Google Ads Extensions Explained

If you are using Google Adwords as part of your marketing strategy, you can benefit from enhancing your ad visibility and presence through the Google ad extensions. Gaining an understanding of the differences between the Google ad extensions types will help you make the most of your Google Ads budget. 

To find how the best practice to Google Ads ad extensions, take a look at the tutorial video below, which includes examples of ad extensions for Google Ads and where to find them in your Google AdWords account.

This will help use your ads more effectively to enhance both your brand awareness and CTR (click-through-rate, aka how many users click on the ad).

Now that you’ve got Google ad extensions explained, we’ve also compiled some of the most important aspects of Google Ads for AdWords marketers and why you need to make the most of ad extensions in your campaigns. 

Why Google ad extensions matter

As the average attention span online is less than 9 seconds, making your brand easier to spot is crucial to driving traffic to your website. Google AdWords campaigns can already place your paid content in a preferential position on the SERPs (search engine result pages). Ad extensions on Google Ads make your ad bigger and more prominent. They feature additional information about your business that would otherwise not be part of the typical ad content. 

Using Google ad extensions enables you to enhance the visibility of your brand on the SERPs. Ad extensions create longer and more informative ad content, which can make your ad stand out from competitors’ ads and even organic search results. Marketers also record a significant increase in CTR by a few percentage points when using Google Ads ad extensions. 

The more information the ads display, the easier it is for web users to get in touch. You can use ad extensions to show your location on Google Maps or your phone number as clickable features. Leads can therefore convert without reaching the landing page. Even when a conversion isn’t instantaneous, ad extensions can help increase brand awareness, leading to future organic conversions. 

What are the different Google ad extensions types?

You can find all ad extensions Google Ads in your Google AdWords account. Adding Google ad extensions will not increase the CPC of your ad (cost-per-click). So it is a marketing enhancement that can drive traffic and conversions without changing your budget. 

You can set ad extensions at different levels in your Google AdWords account: 

  • Account-level
  • Campaign level
  • Ad group level

The granular approach allows you to be more strategic about which Google ad extensions types you want to use to achieve your goals. 

Manual Google Ads extensions

Automatic Google Ads extensions

Google automatically creates these extensions based on available information collected on the landing page, Google My Business page, and your website content. 

  • Automated call extensions
  • Dynamic sitelink extensions to direct users to the right place on the website
  • Dynamic structured snippet extensions
  • Automated location and affiliate location extensions 
  • Seller ratings extensions using Google My Business reviews
  • Dynamic callout extensions 

How to make Google Ads extensions visible

Your ad extensions don’t automatically show on Google Ads. They will only appear on your ad if your campaign meets the following criteria: 

  • Google AdWords predicts that the ad extensions will improve ad performance, based on search terms, user behaviours, etc. For instance, if your seller rating is below 3.5 stars, the seller ratings ad extension will not appear. 
  • Your Ad Rank and ad position are high enough 
  • Your ad or campaign is active

Therefore, if you want to leverage ad extensions for conversions, you need to start with a strong Ad Rank. 

How Google Ads extensions improve your campaign

Using Google ad extensions improve your ad visibility. Making relevant information visible to your audience can help support your marketing goals. 

Here are some examples of Google ad extensions types can support your goals: 

  • Drive customers to your physical location:
    • Location extensions
    • Affiliate location extensions
    • Callout extensions to encourage customers to convert offline
    • Promotion extensions for location
  • Drive converting traffic to the website
    • Sitelink extensions
    • Callout extensions
    • Structured snippet extensions to showcase valuable and targeted information
  • Increase transactions
    • Price extensions
    • Promotion extensions for time-limited offer
    • Seller extensions
  • Get customers to contact you / create leads on the go
    • Call extensions
    • Lead form extensions
  • Increase app download
    • App extensions
    • Callout extensions

Learn More

If you want to find out more about how to improve your Google ad extensions, take a look at the video above or check the following articles: 

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