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How Google Ad Extensions Can Ramp Up Your Results

October 27, 2017
written by Rob Wass

Google Ad Extensions offer additional details to expand your ads and give users more information and benefits. Here's you can use them to boost conversions and ROI.

There are plenty of articles out there telling you how to increase your Google Ads CTR with the latest hack or trick.

But ad extensions definitely improve your CTR. Google have said so themselves.

What you need are ad extensions that boost your conversions and give you a healthy ROI. They also need to be appropriate for your business. There are many different formats to choose from, including:

  • Location information
  • Extra text
  • Call buttons
  • Direct links to webpages
  • Star ratings

If you’re thinking it’s a lot to take in, fret not! This article will discuss what Google ad extensions are, what each ad extension type does and how to choose the correct extensions for your business so you can get the most out of them.

What is an ad extension and how do they work?

Ad extensions are extra pieces of information that “extend” your ads with useful features for users. Because they expand your ads, that means they take up more space on the search results page which, in itself, increases CTR. Instant bonus.

Google Ads will select for you which extensions to show in order to maximise the performance of your ads, based on each individual search on Google. It’s best if you use all the extensions relevant to what you want from your ad.

The whole point is to add as much content to your ad as possible and thanks to these extensions your ad will have higher visibility and prominence in the results, adding value and improving your ROI.

The total number of clicks usually increases, as you are providing people with extra ways to interact and contact you, such as with maps or calls for instance.

There are manual and automated extensions.

automated ad extensions

Manual extensions take a little setting up, but the Auto extensions are added by Google Ads when it predicts they’ll improve your ad performance. They are dynamic and pull data from your site to generate a suitable extension relevant to a particular search term.

As there’s no setup needed for auto extensions, they won’t show in your options as you’re adding manual extensions.

When do ad extensions appear?

Google can approve or disapprove extensions, just like they can with ads and keywords. Any disapproved extensions won’t show and you need to edit these and re-submit to be reviewed.

Extensions don’t appear in your ad all the time, they’ll show when:

  • The extension or combination of extensions has been predicted to improve your ad performance.
  • The position and rank of your ad are high enough for the extensions to show up. To show extensions, Google Ads requires a minimum Ad Rank before it shows ads.

As there’s a limited amount of space in the search results, ads in the higher positions will obviously get the best chance for their extensions to show up. Generally, higher ads will have more extensions than the lower ones.

Google Ads require a minimum Ad Rank before your ads are shown, so you might have to increase your bid or your ad quality, or both, so your extensions will be displayed.

How much does a Google Ad extension cost to implement?

They’re free! The clicks on your ads that contain extensions will be charged as usual. (Other than review and seller rating extensions, which aren’t charged when clicked.)

A few best practices to keep in mind

  • They are free, so make sure you use all the extensions you feel are right for your business. Remember, they’ll only appear anyway if Google predicts they’ll improve your ad’s performance.
  • Try adding 4 or more extensions, such as callouts, site links, structured snippets and another you feel is right for you.
  • You can also create extensions at higher account levels such as account or campaign level, if it suits your larger goals.
  • Choose extensions to achieve your main goal. Click through, contact, visit, etc.

What are your online advertising goals?

The Google ad extensions you use, are obviously decided by your advertising goals. This is too big a subject to cover everything, but the following goals and suitable extensions will get you off to a great start:

Attract customers to buy from your business location

These extensions are perfect for directing people to your physical location, such as a store, service or restaurant:

  • Location extensions
location extentions

Shows your location and a link to your business details page, which can include your opening hours, directions etc. These details can encourage visits your premises. If you’d prefer them to call a centralized line, as opposed to a specific location, you can use call extensions within your location extensions.

  • Affiliate location extensions

This will help people find retail chain stores that sell your products.

  • Callout extensions

Callout extensions can help your conversions by offering more beneficial info, such as “free delivery” or “24/7 customer support.”

Increase the number of people who contact you

If you’re looking for more potential customers ringing you or sending a query, use the call extensions or message extensions:

  • Call extensions

By adding your phone number to your ad, you’ll encourage people to act immediately and call your business right now. That’s why call extensions are so handy.

  • Message extensions

These obviously encourage people to text you straight from your ad.

Get customers to go straight to your website

These extensions are to direct people straight to your website:

  • Sitelink extensions

Use this to link people directly to specific pages on your site, such as your opening hours, product page or your order page.

  • Structured snippet extensions

With this, you can show more info customers may find valuable and attractive, by selecting a predefined header such as a product or service category and listing relevant items.

  • Price extensions

Showcase your products, categories and prices so people can browse right from your ad. Only available in select countries.

  • Review extensions

The ability to add useful quotes or rankings from published sources, is available on desktop in select languages.

Get people to download your app

  • App extensions

You can easily encourage people to download your app.


Ad extensions can be beneficial to your business as they target your a more specific customer base.

Their value lies in the fact you can easily focus on the goal you want to achieve, such as increase click-through rates to your site, visits to your store, calls straight through to your business and much more.

They’re free and with a little practice they’re easy to implement, so it seems a waste not to use them. Particularly with callout and call extensions, they can make or break a conversion.

Yes, you need to spend a little time really getting to know them and it will be time well spent doing your research on each one and testing a few so you can see the difference they make to your results.

With a little time and practice, you could see a big difference in the number of people that actually engage with your business. The whole point of these extensions is to efficiently and cost-effectively increase clicks to your site, viewer engagement and ultimately, your bottom line.

Rob Wass

Robert Wass is Adzooma’s Co-Founder and Managing Director. Responsible for overseeing the company’s day-to-day operations and strategy with a focus on acquisition, customer experience and scalability. Prior to founding Adzooma Robert spent 10 years working in the digital agency space working on sales strategy and driving acquisition for both start-ups and large corporations.
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