11 Google Ads Extensions You Should Use To Increase Your Ad Engagement

Note: As of September 15, 2022, Google Ads Extensions are now called Google Ads Assets.

Are you investing heavily in Google Ads without seeing the results you want? Simply bidding on keywords isn’t enough; Google favors ads that enhance the user experience.

Google Ads Extensions (now Assets) are essential tools for improving your ad visibility and engagement. By using the right extensions, you can boost your click-through rates (CTR) and overall campaign performance.

For example, Accor Hotels saw a 14% increase in conversions and a 19% boost in CTR by leveraging Google Ads Extensions. In this article, we’ll explore the various types of ad extensions, their benefits, and best practices for maximizing their impact.

Key Takeaways

• Google Ads Extensions add extra details to your ads.
• They boost click-through rates and improve lead quality.
• There are main 11 types, including sitelink, callout, and structured snippets.
• To get the best results, write engaging text, test different extensions, and keep them updated.

What Are Google Ad Extensions?

Similar to their names, Google ad extensions extend your ads with details that will enhance the user experience. They are nothing but additional information in the main body of your ad. Several types of ad extensions serve their purpose by providing direct call-to-action links or other information.

For example, in the ad given below, Maybelline has added Google ad site links like Lipstick Makeup, Foundation makeup, Face Makeup, and Foundation Filter.  This encourages the user to click on the link for more information or to buy an item.

Benefits Of Using Ad Extensions

If your ads are getting low clicks and impressions, then this is the right time to invest in ad extensions. These are some benefits you will get while using the extensions in your ad.

1. Additional Information for Users

When people see an ad, they usually want more details, like contact info or addresses. Stuffing all this into the ad can quickly eat up your character limit. Google Ads Extensions solves this problem by letting you add extra info just once. You can then apply these extensions across different ads and campaigns, so you keep your main ad text clean and still provide all the essential details.

2. Increases Click-Through Rate

Adding extra details to your ads makes them more appealing and encourages more clicks. Google Ads Extensions lets you include this extra info effortlessly. When users see more valuable content, they’re more likely to click, leading to higher click-through rates (CTR) and a better quality score for your ads.

3. Gives Qualified Leads

When Google Ads Extensions provide extra details about your business, they attract more clicks from high-quality users who are genuinely interested in what you offer. This means you’re more likely to get leads who are ready to engage with your business.

4. Ads Get Authentic

Adding details like your contact number and address through ad extensions makes your ads look more genuine. This extra information helps build trust with users, making them more likely to reach out and interact with your business.

5. Saves Ad Spend

With improved click-through rates (CTR) and higher-quality leads from Google Ads Extensions, your ad quality gets a boost. As a result, your cost-per-click (CPC) decreases. So, you end up paying less while still reaping all the benefits, which helps lower your overall ad spend.

6. Improves Ad Rank

When Google Ads Extensions boost your click-through rate (CTR) and enhance your ad quality, it directly improves your ad rank. Higher CTR and better ad quality mean your ad rank rises, helping your ads show up higher in search results.

Where can I find Ad Extensions in the Google Ads interface?

To view and manage your ad extensions in Google Ads:

1. Sign in to your Google Ads account.
2. Navigate to the Campaigns section in the left-hand menu.
3. Click on Assets from the drop-down options.
4. Here, you can see a detailed list of all your active and scheduled ad extensions, allowing you to review and manage them efficiently.

11 Google Ad Extensions You Should Use To Boost Your CTR

1. Sitelink Extension

Sitelink Extensions enhance your Google Ads by adding extra links beneath your main ad text. These additional links direct users to specific pages on your website, such as product categories, special promotions, or important informational pages. By offering more navigation options, sitelink extensions improve the user experience and increase the likelihood of clicks, as users can find exactly what they’re looking for more easily.

How To Use Them Effectively:

To use sitelink extensions effectively, follow these guidelines:

1. Select Relevant Links: Choose sitelinks that match your audience’s interests and align with the goals of your ad. For example, if you’re running an ad for a clothing store, include sitelinks to different clothing categories like “Men’s Shoes Sale,” “Women’s New Arrivals,” or “Seasonal Specials.”
2. Direct to High-Value Pages: Ensure that the sitelinks lead to pages that offer valuable, actionable information. For instance, a sitelink titled “Free Shipping Details” should direct users to a page with clear information about shipping policies.
3. Regular Updates: Keep your sitelinks current by updating them to reflect new promotions or seasonal offerings. For example, if you’re running a holiday sale, update the sitelinks to include “Holiday Discounts” or “Limited-Time Offers.”
4. Engaging, Concise Text: Use text that captures attention and encourages clicks. For example, instead of just “Products,” use “Discover Our Best-Selling Products” to make the link more appealing.

Example:

Imagine you’re running a Google Ad for an online electronics store. You could use sitelink extensions like:

• “Shop Laptops” – Directs users to the laptops section of your site.
• “Current Promotions” – Takes users to a page with ongoing deals and discounts.
• “Customer Reviews” – Leads to a page featuring customer testimonials and reviews.
• “Contact Us” – Directs users to your contact page for support or inquiries.

By using sitelinks that are relevant and well-crafted, you make your ads more engaging and useful, ultimately driving better results.

Who Should Use Them:

Sitelink Extensions are beneficial for a range of businesses, including:

• Retailers like jewelry ecommerce businesses showcasing different product categories or promotions.
• Service Providers like laptop repair or plumbing services highlighting specific services or special offers.
• Restaurants offering links to menus, reservation pages, or location information.

2. Callout Extension

Callout ad Extensions add extra text to your Google Ads, allowing you to highlight key selling points or unique aspects of your business. Unlike sitelinks, they don’t link to additional pages but provide additional information right in the ad, such as free shipping, 24/7 support, or price guarantees. This extra text helps make your ad more compelling and informative.

How To Use Them Effectively:

To maximize the impact of callout extensions, emphasize your business’s key benefits and unique selling points. Use brief, attention-grabbing phrases that clearly communicate what sets your business apart. For instance, you might highlight offers like “Free Shipping,” “24/7 Customer Support,” or “30-Day Money-Back Guarantee.” Make sure these callouts resonate with your target audience and complement your ad’s overall message.

Example:

If you run an online apparel store, your callout extensions could include:

• “Free Shipping on Orders Over $50” – Highlighting a valuable offer.
• “24/7 Customer Support” – Emphasizing exceptional service.
• “Price Match Guarantee” – Showcasing a competitive edge.

These callouts reinforce the ad’s appeal and help attract potential customers by clearly communicating the benefits of choosing your business.

Who Should Use Them:

Callout Extensions are ideal for businesses looking to highlight key features or benefits directly in their ads. They are especially useful for:

• Grocery Stores or Home Appliances showcasing promotions, shipping offers, or special guarantees.
• Healthcare & Transportation emphasizes unique aspects like 24/7 support or satisfaction guarantees.
• Cafes featuring delivery options, special hours, or daily specials.

Pro Tip: Use different extensions for various campaign types. For search campaigns, prioritize sitelinks and callout extensions, while for display campaigns, image and video extensions can enhance visibility.

3. Structured Snippets Extension

Structured Snippets Extensions allow you to provide additional, organized information about your products or services directly in your ad. They display specific attributes, such as types of products, services, or categories, in a structured format. This helps users quickly understand what your business offers and makes your ad more informative and appealing.

How To Use Them Effectively:

To use structured snippets effectively, choose relevant headers that clearly define the information you want to highlight. Under each header, provide concise and informative details that showcase your offerings. For example, if you run a travel agency, you might use the header “Destinations” and list “Paris,” “Tokyo,” and “New York” as key destinations. Ensure that these snippets align with the main message of your ad and cater to what your audience is looking for.

Example:

If you operate a furniture store, you could use structured snippets with the header “Types” and include details like “Sofas,” “Dining Tables,” and “Office Chairs.” This clearly informs potential customers about the main product categories you offer, making it easier for them to find what they need and improving the relevance of your ad.

Who Should Use Them:

Structured Snippets are beneficial for businesses that offer a range of products or services, including:

• Furniture Business showcasing product categories or brands.
• Gym & Fitness listing specific services or specializations.
• Travel Agencies highlighting destinations or types of trips.

4. Call Extension

Call Extensions add a clickable phone number to your Google Ads, allowing users to call your business directly from the ad. This feature helps generate leads by making it easy for potential customers to reach you with just a tap, which is especially valuable for businesses that rely on phone inquiries.

How To Use Them Effectively:

To use call extensions effectively, make sure your phone number is correctly listed and visible in your ad. Set up call extensions to display during your business hours to ensure calls are answered promptly. Incorporate a call tracking number if you want to monitor call performance and gather insights. Consistency is key, so the number shown in your ad should match the contact details on your website.

Example:

If you run a local plumbing business, you could set up a call extension with your phone number, “555-444-3333,” which appears alongside your ad. Ensure this number is available during your business hours and matches the contact number listed on your website.

Who Should Use Them:

Call Extensions are particularly useful for:

• Service Providers who need to drive phone inquiries, such as lawyers, plumbers or electricians.
• Lawyers – Law Firms providing consultations and services.
• Local Businesses like restaurants or real estate agents that benefit from direct customer contact.

5. Lead Form Extension

Lead Form Extensions allow you to capture user information directly from your Google Ads without requiring them to visit your website. When users click on your ad, a form pops up where they can quickly provide their contact details. This feature streamlines the lead generation process and helps businesses collect potential customer information efficiently.

How To Use Them Effectively:

To use lead form extensions effectively, design a straightforward form that includes only the essential fields needed to capture leads, such as name, email address, and phone number. Ensure the form’s call-to-action (CTA) is engaging and encourages users to submit their information, like “Get a Free Quote Now” or “Request More Information.” Make sure the form is optimized for mobile devices to capture leads on the go. Once you receive leads, follow up quickly to turn these inquiries into potential customers.

Example:

If you run a landscaping business, you could use a lead form extension with a simple form asking for the user’s “Name”, “Email Address”, and “Phone Number”. Your CTA might read “Request a Free Consultation Today!” The form should be easy to complete on both desktop and mobile devices. After a user submits the form, promptly contact them to discuss their landscaping needs and schedule a consultation, enhancing the likelihood of converting the lead into a customer.

Who Should Use Them:

Lead Form Extensions are ideal for:

• Real Estate Agents seeking potential buyers or sellers.
• Educational Institutions capturing leads for courses or programs.
• Service Providers like plumbers, placement services or contractors who need to gather client information.

6. Location Extension

Location Extensions display your business address, phone number, and a map marker alongside your Google Ads. This extension helps users find your physical location easily, driving foot traffic to your store or office. It’s particularly useful for businesses with physical locations looking to attract local customers.

How To Use Them Effectively:

To use location extensions effectively, first ensure that your business address is correct and regularly updated. Linking your Google My Business account with Google Ads helps ensure that your location data is current and synchronized. In your ad copy, emphasize your physical location by including phrases like “Visit us in Downtown” or “Conveniently located on Main Street” to attract local customers who may be nearby.

Example:

If you operate a local coffee shop, set up a location extension with your address, “123 Main Street, Downtown,” and connect it to your Google My Business account. In your ad text, you could add “Stop by our Main Street location for a free coffee with purchase” to encourage nearby users to visit your shop. This helps potential customers find your exact location easily and motivates them to come in.

Who Should Use Them: Location Extensions are ideal for:

• Electronics and Gift Shops looking to attract local shoppers.
• Café, Restaurants & Bars aiming to increase foot traffic.
• Service Providers with physical locations, such as auto repair shops or dental clinics.

7. Affiliate Location Extension

Affiliate Location Extensions display addresses of stores that sell your products or services, even if they aren’t directly operated by your business. This helps drive traffic to retail partners who carry your items, making it easier for potential customers to find where they can buy your products locally.

How To Use Them Effectively:

To use affiliate location extensions effectively, make sure that the addresses of your affiliate stores are correct and consistently updated. Provide additional details, such as store hours and proximity to improve the relevance and visibility of your ads. Regularly check and refresh the list of affiliate locations to ensure that customers are directed to current and active retailers.

Example:

If you’re a shoe brand with products sold at multiple department stores, set up affiliate location extensions to show the addresses of stores like “ABC Department Store, 456 Elm Street” and “XYZ Mall, 789 Oak Avenue.” Make sure these addresses are up-to-date and include information such as store hours in your ad. This helps potential customers easily find nearby stores that stock your products, driving foot traffic to your retail partners.

Who Should Use Them:

Affiliate Location Extensions are ideal for:

• Consumer Electronics Stores who want to direct customers to stores that carry their products.
• Manufacturers looking to drive traffic to retailers.
• Franchises with multiple locations managed by different operators.

Pro Tip: Regularly test different ad extensions to see which performs best. Experiment with various combinations and monitor the results to optimize click-through rates and engagement.

8. Price Extension

Price Extensions showcase your products or services with pricing information directly in your Google Ads. This extension allows you to display up to eight different products or services, each with a price and description, helping users quickly understand the cost and make informed decisions before clicking on your ad.

How To Use Them Effectively:

Price Extensions lets you highlight up to eight different products or services with their prices directly in your Google Ads. To use them effectively, list your most popular or relevant items with clear pricing and brief descriptions. Ensure the prices are accurate and updated to reflect current offers. This helps users quickly see what you offer and how much it costs, making it easier for them to decide to click on your ad.

Example:

If you run a furniture store, you could use price extensions to display items such as:

• “Leather Sofa – $799”
• “Dining Table Set – $499”
• “Office Chair – $149”

Include a brief description with each item, like “Stylish and comfortable leather sofa” or “Durable dining table set for 6”. This approach helps potential customers quickly see the prices and offerings, encouraging them to visit your site to learn more or make a purchase.

Who Should Use Them:

Price Extensions are particularly useful for:

• Furniture Business or Apparel Business showcasing product prices and promotions.
• Service Providers offering fixed-rate services or packages.
• Painters, Business Card Manufacturers displaying prices for Service and Packages

9. Image Extension

Image Extensions allow you to add visual elements to your Google Ads by including images alongside your text ads. This extension helps capture users’ attention with high-quality visuals related to your products or services, making your ads more engaging and increasing the likelihood of clicks.

How To Use Them Effectively:

To use image extensions effectively, choose high-resolution images that are directly related to your ad’s content. Ensure these images are clear, engaging, and visually appealing to grab users’ attention. Regularly update the images to align with current promotions or seasonal changes. Use visuals that accurately represent your products or services to maintain relevance and enhance user engagement.

Example:

If you run a boutique bakery, you might use image extensions to showcase tempting visuals of your products:

• Image of a decorated cake with a caption like “Custom Cakes for Every Occasion”
• Photo of freshly baked pastries with the caption “Daily Fresh Pastries – Order Now!”

By using high-quality images of your cakes and pastries, you not only attract attention but also give potential customers a visual taste of what you offer, making them more likely to click on your ad and visit your bakery.

Who Should Use Them:

Image Extensions are ideal for:

• E-commerce Stores showcasing products.
• Bakery & Cafe displaying menu items or ambiance.
• Hotels & Resorts featuring Rooms, Pools or Views.

10. App Extension

App Extensions allow you to add a direct link to download your mobile app from Google Ads. This extension promotes app installs by providing users with a clear call-to-action to download or open your app directly from the ad, making it easier for potential users to engage with your app.

How To Use Them Effectively:

To use app extensions effectively, make sure your app aligns with the interests and needs of your target audience. Craft engaging, action-oriented text that clearly communicates the app’s key benefits or features, encouraging users to take action. Keep the extension up-to-date to reflect any new features or updates to your app. Ensure that the app’s landing page is optimized to convert visitors into users, with a clear download or install button and relevant information.

Example:

If you run a fitness app, you might use app extensions to attract users with text like:

• “Get Fit with Our App – Download Now for Personalized Workout Plans!”

Include a link that takes users directly to the app store where they can download the app. If you’ve recently added new features like a workout tracker or diet plans, update the extension to highlight these updates. This way, potential users see exactly what benefits they’ll gain and are more likely to download your app.

Who Should Use Them:

App Extensions are ideal for:

• Food Delivery & Booking Platforms looking to drive downloads.
• E-commerce Brands with mobile shopping apps.
• Health Apps & Streaming Services offering mobile-based services or tools.

11. Promotion Extension

Promotion Extensions allow you to showcase special offers or discounts directly in your Google Ads. This extension highlights promotions such as seasonal sales, black Friday sales, cyber monday, limited-time offers, or exclusive discounts, making your ad more attractive and increasing the likelihood of clicks by drawing attention to compelling deals.

How To Use Them Effectively:

To use promotion extensions effectively, clearly outline the details of your promotion, including any discounts or special offers and the duration of the deal. Ensure that the promotion complements your ad’s overall message and resonates with your target audience. Use compelling, concise language to create a sense of urgency, encouraging users to act quickly. Regularly update your promotion extensions to stay relevant with current sales or seasonal offers.

Example:

If you’re running a summer sale at your online store, you could use a promotion extension with text like:

• “Summer Sale! Get 20% Off All Items – Limited Time Only!”

Include the offer’s validity period, such as “Ends August 31st”, to create urgency. Ensure the promotion aligns with your ad’s message about summer deals and directs users to a landing page featuring the sale. This approach highlights the discount clearly, motivating potential customers to click on your ad and take advantage of the offer.

Pro Tip: Troubleshoot issues like missing extensions or disapproved content quickly. Regularly review your extensions to ensure they meet Google’s guidelines and function correctly across all devices.

Automated Google Ad Extensions

Automated Google Ad Extensions are tools that let Google Ads automatically create and manage extensions for your ads based on your content and website data. These extensions include sitelinks, callouts, and structured snippets, which help your ads stand out without you needing to manually set them up. They work by dynamically adding relevant information to your ads, improving their visibility and appeal to users. This means your ads can better match what people are searching for, potentially boosting your click-through rates and ad performance. Just keep an eye on them to make sure they’re aligning with your goals.

Note: Utilize Google Ads’ automation tools to manage and optimize ad extensions efficiently. Automated rules and scripts can help you adjust extensions based on performance and triggers.

Best Practices for Using Ad Extensions

Creating Compelling Extension Text: Craft extension text that captures attention by using clear, action-oriented language and relevant details. Incorporate long-tail keywords that reflect specific search intents to ensure your extensions align with users’ needs. Highlight unique selling points and compelling offers to make your ads stand out and encourage potential customers to click.

Optimizing Extension Performance: To maximize the impact of your ad extensions, regularly review and refresh them to align with current promotions, seasonal offers, or changes in your business. Implement A/B testing to compare different extension versions and identify which ones yield the highest engagement. Adjust your strategy based on performance metrics to continuously improve your ad effectiveness.

Tracking and Measuring Extension Impact: Track key performance indicators like click-through rates (CTR) and conversion rates to evaluate how well your ad extensions are performing. Use analytics tools to gather insights into their impact on your overall campaign success. By measuring these metrics, you can make informed decisions and refine your approach to ensure your ad extensions contribute positively to your advertising goals.

Conclusion 

Ad extensions can really transform your Google Ads game by making your ads more engaging and informative. They help you capture attention and drive more clicks by providing extra details that matter to your audience. To get the most out of them, keep your extensions updated and track their performance closely. Want to take your ad campaigns to the next level? Reach out to us today, and let’s make your ads shine!