Ad extensions from Google AdWords are a vital weapon in every advertisers arsenal. Learn all about the ad extensions available on how to set them up to win at AdWords.

1. Ad Extensions

2. What you will learn
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What ad extensions are.
The types of extensions that are available.
When an ad extension is not an ad extension.
How to set up ad extensions.
The ad extensions we might see in the future.
Tips for checking the performance of
extensions.

3. Ad extensions give you more real estate in the search
listings, and give customers more reasons to buy.
Sitelinks
Reviews
Sitelinks

4. Seller ratings
Social
Reviews
Sitelinks
Seller ratings
Google doesn’t display ad extensions for every ad, and they’re at
liberty to choose which extension they show.
It’s all determined by how well they perform and which is most likely
to lead to more clicks – and so, more money for Google!

5. Types of Ad Extension
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Sitelinks
Location extensions
Call extensions
Review extensions
Social annotations
App extensions
Seller ratings
Previous visit annotations

6. Sitelinks
Sitelinks are the leaders of
ad extensions – a true
superhero that will help you
to beat your competition.
Adding them can instantly
boost CTR and almost every
account could benefit from
the addition of sitelinks.

7. Sitelinks are additional links to extra pages on your site and can
act as “ads within an ad” giving you extra room to sell your
product/service. They come in several different formats:
Traditional sitelinks on desktop

8. Extended sitelinks on desktop
Extended sitelinks include an extra 70 character description resulting in a super-powered ad-within-an-ad
Mobile sitelinks

9. Location extensions
Location extensions offer laser
targeting in local areas. They show
address information or the option
to get directions within an ad.
Particularly useful for businesses
with multiple locations as they
allow you to guide users to their
closest branch, which is a feature
that Google loves for mobile users.

10. Google can either pull addresses from a Google Places
account or they can be entered manually.
Top of page
Right hand side
Mobile ad

11. Clicking the location extension takes you to Google Maps to find
directions – on a mobile or tablet you’ll go to either the Google Maps
app or to Google Maps on the web, depending on your device settings.

12. Call extensions
Call extensions are a reliable extension
that gets the job done. They give you the
chance to display your phone number
alongside a link to your website.
On mobile phones this can be taken a
stage further and you can set up a mobile
extension that allows users to click to call
your business, making it easier for them
to get in touch with you.

13. Top of page
Right hand side
Mobile ad

14. Review extensions
Review extensions let your ads
harness the power of positive
press.
You can directly quote a
positive review, paraphrase it
or highlight an award that
you’ve won, but this extension
must link to the source of the
positive accolades.

15. Desktop ad
Mobile ad

16. App extensions
These are genius extensions for the right advertiser,
enhancing what your ad can do, but they don’t play
well with everyone.
This allows you to direct users to download your app
instead of visiting your website, which is particularly
useful for companies that don’t have well-optimised
mobile sites, preferring to create an app instead.

17. This ad extensions type is only available for mobiles
It should not be confused with an app promotion ad,
which is a specific ad type designed to drive app
downloads and sends all traffic to an app download page.

18. Social annotations, Seller ratings &
Previous visit annotations
These extensions are
completely out of
advertisers’ hands –
they show up when
Google thinks they
should, but can help
advertisers to smash
the competition.

19. Social annotations show your Google+ followers, as long as your
site is linked to Google+ and you have more than 100 followers.
Top of page
Mobile ad

20. Seller ratings show star ratings from a variety of sources, for
businesses with ratings of 3.5 or higher.
Top of page – 2 different formats
Right hand side
Mobile ad

21. Previous visit annotations simply show
people if they’ve clicked through to your
site from Google before.

22. When is an ad extension not an ad extension?
When it’s an activation step for a specific ad type. You’ll find
these listed in the ad extensions tab, but they don’t affect
standard text ads at all:
• Dynamic Search Ad Extensions
• Product Extensions
They have to be in place for Dynamic Search Ads and Product
Listing Ads to run, but they aren’t true ad extensions.

24. Setting Up Ad Extensions
The Ad extensions tab is where you’ll set up the ad
extensions – it is also where you’ll see stats about
performance. These appear at the top of the tab,
before the option to set up new extensions.

25. Setting up… Sitelinks
• You can add up to 6 sitelinks, a
minimum of 4 is suggested.
• Sitelinks must all point to different
URLs.
• Sitelinks can be at either ad group or
campaign level.
• Sitelinks have a 25 character limit –
with the option to extend the link
with 2 extra lines of text, which each
have a 35 character limit.

26. • Sitelinks can be scheduled – so you can create a link for a
limited offer that will automatically stop showing on a set
date.
• You can create sitelinks specifically for mobile-devices,
which Google recommends that you do.
• Sitelinks do not have to point to your website.

29. 1. Fill in your Link text.
2. Input the Link URL.
Optional extras:
• Select the preference to mobile.
• Add a description.
• Set up a start/end dates.
• Set up a custom schedule.
3. Click Save.
This sitelink can now be applied to any
campaign or ad group in the account.

31. Setting up… Location extensions
Location extensions can be Upgraded or Not upgraded –
there is a chance that the Not upgraded extensions will be
phased out at some point.

32. Upgraded: You must use a Google Places account, they are
account level and will apply to every campaign, unless you set
up a filter. This is good for speed and ease of creating
extensions.
Not upgraded: You can either use Google Places or manually
enter addresses. This is good for businesses that can’t have a
Google Places account.

34. Upgraded
To set these up, link the Places and AdWords accounts – there
is the option to sign into a different Places account, so be sure
to choose the right account.

35. You’ll have the option to filter locations to ensure that only
appropriate addresses are eligible to appear.

36. You can leave the
extension as is, or edit it
for specific campaigns
or ad groups.

37. To edit specific
campaigns/ad
groups:
1. Select the
campaign or
ad group tab.
2. Click
+Extension.
3. Choose the
campaign/ad
group you
want to edit.
4. Click Save.
Use the drop down
menu to disable the
extension if desired.
Add a filter if
desired.
Edit device settings
if desired.

38. Not Upgraded
1. Click the + symbol next to either Addresses from Google
Places or Manually Entered Addresses.
2. Click +Extensions

39. Addresses from Google Places
1. Choose your
campaign.
2. Select extension or
click +Create new
extension.
3. Customise the
location in any way
that is appropriate.
4. Click Save.

40. Manually Entered Addresses
1. Choose your campaign.
2. Fill in all the relevant
details.
3. Click Save.

41. Setting up… Call extensions
New phone numbers have lots of options – but
once set up are applied to multiple campaigns in
the same way as sitelinks.

42. 1. Select the appropriate country.
2. Enter the phone number.
3. Choose either a Google forwarding number or your
own number.
4. Choosing “Just the phone number” will mean ad clicks
will result in a phone call.
5. Choose if you want to count calls as conversions.
6. Select the device preference.
7. Set up your schedule.
8. Click Save.

44. Setting up… Review extensions
Not all websites will be accepted as trusted
sources for reviews, e.g. trustpilot won’t.

45. 1. Choose your format.*
2. Enter your text and the
source.
3. Input the Source URL.
4. If needed, add a schedule.
5. Click Save.
*Reviews have a character limit of
67 for both quote and source – so
if you can’t fit an exact quote in, or
are referring to an award, choose
Paraphrased.
Reviews are added to multiple campaigns in the same way as calls and sitelinks.

46. Setting up… App extensions
If the main purpose of your ad campaign is to drive app
downloads you may be better off creating app
promotion ads instead of using the app extension.

47. 1. Choose your Mobile OS.
2. Either enter your App ID
to automatically find the
Link URL, or manually
enter the Link to the
app’s page in the Apple
App Store/Android
Market.
2. Set your Link text.
3. If needed, add a
schedule.
4. Click Save.
Apps are added to multiple campaigns in the same way as reviews, calls and sitelinks.

48. Ones to watch
Image extensions
Currently in beta.

49. Communication extensions
Currently you have to be whitelisted to use this, it
remains to be seen whether Google will roll it out
to all advertisers.

51. Ad extensions performance
Ad extensions were always a pretty cool way to boost ad
performance, but now they have a direct effect on ad rank too.
Ad rank used to be Bid x Quality Score = Ad rank. Your ad rank
determined your ad position. Now the expected impact of ad
extensions has also entered into the ad rank formula – but we
don’t know how. We just know that good performance matters.

52. Understand what really works
AdWords will display extension data in aggregate – so it will show data
for the whole account unless you make sure that you are reviewing
data for an individual campaign – or ad group if appropriate.

53. On the Campaigns tab,
segment your data by Click
type to understand how your
extensions perform overall.

54. To get a true understanding of how the individual extensions
perform, segment your data by “This Extension vs Other”.
“Other” includes all other clicks on the ad – whether it’s on the
headline or a different extension.

55. While you can’t control the social
annotations, you can see how they’re
affecting your performance by segmenting
campaigns by +1 annotations.
Personal annotations show a viewer how
many people in their circles have +1’d your
page. Basic annotations shows how many
people in total have +1’d your page.

56. Now you know how to easily knock out your
competition using ad extensions go out and do it!