evaluate your ROI. Plus, you can ensure that this extension appears at specific times that suit your business!

Sitelinks are additional links in your adverts that are designed to send prospective clients to a specific page on your site. Sitelinks extensions are beneficial as they allow you to measure the clicks going to specific pages and learn more about your customer preferences. They can also help you to run specific, short term campaigns to deep pages on your site which makes it far easier to run a successful seasonal campaign. You are also able to create sitelinks especially for mobile users. 

Sitelinks helps people navigate to the most appropriate landing page. Useful on more generic keywords- where categories help suggest search refinement. 

Consumer rating's annotations

These extensions can help improve branding and conversion rates.

Location Extensions

Show local searchers that you have an offline presence nearby. For advertisers with multiple physical locations, these extensions help them find the destination closest to them.

Previous visit annotations

Let searchers see if they’ve clicked through to your website from Google Search before.

Review extensions

Showcase positive, third-party reviews from reputable sources. Google crawl the web for reviews from numerous third-party providers- and automatically include these below the base advert. The reviews will stop showing if review ratings goes below 3.5 out of 5(after the next crawl!)

Seller rating annotations

Show your online business ratings with your ad. These have to be very precise or verbatim when possible to be approved.

Social annotations

App Extensions

Show a link below your ad text that sends people to the app store or begins downloading your app.

Click To Text Extensions

Click to text extensions are a quick and effective way for customers to get in touch with your business. They are effective as they are lead generation clicks that allow the user to interact proactively with your ad. Sending a text message is more preferable to many people, rather than calling or even emailing. Plus, this type of extension has been proven to offer a higher CTR for mobile users.  

Review Extensions

Review extensions can increase campaign success with an estimated 19% click through rate. People love social proof and are more likely to trust a business that has genuine reviews, so if you want to encourage people to click through to your site and purchase a product, review extensions can be a great way to do it.


In order to effectively select the extensions you want to use, you should carefully consider what your ideal conversions are, and what is likely to be most effective for your type of business. Consider who you are targeting, what will suit your business most, the device used, and so on. Whatever you do, don’t just throw every extension possible at your ads, unless you want the opposite of the desired effect!

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