Google ad extensions are a powerful tool for advertisers looking for ways to stand out in a competitive market. In this article, we’ll explain the different types of Google ad extensions and how you can use them to expand your reach and improve your ROI.
What are Google ad extensions?
Google ad extensions, now called “assets” on the Google Ads site, are additional pieces of information—including site links, product prices, and your phone number—that appear before potential customers click on your ad. These assets are only available for Google search ads (which appear at the top of Google search results), so you can think of them as enhancements to Google ads.
Ad extensions are free, but they’re not guaranteed to appear whenever your ad comes up. Your extensions only appear if they’re approved, if your ads rank is high enough, and if Google Ads predicts they’ll improve your ad’s performance.
What are the benefits of using ad extensions?
- Increased visibility on search results pages
- The potential to attract better leads
- Better ROI for ad campaigns
There are a few reasons to take advantage of this free Google Ads feature.
Increased visibility on search results pages
Without ad extensions, Google search ads are just a few lines of text. They’re pretty small and not particularly compelling. Adding extensions can significantly expand the size of your ad, so it takes up more space at the top of the search results. Image extensions can catch the eyes of scrolling searchers. Google’s algorithms prioritize ads with relevant, useful extensions, so if you have these, chances are higher your ad will appear at the top of SERPs. This all increases your visibility, and the chances users will click on and follow your links.
The potential to attract better leads
Ad extensions allow you to give potential customers more information about your business and offerings, such as prices and product descriptions. That means the people clicking on your ad are already bought into the price or product, as opposed to visiting your site to check what they are. They are more likely interested in what you’re selling and potentially more ready to make a purchase.
Better ROI for ad campaigns
Google ad extensions can improve the performance of your search ads at no additional cost. The increased visibility on search results pages and the potential to attract more qualified leads typically mean higher click-through and conversion rates, resulting in a greater return on investment (ROI) for your ad campaigns.
9 types of ad extensions
- Sitelink extensions
- Callout extensions
- Structured snippet extensions
- Call extensions
- Location extensions
- Image extensions
- Lead form extensions
- Promotion extensions
- App extensions
Google offers a variety of ad extensions that can be created either manually or automatically. Manual ad extensions require you to provide your own copy or images, while automated ad extensions are generated based on data Google pulls from your website and Google Ads account. The former offers more control, while the latter can save you time.
Here are a few of the most popular Google ad extensions:
1. Sitelink extensions
Sitelink extensions—which can be created manually or automatically— let you add links to specific pages on your website. This gives potential customers more information about your offerings and encourages them to visit the pages most relevant to them.
For instance, if you run a footwear company, you might include sitelink extensions for women’s sneakers, women’s boots, men’s sneakers, men’s boots, and kid’s shoes. You could also have a link to a landing page for special sales and promotions. This way, searchers can navigate directly to the products or pages they’re most interested in, reducing friction and improving their browsing experience.
2. Callout extensions
Callout extensions—which can be manual or automated—are 25-character snippets of text that extend your ad descriptions. This is a great place to give potential customers more information about your business’s unique selling points. You might want to mention that your goods are “sustainably made” or that you offer “free shipping.”
3. Structured snippet extensions
Structured snippets—manual or automated—let you highlight a list of features or services within your ad. These are similar to callout extensions in that they’re text limited to 25 characters that appear after your ad description. The difference is that structured snippets require you to pick a predefined header from a selection that Google offers, and create a list. For example, an artist might choose the “service catalog” header and list offerings such as “prints, originals, and custom portraits.”
4. Call extensions
A call extension allows you to add a phone number to your ad, making it easier for customers to reach you. This is a manual extension (although automated location extensions may include a phone number).
5. Location extensions
Location extensions let you add your business address—manually or automatically—to your ad. They can help customers find you if you operate a physical storefront. If you make a product sold through major retailers—like if Nordstrom sells your apparel—you can also use affiliate location extensions to help customers find your stockists.
6. Image extensions
Image extensions—manual or automated—are small square images that qualified advertisers can include in their search ads. (Eligibility depends on account history, ad quality, and adherence to the platform’s advertising policies.) These can be photos of your products or storefront, but they cannot be logos.
7. Lead form extensions
Lead form extensions—manual only—allow advertisers to include forms and surveys directly in their advertisements in order to collect customer information.
8. Promotion extensions
Marked by a price tag icon, promotion extensions let you include information about limited-time sales and promotions in your search ad. You must create these extensions manually.
9. App extensions
As the name implies, app extensions let searchers on mobile devices download an app directly from your ad. You can only create these extensions manually.
How to create ad extensions to extend your reach
- Decide whether to use manual ad extensions or automatic ad extensions
- Select the ad extensions relevant to your business
- Add your extensions to the asset library in Google Ads
- Write compelling ad copy for manual extensions
- Track the performance of your ad extensions
Follow these step-by-step instructions to create ad extensions that extend the reach of your ads:
1. Decide whether to use manual ad extensions or automatic ad extensions
Manual ad extensions require a little more effort because you will need to write ad copy and provide images, but they also offer the most control over how your extensions will appear. Automated ad extensions, on the other hand, can be helpful if you don’t have the time to write and update your extensions. You may choose to use a combination of both types of extensions to maximize the impact of your campaigns.
2. Select the ad extensions relevant to your business
Because creating ad extensions for your Google ads is free, you can use all of the extensions relevant to your business. If you’re an ecommerce company without physical retail space, you wouldn’t need location extensions, but sitelink extensions and price extensions would likely be beneficial.
3. Add your extensions to the asset library in Google Ads
Next, add your chosen extensions to your Google Ads asset library. To do this, log in to your Google Ads account. In the left hand navigation, select “Assets” under “Ads & assets.” Then, click the “+” button, and choose from a menu of extension types to create them. You can add extensions to different ad groups and campaigns.
4. Write compelling ad copy for manual extensions
Once you’ve selected the Google ad extensions relevant to your business, provide ad copy (or images) for each manual extension. Consider the most helpful information for your target audience and convey it succinctly to compel them to click. (If you use automated extensions, you don’t have to do this. Words and images are automatically generated using data from your site.)
5. Track the performance of your ad extensions
Once your ad extensions are live, measure their performance to learn which generates the most clicks and conversions. Use this data to adjust, run tests, and optimize your Google ad extensions.
How to integrate Shopify and Google tags for Google Ads
To add your Google Ads tag to your Shopify site, follow these step-by-step instructions for Google Ads conversion tracking (or, if you’re uncomfortable editing code, you can always hire a customization expert through Shopify):
- Get Google Ads tag. Go to the Google tag manager in your Google Ads account and copy your code.
- Open code in Shopify. In a new window, go to your Shopify account. In Shopify, navigate to “online store.” Then, click “Edit code” under “Actions.” From there, open your {/}theme.liquid file under “layout.”
- Check for existing Google tracking. If you’re using Shopify’s Google Channel, you may already have Google tracking in your website’s code. If you see any ga.js, gtag.js, or analytics.js files, you need to replace them with your new code because duplicated tracking events can create inaccurate reporting.
- Paste the code in the header. Find your <head> and </head> tags and place your copied Google Ads tag code between them.
- Save your work. Once your code is in place, hit “save” to finish.
