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11 Types of Google Ads Extensions and How They Work

September 16, 2022

If you’re using Google Ads as part of your marketing strategy, you’re likely always looking to boost your campaigns’ performance. The more clicks you get, the better, but it’s not all about the clicks, it’s also about the quality of the clicks.

A great way to ensuring you get more high-quality clicks is by using Google Ads extensions.

Extensions basically extend your ads, occupying more real estate in search engine results pages (SERPs) and helping searchers make better decisions by giving them more information about your business.

Extension formats include location information, links to specific pages on your site, call buttons, additional text, etc. All these can significantly increase your ad’s clickthrough rate.

The Benefits of Using Extensions

Google Ads extensions are great for boosting your digital marketing’s effectiveness. Here are some of the main benefits of using extensions:

  • They’re free.
  • Ads will perform better as relevant extensions improve quality scores, thus increasing ad rank.
  • Ads are more appealing to searchers. Extensions are proven to increase clickthrough rates and conversions.
  • Extensions will get your more qualified clicks. Since they allow you to offer users more relevant information, the clicks you’ll get on your ads will likely be more qualified.
  • Ads will have a greater visual presence because of the increased space they take up in SERPs.

Manual vs. Automated Extensions

There are two main types of Google Ads extensions: manual, which require some setup, and automated, which Google applies dynamically based on its predictions.

Google has recently started showing automated extensions alongside manual ones if it considers them useful to searchers. This will ensure your ads are even more prominent and relevant to your target audience.

The Most Commonly Used Google Ads Extensions

Location Extensions

Location extensions show your location on a separate line, allowing people to find you more easily. On mobile devices, these extensions may also include your phone number or a call button.

These extensions are great for businesses that depend on in-person transactions such as restaurants, retail stores, or service providers like salons and barbers. Online companies can also benefit from location extensions as they increase the business’s legitimacy.

Sitelink Extensions

These extensions help searchers directly reach the relevant pages on your site without having to go through your landing page.

Making it easier for searchers to find what they’re looking for is a great way to increase your CTR.

Common pages used for sitelinks are contact pages, sale pages, and pricing pages.

These extensions are widely used by eCommerce sites to direct customers to specific categories on their sites and they can be added manually or dynamically as automated extensions.

Structured Snippets Extensions

These can be identified by colons and are a great choice for highlighting specific products and services that searchers might be looking for.

Structured snippets tell searchers who you are and what you’re offering, thus increasing quality clicks and helping you make more use of your budget.

Like sitelinks, these can be added manually, or they can be applied dynamically by Google.

Callout Extensions

Callout extensions are very versatile and can have many uses. They are 25-character snippets which can be used to highlight selling points, sales, or other important information about your business or the products and services you offer.

If you have useful information on your site such as “online reservations,” this can be added dynamically as a callout.

Affiliate Location Extensions

These extensions are great for companies that sell products through third-party retailers. They can help searchers find nearby stores that carry the products they’re looking for, helping them choose where to buy them.

These are typically used by manufacturers who are partnered with major retail chains, as they don’t specify the location of your own business.

Call Extensions

These extensions add a call button to your ad and allow searchers to call you directly from the SERP, without having to visit your site to find out your phone number.

Conversions are tracked, which means you can measure your ads’ value by how many phone calls they generate.

Call extensions can be added manually or automatically by Google where it deems them relevant.

App Extensions

A lot of businesses have their own apps these days and app extensions can help by offering searchers a direct link to yours, all while allowing you to track the app downloads based on keywords.

These extensions are only visible on mobile devices.

Price Extensions

Price is a key factor in buying decisions, and price extensions allow you to set cost expectations straight from SERPs, thus establishing more trust with your customers.

As such, searchers are more informed and more likely to make a purchase before actually visiting your website.

These extensions are great for businesses which have variable pricing, offer service packages, or sell many products.

Lead Form Extensions

This is a newer extension which helps users submit contact information straight from the SERP, without having to visit your landing page and fill out a form.

If people are logged into their Google accounts, the relevant information can already be populated and it can be submitted with just one click.

This extension shortens the sales cycle and helps drive more qualified leads into your marketing funnel.

Promotion Extensions

These extensions help you get more clicks for the best offers as they highlight sales and promotions and appear right below the ad using a price tag icon or “deal” written in bold letters.

Additionally, you can show up to two lines of copy with these extensions, providing searchers with more information upfront.

Another great thing about promotion extensions is their flexibility; you can choose to only show them on specific dates and even at specific hours, while also using pre-populated event tags like end-of-summer or Black Friday.

Image Extensions

These extensions allow you to add relevant images which complement your text ads, thus improving their performance.

Keep in mind that you must meet certain requirements to be able to use image extensions. One of those requirements is that you have a clean history of compliance. Additionally, you must have a Google Ads account in an eligible vertical, as well as active campaigns.

Final Thoughts

Google Ads extensions are great tools for increasing clickthroughs, converting users, and getting more visitors to your website.

Because of how diverse they are, there’s bound to be at least one extension that would be valuable for your business’s ads, regardless of what industry you’re in. It’s up to you to determine which would work best for your particular needs and when properly applied, they will help you get more qualified leads and make the best use of your PPC budget.

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