Types of Ad Extensions For Your Text Ads

Ad Extensions for your ‘Text Ads’

Ad extensions give your text ads more prominence on the search results page, they show additional information about your business. You can add some of them manually and some of the others are automated. These additional extensions have two main benefits:

They improve your visibility: Similar to ads on higher positions, ad extensions give your text ads much more visibility on the search results page.

They provide more value: Ad Extensions often improve the click through rate of your ads (CTR). They provide users with valuable ways to learn more about your business or interact with your advertisement; such as making a phone call to your business or providing links to different pages of your website.

How Ad Extensions Work?

AdWords show one or more extensions with your ad when it calculates that one of the extensions ,or a combination of many, will improve your performance, and when your Ad Rank is high enough for it to appear. You may need to increase your bid or your ad quality (or both of them together) in order for your extensions to show.

Automated Extensions: AdWords creates and displays the automated extension formats when it predicts that they’ll improve your ad’s performance. There is no set up needed for automated extensions.

What’s the Cost?

Add extensions are free of cost, but you will be charged as usual for clicks on your ad, or for any interactions that the extensions provide. You will only be charged when someone clicks on any ad extensions like App Extension, Location Extension, Call Extension, and so on. Clicks on review extensions and seller ratings are free. Also AdWords does not charge for more than two clicks per impression, on each ad and its extensions. The maximum you have to pay is what’s minimum required to keep your ex-tensions and ad position. The cost of clicks on extensions and ads themselves are set in the same way.

Ad Extensions and your Cost Per Click (CPC)

Ads with extensions often have a higher CPC because of competition for being shown in better positions on search results, this is exactly the same reason why ads in higher positions have a higher CPC. However, you can often get more clicks for a greater value by using ad extensions.

Types of Ad Extensions: Manual Extensions

App extensions
*Show a link below your ad text that directs people to the app store to download your app


Call extensions
*Make it easy for people to click a button to give you a phone call


Location extensions
*Help people find your nearest storefront or give you a call. Add a map pin, navigation assistance and a call option to your ad.

Source: Google Support

Source: Google Support

Review extensions
*Show your third-party positive reviews from reputable sources.

Source: Google Support

Source: Google Support

Sitelink extensions
*Add links to help people find what they’re looking for and be able to go to the related landing pages on your website easily.

Source: Google Support

Source: Google Support

Callout Extensions
*Add descriptions to your ad to help people learn more about what you have to offer.

Source: Google Support

Source: Google Support

Price Extension
*Price extensions shows your business’s offerings in detail, making it easier for your customers to find what they want quicker. Since each price extension listing has a link directly to the related page on your website, people can go straight from your extension to what they want.

Types of ad Extensions: Automated Extensions

Consumer ratings
*Show off what customers appreciate with high-quality survey data of your website.

Source: Google Support

Source: Google Support

Previous visits

*You can show your ads to people who have previously been on your website

Source: Google Support

Source: Google Support

Dynamic structured snippets
*Dynamic structured snippets show additional landing page details.


Seller ratings
*Show your online business ratings with your advertisement.

Source: Google Support

Source: Google Support


By providing additional information to your business through your ads, you will give your customers more reasons to click on your text ads. Ad extensions result in a higher Click Through Rate (CTR). According to Google studies on average there is a 10-15% CTR increase from using a new ad extension.

If you have any questions or concerns about AdWords extensions, please free feel to give us a call or visit our PPC Management Toronto services.

Eran Hurvitz

Dynamic, dedicated, and determined, Eran's passion for technology and marketing led him to start his own digital marketing agency, Mrkt360. Presently he is CEO at Mrkt360 Inc. and Co-Founder at Highbreed Corp. With a passion for technology and over 20 years of experience in the field, Eran is confident in his ability to help businesses achieve their online goals to creating Successful Companies.