The Best AdWords Ad Extensions—and How to Use Them

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Posted by Craig Maloney | June 26, 2017 | Filed under: Adwords, Paid Media Articles

The Best AdWords Ad Extensions

To maximize the potential of your AdWords campaign, we recommend using ad extensions—which are exactly what they sound like: Little add-ons, or bonuses, that allow your ads to claim a bit more online real estate. There are a lot of great extensions to choose from, and most of them are worth exploring; with that said, some are definitely better than others. In this post, we’ll recommend our favorites, and offer some tips on optimizing them.

Why Use Extensions at All?

Before we get to specific recommendations, it’s important to emphasize just how vital ad extensions are. You see, in addition to helping you claim more space on the Google search engine results page (SERP), AdWords ad extensions also allow you to provide customers with more channels for engaging your brand—more ways for them to reach their goals, and thus more ways for you to reach yours.

Ad extensions can benefit you in many ways—including:

  • Increased click-through rates
  • Increased quality scores
  • Increased average ad position
  • Decreased average cost per click

These benefits all stem from the same basic feature—namely, they make your ad bigger, which ups the odds of it getting clicked. It really is that simple.

Which AdWords Ad Extensions are Best?

That brings us back to the question of specific ad extensions. With so many to choose from, how do you know which ones are best? Here are some that we highly recommend you investigate.

Sitelink Extensions

With these extensions, you can add additional links to your ad, and give each one its own custom text and description—basically allowing you to make one ad look like several ads. This is arguably the most essential of all extensions, because—once again—it makes your ad much bigger, much more likely to get clicks.

Location Extensions

When you use a location extension, it will show your physical address to any search engine users who happen to be nearby. If you have a brick-and-mortar business that depends heavily on foot traffic, this one is ideal.

Call Extensions

Include a phone number within your ad—enabling search engine users to call your business without actually having to click on your ad.

Review Extensions

Has your brand been positively reviewed by a credible magazine, newspaper, or blog? You can include a snippet of the review within your ad—not only making the ad heftier, but adding some built-in creditability and trust factors.

Price Extensions

Just like it says, this extension type allows you to pair specific products with their prices. Not only can this help you take up more online real estate, but it also provides you with a way to separate your products from the more highly-priced competition. A lot of search engine users will already have decided that they need to buy a particular product, and just want to know where they can find the best deal. This is your chance to persuade them. (Note: This one is only available for mobile ad displays.)

Working with AdWords Ad Extensions

There’s no one “right” extension to use. It’s purely a matter of determining which one—or which ones—make the most sense for your brand and for your offer. That takes strategy, and a deep knowledge of how these extensions work—and that’s something we can provide here at EverythingOnline.

We have no interest in filler or fluff. We just want to help you get results out of your AdWords activity. To learn more about our bottom-line-driven approach to digital marketing, speak to our paid media experts. Contact us today!


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