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What are Ad Extensions and why are they useful for Business?

An Ad Extension is a feature that shows extra business information with your Google Search ad. This could be an address, phone number, shop rating or more web page links. By adding extra information, you create more reasons for people to click on your ads.

There’s no cost to adding extensions. You’re either charged as normal for clicks on your ad, or if people click to take action on your ad extensions. Taking action on an ad extension would include clicking a download button (app extensions), a call button (call extensions) or a directions icon (location extensions). AdWords charges no more than two clicks (per impression) on each ad and its extensions. The only ad extension clicks which Google don’t charge for are review extensions and seller ratings.

Here’s a couple of examples of ads which show ad extensions we have set up for clients. The first is from a desktop search and the second from a mobile phone search:

ad extension example 1

The web extensions are shown in blue and take people to specific web pages. The phone number (shown on the mobile ad) allows people to call straight from their mobile phone. As you can see, the extensions help to draw people’s eye to specific pages they might be interested in and allow the ad to be more targeted. They improve the visibility of your ad and can therefore improve the total number of clicks on your ad.

One thing to note is that simply adding extensions won’t guarantee that they will show with your ad. Adwords will only show one or more extensions with your ad when it calculates that the extensions will improve your performance, and when your Ad Rank is high enough for it to appear. If your ad extensions aren’t showing, you may need to increase your bid or your ad quality (or both) in order for your extensions to show.

Even if you don’t set up your own ad extensions, AdWords creates and displays automated extensions to your ad when it predicts that they’ll improve your ad’s performance. If you’d rather control what appears in your ad extensions you will need to manually create your own when creating your search engine ads.

We recommend using ad extensions to add value to your ad and to make it more eye catching. They offer additional ways for users to find out more about your business or interact with your ad, such as making a phone call to your business or providing more links to your website, making them valuable additions. For help setting up search engine ads and ad extensions, get in touch.


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