1. ADEXTENSIONTYPES
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EXTENDING YOUR
GOOGLE AD VISIBILITY
WITH GOOGLE AD EXTENSIONS
WHAT IS AN AD EXTENSION AND WHICH SHOULD I USE?
Location Extensions
• Shows address of closest location
to the searcher
• Often combined with other types
of ad extensions
• Merge your business address and
phone number seamlessly with
your ad text
Pro
Con
• Searchers could click the “Reviews” or
“Rated” links on the ad, instead of the
ad itself – taking them away from the
search results page, where they may
opt to purchase from another company
Ads with Seller Ratings could
garner higher click-through and
conversion rates
• Displays customer-submitted
ratings next to AdWords ads
• All qualifying advertisers
are automatically opted in
(campaigns targeted to the US,
at least 30 unique reviews and
an average rating of 4 stars or
more
Seller Ratings
Pros
Call Extensions
• Free Google forwarding numbers
• Measure duration of
conversations
• Show number on all devices, not
just mobile
Cons
• Can bring in calls that are not sales calls
• Can cannibalize clicks and/or
conversions
• Timing of when ads are live and inside
sales’ hours
• Charged if someone calls, similar to if
they had clicked
Great for measuring calls from AdWords
Many people will prefer to simply call vs. fill out forms
Further insight into the types of ad respondents that paid search
generates
Pros
Ad Sitelinks
• Provides way to extend ad
• Up to 6 additional links on the ad
• Shows for ads that appear above
organic results
• Need a 7/10 quality score
minimum to show
• Have to land on website pages
• Set mobile sitelink preferences
Cons
• AdWords tracking is limited
• Can’t edit or pause ad sitelinks
once added
• Need to land on website vs.
separate landing page
Extend visibility
Extend links for broader
keyword terms
Great for seasonal offers or sales
Increase CTR
Social Extensions
• Links your Google+ profile &
displays your brand’s total +1’s
• Search & Display Network visibility
• Increase +1’s for your brand
• Google has stated including social
annotations improves CTR on
average 5-10%
Set-up
1. Verify your Google+ Page by linking
website & Google+ Page to each other
2. In AdWords under Ad Extensions
> Social, check the “Connect my
Google+1 page to my ad campaign” box
3. Enter your Google+ Page URL
Pros
Product Extensions
• Link Google Merchant Center
and Google AdWords
• Provide additional information
with your ads regarding
specific products
Cons
• Have to have images for every product
• Example: book seller client
• Google decides which products to show
Images help improve ad visibility
Use Data Feed for Google Shopping
Improve lead quality
TIPS
BEST USE OF PRODUCT EXTENSIONS
• Ensure you have images for all products
• Once merchant center is connected to
AdWords, you cannot control individual
products showing/not showing
• Google will show most relevant
products to search query
On average, advertisers who use Ad Sitelinks have
seen their ad click-through-rates improve by 30%.
“ ”—Google Ad Innovations Team
Product Social Seller Ratings Call Metrics Location Sitelinks
B2B
B2C
Government
Non-Profit
E-commerce
Brick and Mortar
WHICH AD EXTENSION SHOULD I USE?
WHAT ARE GOOGLE AD EXTENSIONS?
BENEFITS OF AD EXTENSIONS
• Take up more real estate
• Draw more attention to your ads
• Increase click-through-rates (CTR)
• Easy to set up
GOOGLE ADWORDS AD EXTENSIONS
• Google AdWords feature
• Show more information with existing ads
• Campaign-level settings, with Ad Group-level setting with
Enhanced Extensions
• Detailed, measurable performance statistics