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Ad extensions in Google Ads help your campaign in many ways. But, what are ad extensions exactly, and which ones are the right ones to use for your brand?

What Are Ad Extensions?

Before we jump into the different kinds of ad extensions, let’s first understand what they are, and how they can help your brand.

Ad extensions are additional text in-text ads that show up in an ad along with the headlines and descriptions entered. These extensions add value to the campaign as they showcase additional information in your text ad.

Advantages of Ad Extensions in Google Ads

Some of the benefits of having extensions in a campaign include:

  • Improved CTR: Ad extensions help provide additional information about your brand and what you are promoting. This helps improve the click-through rate on your ad.
  • Better Quality Score: Improve your quality score in Google’s algorithm with the help of ad extensions.

Different Types of Ad Extensions

Some of the different types of extensions you can add to your campaigns include:

Callout Extensions

Callout extensions are an extension that helps add some additional CTAs and key information points to the ad copy. These have a 25 character limit and are non-clickable.

Here is an example of a Google Search ad which has callout extensions:

google-ad-example-with-callout-extensions
Image Source: Disruptive Advertising

Here, some of the callout extensions in the ad include:

  • 24/7 Live Support
  • As Low As $499
  • Free Moving Quotes

How Callout Extensions Help with CTR: This helps provide users with additional information and precise CTAs, which help improve the chances of a click.

Sitelink Extensions

Sitelink extensions allow you to showcase short snippets of text which leads the viewers to other webpages on your brand’s website.

google-ads-sitelink-extensions-example
Image Source: Disruptive Advertising

As you can see in the above Google Ad example, there are four short phrases at the bottom of the ad which are hyperlinked. These are sitelink extensions, and can be added at the account, campaign, and ad group level. At which level you add these sitelinks depends on the relevance of the landing page used for the extension against your actual ad copy and targeting.

How Sitelink Extensions Help with CTR: A user may find a landing page mentioned in the sitelink more relevant to what they are looking for. Hence, this increases the chance of a successful click.

Call Extensions

This extension is pretty self-explanatory. Call extensions basically provide a phone number within your ad copy. This extension is generally used by local businesses as well as for campaigns targeting troubleshooting a particular product sold by the brand.

How Call Extensions Help with CTR: Suppose you are running a campaign for branded keywords around providing support and customer service. In this case, having a phone number in the ad copy would provide value to the user, hence improving CTR.

Structured Snippet Extensions

As per a blog by Google, “Structured snippets allow your ads to highlight specific aspects of your products and services. These ad extensions provide context on the nature and variety of your products and services before visitors click through to your site.”

google-ads-structured-snippet-extensions-example-shirudigi
Image Source: Google’s Blog

How Structured Snippet Extensions Help with CTR: This helps provide users with additional information, which help improve the chances of a click.

Price Extensions

This extension showcases the price of different products available on the website and is usually an extension used by e-commerce brands.

Here is an ad run by a hair salon:

Price-Extensions-EXAMPLE-google-search-ads-shirudigi
Image Source: Google Blog

At the bottom of the ad, you can see some of the services the hair salon provides and their costs. These are also hyperlinked so that the user can be directed to the landing page which provides further information about these services.

How Price Extensions Help with CTR: Suppose a person is looking for a specific type of product or service while searching for something on Google. As an advertiser, it is not possible to completely understand the intent behind the search. Hence, by adding price extensions, advertisers can showcase various products and services within the same ad.

Location Extensions

These are generally used by local businesses and businesses which have physical locations that are significant to the user. Basically, location extensions allow users to see a location nearby that they can visit.

How Location Extensions Help with CTR: Suppose a customer is looking for the location of a physical store of your brand which is selling a particular product. This location can help match the need of that user.

App Extensions

Does your brand have an app? Give the user a choice to download the app via the ad you create! This will help not only address a requirement the user has at the moment, but it also provides your brand a space in your target audience’s phone.

While there are a variety of extensions available within Google Ads, it is important to understand that not all extensions are relevant for each and every brand. That is why it is important for advertisers to first understand how each extension works, and then choose the ones that add value to their paid ads strategy.

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