When you think about a Google ads extension you’re probably thinking of those little blue links below a description of SERPs. The truth is that there are many types of Google ads that you can utilise other than that.

Taking advantage of Google Ads Extension gives you the edge above your competitors for your convenience of direct linking, more information about the page before clicking, and being more organised compared to other options.

These nifty little extensions are simply applied and you get an advantage worth the few minutes applying them. But what is the entire point of Google ads extensions and how do you go about applying them?

That’s what we’re here to talk about. 

What is Google Ad Extension?

Before dwelling on the nitty-gritty of this article, we must first understand the definition of Google Ad Extensions. So, what are these tools?

Well, Ad extensions, or now called “Google ads assets”, are additional pieces of information you can add to your search ads, like sitelinks, product prices, and your phone number. They appear alongside your ad but before users click on it. Think of them as bonus features that enhance your ad and provide more value to potential customers.

While using ad extensions is free, they’re not guaranteed to show up every time your ad runs. Google considers factors like ad approval, ad rank, and whether the extension is likely to improve your ad’s performance before displaying it.

This means well-crafted extensions can significantly boost your ad’s visibility and effectiveness. We’ll delve deeper into the specific types of extensions and how to use them strategically in the next section.

5 Types of Google Ad Extensions

Just like we said before, there are many Google ads extensions types. However, the basics and arguably most important are the five we are about to discuss with you. 

Sitelink Extensions

Sitelink extensions are extra links you can add to your search or video ads on Google Ads. These Google Ads extensions appear below the text of your ad and link to specific, relevant pages on your website.

They’re a great way to give users more options to explore what you offer without having to click through to your main landing page first. This can be helpful because it allows users to find exactly what they’re looking for more quickly and easily.

Callout Extensions

Callout extensions are short text bursts that function like mini-billboards within your Google Ads text ads. They appear underneath your headline and description, granting you valuable extra space to trumpet your unique selling points (USPs), special offers, or other reasons why someone should choose you over the competition.

Consider them to be condensed sales pitches within your ad, allowing you to call out the key factors that differentiate you from the crowd.

Structured Snippet Extensions

Structured Snippet Extensions are a type of extension used in Google Ads specifically designed to highlight various aspects of your products or services directly within your search ads. These Google Ads extensions show up beneath your standard text ad as a bulleted list with a header and specific details.

Imagine a concise, informative blurb that expands on your ad without adding extra characters to your main text. For example, if you sell clothing, you could have a Structured Snippet Extension with the header “Styles” and list values like “Casual,” “Formal,” and “Activewear.” This would give potential customers a better idea of the variety you offer without needing to click on your ad.

Call Extensions

Call extensions, also sometimes called click-to-call extensions, are a feature in online advertising specifically designed to boost phone calls to your business. They work by displaying your business phone number directly within your ad, typically on search engine results pages (SERPs).

Likewise, this Google Ads extension can be used in conjunction with other ad extensions, like location extensions, for even more targeted advertising.

In some cases, you might have the option to use a Google forwarding number instead of your actual business number. This allows for call tracking and conversion measurement within the advertising platform.

Overall, call extensions are a powerful tool for businesses that rely on phone calls for customer interaction and sales. They provide a seamless way to connect with potential customers who are actively searching for what you offer.

Location Extensions

Location extensions, previously known as location assets in Google Ads, are a way to showcase your business’s physical location information directly within your ads. These Google Ads extensions can include your address, a map of your store, or even the distance a user is from your location.

Location extensions are particularly useful for businesses with a physical presence, such as stores, restaurants, or service providers. They can be a great way to attract local customers who are ready to make a purchase.

5 Benefits of Google Ads Extensions

Now that we know about the different types of ad extensions, why not learn about its benefits? From Google analytics tracking to enhanced user experience, below are the five main benefits companies receive from utilising Google ads.

Enhances Ad Visibility and Click-Through Rates (CTR)

Google Ads operates in a real estate auction, where the highest bidder doesn’t always guarantee the top spot. Ad rank is influenced by a complex formula that considers your bid amount and Quality Score, which is partially determined by ad relevance and user experience. 

By adding extensions, you can significantly increase the amount of space your ad occupies on the search results page. This increased real estate makes your ad more prominent and eye-catching, leading to a higher click-through rate (CTR). 

Imagine two ads side-by-side: yours with informative extensions like sitelinks and callouts, versus a competitor’s with just the headlines and description. 

Yours is simply more substantial and attention-grabbing, leading users to click on it for more details.

Simplifies User Journey

At the end of the day, everything is about the user. Thanks to Google ads extensions it’s easier for users who are looking up information about your brand to be redirected to their desired pages. It also allows for a more simplified search of information for any user without the hassle of jumping through different pages.

Even better, if you opt for more detailed extensions you could add promos and discounts under your pages that could entice other users to continue purchasing or inquiring about your services. 

Unlocks Higher Ad Rank and Quality Score

A key advantage over other ads when using extensions is that it generally increases your ads’ ranking and overall quality score. Because it’s convenient and to the users and provides a much more detailed explanation, the quality of your ad and its informative nature is overall better. 

Increases Conversions with Target User Engagement

Effective marketing goes beyond simply grabbing attention; it’s about fostering genuine engagement with potential customers. Google Ads extensions offer unique opportunities to connect with users on a deeper level and trigger desired actions. 

For example, call extensions allow users to contact your business directly from the SERP, perfect for scenarios where immediate action is desired, like scheduling an appointment or requesting a quote.

Similarly, lead form extensions eliminate the need for users to navigate to your website and fill out lengthy forms.  These extensions allow users to provide their contact information directly within the SERP, significantly reducing friction and increasing the likelihood of lead generation.

By offering users convenient ways to connect and engage with your business, extensions make conversions more likely.  This targeted user engagement fosters a sense of immediacy and can be a game-changer for businesses that rely on prompt customer action

Maximises Return on Investments (ROI) Through Saving Costs

Because Google Ads extensions provide a wide variety of information with different ranges of pricing and descriptions on the ad, it maximises the options for users to meet their ideal ranges. Since it grabs the attention of the majority of users, the chances of receiving a sale is even higher without continuously paying for more ads.

How to Add Ad Extensions in Google Ads

Now that you know about the types of extensions and their benefits it’s time to learn how to add them to your ads. Below is a step-by-step process on how to add, manage, and monitor your extensions.

• Log in to your Google Ads account.

• Select the “Ads & Extensions” tab.

• Select “Extensions.”

• Tap the “+” sign to add extensions.

To manage your ad extensions, select the “table” icon and select either “association” or “extension” view. 

Conclusion

We hope you enjoyed all the Google ads extensions and examples we provided for you. The information we just provided will give you a jumpstart to your journey in implementing ad extensions without any preventable issues occurring on your journey.

However, keep in mind that this is just the beginning. There are so many other options and practices you can use to engage your potential clients towards your brand. Contact us now and learn how you can make your digital presence the best it can be!