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How Google Ad extensions can help you reach valuable customers on Search

Back to all resources

How Google Ad extensions can help you reach valuable customers on Search

Key takeaways

Calls, app downloads, or promoting seasonal offers:

whatever drives value for your business, there are a wealth of Google Ad extensions to help. Extensions enable you to show extra business information in your Search ads at no additional cost. And with the option to implement up to 20 in a single campaign, they’re the perfect way to get more value from your online ads.

Here’s how they work, why they are a must for almost all advertisers, and some of the most popular and useful extensions available.

1. What are Google Ad extensions?

2. Why are Google Ad extensions good for business?

3. Which Google Ad extensions should I be using?

1. What are Google Ad extensions?

Ad extensions are a quick and easy way to expand your Search ads, giving people more reasons to choose your business — at no extra cost.

There is a whole range of manual extensions you can choose to implement yourself, such as location information, price, and promotion callouts. These appear right below the meta description of your ad, providing users with additional strings of often clickable information.

Once you’ve set them up, machine learning technology selects which extensions to show in response to specific user queries, choosing those predicted to improve your ad’s performance.

2. Why are Google Ad extensions good for business?

Not only will extensions help increase the general visibility of your ads on Search but they can also help increase an ad’s click-through rate by several percentage points.

Extensions are suitable for just about every advertiser because of the range of options available and the ability to include useful business information as part of your ad. This allows you to maximise your ads’ content for a greater presence on the Search results page. The more options for extensions you add to your campaign, the more engaging your ad will be — and the more potential value you can generate for your business.

Because you can use Google Ads to measure the success of specific extensions, they’ll give you a better understanding of what works best in terms of turning leads into conversions.

Extensions are likely to help increase an ad’s click-through rate by several percentage points

3. Which Google Ad extensions should I be using?

Every business can benefit from extensions, whether you’re a larger enterprise using structured snippets to break down the services you offer or a smaller local business using call extensions to reach customers without the need to build your own website.

Here are some of the ways you can use Ad extensions to transform your campaigns, whatever the needs and goals of your business.

Reach more qualified leads with callout extensions

Callout extensions are 25-character text snippets added on to your ad that let you to call out key aspects of your business that might be of interest to potential customers, such as free shipping or ethical production.

They’ll help you land important brand messaging and USPs in a prime position in your ads. And when combined with structured snippets — an additional breakdown of categories or services — callout extensions allow online users to get a clear understanding of what your business does, so customers are well informed before they click.

Turn searches into sales with price extensions

When travel site TripAdvisor wanted to attract new customers and raise awareness of its price comparison features, the company turned to price extensions. The result? A 10% increase in conversions and a 4% increase in click-through rates.

Because price extensions allow you to show prices to customers before they click, they’re great for channelling customers to your site who are less likely to find your price points a barrier to purchase. Link your ads directly to products to speed up the journey — or highlight specific deals or offers with promotion extensions.

Maximise conversions with call and lead form extensions

There are a number of extensions that help drive potential customers to take specific actions. For example, call extensions provide a button that takes customers directly through to a phone call, creating a smooth transition between your ad and speaking to you directly.

Likewise, lead form extensions allow customers to contact you via a form located within your ad, foregoing the need for them to find an email or contact form on your website. Combined with location extensions, which show your business on a Google map, you’ll be able to utilise Search campaigns without the need for a highly curated website — or any website at all.

Improve your quality score with sitelink extensions

Sitelink extensions allow you to link people directly to specific parts of your website, from opening times to ways to order. Advertisers see a 20% increase in average click-through rate when four sitelinks are shown with their Search ads.¹

Because your quality score improves with your click-through rate, using sitelinks will help boost your overall ad performance on Search. Make sure those sitelinks perform the best they can by setting up plenty per campaign, linking directly to well-performing pages with unambiguous titles.

Optimise for modern search with image and app extensions

There are many Ad extensions to help you tap into how the modern customer thinks and acts on Search. 86% of consumers say they expect photos to be a feature businesses offer when shopping online,² which is why image extensions can help you gain a visual upper hand over your competition.

Similarly, app extensions can aid you in driving valuable users to download or use your app if they already have it installed. When an extension appears for them, users will be able to go to your app or a relevant app store straight from your Search ad.

Whether you opt for manual or automated extensions, it’s a good idea to use all the options relevant to your business goals. You can find a full list of available extensions and how to implement them on Google Ads Help.

1 Internal Google Data from the GA Extensions newsletter
2 Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU, IN, CN, BR, MX, ES, ZA, KR, n=300 online consumers, 18+ per market, Jan. 28-31, 2021

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