Marketing

How to Use Google Ad Extensions to Boost Search Ad Performance

By July 19, 2017 No Comments
Google ad extensions call extension

When promoting your business or running a campaign, using Google search ads can help you bring in targeted leads. Search ads have become more sophisticated over time, and allow you to set up unique targeting and bidding methods to help you shape who sees your ads, when they see them and where. One way to enhance your AdWords performance and produce more qualified leads is to add Google ad extensions to your search ads.

Here are tips on how to use Google ad extensions to boost search ad performance:

How to set up Google ad extensions

First, you’ll need to set up your Google ad extensions. To set up Google ad extensions you first should choose what ads you want the extension to affect. You can select either the account level, the campaign level or the ad group level to get started. Once you’ve chosen the level that you’d like the ad extension to affect, you’ll select “ad extensions” from the tabs at the top of the page. From there you should use the “view” link in the upper left of the navigation to select which extensions you’d like to view. Once you select which extension you want to view, you can create a new extension from that area. For example if you select “call extensions” you’ll be able to view any call extensions that have been created prior and you’ll be able to create a new one.

Manual Google Ad Extensions

1. Sitelinks Extensions

Sitelink extensions are Google ad extensions that lead to various links on your website. For example, let’s say you’re running a branded ad and you want potential visitors to be able to choose where they land on your website. Using the sitelinks extension you can provide links and a short description about the main pages on your site like your home page, contact page or about us page. Sitelink extensions are great for campaigns that are inevitably using more broad match keywords as they give the potential lead more link choices so that they can choose what’s more relevant to them.

Sitelinks Google Ad Extensions

2. Callout Extensions

Another Google ad extension to use are callout extensions. Callout extensions allow you to add additional text to your ads. They are for summarizing the promotion or details about your company. For example, let’s say you have a promotion going on for 15% off your entire online store. You can add that detail to all of your ads in an adgroup or campaign using callout extensions. One tip with callout extensions is to keep them short as there’s only a 25 character limit. To get more out of your callout extensions use concise language like, 15% off site-wide, Free Shipping or 24/7 Online Support. You should also switch up how specific your callout extensions are depending on the level you’re adding the extension to. Callout extensions added to the account or campaign level should be more broad whereas callout extensions added to an adgroup can be more specific based on your ads.

3. Structured Snippet Extensions

Structured snippet extensions are Google ad extensions that allow you to highlight your business. Just like callout extensions, they allow you to add more text to your ad. Structured snippet extensions are used to display pertinent details about your company, like your services. For example, if you are hair salon running ads, you can paste structured snippet extensions at the bottom of all of your search ads that say “Services: Haircut, Hair Color, Hair Extensions, Waxing” to give those who view your ad the most pertinent information at a glance.

Structured snippet google ad extensions4. Call Extensions

Another commonly used ad extension is a call extension. Call extensions are pretty straight forward. They give you the ability to add your phone number directly to your ad allowing those viewing your ad to call you and forego surfing your website for your phone number. Call extensions are ideal for companies that offer a service as it allows consumers to get in touch with you immediately, greatly increasing the effectiveness of your ad.

Call google ad extension5. Message Extensions

Message extensions work similarly to call extension, except they use a text message instead of a phone call. Before using message extensions, you first need to ensure that you have a company phone that can send and receive text messages. This is the number you’ll use in your message extension. When you set up a message extension, you’ll provide generic text that will fill in the person’s messaging app when they click on the messaging icon. This will allow them to get in touch with you directly from the ad.

6. Location Extensions

Other Google ad extensions that are commonly used are location extensions. These ad extensions allow you to add your location information to the bottom of your ad. They may also feature a map to your business. This is great if your business has a storefront that you want visitors to be able to find instantly. By adding location extensions to your ads, potential customers can simply click on the location portion of your ad and get directions on their phone directly to your nearest store. This is ideal for reaching customers when they’re on the go, making your business easy to find based on their location.

location google ad extensions7. Affiliate Location Extensions

Just like location extensions, affiliate location extensions are Google ad extensions that allow you to lead potential customers to your product. Affiliate location extensions are for showcasing where your product is sold if you don’t have a store front. For example, let’s say you sell a car part, you can use affiliate location extensions on your ads to lead potential customers to the large auto shops that carry your car part, like AutoZone. You should only opt to use affiliate location extensions if you don’t have a storefront to send your visitors to.

8. Price Extensions

Another Google ad extension to use on a product or service is a price extension. Price extensions allow you to showcase your pricing for up to 8 products or services, and allow potential customers to click over to your website on the product or service that interests them. Price extensions give you the opportunity to get even more specific than the ad group level of your ads, giving potential customers even more options. For example let’s say you’re a beauty retailer who sells different beauty products. You may have unique ad groups for each sector of beauty supplies you sell like nail polish, lipstick, mascara, foundation and other categories. From there however you may have a ton of popular products within each category. For this purpose you can use price extensions to showcase those unique products. So for your lipstick ad group and ads you could have price extensions that have your 8 most popular lipstick colors listed with their price.

9. App Extensions

Does your product or service also coincide with an app? Adding app extensions to your search ads will give your potential users the ability to download the app directly from your ad. With app extensions you will still link over to your website as the main purpose of the ad, but will also give your users the option to download your app. The more options a user has the more likely they’ll find what they want right from your ad, instead of have to search your website which will increase your engagement.

app google ad extensions10. Review Extensions

Finally, review extensions are Google ad extensions that give you the ability to showcase third party customer reviews. These are ideal for showcasing social proof, which is an important part of influencing potential customers to purchase your product or request your service. To add review extensions, you will follow the steps noted in the beginning of this article, and manually type in the quote you’d like to share along with the source of this review. The source is important as these reviews will be verified by Google before your ads are approved.

Review Google ad extensionsAutomated Google Ad Extensions

Aside from the 10 manual Google ad extensions mentioned above, there are also automated Google ad extensions that may be added to your ads. Automated extensions are added by Google to enhance your ads performance based on a number of different factors. They include call extensions, dynamic sitelink extensions, dynamic structure snippet extensions, automated location extensions, consumer rating extensions, product rating extensions and previous visits. These are in place to alter your ad based on your audience and to achieve a better click through rate. For example, consumer and seller rating extensions are added to your ads when Google deems they make sense and will enhance your ads performance. These appear in the form of a 0-10 rating or a 5 star rating that is pulled from information gathered by Google. Another example are dynamic sitelink or structured snippet extensions. Google will pull information directly from your website about either common pages visited on your site, or your main services and will add them to the bottom of the ad to make the ad more descriptive and increase it’s performance. All automated extensions are in place to boost your ads performance, however if you’d like to remove them there is the option to do so.


Overall, Google ad extensions can greatly increase your ads performance by giving you more space to showcase your company. Consumers respond better to ads when they align more closely with what they’re looking for, so adding ad extensions can help you better target your ads. All 10 manual ad extensions have different purposes, and when used strategically can have a huge impact on how many qualified leads your ads produce. Do you use any of the Google ad extensions in a unique way for your product or service? Let us know in the comments!

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