What are Ad Extensions?

Ad extensions are a type of ad format that show extra information (“extending” from your text ads) about your business. The benefits of using ad extensions are the following:

  • Improved visibility: Ad extensions ad extensions give your ad greater real estate on the SERP, increasing visibility. With increased visibility comes better clickthrough rate (CTR%). If two competing ads have the same bid and quality, the ad with greater expected impact from extensions will generally appear in a higher ad position than the other.
  • Better return on investment: Extensions can help improve the clickthrough rate CTR% of your ads, better CTR% means better quality score, means lower Avg. CPCs, means lower costs, means better ROAS. Also, more clicks means more customer traffic, more customer traffic means purchase volume has an opportunity to increase.

Note: Generally only ads in top positions get ad extesions.


How Do Ad Extensions Work?

AdWords shows one or more extensions with your ad when it calculates that the extension (or combination of extensions) will improve your campaign performance, and when your Ad Rank is high enough for it to appear. Adding an extension won’t guarantee that it will show with your ad, but you can keep track of when your extensions are appearing on the Ad extensions tab.


Types of Ad Extensions

Automated extensions: No setup is required, so the option to create automated extensions doesn’t appear in the drop-down menu of the Ad extensions tab.

  • Seller Ratings
  • Consumer Ratings
  • Social Extensions
  • Previous Visits

Sitelinks: Sitelinks provide additional links and text for the ads.

Call Extensions: Let’s people click a button to to call your business. Give your ad a call button.

Call Out Extensions: Add descriptive text to your ad to help people learn more about what you have to offer.

Review Extensions: Showcase positive, third-party reviews from reputable sources. There’s a list of 3rd-party sources that are acceptable by google.

Location Extensions: Help people nearby find your nearest storefront or give you a call. The best way to add a location extensions is to link the client’s Google My Business with Adwords. For more: Add a map pin, navigation assistance and a call option to your ad.


Additional Info: https://support.google.com/adwords/answer/2375499?hl=en