Google Ads AD Extensions

What are Google Ads ad extensions?

Ad extensions give your ads greater visibility and prominence on the search results page and make them more appealing for users.

Ad extensions are a feature of Google Ads, they add useful info for searchers and help your message get noticed. Google Ads’ ad extensions provide additional information and let your target audience take action directly from the search results.

Ad extensions often increase your total number of clicks, and can give your target audience additional interactive ways of reaching you, like maps and phone numbers.

Typically, Google Ads’ text ads have three headlines, a short description, and your website URL. With ad extensions, you can include more information of value, effectively creating a stronger calls-to-action that can translate to a much better return on your advertising spend.

Examples of ads extensions.

You can show additional website links, show your phone number, highlight promotions, promote services, show pricing, add your location, and more.

There is no cost to add extensions to your campaign, but you are charged as usual for clicks on your ad, as well as for certain interactions that extensions provide.

Why are ad extensions important?

Ads extensions extend your Google Ads ad’s length by adding more valuable information for your target audience, they free up space in your ad copy for you to include things like your keywords, benefits, and call to action.

Additionally, ad extensions are a component of your ad rank along with your bids, the quality of your ads and landing page, the ad rank thresholds, and the context of the person’s search, which translate into savings on cost per clicks (CPC).

You can often get the same number of clicks for less money by using ad extensions, adding an ad extension can improve your ad click through rate (CTR) by 10-15% according to Google Ads.

Using ad extensions is a more cost effective way to get more clicks, when compared to raising your bid (the amount you pay for each ad interaction or impression) in order to increase your ad’s position.

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How do Google Ads’ ad extensions work?

When your ad is triggered by a user search query, Google Ads will take multiple factors into account about that user and their search intent. If Google predicts the ad extension is likely to improve your ad’s performance, then one or more ad extensions will be displayed with your ad.

Ad extensions are auto-optimized to show the best possible combination on each eligible ad.

The specific extensions that are displayed are a function of previous performance, user’s search context and available space on the page.

Advertisers can assign extensions at the account, campaign, and ad group levels. Account level extensions are typically broad in scope, campaign and ad group extensions are usually more focused.

There is no cost to add extensions to your campaign, but you are charged as usual for clicks on your ad, as well as for certain interactions that extensions provide. For example, when a person clicks a download button (app extensions), or a call button (call extensions), or a directions icon (location extensions) and so on.

So you are charged for a click when someone calls you from a call extension or when someone downloads your app from an app extension. Google Ads charges no more than two clicks per impression for each ad and its extensions.

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What are the types of Google Ads ad extensions?

There are many types of Google Ads’ ad extensions that you can add to your ads. The types available to you depend on the type of your campaign.

Here are the Google Ads’ ad extensions types:

Sitelinks extensions

You can easily add more links to your online content on your ads by using the site link extension.

Sitelink extensions take people to specific pages on your site (for example, an about-us page, a specific product or shop hours). When someone clicks or taps on your links, they go directly to what they want to know or buy.

Sitelinks provide deep links to an advertiser’s website.

Sitelink extensions are free to add, you are only charged for clicks from people viewing your ad. The cost of a click on a sitelink equals the cost of a click on the headline in the same ad.

You can add sitelink extensions at the account, campaign or ad group level. You specify the link text (what shows to people) and the URLs (the content that they click to).

Sitelinks can benefit all campaigns, but they are especially suitable for broader queries.

In some cases, Google might supplement your sitelinks with descriptions that you have provided about those pages. By showing additional information with your sitelinks, you can make your ads more relevant to potential customers.

Call extensions

Call extensions let you add phone numbers to your ads, which can significantly increase click through rates. When your call extensions show, people can tap or click a button to call your business directly.

When your call extensions show with your ad, people see your number or, when their device can make calls, a clickable call button. People can also click on your ad to go to your website.

Example call extension on a mobile device.

Example call extension on desktop screen.

Clicks on your number are the same cost as headline clicks, and you can set numbers to show only when you can take calls. Also you can add call extensions at the account, campaign, or ad group.

Call extensions are the easiest way to add phone numbers to existing ads. If you attempt to include a phone number elsewhere in your ad text, it may lead to the disapproval of the ad, so if you would like to include a phone number, it is best to use a call extension.

Callout extensions

Callout extensions let you include additional text so you can show more detailed information about your business, products, and services.

Callout extensions are a perfect place to add features and free up space in your ad copy for talking about the benefits that you provide, combining the benefits with your ad copy for maximum impact.

Callout extensions get you an extra line of ad text that is cut up into tight, short snippets of text (25 characters or fewer) that you can use to emphasize value.

Example callout extension.

There is no cost to add callout extensions. You can add callouts at the account, campaign, or ad group levels, allowing you to include generic or detailed information within your ads.

With callout extensions, you can show up to 10 callouts in addition to the text of your ad, depending on the character spacing, browser, and device you are using.

When using callout extensions, keep them short like bullet points, not sentences. And be specific, add concrete information like specific sizes or rates.

Structured snippets extensions

Structured snippets focus on attracting clicks from visitors who are more likely to be interested in what you have to offer. Structured snippets are intended to be informational and can showcase brands, amenities, models, and more.

Structured snippets give visitors a preview of the nature and range of your products and services, before they click on your ad. The additional information that appears with your ads can increase your ads' relevance and clickthrough rates.

You can use structured snippets to highlight specific aspects of your products and services. Structured snippets show beneath your text ad in the form of a header (ex: "Destinations") and list of values (ex: "Hawaii, Costa Rica, South Africa").

Example structured snippet extension.

Structured snippet extensions are like callouts extensions in that they display key information about your business. But the big difference here is that Google Ads will customize which structured snippets are shown based on the user’s search intent.

And unlike callout extensions, which can highlight a single unique aspect of your business in a few words, structured snippets should provide a complete group of products or services that your business provides.

You can add structured snippets at the account, campaign, or ad group levels and specify the dates, days of the week, or times of day your structured snippets are eligible to show.

Location extensions

You can reach local customers with location extensions. Location extensions include an advertiser’s address, phone, and operating hours and are very important for brick-and-mortar businesses. Google will show users the closest location.

Location extensions can help people find your locations by showing your ads with your address, a map to your location, or the distance to your business.

People can then click or tap your extension to get further details about your location on your location page, which includes the most relevant business information all in one place.

Example location extension.

Location extensions may also include a phone number or call button so that users can easily call your business.

Locations extensions should be enabled on the account level.

Although it varies by vertical and advertiser, your online conversion rates generally go up when location extensions are present, as you are driving awareness of and interest in your nearby business locations.

App extensions

The mobile app extension allows you to extend your text ads with a link to allow users to download your app from Google Play or the App Store. The app extensions will be enabled on the account level.

You use app extensions when you want to drive users to your site, but you also want to give them the option of downloading your app. are mobile specific ad extensions you can use to promote your Android and iOS applications and encourage users to download them.

Example app extension.

App extensions can include a call to action and/or button such as “Download now”, and it can show alongside any of your other extensions.

Google Ads’ ad extensions best practices

You can engage with your target audience right on the Google results page by making the most of your ad extensions.

Here are some best practices to help make your ad extensions as useful to your audience as possible:

  • Make your ad extensions as relevant and useful to our target audience as possible.

    • Ad extensions are automatically chosen based on several factors including user’s search context, previous performance and available space.

  • Every time you use extensions, make sure they are helping or improving your call to action.

  • Enable all extensions that make sense for your message, audience and content.

    • Ad extensions make ads more useful and engaging to users, and they get your ads more clicks.

  • Ad extensions that repeat what you already say in your ad text will not show with your ad.

    • In order to prevent that, ensure that your extensions have unique, different content.

  • Add ad extensions at the account level.

    • Make sure you have extension coverage across all of your ads by adding extensions at the account level

  • Customize extensions at the campaign and ad group levels.

    • For example: to highlight offerings or features that are only applicable to certain parts of your business (like “free gift wrapping” or “pick-up service”), set up more granular callouts at the campaign and ad group levels.

  • Keep in mind that lower level ad extensions are always shown instead of higher level extensions.

    • Extensions that you have created at the account level will not show if you add the same type of extension at the campaign and/or ad group level.

  • Before turning on call extensions, make sure you are able and ready to receive the calls and the volume you will likely get.

    • You can edit call extensions’ settings to help you handle calls efficiently, like only showing the extension during your business hours, ensuring that all calls get answered.

  • When someone clicks on the mobile app extension they are taken to your application information page on the relevant app store, not to your website.

    • It is critical that you make your application page on the app store very informative and conversion focused, include lots of pictures of it in use, a list of features, benefits, etc.

  • Monitor the performance of your ad extensions.

    • Go to your Google Ads account and use the Extensions page to view statistics for all of the ad extensions for your account, campaigns, and ad groups. This data can help you decide which types of ad extensions work best for your ad, and when to add or remove an existing ad extension.

So, if you follow the Google Ads extensions’ best practices, you will get excellent returns on your ads investment. Call us to help you succeed with Google Ads.

About the author:

Seiffeddeen Keilani is a Google Ads specialist and founder of the S2HA2R (www.s2ha2r.com).