Ad extensions are pieces of information that are shown separately under your PPC ad. They help in creating specificity and give the user a more prominent ad to click on.

A lot of time and effort goes into optimizing the content for PPC ads, but by adding multiple extensions, the ad’s overall performance grows as well. In this scenario, more content is a good choice.

Types of Ad Extensions:

There are currently 10 unique Ad extensions in the Google Ads platform. Each has its specifics and potential to greatly enhance the CTR and conversion rate of your ad. Let’s take a quick look at them and find what suits you best.

Sitelink Extensions

Sitelink extension is the MVP of PPC ads. It has a proven track record of compelling the users to become twice as likely to click on your ad when it has sitelinks. Sitelinks direct people to specific parts of your webpage from the ad, like product pages, about us page, contact us page, etc.

Sitelink extension example

Callout Extensions

Another widely used ad extension is the callout extension. It gives you space under the ad to write extra text. In some cases, the body of the PPC ad has just enough characters to share the company details, but not enough to elaborate.

This extension is advantageous as we can have over 5 to 6 callout extensions of a 25-character limit each. This is how a callout extension looks on your ad.

Callout extension can be perceived as extra space, but what it is used for, is to highlight benefits. In the picture above, the line “Free Shipping – 24-7 Customer Service – Price Matching” is the key incentive of the company.

Callout extension example

Structured Snipper Extensions

Structured snippet extensions are another way of adding extra detail to your PPC ad. This may sound exactly like the callout extension, but minor differences are between the two.

Google says to use callouts to “highlight what makes your business or products or services unique,” while structured snippets should be used to “highlight a specific aspect of the products or services you offer.”

Structured snippets extension example

Call Extensions

Call extension means exactly what the two words sound like “an extension for calling”. This extension features a quick call button. This is vital for those businesses that have strong customer reps, booking systems, and info counters.

It also builds trust in the customer that the company is responsive and receptive to their concern. A call extension looks like this in PPC ads.

Call extension example

Location Extensions

Research in 2019 by GoGulf suggests that 46% of all Google searches are for local directories. To be part of this 46%, location extensions are a ‘must-have’ for your PPC ads.

As the name suggests, this extension highlights your address and location. If you have multiple branches, users can easily navigate to the one closest to them. This is how a location extension looks in search results.

This extension accounts for a lot of attracting foot traffic to your business, be it a clothing store, a restaurant, barbershop, etc.

Location extension example

Price Extensions

This extension is the shortcut your users are looking for. The price extension gives you a bigger space to show your product and service offering with a price.

A lot of companies derail customers by leading them to their site, making them choose, and later find out it is not a good price.

This extension sets expectations of the customer with very minimal work. A price extension on a Google ad looks like this:

Price extension example

Lead Form Extensions

This extension is one of the new and improved ad extensions released for the public in August 2020. This allows your user to submit useful information without having to navigate your site completely.

For example, if your user wants to talk to a sales agent and doesn’t want to wait, he/she can fill a survey for basic information and the agent can call at his/her earliest convenience. This helps build your marketing funnel and helps engage with people on a more personal level at their discretion.

The Lead form extension on a PPC ad, followed by the user’s 3-step interaction, looks like this:

Lead form extension example

Affiliate Location Extensions

We’ve seen how effective location extension is in targeting foot traffic. Affiliate location extensions take a bigger step in that direction.

Imagine you’re surfing for a perfume or a watch to buy as a gift. This extension not only shows you relevant ads but points you to locations that are closest to you. Based on the person’s location, these extensions suggest nearby branches, franchises, and service centers facilitate the customer.

This extension helps mostly retail chains and looks like this in the search bar:

Affiliate extension example

App Extensions

This extension helps you target 3.2 billion smartphone users across the globe. If your business has an app, it can be displayed prominently as an extension. This feature is best for those who want to drive more app downloads.

App extension example

Promotion Extension

If your business has an ongoing sale or promotion, it needs to be out there on the search result page. The promotion extension does just that and helps drive traffic towards your ongoing promotional campaigns.

Seasons like Christmas, 4th of July, Summers, etc. call for discounts, and your business should be at the forefront through promotion extensions. The extension on PPC ads look like this:

Promotion extension example


This overview goes to show you one of the great features of Google Ads. When creating sitelinks, don’t forget about keeping your account structure clean and following the best practices in your Google Ads copy.

Published On: September 1st, 2021 / Categories: Google Ads /

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