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What Are Google Ad Extensions?

March 25, 2019

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Ad Extensions provide more information and context that might be valuable to the user.


Google Ad extensions are essentially physical expansions of your ad that provide new, relevant information to viewers. This can be static information that doesn’t change, like a phone number.

A typical ad, for example, will look like this:


The ad is simple, with a headline, a URL, and ad copy to provide context about the business, product and/or offer.

Ads with extensions will contain more information, and might look like these:


Both of these use ad extensions to feature prominent, important site pages that may be relevant to searches and offer quick navigation. The first example also uses an extension to share their address and their business hours.

  1. There are a lot of different extensions that you can use to add more information to your ads, and since they don’t cost anything, there’s zero downside to using them.

Why You Need Google Ad Extensions


Google Ad extensions will help your campaigns in two distinct ways, from the user’s perspective:

  1. They increase the physical real estate of your ad, which helps demand user attention and can boost the visibility of your campaign.

  2. They provide more information and context that might be valuable to the user.

With both of these perks combined, the result is a higher-than-average click-through rate and, as a result, hopefully an increased conversion rate for your ad campaigns. Google has found that ads see a 10-15% increase in CTR when adding new extensions to their campaigns.


A perfect example of this is the case study of Accor Hotels, whose ad campaigns saw a 14% increase in conversions after implementing ad extensions.

Ad extensions are also considered when Google is evaluating your ad relevance. Since relevance is a key factor in Google’s Quality Score, which in turn affects ad rank…


Well-chosen Google Ad extensions can help you gain priority and ad rank (giving you more visibility) while also lowering your cost-per-click.CLICK TO TWEET


Since extensions offer these extensive benefits at no added cost, you can’t afford notto use them. All it takes is a little extra time to set them up.


Types of Google Ad Extensions


As you can see from the image above, there are a number of Google Ad extensions that you can choose from. Each one has unique benefits and can help to drive specific actions from users, so let’s take a look at each and what they can do for your campaigns.


Sitelink Extensions

Sitelink extensions are a relatively popular type of ad extensions, and they’re easily one of the more useful ones if you want to really help users access key information quickly. They’ll create highlighted, clickable text along the bottom of your ad that sends users to different key pages on your site.


In the example above, Hello Fresh uses sitelink extensions to feature multiple types of services, letting potential customers know that these are available. The links provide instant access to interested users so they can navigate to those specific product or service pages to see what interests them most, increasing the likelihood of both clicks and conversions.


When creating sitelink extensions, you can choose to keep it simple (like the example above) and only feature hyperlinked text in the form of headlines. If you want to provide more information to users, however, you can add additional descriptive text to each link, creating an ad like the following:


Callout Extensions

Callout extensions are essentially used to create engaging CTAs that are designed to motivate users to take specific actions.

This is what it will look like when you’re creating the ad extension:


This is what callout extensions look like in an actual ad, with “Car Rental Deals,” “Bundle & Save More,” “Book a Hot Rate Hotel” and “Book a Hot Rate Flight” being the work of the extension.


Call Extensions

Call extensions – not to be confused with the above “callout” extensions – are exactly what they sound like. They feature a phone number in the ad, giving users the information they need to get in touch.


Call extensions are useful on all ads, but they’re particularly valuable on mobile for high-intent searches because users are able to tap the number to call