When potential consumers come across your ad on Google, it may be the first time they’re encountering your brand. With limited characters and space in the heading and description for text ads, using extensions is another opportunity to expand on exactly what your business sells or wants to highlight. And the best part? These are FREE to add!
Bose uses Structured Snippets to convey the types of products they sell.
TYPES OF GOOGLE AD EXTENSIONS
Sitelink Extensions
Google Ads Sitelink extensions work for both Search and video campaigns on YouTube. They may appear differently, dependent upon the device, position or type of ad. The sitelink takes people to a specific page on your website.
Lands' End uses Sitelink Extensions to help customers quickly get to their most-shopped categories.
BENEFITS OF USING SITELINK EXTENSIONS
Duluth Trading Company uses sitelink extensions to direct customers to their top performing website pages or new products.
How sITELINK EXTENSIONS work
Dependent upon the type of campaign and device it's being viewed on, you'll need anywhere from 1- 8 sitelinks. There may also be descriptions that show underneath the sitelink, another opportunity for you to add additional relevant information about your brand or business.
TIP: Don't confuse your consumers! Keep sitelinks relevant to the original ad. Use descriptions to build off your ad versus repeating the same information.
Promotion Extensions
Highlight sales and specials without making constant updates to your Search ad when you use promotion extensions.
Wumblekin uses promotion extensions to advertise a Valentine's Day sale and discount code.
BENEFITS OF USING Promotion EXTENSIONS
How promotion EXTENSIONS work
Promotion extensions are shown just below your ad and create an eye-catching visual for potential customers.
Structured Snippets
Google Ads Structured Snippet Extensions show beneath the text ad's Headline(s) and Description(s). On desktop, an ad may show up to 2 headers at a time, while mobile will only show one.
Magnolia uses Structured Snippets to share the types of items they sell.
BENEFITS OF USING STRUCTURED SNIPPETS
- Increased quality score by boosting ad relevancy and click-through rate
- Highlight additional info specific to your business
- Shows in addition to other extensions
- No additional cost
Structured Snippets Value Options
How structured snippets work
3 - 10 values may be added to any extension with a maximum of 25 characters each. Use this section to expand upon the selected header and give viewers more information.
TIP: Include at least 4 values (if possible) to provide your audience with enough information. Make sure that the values coincide with your selected headers - don't try to trick Google or your ads may be disapproved!
Callout Extensions
Google Ads callout extensions are easy to use and act as a continuation and enhancement of your ad copy.
Toppers uses callouts to give more specifics about their pizza and available options.
using callout extensions
Price Extensions
Google Ads price extensions are easy to use and act as a continuation and enhancement of your ad copy.
Wumblekin uses price extensions to give consumers a quick glance at box prices.
BENEFITS OF callout extensions
App Extensions
Google Ads app extensions create the ability for you to link directly to your app from an ad - both from mobile or a website.
Peloton uses an app extension on mobile to encourage customers to install now.
benefits of app extensions
HOW TO ADD STRUCTURED SNIPPETS TO YOUR SEARCH AD
In your Google Ads account, click on an existing Search ad, then find Extensions under Ads & extensions. Choose from the list and follow the steps to build out the extension.
Do you have best practices for Google Ads extensions? Let us know in the comments below!
Meet the Author
erin schleicher
Erin is a Client Success Manager who partners with companies to grow their professional brands. After spending over a decade working in events and marketing, Erin specializes in eCommerce and has run hundreds of campaigns using custom audiences and geographic, demographic and psychographic targeting.
Erin holds an undergraduate degree and MBA in Marketing from the University of Wisconsin and continues to grow her marketing knowledge through conferences, webinars, podcasts and networking.
