06 Oct 2015

7 Ways to Improve AdWords Performance With Ad Extensions

October 06, 2015PPC Advertising

Last summer, Hal Varian, Google’s Chief Economist, created a great video titled Insights on the AdWords Auction. In that video, Varian talks about how proper formatting of ads can increase Ad Rank. Included in correct formatting standards are Ad Extensions, which allow you to provide more useful information about your business, enticing users to click your ad.

Hal Varian

If you are not using Ad Extensions, you should start now. As Varian says, having a “High” format impact can improve your Ad Rank. Having a higher Ad Rank can increase your position with a lower bid than a competitor with “Low” format impact resulting in more clicks at a lower cost-per-click. The good thing about Ad Extensions is that they are simple and straightforward to set up and almost every website can find a good use for at least one or two.

Ad Extensions are simple to find and to implement. The Ad Extensions tab is in the main navigation in the AdWords interface as seen below.

Ad Extension Navigation

App Extensions

How To:

  1. Select View: App Extensions under the main Ad Extensions tab.
  2. Then click +New App.
  3. Like all Ad Extensions, a pop-up will appear.
  4. Select the Mobile OS, either Android or iOS (if you have both then you will need to add the app for each).
  5. You will then look up your app in the App Store or in Google Play.
  6. Lastly you want to create the link text and the Final URL where visitors can ultimately download your app.

Description: It’s pretty straight forward: the App Extension allows a searcher to easily download your app.

Who Should Use Them? This extension is great for companies that have app-based technology – online banking, social networks, music, and so on. These are companies that primarily exist through their apps (think Uber or Venmo) or companies that have an app for something specific (think – a checking or bank account) that is much easier to access on an app rather than on a mobile website such as.

Example in red box:

App Extension

Call Extensions

How To:

  1. Select View: Call Extensions under the main Ad Extensions tab.
  2. Then click +Extension.
  3. You will want to select the campaign(s) that you want the call extension added to then click + New Phone Number.
  4. In the pop-up you will select the country that the phone number is from and enter the phone number you want calls to be directed to.

Description: The Call Extension allows a searcher to call your company instead of clicking through the ad and go to your website where they may or may not find your phone number readily accessible.

Who Should Use Them? The Call Extension is great for businesses that normally get leads from phone calls and especially if the services you offer are based on urgency. These businesses include types such as:

  • DUI Lawyers
  • Personal Injury Lawyers
  • Plumbers
  • Locksmiths
  • And a host of other local specialized services

If a potential customer just got into an auto-accident, they may be more inclined to call directly from an ad than going through your website and waiting to hear back.

Example in red box:

Call Extension

Location Extensions

How To:

  1. Select View: Location Extensions under the main Ad Extensions tab.
  2. Then click +Extension.
  3. In the pop-up you will be directed to sync your location through your Google My Business

Description: This is another straightforward Ad Extension. The Location Extension shows people your nearest storefront.

Who Should Use Them? Businesses with an online and brick and mortar storefront should use this extension. For example, a jewelry website that sells online and in a local store can benefit from the Location Extension, providing easy access to shoppers who may be nearby.

Review Extensions

How To:

  1. Select View: Review Extensions under the main Ad Extensions tab.
  2. Then click +Extension.
  3. You will want to select the campaign(s) that you want the Review Extension added to then click + New Review.
  4. The pop-up is shown below. You can select to show a paraphrased or exact quote. You must give your review a source and a URL to that source to prove it.

Review Extension Pop-up

Description: The Review Extension gives advertisers the ability to show good reviews outside of the ad text.

Who Should Use Them? Any company that has good reviews from credible sources online should include Review Extension. Like all Ad Extensions, the Review Extension will not show every time but according to Google a Review Extension can

Sitelink Extensions

How To:

  1. Select View: Sitelink Extensions under the main Ad Extensions tab.
  2. Then click +Extension.
  3. You will want to select the campaign(s) that you want the Sitelink Extension added to then click +Sitelink.
  4. In the pop-up you will write your link text and a Final URL for the destination you want visitors to go on your website.

Nike Sitelink Extension

Description: The Sitelink Extensions give more links for the user to click from. Having several options allows the user to select the link that is most specific to their search. It is a good idea to include a description with each Sitelink, adding more value and incentive to click. In the example above, the user searched for “nike running shoes.” With the added Sitelink Extensions and descriptions the user can then select if they want to see Women’s, Men’s, Custom or other types of running shoes.

Who Should Use Them? Almost any type of site should use Sitelink Extensions. Even if you only have a one page site, using different Sitelink titles allows you to have more headlines to catch the searcher’s eye and improve click-through-rate.

Callout Extensions

How To:

  1. Select View: Callout Extensions under the main Ad Extensions tab.
  2. Then click +Extension.
  3. You will want to select the campaign(s) that you want the Callout Extension added to then click +New Callout. In the pop-up you will write your Callout and save.

Description: Callout Extensions allow added text that highlight what makes your business different. Normally these callouts include promotions and benefits without having to use space in the actual ad text.

Who Should Use Them? Almost every website from Ecommerce sites to lawyers could benefit from Callouts to increase click-through-rate, especially for deals such as free shipping, X% off, warranties, awards won, Certifications, money back guarantees etc.

Structured Snippets –NEW!

How To:

  1. Select View: Structured Snippets Extensions under the main Ad Extensions tab.
  2. Then click +Extension.
  3. You will want to select the campaign(s) that you want the Extension added to then click + New Structured Snippet.
  4. In the pop-up you will see a drop-down containing several headers to include such as amenities, brands, styles etc.
  5. You will then fill in the values with the snippets related to the header.

Brands Structured Snippets

Description: Structured Snippets are a new Ad Extension and a variation of Dynamic Structured Snippets. The Structured Snippets allow you to highlight specific aspects of your company’s services or products. The new part allows you to control more of what Google shows.

Who Should Use Them? Structured Snippets can be used by a variety of types of businesses including apartment complexes, retail stores, airlines and schools.

Almost any website that is using AdWords to advertise can benefit from Ad Extensions. You may experience an increase in click-through-rate or possibly just benefit from an improved Ad Rank due to the proper formatting. If you are not using any Ad Extensions, do yourself a favor and take 20 minutes to upload some Callouts and Sitelinks to get started. Your improved ad will immediately pay dividends.

Questions or comments? We’d love to hear from you in the comments below.

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