Everything You Need to Know About Ad Extensions

Everything You Need to Know About Ad Extensions
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Ad extensions are an vital a part of optimizing your paid search advertisements.

They may also help you acquire a aggressive edge, enhance efficiency, and enhance CTR.

Ad extensions additionally issue into advert rank.

Some of those extensions are guide, which means you’ve gotten to set them up your self.

Others are computerized, which means they’re mechanically utilized when sure situations are met.

And some extensions will be each.

Manual Extensions

Many guide extensions can be found to you. But this doesn’t imply you’ve gotten to use all of them.

Instead, take a step again and develop a complete messaging technique for advertisements and extensions.


Sitelinks take folks to particular pages in your website.

Sitelinks present in a wide range of methods relying on machine, advert place and different elements.

You can add sitelinks on the account, marketing campaign, or advert group stage.

You can specify the hyperlink textual content (the textual content that shows within the advert) and URLs (the pages they click on to).

Sitelinks can both be guide or computerized.

Sitelinks can either be manual or automatic

When to Use

Sitelinks are related to most accounts.


  • You can embody sitelinks to your small business’s LinkedIn, Twitter, Facebook and YouTube pages.
  • Each sitelink inside a marketing campaign or advert group should land on a singular URL.
  • Relevancy and good Quality Scores assist sitelinks impression extra usually.
  • You could make sitelinks particular to cell by ticking off the machine desire field when constructing the sitelink.


Callout advert extensions allow you to embody further textual content to spotlight particular details about your small business’s services and products.

Callouts will present in a wide range of methods relying on machine and different elements.

You can add callouts on the account, marketing campaign, or advert group stage.

You select the place to add them, create the callout textual content, and schedule while you’d like them to seem.


When to Use

Callouts must be used to spotlight differentiators.

They’re usually used to promote particular affords, akin to free transport.

Think of them as advantages (vs. options) in your promoting.


  • You should create a minimal of two callouts to ensure that them to impression. Google recommends creating the utmost quantity, which is 4.

Structured Snippets

Structured snippet advert extensions permit you to spotlight sure features of what you’re promoting.

If you’re promoting a resort, for instance, you would possibly function among the resort’s facilities (e.g., free Wi-Fi, a enterprise middle, a health middle).

If you don’t embody structured snippets inside your campaigns, Google might mechanically embody dynamic structured snippets.

Structured Snippets

When to Use

Use structured snippets to deal with tangibles.

Think of those as options (as opposed to advantages).


  • You want a minimal of three snippets for this extension to impression together with your advert.
  • Snippets should be intently associated to your header, in any other case they might not impression.

Call Extensions

Call extensions permit you to add telephone numbers to your advertisements.

When name extensions present, folks can click on to name your small business immediately, with out having to key in your telephone quantity.

When to Use

Use name extensions when you have a staff that may deal with telephone calls.

These extensions work nicely for potential prospects who know precisely what they need and don’t need to spend time clicking by to your web site and finding your telephone quantity.

Message Extensions

Message extensions permit folks to click on in your advert and make contact with you by textual content message.

You create a message upfront. That message is then pre-populated within the particular person’s messaging app after they click on.

You can add message extensions on the account, marketing campaign, advert group, or advert stage.

Message extensions can run on any search marketing campaign, advert group, or advert.

When to Use

This is one other manner to make it straightforward for potential prospects to attain to you.


  • Worried you’ll be overwhelmed by a lot of textual content message? There are workarounds. For instance, you may join your message extensions to third-party chat software program; mechanically ship textual content messages to e-mail; ot schedule message extensions so that they present solely throughout enterprise hours.

Location Extensions

Location extensions assist folks discover your small business.

These extensions present your small business tackle, telephone quantity, and a map marker together with your advert textual content.

On cell, they embody a hyperlink with instructions to your small business.

Location extensions

When to Use

Use location extensions when you’ve gotten a bodily premise you need customers to discover, akin to a retail location.

These extensions may also help drive foot visitors to your retailer.


  • You can add a number of addresses by linking your account to Google My Business and concentrating on your advertisements round your small business addresses.
  • In order for location extensions to present, you should hyperlink your Google My Business account to your Google Ads account.

Affiliate Location Extensions

Affiliate location extensions assist folks find close by retail shops that carry your merchandise.

These extensions usually are not obtainable in all nations.

When to Use

Location extensions are notably suited to retail chains and auto sellers or every other kind of enterprise the place associates carry your merchandise.

Price Extensions

Price extensions seem beneath your advert and present particular merchandise and pricing info.

They can show in a pair other ways:

Price Extensions 1Price Extensions 2

Each worth extension has its personal hyperlink.

People who click on in your worth extension might be taken straight to the product in your web site.

When to Use

Use these extensions while you need to spotlight a specific services or products.

They may also help you progress stock quicker.


  • Even in case your product isn’t the most cost effective one in the marketplace, worth extensions can nonetheless be a helpful lead qualifier.
  • Ads with worth extensions can have greater click-through charges than those who don’t, in accordance to some case research.

Promotion Extensions

Promotion extensions allow you to spotlight gross sales and promotions in your advertisements:

Promotion extensions

You select the label (showing in daring). Here the label used is “Deal,” however you need to use different labels (e.g., “Back-to-school” or “Mother’s Day”).

When to Use

Use these extensions any time you’ve gotten a particular sale or deal you need to promote.

App Extensions

App extensions permit you to embody a hyperlink to your cell or pill app in your advert.

When to Use

Use this extension If you’ve gotten a cell app that’s dwell in Google Play or the Apple App Store.

Automated Extensions

Automated extensions mechanically pull information from varied sources, akin to touchdown pages and different advertisements, to create extensions on your advert.

To view metrics for automated extensions, go to the Ad Extensions tab in Google Ads.

Go to the “View:” drop-down, and select “Automated extensions report.”

Seller Ratings

Seller score extensions are used to spotlight companies with excessive buyer scores.

Seller scores present a mix of data and critiques.

You usually are not charged for clicks on vendor score extensions.


  • In most circumstances, vendor scores solely present when a enterprise has 150 distinctive critiques and a composite score of three.5 stars or greater.

Other Automated Extensions

Other automated extensions in Google Ads embody:

  • Dynamic callouts.
  • Dynamic structured snippets.
  • Dynamic sitelink extensions.
  • Automated name extensions.
  • Automated message extensions.
  • Automated location extensions.

All of those automated extensions function in an analogous manner as their guide equivalents.

You can choose out of many of those automated extensions.

From the Ad Extensions tab go to the “View:” drop-down, and select “Automated extensions report.”

Bing Ads Extensions

Bing Ads extensions embody:

  • Sitelink extensions.
  • Enhanced sitelinks.
  • Location extensions.
  • Call extensions.
  • Callout extensions.
  • Review extensions.
  • Structured snippet extensions.
  • App extensions.
  • Image extensions.

As you may see, these advert extensions are comparable (for essentially the most half) as these supplied by Google Ads.

However, there are just a few variations, a few of that are famous beneath.

Location Extensions

Location extensions in Bing give iPhone customers a straightforward manner to name for a trip to your small business.

The Get a Ride function for location extensions permits customers to click on the trip icon, which launches the Uber app. If customers are logged in to their Uber account, the vacation spot might be pre-populated with their tackle.

When to Use

Use location extensions if your small business desires to encourage native visitors, akin to a storefront or restaurant.

Image Extensions

Image extensions permit advertisers to add photographs to their advertisements to seize consideration and enhance model recognition.

Image extensions

When to Use

Use these extensions any time you need your advert to stand out visually.


  • You can affiliate up to six photographs with every marketing campaign or advert group.
  • You can level to a singular URL with every picture.

Review Extensions

Review extensions are a good way to spotlight buyer critiques on the advert stage on Bing.

Clicks on assessment extensions are freed from cost and direct folks to third-party critiques.

Google lately sunsetted this product, however Bing nonetheless has it.

Review Extensions

Image Credits

Featured Image: Paulo Bobita
All screenshots: Taken by writer

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