14 Types Of Google Ads Extensions & What They Do

If Google Ads is part of your marketing strategy, you are probably always looking for ways to boost performance.

You don’t just want more clicks, you want more quality clicks, the type of user that takes action once they land on your landing page.

But this is easier said than done. You can spend countless hours tweaking each ad while you a/b test the nuances of copy and structure — or you can cash in Google Ads extensions.

You may be familiar with Google Ads Extensions; You may have read about it or you may already be using it.

But you may not realize that Google is adding more genres almost every year.

This guide will help you understand each type of ad extension, so you can optimize them for maximum performance and get more benefits for your CPC.

Basics of Google Ads Extensions

Let’s start from the beginning.

What are Google Ads Extensions?

You may have guessed the answer to this question: Google Ads extensions expand the reach of your ads, claim more real estate on search engine results pages (SERPs) and help searchers make decisions.

Why should you use it?

There are two main advantages of ad extensions that are ubiquitous, and almost every advertiser can take advantage of:

1. They allow you to provide more information: Larger ad text allows you to make a stronger case to targets for why your ad should be clicked.

2. They increase your visibility on SERPs: The larger size of Expanded ads makes them more impactful.

With these two factors alone, additional ad information can significantly increase your click-through rate (CTR) – perhaps several percentage points. And that’s not even considering its other benefits, which include:

  • Improve lead quality: By providing more information, expanded ads allow poor-quality customers to self-exclude, so you get fewer irrelevant clicks. People who click through to your landing page are more likely to take the desired action.
  • Better Ad Rank: Google uses a variety of factors to determine your ad’s position, including expected click-through rate, relevance, and landing page experience. Simply using additional advertising information will Automatically improve your rankingbecause it allows Google to offer a better selection of ad formats.
  • Better use of your PPC budget: Because it improves CTR, ad incremental information can help lower your CPC, which in turn means you get more out of your paid ad spend.

Manual and automatic attachments

There are two general categories of extensions: manual, which requires some setup, and automated.

Most of the extensions discussed here are manual, although Google can also apply some dynamically when it expects they will improve performance.

It is important to note that in February 2022, Google announced several changes to automatic extensions, including allowing them to be displayed alongside manually added extensions such as sitelinks, callouts, and structured snippets (more on these later).

This allows your ad to claim more SERP and generate more clicks.

They can also be added at the ad group, campaign, or account level, and can be included in reports.

14 types of Google Ads extensions

Now that we’ve covered the basic categories of extensions, let’s dive deeper into the different types.

1. Website extensions

Website extensions List your location on its own line, helping people find your location(s), map your location, or the distance to it. It may also include a phone number or a call button for mobile users.

Screenshot by the author, March 2022

This extension, which can be applied automatically, is ideal for any business that relies on personal transactions, including restaurants, retail locations, and service providers such as barbers or beauty salons.

There are also benefits to businesses that operate primarily online, as a physical address can increase your legitimacy in the eyes of customers.

2. Product accessories

By linking your Google Merchant account to Google Ads, Product Extensions allow you to enhance your product listing.

This is a useful tool for any campaign where you sell items related to your target keywords.

Sample stretch productScreenshot by the author, March 2022

Because products are more specific than a location or phone number, you’ll want your campaigns to be more granular, especially if you sell a variety of products.

3. Sitelink additions

useful for directing users to other pages on your website, Sitelink Extensions Allowing targets to choose where they want to go, rather than just visiting your landing page.

Making it easier for your users to find exactly what they’re looking for can significantly increase your CTR.

Sample of adding sitelinksScreenshot by the author, March 2022

Common pages used with sitelinks include contact us pages, pricing pages, sales pages, and testimonial pages.

E-commerce websites have used it a great deal when directing customers to certain category pages.

They can be added manually or dynamically as an automatic extension.

4. Seller Ratings Extensions

Showcase your business reputation and gain trust with it Seller Ratings Extensions.

Google collects reviews from reputable business review sites and combines them into one rating on a five-star scale.

This extension displays your overall rating, as well as the total number of reviews. They also sometimes include a qualifier to describe the rating (eg same day delivery).

Sample of seller ratings extensionsScreenshot by the author, March 2022

These auto-adds usually only appear if you have a minimum number of unique comments and an average rating of 3.5 stars or better.

5. Callout extensions

A versatile extension with all kinds of uses, Call feature extensions They are 25-character excerpts that are used to highlight important selling points, sales, or any other key points about your business, products, or services.

Sample callout additionsScreenshot by the author, March 2022

For example, if you want to promote a 25% off sale, free delivery, or your business’ 60th anniversary, callout extensions are perfect.

You are allowed up to six of these extensions per campaign, and they must apply to the full offer you’re advertising.

The best callout extensions tend to use numbers and details (eg “5 left in stock”, works better than “limited quantities remain”.)

If your website includes useful information such as “online reservations”, these descriptions can be automatically added as dynamic callouts as well.

6. Structured Snippets Extensions

identified by the colon, Structured excerpts Useful for highlighting specific products, services, and features that users might be looking for.

responsible for strikes 35.1% of all clicksThey tell searchers who you are, what you offer high-quality clicks, and help expand your budget further.

Like sitelinks, you can specify them manually or they can be applied dynamically by Google.

7. Call extensions

Call add-ons Make it easy for searchers to call directly from your ad. It includes a click-to-call phone number in your ad for mobile users.

These conversions are tracked, allowing you to measure the value of your ads by the number of phone calls made.

Sample of adding a callScreenshot by the author, March 2022

You can include call extensions manually or Google can apply them automatically.

8. Affiliate Website Additions

Advertiser site additions Useful for companies that sell their products through third-party retailers.

It helps users find nearby stores that carry your items, and helps them decide where and what to buy.

They are most commonly used by manufacturers who work with major retail chains, because they do not locate your own business.

9. Price Rollover

It’s no secret that price is a major factor in almost every purchase decision.

price extensions They allow you to set cost expectations upfront, create transparency and help build trust with researchers.

As a result, users become more knowledgeable and more likely to purchase by the time they land on your website.

Sample additional priceScreenshot by the author, March 2022

These add-ons are useful for businesses that have variable pricing, sell bundles of services, or offer many different products.

10. Application extensions

From your local pizza place to real estate agents, it seems like everyone has a mobile app these days.

By providing a download link in your text ad, Application extensions Make it easy for interested users to get yours – while allowing you to track downloads based on keywords.

Sample application add-onsScreenshot by the author, March 2022

These only appear to users on mobile devices and direct users to your app in the iTunes or Google Play Store.

11. Promotion Extensions

Get more clicks from people who are searching for the best deals using promotion extensions.

Used to highlight sales and promotions, appear below your ad and use the price tag or deal symbol in bold.

You can also display up to two lines of copy with them to provide users with more information.

sample extension upgradeScreenshot by the author, March 2022

What’s great about these (aside from their effectiveness), is that Google is flexible in how they are used.

You can show extensions of promotions on specific dates, days, or even hours, as well as allow you to use pre-populated event tags like Black Friday or the end of summer.

12. Bullet Model Extensions (New)

The latest addition to Google Ads, Lead shape accessories Eliminate the need for users to fill out a form on your landing page by allowing them to submit their contact information directly on the SERP.

Lead-form extension sampleScreenshot by the author, March 2022

If the researcher uses their own Google account, relevant information can be pre-populated and can be submitted with a single click.

This helps attract qualified leads into your marketing funnel and shortens the sales cycle.

13. Video extensions

Video extensions allow you to display a trigger action below your video ad on the YouTube mobile app, giving you the opportunity to extend your message beyond your core video and keep your viewers engaged.

Sample stretch of the videoScreenshot by the author, March 2022

14. Image extensions

Photo extensions They let you use relevant visuals to complement their text ads, which helps increase performance.

Not every advertiser is eligible for this type of extension and they must meet certain requirements including a compliance history, a Google Ads account in an eligible sector, and active campaigns running.

Sample stretch imageScreenshot by the author, March 2022

How to set up and create Google Ads extensions

Now that you know more about the different types of Google Ads extensions and how they might work for you, let’s take a look at how to set them up.

The first thing you need to do is define your goals and what extras you are going to make to turn them into reality.

Do you want customers to contact you? Visit your website? Send their contact information?

Figure out what you want the goals to do, then Select the extension that facilitates this.

From there, it’s a simple process:

  1. Sign in to your Google Ads account.
  2. Select your campaign or ad group.
  3. tap on “Ads and Plugins” tab, then “Accessories”.
  4. Select the extensions you want.
  5. Customize each type of extension.
  6. click “Memorizes.”

Final thoughts

If you’re looking for an easy way to increase your click-through rate, get more web visitors, and convert more targets, ad extensions are an excellent tool.

With so many types to choose from, there’s an extension that works for every organization, no matter what industry they’re in.

It’s up to you to decide which one works best for your needs, but one thing is for sure: when applied correctly, they will help you get more quality leads and make the most out of your PPC budget.

More resources:

  • All you need to know about ad extensions
  • Google Ads is making changes to automated extensions
  • A Complete PPC Marketing Guide for Beginners

Featured image: Song_about_summer / Shutterstock

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