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How To Use Ad Extensions – Best Step By Step Guide & Examples 2022

If you are struggling with how to use ad extensions on your Google Ad campaign, you are in the right place! Using ad extensions will definitely increase the value of your ads. In this article, we will discuss best practices for

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What are ad extensions?

Ad extensions are extra information and links that you can include in your ads. These additional details can be your business number, business address, links to different pages of your website, app downloads, and so on.

Using ad extensions for your ads have no additional costs. You will be charged the same whenever someone clicks on your extension.

However, keep in mind that now all ad extensions you added will all be shown at the same time. Also, Google reviews all the extensions you apply if it follows the advertising policy.  So how do you increase the probability of most of your extensions showing up?

  • Ad rank – Combination of bidding, overall quality of your ad, and the landing page. The higher the ad rank, the higher the chance of your extensions to show.
  • Ad position – The position of your ads on the Google Results page. To show up at the top of the page, you need to work on the bidding and relevancy of the ad.

You can read more about ad extensions here.

Why are extensions important?

Ad extensions are important as it expands your ad into a larger size and it add more value to your potential clients or patients. In advertising, the bigger the ad, the more chance it will be seen and noticed by people.

Also, people are interested in an ad that has a lot of information in them. This will also easily lead them to different sites of your website and see what else you are offering.

Automatic vs Manual

If you have your automatic extensions turned on in the settings, Google will automatically create additional extensions to your ad, based on your website information. If you don’t have anything set up in your account, Google will automatically serve sitelink, callouts, structured snippets extensions on your ad (again, only if it is turned on in the settings). Other automatic extensions are seller ratings, app, and location extensions.

Now for the manual, you have to set everything manually. You will have full control over this and you will provide all the necessary details. We always recommend doing it manually as you can experiment on it and customized it based on performance.

Type of ad extensions

Sitelink extension

This adds additional links where it will redirect people to a different page of your website. It could be the contact page, gallery page, specific product page, and other pages you have on your website.

Callout extension

This extension is separated by periods and it is not clickable. It will give you another line of ad copy to work with. This extension will give the opportunity to add a lot more to your ad and to increase the size/area of your ad campaign.

The purpose of the callout extension is to add more of your business feature such as “24 Hour Emergency”, “No Hidden Fees”, “Open Monday To Thursday”, and so on.

Structured snippet extension

A structured snippet extension adds an extra line of text in your ad that shows other services that you offer. You need to choose a header on what items/services you want to list on your ad.

List of headers that you can choose: Amenities, Brands, Courses, Degree programs, Destinations, Featured hotels Insurance coverage, Models, Neighborhoods, Service catalog, Shows, Styles, & Types.

Call extension

This adds your business phone to the ad. Adding a phone number is important as it also encourages your potential customer to call right away from your ad.

Lead form extension

This will add a link to any form that you want to include in your ad. The main purpose of this extension is to get more leads and information from your potential customers.

Location extension

This will add a clickable location that is shown at the bottom of your ad campaign. When clicked, it redirects the potential customer to Google maps.

It is recommended to add a location extension even if you do not have a physical store. People will usually trust a business if it has a location. It shows people that it is indeed a reputable local business.

Affiliate location extension

This will also add a location to your ads but the difference is that this is if you have a product that is available and also sold in different retailers on another location.

This will help your potential customers to choose the store location that is most convenient for them. Of course, this extension is applicable to large retail chains and brands.

Price extension

This gives you an opportunity to list your product’s prices and service rates. You can add up to 8 price extensions here.

App extension

This is useful if you have an app that you want customers to download and use. This will link them to the Google Play store or a link where they can download it.

Promotion extension

This will feature the best deals, promos, and discounts your business offers at the moment. This will definitely get the attention of your potential customers because people obviously love discounts.

Best Practices For Ad Extensions

Set your goals before adding extensions

Before you add extensions to your ad campaign, make sure to determine first your goal. You can’t add every extension you see because it will not show up all at once. We recommend just using extensions that are really focused on your goal to increase the chance of more important extensions showing up.

Here is a goal guide you can use to determine which extensions might be suitable for your ad:

  • Get your customers to go and buy on your physical store
    • Location extension
    • Affiliate location extension
  • Get your potential customers to contact your business
    • Call extension
  • Get your potential customers to direct on your website
    • Sitelink extension
    • Callout extension
    • Structured snippet extension
    • Price extension
  • Get your potential customers to download your app
    • App extension
  • Get information for your potential customers
    • Lead form extension

Want to know more about which ad extension suits your business? Read this article about best Google Ad extensions you should be using.

How to use ad extensions for your ads

To create an ad extension for your ads, choose the campaign you want to manage, and on the left vertical menu, click the dropdown for ‘Ads & Extension’. This can be seen between ‘Ad Groups’ and ‘Landing Page’. Now click on the ‘Extensions’.

To add extensions, click on the 'Extension' setting on the left vertical menu

Then click on the plus sign and choose which extension you want to add based on your goal.

Choose which extension you want to add on your ads

We will use a solar company and business for this part. If you are in the solar industry, check out this article about Google Ads guide for solar panel installation business.

Sitelink extension

Now for sitelink extension, we recommend adding an extension at an ad group level. This will guarantee that each information in the sitelink is relevant and patterned to what is written on the ad copy, this is also to prevent redundancy.

Choose ‘Add to: Ad group’ and then select ‘Create new’.

Choose ad group level and create new for extension

Then write your sitelink texts and their description. You can put up to 20 sitelinks and Google will combination of 4 sitelinks.

Create sitelinks

Once you are done, you can now click ‘Save’.

Callout extension

Now for callout extension, again choose ad group level so you could pattern it on what is written on the ad copy. Here, you can write up to 10 callouts and a minimum of 2 for your callouts to show up.

Add callout texts

Keep in mind that on the desktop, each callout is separated by dots, while on mobile, it will be shown in a single line.

Structured snippet extension

For the structured snippet, choose which type of items/services you want to list. In this example, we chose ‘Service Catalog’ for the header. Then we listed all other services that this example solar company offers.

Add structured snippet

After that, click save.

Call extension

Here, you just need to input the phone number that you want to feature on your ads. We recommend adding this to ‘Account level’ since its content is just a phone number and not specific content.

Add call extension

Make sure that call reporting is turned on which can be edited on settings. We also recommend using a call tracking 3rd party app when you have a call extension.

Call tracking tools will track each call you get and determine which ads that call came from. This is important as you want insights on which ads are performing well and which are not doing good and need optimizing.

Here is a related article about the importance of call tracking. Also, here is a tutorial for a 3rd-party call tracking app that we recommend using.

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Lead form extension

You can only add a lead form extension at a campaign level, so choose a campaign and then click ‘View and accept terms’.

View and accept terms for lead forms

Then, choose the headline for your form. In this example, we are creating a subscription form where the audience will receive news and information about solar energy usage.

Make sure that the intent of your lead form is interesting and not just simply to get information from your audience. People will only sign-up if they would get something in return, it can be information, news, discounts, and so on.

Then, check all the boxes for information you want to ask on your form. We recommend making this form as short as possible, nobody wants to answer a very long form.

So here, we only ask for name, number, email, city, and zip code. Obviously, you should already know which state and country your audience is from since you set up the targeting location for your ad campaign.

Set up lead form information

Then, you can also add Google pre-made questions from different categories. Just make sure that the questions are really important because we want to make this form really short. So if there are no pre-made questions that are suitable for your business and form, just skip this part.

After that, choose a background image that you want to use for this lead form.

Add qualifying questions and image

Now edit the message that will pop up once your form is answered and submitted. Also, choose a call-to-action (CTA) button and the link where people will be redirected once they click on that.

Edit the submission message of your lead form

Finally, customize the text that will be displayed as your lead form. We chose ‘Get Info’ here and added “Why Switch To Solar Panels?’, this would give out an impression that they would get information and other facts about solar panels.

Add call to action to your lead form link

Finally, once you created your lead form, you will be asked a link or URL where people will be redirected to your business’ privacy policy. Then click ‘Save’.

Location extension

Now for location extension, you can either select curated locations or connect your Google My Business account.

Choose location

Once you have selected, click ‘Continue’ and then click ‘Save’.

Affiliate location extension

Now for the affiliate location extension, choose between ‘General retailers’ and ‘Auto-dealers’ if you are selling autos. But since this is a sample solar company, we are choosing ‘General retailers’. After that click ‘Select general retailers’.

Select general retailers here

Here, you can now select all business that is affiliated with your business. Just make sure that your ad copies are about a specific service/product that your affiliate location also sells and offers.

Choose your affiliate location/s

Then click ‘Done’.

Price extension

Now for the price extension, you want to also pattern this to your ad headline and descriptions. We are adding this at an ad group level.

Then we choose the type of price extension we are creating which is ‘Product categories’. You can also choose other types depending on the items that you will be listed here.

Choose your preferred currency and the price qualifier is applicable. The price qualifier modifies the price value, it can be “from”, “up to”, and “average”.

Now start listing your items. Add a header, price, units (per hour, per day, etc.), description, and a final URL where people will be redirected once they click on that price extension. You can also put a separate mobile link if you have one.

Create Price Extension

In order for your price extension to show up, you need to list a minimum of three prices.

App extension

Now this is only applicable if you have an application that you want to advertise with your services or products.

Select your mobile app’s platform (Android or IOS).

Then enter the name of your app and edit your link text. You also have the option to exclude this app extension on tablet devices.

Include app extension to your ads

Promotion extension

If you have a promo that is related to an event, you can choose on the occasion and click on the dropdown button. It can be a back-to-school promo, black Friday, and so on. Then choose your language and your preferred currency.

Next step is to choose your promotion type, it’s either a monetary discount, percent discount, and ‘up to’ discounts. In this example, we chose a percent discount.

Include promotion extensions

Then we input the percent value, type of item, and the link to the offer. Then you can either give out a promo code or set a required order amount to get this offer by clicking on the ‘Promotion details’.

Once done, click ‘Save’.

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Start using ad extensions and improve your ad performance today!

Ad extensions are a great way to add value to your ads and also improve performance. Now that you are now familiarized with ad extension, we recommend setting it up right away!

And if you are having a hard time with ad extensions, and want in-depth account optimization to improve your ad performance, you can talk to our PPC experts for free!

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