Ad Extensions in Google Ads
Posted: Wed Jan 22, 2025 8:16 am
What are Google Ads ad extensions and what are they for?
Google Ads ad extensions are add-ons to search ads in different types that we will see later. They are an important part of text ads as they provide additional information, facilitate user interaction with your company and can improve the quality level by increasing the click-through rate (CTR), since making the ads much more attractive will increase the click-through rate and, in many cases, will also improve the conversion rate.
At a communication level, they are a very useful tool since, as they are text ads with limited characters by Google, they allow you to explain many more of your company's virtues.
Google Ads ad extensions are one of three main factors that influence the price hospital contact email database you pay for your ads, along with bids and quality score.
Adding extensions to our ads does not guarantee that they will always be displayed. An extension is displayed with the ad when:
The extension (or combination of extensions) is considered to improve performance.
The position and ad rank are high enough. Google Ads requires a minimum ad rank to display extensions, which is also taken into account when calculating this rank.
There are two types of ad extensions:
Manual ad extensions, which are those that have to be configured by the advertiser themselves.
And, automatic extensions , which are those that Google incorporates directly when it considers that they can improve the performance of our ad.
Below we will analyze the most important types of manual and automatic extensions.
Types of Google Ads ad extensions based on your advertising objective
In order to optimally choose which types of extensions we are going to use in our ads, it will depend on our advertising objective .
OBJECTIVE 1: Get customers to buy in your business's physical establishment.
If the goal is for users to come to our establishment, whether it is a restaurant or a store, the extensions we should use are:
Location extensions:
Location extensions allow you to display your business's location, a map with the location and distance to it, as well as the phone number so users can call directly from the extension itself. The latter is only allowed from mobile devices.
Location extension example
Affiliate Location Extensions:
Win customers!
Affiliate location extensions are used to add the location of stores that sell your product. These extensions will therefore help users know where they can buy your product. In this case, you do not need to link it to your Google My Business account.
Callout Extensions:
Callout extensions allow you to include additional text to display more detailed information about your business and your products/services.
Callout extension example
OBJECTIVE 2: Get users to communicate with us.
Call extensions:
The call ad extension is used to add your phone number to your ad, giving users the option to click and call you directly from the ad.
OBJECTIVE 3: Get users to leave their data.
Lead Form Extensions:
The lead form extension is an extension in which the user can generate a lead from the same ad and without having to navigate the website.
OBJECTIVE 4: Get users to download an application.
If your goal is to get users to download your app, you should use the app extension.
Application Extensions:
If you have an app, you can use this extension to display a direct download link in the ad. They will only appear on mobile devices or tablets.
Example of app extension
OBJECTIVE 5: Get users to convert on our website.
If this is our goal, we should use the following extensions to direct users to our website:
Sitelink Extensions:
Sitelink extensions are used to direct users to specific pages on your website, such as a specific product or store opening hours. At least two sitelinks must be created. These extensions appear below relevant ads displayed at the top and bottom of Google search results.
Google Ads ad extensions are add-ons to search ads in different types that we will see later. They are an important part of text ads as they provide additional information, facilitate user interaction with your company and can improve the quality level by increasing the click-through rate (CTR), since making the ads much more attractive will increase the click-through rate and, in many cases, will also improve the conversion rate.
At a communication level, they are a very useful tool since, as they are text ads with limited characters by Google, they allow you to explain many more of your company's virtues.
Google Ads ad extensions are one of three main factors that influence the price hospital contact email database you pay for your ads, along with bids and quality score.
Adding extensions to our ads does not guarantee that they will always be displayed. An extension is displayed with the ad when:
The extension (or combination of extensions) is considered to improve performance.
The position and ad rank are high enough. Google Ads requires a minimum ad rank to display extensions, which is also taken into account when calculating this rank.
There are two types of ad extensions:
Manual ad extensions, which are those that have to be configured by the advertiser themselves.
And, automatic extensions , which are those that Google incorporates directly when it considers that they can improve the performance of our ad.
Below we will analyze the most important types of manual and automatic extensions.
Types of Google Ads ad extensions based on your advertising objective
In order to optimally choose which types of extensions we are going to use in our ads, it will depend on our advertising objective .
OBJECTIVE 1: Get customers to buy in your business's physical establishment.
If the goal is for users to come to our establishment, whether it is a restaurant or a store, the extensions we should use are:
Location extensions:
Location extensions allow you to display your business's location, a map with the location and distance to it, as well as the phone number so users can call directly from the extension itself. The latter is only allowed from mobile devices.
Location extension example
Affiliate Location Extensions:
Win customers!
Affiliate location extensions are used to add the location of stores that sell your product. These extensions will therefore help users know where they can buy your product. In this case, you do not need to link it to your Google My Business account.
Callout Extensions:
Callout extensions allow you to include additional text to display more detailed information about your business and your products/services.
Callout extension example
OBJECTIVE 2: Get users to communicate with us.
Call extensions:
The call ad extension is used to add your phone number to your ad, giving users the option to click and call you directly from the ad.
OBJECTIVE 3: Get users to leave their data.
Lead Form Extensions:
The lead form extension is an extension in which the user can generate a lead from the same ad and without having to navigate the website.
OBJECTIVE 4: Get users to download an application.
If your goal is to get users to download your app, you should use the app extension.
Application Extensions:
If you have an app, you can use this extension to display a direct download link in the ad. They will only appear on mobile devices or tablets.
Example of app extension
OBJECTIVE 5: Get users to convert on our website.
If this is our goal, we should use the following extensions to direct users to our website:
Sitelink Extensions:
Sitelink extensions are used to direct users to specific pages on your website, such as a specific product or store opening hours. At least two sitelinks must be created. These extensions appear below relevant ads displayed at the top and bottom of Google search results.