A Complete Guide To Google Ad Extensions8 min read

So, you’ve just got started on Google ads.

All your ads have been created and are sitting in front of you. 

Now you’re wondering, what next?

Ad extensions!

They are a simple way of improving your ads to bring more people into your site, and ultimately, convert.

In short, they give the audience information or ways to find extra information, which is key to getting them to click on your ad over anyone else’s. 

There are several different types of ad extensions, ranging from the simple site link (which sends people to another page on your site) to the powerful price extension (which is great for any eCommerce site out there).

Which would be the best for your ads? 

Let’s find out as we run through all the different types of ad extensions you can use on Google Ads. 

How Do You Create An Ad Extension?

First, load up your Google Ads account. 

Then you navigate over to the Ads & Extensions section in the left-hand column.

All you have left to do is press on the blue “+” symbol, then choose your ad extension!

What Ad Extensions Are There?

There are ten options for ad extensions that you can choose from for your ads.

Well, at least there are ten manual ad extensions you can create. 

There are a few more automated ad extensions but for now, we will look through the manual extensions.

The manual ad extension options are: 

  • Sitelinks
  • Callouts
  • Structured Snippets
  • Call Extensions
  • Lead Form Extensions
  • Location Extensions
  • Affiliate Location Extensions
  • Price Extensions
  • App Extensions
  • Promotion Extensions

Some ad extensions can be more useful than others depending on your business, it’s important to know how each can help.

Let’s run through each extension so you know which is able to help you best.

Sitelink Ad Extensions

A sitelink extension is one of the more basic ad extensions, but it can be beneficial. 

They are extra sections of text that are applied to your ad that take the audience to a page of your choosing.

Regardless of if you run an eCommerce website or a Service-based business, these ad extensions are critical to giving the customer useful information at a quick glance.

Look at how Nike uses them:

In the first few seconds of seeing the ad, you know they make shoes for all audiences, as well as having access to view them straight away. 

Nike is a fairly big business, but even for smaller businesses, this information can be vital for the customer.

Callout Ad Extensions

In a similar way, Callouts are also vital to giving the audience quick and easy information about your business.

A callout ad extension appears underneath your main headline on an ad. 

You generally use them to give customers enticing offers from your business – your unique selling points!

Do you have free shipping? 

Is your service certified?

How about 24/7 service?

These are all things to put into the Callout extensions on your ads.

Structured Snippets

Callouts and Structured Snippets are very similar. 

Both are used to give the customer information about your business and both appear together underneath the Headline of your ad.

While Callouts are used to highlight unique selling points for your business, Structured Snippets are used to tell your customers a specific aspect of your business.

They appear as a header followed by a list of values.

For instance, if you have a list of boiler services you provide, you can put:

Services: Oil Boilers, Gas Boilers, Electric Boilers.

There are several headers you can choose from.

Amenities, Brands, Courses, Degree Programs, Destinations, Featured Hotels, Insurance Coverage, Models, Neighbourhoods, Service Catalog, Shows, Styles and Types.

Call Ad Extensions

This is the most straightforward ad extension to create.

When you put a Call extension onto your ad, you have your phone number put straight in front of the customer. 

This is great for any service-based company where you need your audience to contact you to generate leads.

It’s also easy to set up.

All you need to do is put your phone number in.

Lead Form Extensions

Here’s another great ad extension for any lead-based business.

This adds a section to your ad for the customer to input their details directly through the ad.

There are a series of questions you can choose to add to your form, but after a customer fills it out, you can download the results.

There are a few requirements to be able to use Lead Form extensions, click here if you want to read more. 

Location Ad Extensions

Location extensions can be helpful for both smaller local businesses and large businesses; this ad extension allows you to add a location for customers to be able to find your business.

Here’s an example from our local Homebase.

Customers can click on the blue location to open Google maps and have a route directly to the store. 

Regardless of the business size, if you have a physical location it will be helpful to show this to your customers.

Affiliate Location Extensions

The premise of Affiliate Location extensions is pretty similar to the Location Extension but is useful for businesses that sell through other retailers. 

Instead of putting your location, you show the customer the locations of nearby stores that sell your products.

Both types of ad extensions are ideal for driving traffic to your physical store, as well as giving the customer an easy way to find your products.

Price Ad Extensions

If you want a customer to be able to see how much a product or service of your business will cost, you can add a Price extension to show them.

For eCommerce customers, this is a great way of enticing customers. 

They allow you to tell them the name of the product, the price of it and a description of the product. 

You can also use price extensions for services. 

Going back to the boiler service example earlier, here’s an example of a price extension you can make.

Customers can see exactly what you’re offering before they click, leading to more qualified visitors. 

App Extensions

If one of your goals is to get people to download your app, this ad extension will be ideal for you.

This extension allows your audience to see a link below your ad that goes directly to the app store and to your app.

For an eCommerce site like Amazon, it’s a simple way to try and get people onto your app.

It’s a fairly straightforward ad extension, but can be great for businesses where you want to promote your app without having a whole campaign to do so. 

Promotion Extension

Here, you can advertise any promotions your business is running straight to the customer looking at your ad.

Got a Christmas promotion for 10% off? 

Maybe a code that gives £5 off?

You can put all these details into the ad extension, without too much effort.

Here’s an example where Uber Eats have attached a promotion at the bottom of their ad for £10 off your first order.

In this case, they have also used the ad text to complement this promotion; their aim is to acquire new customers through the idea of discounted prices.

The extension is particularly good for eCommerce businesses, where your prices may change depending on events and seasons. 

Finishing Up…

There are a lot of ad extensions to choose from, and it’s not always easy to choose the right one.

The aim of ad extensions is ultimately to give the audience more information about your business/product. 

They’re invaluable to any PPC advertiser on Google and should not be overlooked. 

Hopefully, having read through this article you feel a bit more confident about what each ad extension can bring forward.

If you would to read more about ad extensions and which 3 we recommend the most, click here for another great article.

Daniel Pool

One of our newest PPC enthusiasts, Daniel rises to the task and is always keen to jump into fresh accounts. A fan of many arts, you’ll often find Dan writing his next novel, creating costumes for comic-con, or being the (self-proclaimed) resident DJ in the office.