The Complete Guide to Ad Extensions

The Complete Guide to Ad Extensions

In Google AdWords as well as other PPC platforms, ad extension is the most underutilized tool. Ad extensions allow advertisers to capture a significant amount of traction on SERPs, while they also aid to generate more conversions, sales, and clicks.

This guide will acquaint you with everything there is to learn about ad extensions. Without further ado, let get into the in-depth fundamentals of PPC ad extensions.

What are ad extensions and what are the types of ad extensions?

These extensions are an integral part of PPC platforms. They allow searchers to gather extra information from the ads. In addition to this, they also provide visitors with information about services/products.

Additionally, these extensions comprise links which are directed to relevant pages of the site. Visitors can directly message you from SERPs, provide you with customer reviews among other things.

Sometimes, Google can add these extensions automatically. The extensions which are added automatically are called Automated Ad Extensions. On the other hand, you’ve to add these extensions manually, hence referred to as Manual Extensions.

What is a Google ad extension?

Technically there is no difference between the ad extension of Google AdWords and other PPC platforms. So, whatever ad extensions Google Incorporates it is the same as conventional ad extensions.

Google Ads Extension

Here is the list of seven Google Ad Extension which you should be using in 2020:

1. Sitelink Extensions:

As the most common and frequently used ad extensions, Sitelink allows advertisers to add short snippets of information which act as CTAs. When the potential customers click on these CTAs they are directed to the official website of the business.


Sitelink ad extension can be used in any type of ad campaign. Its primary role is to attract visitors to visit for the buying cycle.

2. Call Extensions:

These are also widely used popular extensions. In PPC Campaign, they feature phone numbers of businesses at the top-most part of the ad, right next to the URL site.

Call Extension

These are a great choice for businesses and organizations who possess the bandwidth to accept calls from customers who ask queries. Consider them an asset for the convenience they provide to both customers and business owners.

3. Call Out Extensions:

They are the most distinctive from all the other extensions. They are a little new to the realm of PPC.

Call Out Extensions

The benefit of Call Out Extensions are, they introduce CTAs right within the ads.

Are callout extensions clickable?

Unfortunately, they cannot be clicked. They exist to provide a much-needed room for the information that you’d wish to share from the ad.

Let’s dig call out extensions deeper, What’s an example of an effective callout extension?

Free Return is the ideal example of a callout extension. By the looks of it, Call Out Extensions are quite specific, short text comprising only 25 characters. Make sure that you use this extension to showcase information concerning services, products, and business attributes.

4. Structured Snippet Extensions:

These extensions help to capture the attention of the visitors. Hence the advertisers will get more clicks for the business. With Structure Snippet you can create clickable headlines, hyperlinks which you can send to users to the designated website.

Structured Snippet Extensions

You can also feature a quick-to-read description for all products. These are some of the most-loved ad extensions on all PPC platforms, including Google.

5. Location Extension:

The name says it all, these extensions are exactly what they sound like. Location Extension allows you to add the address of business right below the ad. You can also add the details of the organization’s working hours via this extension.

Location Extensions

Users will be directed to the Google Map as this extension allows users to get directions without a hassle. If you have a physical location, this is the best extension for your business, period.

6. Price Extension:

With Price Extension, you can seamlessly showcase the cost of products and services. You can simply list the items which link to a particular URL. If you want, you can also feature information and pricing of the said products and services.

The transparency of the product and service’s price can increase the rate of clicks from visitors if it suits them.

7. App Extension:

The world has become mobile since 2010 after the mainstream availability of smartphones. Today around 90% potential customers around the world use smartphones to check things on the internet. So, if you have a mobile application dedicated to your business will aid you in staying ahead of your competition. Further, you can also enhance your engagement with them.

App extension

Note that app extension is the mobile-only extension. They only feature the logo and name of your business’ app right next to the CTA, namely ‘Install.’ This extension offers new ways to keep the audience engaged via smartphones.

Do you still feel, Why Ad Extensions are needed?

Well, ad extensions play a crucial role to optimize the paid search ads. In addition to this, the power you to have a competitive edge, and at the same time increase CTR alongside performance. Extensions also help your ads climb up ranks on search engines. However, some of these apps are embedded in Google AdWords, hence they do not require to be made operational. Then there are the other segments of extensions which are required to be set up.

Are you thinking, how do I use Google ad extensions?

The following are the steps how you can get started with ad extensions at Google AdWords:

1. Locate the option, namely ‘Ads and Extension.’ This would aid you to create extensions via Google dashboard.

2. The next step is to click on the option, namely Extensions.

3. After completing the steps mentioned above, you’ll come across a list containing different forms of extension.

4. You can choose your most desired extension for your business.

5. Lastly, all you have to do is choose the button, namely ‘Create.’

You’ll be prompted to provide different kinds of information as per their extension type. There are several ad extensions that allow advertisers to enter URLs & descriptions.

What is the benefit of using ad extensions with Google ads?

Ad extensions on Google layout additional information that benefits advertisers and customers. They allow users on the internet to directly participate to obtain search results. With the extension, your ads will also get more prominence and thus help you in getting more and more clicks which is quite similar to phone calls.

How many ad extensions can show at once?

When you find a callout extension surface on the ads, like advertisers, you can rotate the ads between two to six places. Even you’ll find the advertisement text in different places. The pro-tip while using ad extension is not to use 25 characters completely during the advertising, the shorter your ad is, the more clicks it will get.

What’s a key objective in delivering ad extensions?

The reason why integrated ad extensions with PPC platforms are important, ad extensions provide users with proper information in the perfect time frame.

What are the three main factors that determine ad quality?

There are multiple factors which determine the quality of the ad, like:

  • The keywords which you used in Google AdWords’ PPC campaign should have relevance to an online advertisement.
  • Landing page experience provides your customers with the products and services they are looking for. Every time a potential customer clicks on an ad, they are immediately directed to the landing page. If the landing page has similar keywords to the ads, visitors find your website genuine.
  • Expected CTR or Click-Through Rate is an estimated rate through which viewers would click on ads to visit the landing page. To estimate CTR, Google will calculate the history of the keyword(s) alongside the ads; position.

Ad extensions can be utilized to make your ads relevant on search engines. They also tend to capture significant traffic to the landing page(s). Make good use of ad extensions to make the most out of your PPC campaigns.

Take A Look At The Below PPC Advertising’s Other Chapters

Chapter 1: Paid Search Marketing: What is it and How it Works

Chapter 2: All About Developing Your PPC Strategy

Chapter 3: Quality Score & Its Impact on Google Ads

Chapter 4: All About Click-Through Rate & Its Importance

Chapter 5: Why Keywords Matter & How They Work in PPC

Chapter 6: Effective Steps to Create & Structure Your Ad Groups in Google Ads

Chapter 7: Things You Should Know About PPC Budgets & Bidding

Chapter 8: A Comprehensive Look at PPC Ad Targeting Options

Chapter 9: Top 10 PPC Copywriting Tips to Create Winning Ads

Chapter 11: All Things to Know About PPC Ad Formats

Chapter 12: Top 10 PPC KPIs You Should Keep a Track Of

An Introduction to PPC Advertising Basics

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