What is ad extensions?

Ad extensions are like extra bits of information you can add to your search ads. Imagine your ad as a basic business card, and ad extensions are like adding your store hours, a map, or a special offer right onto that card. They make your ad bigger and more helpful to people searching online.

When someone searches on Google, your ad might show up. With extensions, your ad isn't just a headline and a short description. It could also show your phone number, specific pages on your website, or even reviews. This extra space helps your ad stand out from competitors and gives potential customers more reasons to click.

Think of them as a way to give more value and information upfront without making your main ad text too long. They are fully customizable and can be set up for different campaigns or ad groups, allowing you to tailor the extra details to what's most relevant for your audience at that moment.

Why ad extensions matter

Ad extensions are super important for a few key reasons. First, they make your ad bigger and more noticeable on the search results page. When your ad takes up more space, it's harder for people to miss it, which can lead to more clicks.

Second, they give people more ways to interact with your business. Instead of just clicking to your homepage, they might call you directly, get directions, or jump straight to a product page they're interested in. This makes their journey easier and faster.

Also, ad extensions often improve your ad's "Ad Rank." Ad Rank is how Google decides where your ad shows up and if it shows at all. Better Ad Rank can mean your ad appears higher up and costs less per click. It's a win-win situation for your advertising budget and visibility.

Types of ad extensions and how to use them

There are many different types of ad extensions, each with its own purpose. Using a variety of these can significantly boost your ad's appeal.

Sitelink extensions

• These add more links to your ad, pointing to specific pages on your website like "About Us," "Services," or "Contact." They help people find exactly what they're looking for right away. For example, a shoe store might have sitelinks for "Men's Shoes," "Women's Shoes," and "Sale Items."

Call extensions

• These display your phone number directly in your ad. On mobile phones, people can tap to call you immediately, which is great for businesses that rely on phone inquiries, like plumbers or restaurants.

Location extensions

• These show your business address, a map, and the distance to your location. They're perfect for local businesses like cafes, retail stores, or repair shops, helping customers find your physical store.

Structured snippet extensions

• These highlight specific aspects of your products or services from a predefined list of headers like "Amenities," "Courses," "Destinations," or "Brands." For a hotel, you might list "Amenities: Pool, Free Wi-Fi, Breakfast."

Callout extensions

• These add short, non-clickable phrases that highlight unique selling points or special offers. Examples include "Free Shipping," "24/7 Support," or "Price Match Guarantee." They give extra reasons for people to choose you.

Promotion extensions

• These showcase special sales and promotions directly in your ad. You can highlight discounts like "20% Off All Items" or "Buy One Get One Free" with a clear link to the offer.

Lead form extensions

• These allow users to submit their contact information directly from the ad, without visiting your website. This is useful for collecting leads for services or consultations.

Best practices for using ad extensions

To get the most out of your ad extensions, follow these simple tips:

• Use as many relevant extensions as possible: Google automatically chooses which extensions to show based on what it thinks is most helpful to the user. The more options you provide, the better your chances are of showing a useful combination.
• Keep them relevant: Make sure your extensions directly relate to the ad and the landing page. Don't add a sitelink for "About Us" if your ad is about a specific product sale.
• Refresh your extensions: Update your callout texts for new promotions, change sitelinks if your website structure changes, or update promotion extensions when sales end. Stale information isn't helpful.
• Monitor performance: Check how your extensions are doing. Are people clicking your sitelinks more than your main ad? Are calls coming in from your call extensions? This data helps you make smart adjustments.
• Schedule extensions: Some extensions, like promotion extensions, can be scheduled to run only during specific times, like a weekend sale. This ensures your offers are always timely.

Ad extensions are a powerful yet often underused tool in paid advertising. By providing more information and more ways to interact, they improve your ad's visibility and effectiveness. Take the time to set up relevant extensions for your campaigns, test different types, and regularly review their performance. This small effort can lead to a big boost in your advertising results and help you connect better with your audience.