12 Google Ad Extensions to Boost Your Campaigns

What Are Google Ad Extensions?

Google Ads extensions, now known as 'assets,' are additional components that enrich your ads by offering searchers more information.These extensions not only make your ads more appealing but also allow you to occupy more space on the search engine results pages (SERPs).

Understanding Google Ad Extensions

Google Ads extensions play a crucial role in boosting the performance of your ad campaigns.

This expanded presence can significantly improve your ad’s click-through rate (CTR) and potentially lower your cost-per-click (CPC).

In this comprehensive guide, we’ll explore the various types of ad extensions and help you determine the ideal scenarios for their use.Additionally, we’ll provide you with practical examples of Google Ads extensions to inspire and guide you in implementing them effectively.

Types of Google Ad Extensions

Today, we’ll explore 12 different types of Google ad extensions, which can be categorized into two main groups:

  1. Automated Extensions: These extensions are automatically generated by Google Ads using information from your profile or website.
  2. Manual Extensions: You need to set up these extensions yourself and provide the necessary input, such as copy or images.

Let’s dive into each type of Google ad extension and discuss best practices for using them effectively.

Sitelink Extensions

Google Ads sitelink extensions allow you to include additional website links in your ad.

By offering more choices to searchers, sitelink extensions can boost your ad’s click-through rate (CTR).

For example, Nike uses sitelink extensions to direct attention to some of their most popular products and product categories. All four additional links below the main ad content were added via sitelink extension.

Setting up a sitelink extension manually gives you the flexibility to choose the specific URLs you want to add to the ad. Alternatively, you can let Google automatically select the pages for you.

For each link you include in your ad, you’ll need to provide:

  • Sitelink text: The clickable text of your link
  • Description lines 1 and 2: Up to two lines of text (25 characters each) describing the linked page
  • Final URL: The URL of the page you’re linking to
  • Tracking template (optional): URLs for tracking services
  • Final URL suffix (optional): A suffix appended to your URL for tracking purposes

Wondering which pages are ideal for sitelink extensions? Consider pages like your contact page, FAQ page, pricing information, reviews or testimonials pages, and product category pages.

When setting up sitelink extensions, remember that Google displays them in sets of two, four, or more (up to six for desktop ads and up to eight for mobile).

You cannot set up a single sitelink extension—you need a minimum of two for them to be eligible to appear in your ad.

Additionally, sitelink extensions must link to pages on your domain. While linking to other websites you own is generally prohibited, Google may allow it in certain cases for third-party websites your business is affiliated with, such as retailers, YouTube videos, or social media profiles.

Callout Extensions

 Google Ads callout extensions allow you to emphasize specific information, such as sales, promotions, or free shipping offers.

They appear similar to your ad’s description text and are shown directly after it. Callout extensions are useful for including additional information that couldn’t fit within your original description character limit.

In the example below, DoorDash uses callout extensions to showcase their gift card options and encourage users to download their mobile app.

Similar to sitelink extensions, you can set up callout extensions for Google Ads manually or automatically.

You can add up to 10 callout extensions per ad, with each callout being up to 25 characters long.

How should you use callout extensions effectively?

Avoid repeating information already mentioned in the ad description, as this would be redundant.

Instead, focus on including other relevant information that would compel searchers to click on your ad, such as your business’s unique selling points.

It’s important to note that a callout extension applies to an entire ad campaign. Therefore, ensure that the information you include aligns with all the ads in the campaign.

Location Extensions

Google Ads’ location extension displays your business’s physical address on a separate line in the ad.

For instance, in the example below, a Ford dealership in New Jersey includes a location extension in its search ad:

A location extension displayed under a Ford dealership in New Jersey’s search ad When this extension is added, the information is automatically filled with the business location linked to your Google Ads account.

When users click on the address in the ad, they’re directed to Google Maps. This allows them to see the distance from their current location to your business, as well as directions on how to get there.

This type of ad extension is particularly beneficial for businesses that rely on in-person visits from customers, such as restaurants or retail stores.

Call Extensions

Call extensions enable searchers to directly call your business from the ad itself.

On desktop, the extension appears next to your ad’s display URL:

A call extension displayed on desktop For mobile users, the extension appears as a clickable phone number at the bottom of the ad:

A call extension displayed on a mobile device Clicks on the phone number are recorded (and billed) as ad clicks.

Google Ads also allows you to track the number of conversions generated by the call extension. This helps you understand the impact of your ad extension on your business.

If your business relies on phone calls for reservations or bookings, using this ad extension can be highly beneficial.

Price Extensions

Price extensions let you include product pricing in your ads, setting clear expectations for potential customers.

Displayed as cards below your ad, you can showcase up to eight pricing options per ad.

This extension is valuable for various business types, helping reduce clicks from users unlikely to convert due to price constraints.

Promotion Extensions

Promotion extensions are a valuable tool for showcasing your ongoing sales and special offers, appearing directly below your ad.

For example, Lavazza is currently promoting a Christmas sale with discounts of up to 40% on machines, as shown in the ad below.

These extensions can also include up to two lines of additional text, as seen in the Zales example, providing further details or context for the promotion.

One of the key benefits of promotion extensions is their flexibility. You can schedule them to appear only on specific days or dates, ensuring that they are always relevant and up-to-date without requiring manual adjustments.

When setting up promotion extensions, Google Ads allows you to specify the occasion (e.g., Black Friday), the type of promotion (flat-rate or percentage-based discount), the item being promoted, the final URL for the landing page, any specific promotion details (such as a minimum spend), and the start and end dates for the promotion.

Seller Ratings Extensions

Do customers rave about your business? Let them shine with seller ratings extensions in your ads.

These extensions showcase your business’s rating based on aggregated reviews from sources like Google Customer Reviews, shopping reviews for your website’s domain, and trusted review partners. The rating is typically displayed on a five-star scale.

For instance, Sonos proudly displays its five-star rating to instill trust and confidence in potential customers, encouraging them to click and make a purchase.

In addition to the star rating, the extension also highlights the total number of reviews contributing to the rating, further enhancing credibility.

To qualify for the seller ratings extension, your business must maintain a rating of 3.5 stars or higher.

Image Extensions

Google Ads’ image extensions allow you to incorporate images into your ads, making them visually appealing and helping them stand out in search results.

According to Google’s data, using image extensions can increase mobile search ad CTR by up to 10%.

These extensions are particularly effective for businesses selling physical products.

To be eligible for image extensions, your account must meet several requirements:

  • Your account must be over 90 days old.
  • You must have a history of complying with Google Ads policies.
  • Your account must have active campaigns.
  • You must have been running text ads and accumulating spend on a search campaign for the last 28 days.
  • Your account must be in an eligible vertical (some sensitive verticals, such as those related to sexual content and gambling, are not eligible).

Structured Snippets Extensions

Structured snippets extensions allow you to highlight specific features of your products or services in your ads.

They appear below the ad and include a category header with a list of relevant values.

For example, in an ad for tea, the structured snippet might include a header like “Types” with values indicating the different types of tea available.

Visually, structured snippets are similar to callout extensions. However, structured snippets are limited to Google Ads’ predefined headers such as “amenities,” “brands,” and “styles.”

When using structured snippets, you must follow certain rules:

  • Avoid using exclamation marks, symbols, or emoticons in the values.
  • Do not repeat values within the same header or across different headers.
  • Include only one item in each field (e.g., do not use a comma-separated list).
  • Avoid using promotional text in snippet values (e.g., “free shipping”).

Lead Form Extensions

A Google Ads lead form extension allows users to fill out a form directly on the search results page, eliminating the need for landing pages.

Each form submission is counted as an ad click and is charged accordingly.

For example, a dental implant business offers a form for users to request more information.

If a user is logged in to their Google account, their information can be pre-filled, simplifying the process and potentially increasing conversions.

Lead form extensions are beneficial for businesses that rely on generating leads for further nurturing into customers, such as medical sales and marketing agencies.

App Extensions

If your business has a mobile app, you can promote it using app extensions in your Google ads.

App extensions add a link for users to download your app from the Apple App Store or Google Play Store. These extensions are displayed exclusively on mobile devices.

To set up app extensions, you need to do it manually as Google Ads does not offer automated population for these extensions.

For example, Amazon uses an app extension to promote its mobile app.

Affiliate Location Extensions

Affiliate location extensions are ideal for businesses that distribute their products through third-party retailers like large retail chains.

These extensions show searchers the nearest location where they can buy the brand’s products.

For example, the affiliate location extension in this ad directs searchers to the closest branch, such as the one in East Grinstead.

How to Set Up Google Ad Extensions

Setting up Google Ads extensions is straightforward. Here’s how you can do it:

 Log in to your Google Ads account and navigate to the “Campaigns” tab on the left menu.Click on “Assets” in the menu to access the extensions settings.

 Click the blue “+” button to add a new extension. Select the type of extension you want to create from the dropdown menu.

Depending on the type of extension you chose, you’ll need to enter relevant information. For example, for a call extension, you’d enter your business phone number.

Once you’ve entered all the necessary details, click “Save” to apply the extension to your campaign.

Repeat these steps for each extension you want to add to your campaign.

Boost Your Ad Performance with Google Ads Extensions

Google ad extensions are incredibly useful for improving the performance of your ads. Google recommends using as many relevant extensions as possible to increase the chances of getting qualified clicks.

With a variety of extensions available, you can choose the ones that best suit your business needs. Consider using tools like Semco’s Advertising Research and PPC Keyword Tool to further enhance your Google Ads campaigns by identifying the right keywords and analyzing competitor ads.