What are the different ad extensions for Google ads?

DSM Digital School of Marketing - Google ads

Google AdWords Extensions are a fantastic way for to your ads to stand out against your competitors in an online marketplace which is crowded. This is because these extensions can add an edge to any digital marketing campaign and assist with separating the top online performers from the mediocre.

Extensions which are available for your Google Ads are responsible for expanding your ad with added information. This gives people additional reasons for choosing your business. These extensions usually boost an ad’s click-through-rate by a number of percentage points. Extension formats contain call buttons, location information, links to specific parts of your website as well as additional text.

Ad extensions enable you to take up more real estate on the search engine results page (SERP), to provide additional links to your website, special discounts and offers as well as other information which can draw people in as well as increase your click-through rates (CTRs).

What are ad extensions

Ad Extensions are additional snippets of relevant information on your company which can be added to your Ads text ads. These snippets can include your business’ location, phone number and  business ratings.

There are two types of Ad Extensions:

  • Automatic, and
  • Manual Ad Extensions.

It is important to remember that ad extensions do not always appear, so make sure to keep most important information in your text ad.

When Google Ads automatically creates extensions – to predict how they would enhance the performance of the ads you create – these are called automated ad extensions. These include dynamic sitelinks as well as automated call extensions.

The term ‘manual ad extensions’ refers to the extensions which you manually create in order to increase the performance of the ads. These features include, for example, callouts, sitelinks as well as structured snippet extensions.

How do ad extensions work?

In order to increase the performance of your text ads, Google Ads chooses which extensions to show as a response to every individual search on Google. For this reason, it’s a good idea to use all the extensions that are related to your business goals.

By increasing the content for your ad, extensions give your ad greater visibility as well as prominence on the search results page. That means that you tend to get increased value from your ad. Ad extensions frequently increase your total number of clicks. In addition, these can give people more, interactive ways of contacting you — as with maps or calls.

How can you use ad extensions for your business?

Now that we’ve had a look at the benefit of various ad extensions, we have a look at some of the ad extensions that you can use for your business.

Sitelink extensions

These types of extensions are clickable. It’s best practice to link these to specific pages that are which are thematically related to the text. For instance, a pricing page, testimonials or, alternatively, a free demo work very well here. As a good example, this is a sitelink extension when you make a search for “Philadelphia SEO agency:”

Simply adding as well as enabling sitelinks has been shown to give advertisers approximately an 8% uplift in CTR. This might not look like a lot however when you consider how extensions go towards improving your quality score, lower your costs and assist with improving position – why wouldn’t you use them?

Location extensions

Location extensions are also hyperlinked and clickable. This fact naturally draws increased attention. A location extension is listed at its own separate line. The benefit of this is that it effectively increases the entire ad’s size. Plus, on mobile location extensions provide a link with directions to your business.

Affiliate location extensions

If your business’ products are sold by retail chains, affiliate location extensions can assist you with reaching consumers while they’re deciding what as well as where to buy. This manner of ad extension works by assisting people to find nearby stores that sell your products.

Advertising – in particular PPC advertising – is an integral part of any digital marketing campaign.

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