Ad Extensions in Google AdWords | To Embellish your Ad!

Google ad extensions

Ad Extensions are additional pieces of information added to your text ad about your business to dilate your advertisement in order to improve ad visibility, which can lead to more clicks and improve your ROI. These extra snippets include your business’ location, phone number, reviews and more. By making your ad content rich, extensions provide your ad greater visibility and make noticeable on the search results page. Ad Extensions can be set at the account, campaign or ad group level.

Ad Extensions are categorized into two namely, Automatic and Manual Ad Extensions. Automated Extensions, as the name indicates, it automatically acquire data from various sources and add those to your ads as an extension to it. Hence, it has more chances to gain new customers. The advertiser doesn’t have any authority over these ad extensions and when an automated extension is foreseen to improve your ad’s performance, Google AdWords automatically erect it and display it below your ad.

Since an automated ad extension can’t be controlled by you, it is better to opt for manual ad extensions. Manual Extensions are those that are chosen by the advertiser whether to set up and enable the extensions. The other side of the coin is that, in general, the advertisers do not have much control over these extensions. The most control you have is to just set up the extensions and enable them and also you the provision to schedule it and give device preference. But it is always Google’s volition to choose when to show extensions, and which of your either manual or automated extensions to show. Also not all extensions are available for all campaign types.

From this article you will be able acquire an overview of Ad extensions in general and what each extension type does, and to guide you how to pick the right extensions for your Ad.

Let’s start with the Manual Ad Extensions in AdWords which is illustrated below:

1.     Sitelinks Extensions

These are additional links to specific pages you can place below your ad description, so that people can specifically choose which pages to go to without being guided to the same page every time.  In a computer or tablet, if there is a Sitelink extension it shows 2 to 6 links. When it shows on a mobile device, it shows up to 4 links and appears in ads at the top and bottom of Google search results.

 sitelink extension example

2. Callout Extensions

Callout extensions are call to action phrases that are given along with your ad description to let people know the highlights of your business. You can feature up to 4 Callout extensions in your ads separated by a full stop, each having a character limit of 25 characters. It highlights or summarizes what all your business offers.

callout extension example

3. Structured Snippet Extensions

Structured snippets are those extensions that give emphasis to specific aspects of your products/services. They will appear below your text ad on search in the form of headers and list. With structured snippets, you determine what sort of information does potential customers will find most important when they consider your products/services by opting a predefined header like “Product” or “Amenities”. Along with the header we can add specific supporting details or list to call out.

Some available headers are listed below:

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Neighborhoods
  • Service catalogue
  • Shows
  • Styles
  • Types

A single ad can have up to 2 headers at a time. But AdWords will algorithmically resolve which the best header to show is. So it is advisable that to give as many headers as possible that suites your business.

structured snippet extension example

 4. Call Extensions

As the name indicates, it is able to add phone numbers to your ad, which can remarkably increase click through rates. With the help of call extensions people can directly get communicated to your business.

call extensions example

5. Location Extension

By using location extensions, we can extend the AdWords campaigns by dynamically attaching your business address to your ads. As well as the description lines and URL that appear in your ad text, your ad can also feature your business name, address, and phone number.

location extension example

6. Message Extension

Message extensions is eligible to show alongside an advertiser’s ads on the SERP (Search Engine Results Page), generally making them larger and customers can directly send messages with a single tap. It is more feature-rich, hence increases the CTR (Click Through Rate). With message extensions it is able to receive process and send messages. Message extension is also called text extension.

 message extension
7. Affiliate Location Extension

Affiliate location extensions help people to locate the nearby stores that sell your products. This extension in AdWords helps you to reach the consumers when they are deciding what and where to buy, if you sell your products via retail chains.

affiliate location extension example

8. Price Extension

This extension offers many advertisers the opportunity to show the pricing details of the products/services in their ads. It appears below your text ad and is a set of 8 cards that people can choose to see different options and prices. From the given price menu, users can navigate directly to the cart.

price extension example

9. Review Extension

Getting a good review is always worthy for your business to drive people towards your products/services and customers like to see them too while search. Review extension helps to highlight third-party reviews in your ads. Using review extensions, you can share those positive write-ups, awards, or third-party rankings with potential customers in an additional line of text beneath your ads on Google Search.

review extension example

10. App Extension

To link your mobile or  tablet apps  from Google PlayStore along with your text ads we can use app extensions. It helps to provide access to your website(when clicked on the ad) and your app(when clicked on the extension) from a single ad.

app extension example

Now we are going to discuss on Automated Ad Extensions which extends your ads and increases chances to gain new customers. When an automated extension is predicted to improve your ad’s performance, AdWords automatically creates and shows it below your ad.

The various Automated Extensions from AdWords are:

1.     Automated Call Extensions

Google automatically add this call extension if it finds that the website indicates your business goal includes getting people to call you.

automated call extensions

2.     Dynamic Sitelink Extensions

      Sitelink extensions are those that help people to get easily navigate to the right places on your website. They add high quality and relevant Sitelinks to your search ads. Also it can uplift your advertisement impact and value.

dynamic sitelink extension example

3.  Dynamic Structured Snippet Extension

People get a better sense of the range of products and services offered by your business with the help of structured snippets which include additional descriptive text.

dynamic structured snippets

4. Automated Location Extensions: People can click or tap your extension to get further details, which includes the most relevant business information. It may also include a phone number or call button so that users can easily call your business. Location extensions can help people to find your locations by showing your ads with your address, a map to your location, or the distance to your business.

automated location extension

5. Consumer Rating Extensions: Based on consumer surveys, consumer ratings highlight industry-specific ratings. All automated extensions, they will be shown along with your ad only when the AdWords system predicts that they’ll increase your ad’s performance.

automated consumer rating

6. Seller Rating Extensions: Seller rating displays a combination of information and reviews next to your AdWords ads, letting people know which advertisers are highly rated for quality service.

seller rating extension


In conclusion with, Ad extensions increase your ad visibility and able to drive more customers to your business. With the use of your ad extensions you can engage with your target audience right on the Google results page by making them. If you haven’t implemented yet, enable those extensions for a fast way to improve your ads and increase your likelihood of connecting with new users.