21 Aug Google AdWords Ad Extensions: The Complete Guide


Google AdWords Ad Extensions expand your Ad with more information about your product, service or business. They also increase Click-Through-Rate (CTR). Ad Extensions include Call-to-Action, Location Information, Additional Links and more.

How do Ad Extensions Work ?

AdWords selects which extension to show depending on the search on Google. Hence, it’s best to use all of the Extensions that are relevant to your business goals. Ad Extensions help in giving you more visibility and more value.
Adding an extension doesn’t guarantee to show your extension all the time with your Ad. They show when:

  • Your Ad position is high, or
  • Your Ad Rank is high, or
  • Extensions tend to improve your performance.

Try as many extensions as you want and see how they work as they do not add to Cost-Per-Click (CPC).
Extensions are used to enhance your Text Ads, it won’t show up on your Display or Remarketing Ads except for Call & Location Extensions.

Getting Started with Google AdWords Ad Extensions

First, you need to find the Ad Extension in your AdWords Interface. You can find it in the tabs that line the top of your Campaigns Screen.
Where to find Ad Extensions on AdWords Interface

The next step, is, of course, deciding which Ad Extension to use for your Ads.
List of AdWords Ad Extensions

You will definitely not use all of the Extensions because the selection of Ad Extension completely depends upon your business.
Most generic extensions used are Sitelink Extension, Callout Extension & Call Extension.

Let’s discuss all of the Ad Extensions one by one.

1. Sitelink Extension

Sitelink extensions are created to add more links to your Ad. Sitelink Extension takes people to the specific web page where you want them to land once they click or tap on your link.

How they Show

When your site link extension appears on desktop or tablet it shows up to 2-6 links whereas on mobile it shows up to 2-4 links.

How they Work

You can add site link extensions at the Account level, Campaign level, or Ad group level. You specify your link text (which is seen in the Ad Copy by people) and you specify your URLs (where you want people to land once they click or tap your Ad).


Example of Sitelink Extension


2. Callout Extension

Callouts improve your text ads by promoting unique offers to shoppers, like free shipping, 24×7 customer service, etc. You also give a brief idea about your business, product or service through Callouts.

How they Show

When your callout extension appears with your ad on desktop, tablet or mobile, 2-6 callouts show in addition to the text of your Ad.

How they Work

You can add callout extensions at the Account level, Campaign level, or Ad group level. You choose where to add them, create the callout text, and schedule when you’d like them to appear.


Example of Callout Extension


3. Structured Snippet Extension

Structured Snippets are extensions that highlight specific aspects of your products or services. They show below your text ad on search in the form of a header (Eg; types) and list (Eg; Diet Supplement, Super Food, etc.).

How they Work

You decide what type of information potential customers will find valuable when considering your products or services by selecting header. You then add specific, supporting details to call out.

Here’s a list of available headers:

  • Amenities
  • Brands
  • Courses
  • Degree Programs
  • Destinations
  • Featured Hotels
  • Insurance Coverage
  • Models
  • Neighborhoods
  • Service Catalogs
  • Show
  • Styles
  • Types.

Ads can show up to 2 headers at a time. It’s best to add as many headers as possible that are relevant to your business because AdWords Algorithm decides the best combination to show.


Example of Structured Snippet Extension


4. Call Extension

Call Extensions let you add phone numbers to your Ads, which can significantly increase your clickthrough rates (CTR). When your call extensions show, people can call your business directly which means there will be more customer engagement with your ads, which in turn increases your conversion number.
AdWords can setup automated call extension when your website has a phone number that indicates your business goals including getting people to call you.

How they Work

You can add call extensions at the Account level, Campaign level, or Ad group level. You choose where to add them, put the number that you want as Call Extension, and schedule when you’d like them to appear according to your Business Hours or can even schedule it to run all time.



Example of Desktop Call Extension


Example of Mobile Call Extension


5. Message Extension

Message Extensions allow people to see your Ad, click an icon, and contact you directly by text message. With one tap on your Ad, people can contact you to book an appointment, request a service, etc.

Message extension is designed to be shown only to people on phones capable of sending or receiving messages, and it also requires your business to have a phone number that is able to send and receive messages.

How they Work

When someone taps the message icon in your Ad from their mobile device, their messaging app opens up with the message that you have created for message extension.


Example of Message Extension


6. Location Extension

Location extensions can help people find your locations by showing your Ads with your address.

Where they Show

Location Extensions can show your business address on-Google Search Network, Google Display Network, & Google Partners like Google Maps.


Example of Location Extension


7. Affiliate Location Extension

If you sell your product through retail chain than affiliate location extension is best to reach customers when they are deciding when and where to buy. Affiliate Location Extensions help people find nearby stores that sell your product.

How they Work

Here’s how Affiliate Location Extension help you win new customers;
Someone searches on Google for a product,
Your Ad shows with your Affiliate Location Extension,
The person sees the nearest store that sells your product, either as an address or on a map,
On mobile, the person can tap to get directions to the store,
The person heads directly to the store and might end up buying your product.


Example of Affiliate Location Extension


8. Price Extensions

Price Extensions shows your business offerings in detail so that people can find what they want quickly after seeing your Ad. They show up to 8 cards that people can view to see different options and prices. From your price menu, people can go directly to the item that interests them on your site.

Price Extension may show on both desktop and mobile. Price Extensions link directly to your site, so make sure your site is optimized for both desktop and mobile.


Example of Price Extension


9. App Extension

App Extensions allow you to link to your mobile or tablet App from your Ad. People either click on your Ad to go to your site or on the link to your App. Because of App Extension, you can give access to both your site as well as your App through single Ad.

How they Work

App Extension showcase your mobile or tablet app by showing a link to your app below your Ad. Clicking this link leads you to your App’s description in the App Store and clicking on your Ads headline still leads you to your website.


Example of App Extension


10. Review Extension

You want nothing else if you have a good review for your product or service because it has a great impact on customers who are looking for your product and services online as they actually go through the review of the customers.

How they Work

When you create review extension, you can use paraphrased or exact quote, as long as it is attributed and linked to the published source.


Example of Review Extension


11. Automated Extensions

Automated Extensions give you larger Ads and more chances to win new customers.

Types of Automated Extensions

Automated Call Extension

When your website indicates that your business goals include getting people to call you, AdWords may set up automated call extension.

Dynamic Sitelink Extension

Sitelink Extensions help get people to the right place on your Website.

Dynamic Structured Snippets

Structured Snippets include additional information about the product or service that your business offers.

Automated Location Extension

Location extensions can help people find your locations by showing your Ads with your address.

Consumer Rating Extensions

Consumer ratings highlight industry-specific ratings based on consumer surveys.


Example of Consumer Rating Extension


Seller Rating Extensions

Seller ratings show a combination of information and reviews next to your AdWords ads, letting people know which advertisers are highly rated for quality service.


Example of Seller Rating Extension


Previous Visits

This extension tells people how many times they’ve previously visited your site.


Example of Previous Visits Extension


Next time, we’ll talk about How to Write Effective Ad Copies. In the meantime, let me know what you think about this article and also let me know if this was useful to you.

Raj Singh

Raj Singh manages Pay Per Click Marketing (Google AdWords, Bing Ads, Facebook Ads) campaigns at BriefKase and drives ROI for our clients.

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