Ad Extensions on Google Ads

What is an ad extension on Google Ads? 

A standard Google Ads ad consists of headlines, a description, and a URL. Extensions, as the name suggests, are there to complement and add information to the original ad. These extensions can be clickable or non-clickable and work on both desktop and mobile. 

Why is it important to use them? 

• They're free! Using them comes with no additional cost. 
• They allow your ad to take up more space on the page, making it more visible — especially on mobile. Note that nearly 70% of Google searches now happen on mobile devices.
• They provide users with more information, which helps drive more qualified traffic. 
• The presence of extensions plays a role in your ad ranking. We invite you to read (or re-read) our article on Quality Score for more details.

=> Ad extensions can be configured at the account, campaign, or ad set level. 

There are currently 12 extensions, and our recommendation is to always use as many as possible for the reasons mentioned above — as long as they're relevant to your business. That said, if you're short on time, we advise using at least these 3 extensions: 

1. Sitelink extensions: These are clickable links that appear below your ad and direct users to specific pages on your site. The goal is to reduce the number of clicks needed to reach the product page the user is looking for. Depending on the device and how many links you've set up, between 2 and 6 will appear below your ad.

2. Structured snippet extensions: A line that appears below your ad description and highlights the key features of your products or services. Users can get a quick overview of what you offer at a glance. 

3. Callout extensions: These look similar to structured snippets, but their purpose is to inform users about your unique selling points. It's a more sales-driven approach. 

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You can also add other extensions depending on whether your client has physical locations or sells a limited range of products, for example. Here is the full list: 

4. Price extensions: Provide the key information of pricing for 3 to 8 products. You need at least 3 different products to use this extension. 

5. Promotion extensions: While promotional offers are often mentioned in the ad headline, these extensions can be a great complement during sales events or Black Friday, for example. 

6. Location extensions: These are clickable extensions that take users directly to Google Maps with directions to your point of sale. 

7. Affiliate location extensions: Apply to brands that don't have their own points of sale but are sold through other retailers, like Nutella in supermarkets, for example. 

8. Image extensions: Still in beta but very useful for making your ad more visual and eye-catching. 

9. Lead form extensions: Allow users to interact with your ad quickly without being redirected to another tab or your website. The form opens and can be filled out directly from the search results page. 

10. App extensions: These let you promote your app within your Search ad and link to download platforms such as the Apple App Store or Google Play. Not to be confused with Google Ads App promotion campaigns, which are specifically designed for app downloads. 

11. Review extensions: Highly relevant for restaurants, for example, these extensions display user reviews and are instantly recognizable thanks to their star ratings.

12. Call extensions: Very useful for bookings or urgent appointment scheduling!

13. SMS extensions: Useful for simplifying customer communication and reducing the load on your phone support. You can personalize and automate messages based on the most frequently asked questions you receive.  

Want help with Google Ads or your broader digital marketing strategy? Don't hesitate to reach out!

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Ronan Lecointre
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