Discover how ad extensions can make you more visible on Google Ads and improve your ad performance with additional information and links.
Thomas Haurum
In addition to your main Google Ads campaign, you can add ad extensions to your Ads. The name gives it away, but if you’re not familiar with the options ad extensions offer, you’ll find an overview here. You’ll also get some practical tips for using ad extensions in Google Ads. And did I mention that using ad extensions in Google Ads is completely free? Of course, you still pay for clicks on your ad, but there’s no extra charge for using ad extensions – so if you’re not already using them in your Google Ads campaigns, what are you waiting for?
There are several types of sitelinks you can create. Which sitelinks are shown, and how often, can vary, but we always recommend including sitelinks in your Google Ads. Below, you’ll find an overview of the different ad extensions in Google Ads and what each one can do.
In the example above, you can see how ad extensions can make a Google Ads campaign appear. It varies from search to search, and even if you search for the same thing twice, your Google Ads extensions may not look the same every time.
Sitelinks allow you to send customers to several landing pages, not just the main landing page for your Google Ads. For example, sitelinks can be used to showcase related products if you have an online shop. If you want customers to get in touch, you can add a sitelink to your Google Ads for your “Contact Us” page, and “Opening Hours” may also be relevant in your sitelinks. You can display up to six sitelinks in your ad, but whether and how many are shown varies. In the Google Ads interface, you can view comprehensive statistics on your ad extensions, including sitelinks. You can see, for example, how many clicks ads with sitelinks received, their CTR compared to ads without sitelinks, and more. If you’re interested in seeing which sitelinks have been clicked and whether those clicks converted, you can find this information in Google Analytics.
With callout extensions included in your Google Ads, you can add short texts to your ads. This is the ideal place to highlight your USPs (reasons why customers should choose you). Examples include “Free Delivery”, “Best in Test”, “Fast Shipping”, and so on. You can display up to four callout extensions per ad, but the number may vary and they are not always shown.
If you have a physical shop, location extensions are ideal for your Google Ads. They appear especially when users are near your address. If a user is on a mobile device with GPS, they can even get directions straight to your door. Location extensions require a Google My Business profile linked to your Google Ads account. Many large retailers use location extensions in their ads, so you’ve probably seen this feature before.
Let customers call you directly. With call extensions in your Google Ads, potential customers can call you straight from the ad if they’re searching on a mobile device. If the search is from a computer, your phone number is still displayed, so it can be dialled manually. In short, call extensions are an easy way to generate leads, both for you as a Google Ads advertiser and for customers to reach you.
If you have an app for mobile or tablet, app extensions help you gain more users by linking directly to Apple’s App Store or Google Play. Google Ads automatically detects which app store to use based on the device (Android or iOS). App extensions are only relevant if you have an app in one of these stores. If you offer an app for easy mobile ordering or a customer loyalty club, this is a great opportunity to promote it. Customers generally see this as a service rather than an advertisement, so don’t hesitate to use app extensions in your Google Ads.
At the time of writing, review extensions in Google Ads are not active in Danish. However, they do appear in your Google Ads interface and Google has information about this feature in Danish. Review extensions have been active in the US since June 2013, so hopefully they’ll be available here soon.
With review extensions, you can feature customer testimonials or excerpts in your Google Ads. The content must come from third-party sources, so you can’t simply make up your own reviews. In other words, review extensions allow other customers to tell people how good you are – which is far more effective than saying it yourself.
Automated ad extensions are, in short, extra enhancements that Google automatically adds to your ads. Unlike other ad extensions, you don’t write these yourself. They may show whether a user has previously visited your site, display reviews, or highlight social proof.
Customer reviews are sourced from third-party sites (Google+, Trustpilot, Yelp, etc.), so to influence these, you need to secure positive reviews from your customers. Social ad extensions show how many followers you have on Google+. For these to appear, your website must be linked to your Google+ page and you need at least 100 reviews.
Automated ad extensions are displayed when Google’s algorithms determine there is a higher likelihood of clicks and conversions on your ad.
When WeMarket sets up campaigns for clients, we always make use of ad extensions. There’s no extra cost for our clients to use them, apart from the potential increase in click-through rate. Ads with ad extensions generally achieve a higher CTR, generating more leads for you as a client. With a higher expected CTR, your Quality Score increases, which in turn gives you a better AdRank (higher placement and/or lower click costs).
With ad extensions, you can typically increase your CTR (click-through rate). The example above shows a high click-through rate on ads with sitelinks.
Before you start using ad extensions on your Google Ads account, it’s a good idea to review Google’s policies for this area. If your ad extensions don’t comply with the policies, they won’t be shown, and the time spent creating them will be wasted. This, of course, applies to Google Ads in general.
The most effective way to use ad extensions varies from account to account. It’s fine to gather inspiration, but don’t simply copy your competitors. You need to stand out, so look at what they might be doing well and what could be improved – and then create your own ad extensions, only even better!
When creating your ad extensions, always keep your target audience in mind, as you would with any other marketing. What motivates your audience to buy and what do they find interesting? Both your ad and your ad extensions should reflect this.
If you’re ready to tap into the potential of ad extensions, here’s how easy it is to get started yourself.
When you’re in your Google Ads account, select the “Ad Extensions” tab, which I’ve marked with a red circle. Next, choose “View: xxxxxx”, which I’ve also marked.
This will bring up the tab above, where you can choose the ad extensions relevant for your account. Once you’ve selected the desired extensions, look for the red button labelled “+ Extension”, as shown below.
By increasing your CTR, you also improve your chances of achieving a higher Quality Score. If you want lower click prices, you can read more about this in our blog post on lower click prices on Google Ads.
If it all seems a bit confusing, don’t worry. WeMarket are experts in this field and we’re always happy to help – contact us here!
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