Google Ads – Ad Extensions

Google Ads Ad Extensions

Google Ads – ad extensions provide the opportunity to add more information to your ad than the basic headline, URL, and ad copy you are traditionally able to use. This extra information helps your ad to stand out and get clicked, which in turn will lower your cost per click and in many cases improve conversion rates. Extension formats include the call button, links to specific parts of your website, location information, additional text, and much more.

With extensions, ads are with more information, get a more noticeable listing, and often perform better because of it. This gives your ad more value and increases the number of clicks.

Read Also: How to Create the Best Google Ads Campaign?

Google Ads – Ad Extensions are of two types:

  1. Manual Extensions
  2. Automated Extensions

Manual Extensions are the extensions, which require a bit of manual set-up. You have to set it up yourself. Google-based on which extensions might improve your ad’s performance predicts automatic extensions. These, naturally, are set up automatically and require no extra work from the advertiser.

How to add an Ad Extension?

Firstly, you need to create a Google Ads Campaign. After creating a campaign, from your Ads home page select Ads & extensions. This page shows ADS, EXTENSIONS & AUTOMATED EXTENSIONS.

Google AdWords Ad Extensions

Keep in mind Ad extensions can be add at campaign or Ad group levels.

To add Manual Extensions click on EXTENSIONS tab and select + button as on above image. It shows different types of manual Ad extensions.

To check automated extensions added by Google Ads click on AUTOMATED EXTENSIONS.

Google AdWords Ad ExtensionsGoogle Ads Manual Extensions

Google explains:

Before you begin

Keep these best practices in mind as you choose and set up your extensions:

  • Use every extension relevant to your business—extensions are free to add and they’ll only show if they’re predicted to improve your ad’s performance.
  • Consider adding 4 or more extensions. For example, you could add sitelinks, callouts, structured snippets, and one additional extension of your choice.
  • If it makes sense for your business, create extensions at higher account levels (for example, at the account or campaign level, when available).

Here are the different manual ad extensions that can support the user to achieve their goal:

1. Sitelink Extensions

Sitelink extensions can add more links to your ad, which can take more customers to the specific pages of your website. When someone clicks on your links, it takes them right to that page, which contains what they want to know or buy.

Sitelinks will appear differently, depending on device; like mobile, tablet and computer.

On a mobile or tablet device, Sitelink extension can show up to 8 links, which appears side-by-side on a single line. Here is an example of what the extension can look like with the site links inside the red box on a mobile or tablet:

Google AdWords Ad Extensions

You can include 2 to 6 sitelinks, which can sometimes also include short descriptions. On a computer Sitelink extension shows 2 to 6 links, which may appear on same line or with description up to two lines like:

Google AdWords Ad Extensions

2. Callout Extensions

Callout extensions are used to promote additional product features, business highlights or services.

Any short phrase that describes something special about your service or offers can be added as callout extensions in order to help your ad stand out. They can also be used to highlight special offers and promotions. For example:

Google AdWords Ad Extensions

You can add up to 2 to 6 callouts in addition to text of your ad. On computer, the callout extensions are separated by dots, and listed on a single line. On mobile and tablet devices, it is wrap in paragraph form.

3. Structured Snippet Extensions

Structured snippet extensions, allows you to highlight specific features of your products or services with a header and list of values.

Google AdWords Ad Extensions

On the computer, structured snippet extensions can show up to 2 headers with text. On mobile and tablet, it shows only one header with text.

Google AdWords Ad Extensions4. Call Extensions

Call extensions can be used to add a phone number to your ads. They give mobile users or device with calling facility, the option to click to call directly to your business. This can significantly increase click-through rates of your sites.

Remember that, Google Ads may set up automated call extensions when your website has a phone number and your business goals include getting people to call you.

Placing a phone number in ad text is against Google policy, which may lead to disapproval of your ad. Call Extension is the easiest way to add phone number to ad.

Scheduling of call Extension is also important. By scheduling it, you can set your business hours as a specific time to answer the call.

5. Message Extension

Message extensions is like call extension. It allows people to see your ad and contact you directly by text message on clicking an icon. To book an appointment, get a quote or ask any information people can contact you by one click on your ad. It is another way to get in touch with your customers.

When you have set business goals in your website of getting people to message you then Google Ads may set automated message extensions.

Google AdWords Ad Extensions

Message extensions can show only in devices having the facility of sending and receiving text messages. If someone clicks on your ad with a message extension, then it will take them to their text messaging app with a pre-filled text message.

Creating message extensions can help you grow your business by making it easy for people to contact you.

5. Location Extensions

Location extensions can show your address in ads to help people find your locations easily by maps or distance to your business. By clicking on your ad extension, people could get details about business location, hours, photos, directions, etc.

Google AdWords Ad Extensions

As you can see, this helps the ad to stand out, shows that the advertiser is a local business, and gives the searcher an idea about where the business is located and also gives directions, in case they would like to visit the person.

Location extensions may also include a phone number or call button so that users can easily call your business. It can show your business location differently depending on device – mobile and computer also in various formats on Search Network, Display Network and Google Maps.

6. Affiliate Location Extensions

Affiliate extensions help people to find nearby stores that sell your product through retail chains. Hence, if you are a retailer and selling through retail chain, affiliate location extension will help people to find stores nearby them that sells your product.

Google AdWords Ad Extensions

Above is an example of affiliate location marketing. It shows the nearby store location, which sells your product. On mobile, the person can tap to get directions to the store.

Google AdWords Ad Extensions6. Price Extension

Price extensions can be used to show your offers, services or list of products with their prices. It appears below your text ad on search result page, which gives more information to customers without visiting your website. On mobile or computer, it can show up to 8 cards below your text ad.

The price extensions will directly take people to the page on your website, when they click on your ad with price menu.



Google AdWords Ad Extensions7. App Extension

App extensions allow linking your app to the text ad. This can allow people to go to your website by clicking on headline of your ad and download your app with the app extension provided below your text ad.


App extension appears only on devices like mobile and tablet. By clicking on the app link, it will directly take them to app store, whether it be google play store on android or apple app store on iOS.

8. Promotion Extension

Promotion extensions can be used in your text ads to highlight your offers, sales and promotions. It can be used in attract more people to your business by giving best offers in your ad.

Promotion extension displays up to 2 lines of text that include promotion details.

Google AdWords Ad Extensions

When someone clicks or taps on the extension, they go directly to the special offer that interests them on your site. Promotion extensions appear on all devices in different formats. On the Google search result page, an ad appears on the top and bottom of the page. It can be used on special occasions.

Automated Extensions

Automated as the name itself suggest it is automatic. Google Ads creates automated extensions, automatically and shows below your ad. It helps to drive new customers to your website.

Here are different types of automated extensions:

  • Automated call extensions
  • Automated message extensions
  • Dynamic Sitelink extensions
  • Dynamic structured snippet extensions
  • Automated location extensions
  • Seller rating extensions
  • Dynamic callouts extensions

1. Automated Call Extensions

Google AdWords set up automated call extensions, automatically when your website specifies that your business goal is to get a call by people. It appears on the device with calling facilities like mobile and tablets and looks the same as manual call extensions.

2. Automated Message Extensions

Google Ads set up automated message extensions, automatically when your website specifies that your business goal is to get a message by people directly to your business. This extension looks the same as the manual message extension.

3. Dynamic Sitelink Extensions

Dynamic Sitelink extensions are like manual Sitelink extensions. But the difference is that Google Ads automatically chooses the right link and pages about service or product, what people want to know or buy from your website. Main benefit of dynamic sitelink extensions are that they are automatically created. Manual sitelinks will always show instead of dynamic sitelinks, if available and if the extension is applicable for the ad.

4. Dynamic structured snippet extensions

Google Ads automatically create dynamic structured snippet extensions. It shows additional highlights about your product or service features in your ads. It gives more information about your business to people. Google displays your ads in the form of categories of the content found on your site.

5. Automated Location Extensions

Automated location extensions are like manual location extensions. They show your ad with the address of the business location. They can also show the distance to your business location.

Automated location extensions may also show phone number or call button so customers can easily get in touch with your business.

6. Seller Rating Extensions

Seller rating extensions show rating of your business. Ratings are based on a survey of comprehensive business reviews. They show below text ads and allow people to find a business that offers high-quality service. Seller ratings can help to get business leads.

Google AdWords Ad Extensions

Seller rating extensions are displayed as above image under URL with star ratings and number of reviews. The ratings only show when a business has 150 unique reviews and a composite rating of 3.5 stars or higher.

7. Dynamic callouts extensions

Dynamic callouts extensions show additional text under your text ad that highlights your products and services. Google automatically sets up the information that is necessary to include which help people to find about your business. They are like manual callouts extensions and separated by dots.

Benefits of Ad Extensions

  • More clicks: Ads with extensions take up more space in the search engine results page. If you provide additional relevant info, which will drive more clicks.
  • 10-15% Increase in CTR (Click Through Rate) according to Google
  • Use the change history report to track how performance has changed since adding or removing an extension.
  • Ad extensions on mobile have a huge impact on CTR. The growth of mobile paired with Google’s mobile optimization efforts results in an extremely natural user experience between the searcher and ad extensions.
  • Control CPC’s with bids, not by removing ad extensions.
  • Improve Quality Score and Ad Rank FOR FREE: FREE = enabling ad extensions = improved quality score. This is a free way to improve your quality score.
  • Set up as many appropriate extensions as possible. Google chooses the best performing combinations of ad extensions to display.

Download e-book: How Google Ads can grow your small business (AdWords Guidelines)


Please enter your comment!
Please enter your name here