A complete guide to advertising with Google AdWords Part 5- Ad extensions

A complete guide to advertising with Google AdWords Part 5: Ad extensions

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The next stop in your Adwords journey is Ad extensions. Ever noticed that some ads have a few extra links in their ads?

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Well, those extra links are known as Ad extensions, and there are several different kinds of ad extensions that you can choose from. They not only make your ad a lot more visible to prospective customers, but also boost your CTR.

A discussion on Ad extensions is incomplete without the mention of sitelinks. If your ad gets displayed in the top tier of spots (which usually consists of the first 3 spots), then you have an option of adding multiple sitelinks as an extension to your ad.

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What exactly are Sitelinks?
Sitelinks are additional links that appear underneath the main ad. They offer additional options for prospective customers to click on, allowing the visitors to go straight towards the most relevant page with fewer clicks. Furthermore, sitelinks also allow you to push your competitors down and to the next page, as ads with sitelinks take up extra space in the SERP.

You, as an advertiser, have an option of selecting 2 to 6 sitelinks for each campaign, but try to stick with an even number of sitelinks as they format nicely with your main ad.

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Still confused? Let’s try to understand this ad extension with the help of an example.
Let’s say your business consists of selling art supplies. You write an ad which offers a deal on acrylic paints and the keyword you bid on is a brand name. Now assuming that your ad is shown in the top 3 spots, you can add additional links. These additional links can either take your visitors to an offer for watercolors, paint brushes, inks, or even different varieties of paper, all of them from the same brand. Or, you can even add in links for your website’s About Page, Pricing and Fees, Contact Us, or even FAQs pages. This way you’ve provided visitors with multiple options, which will increase the likelihood of your ad getting clicked on.

How to add Sitelinks?

  • Select a Campaign
  • Click on the Ad Extensions tab
  • Click on the Sitelink Extensions option
  • Click on the +New Sitelinks button in order to create a new sitelink.
  • Write the link text – this is the title that will appear in in your ad.
  • Set the destination URL for each of your links.


The next important Ad extension we need to talk about is call extension. By the end of 2013, Google had revised their earlier policy of allowing phone numbers to be included in the main text or headline of the ad, which now meant that you can no longer add your contact number in your main ad copy. However, no need to fret just yet, because you now have the option of including your contact number in your ad as a call extension.
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Adding a call extension feature allows your prospective customers to communicate with you and build a better customer-client relationship. And if these call extensions are displayed on mobile phones, then they’re a lot more powerful as clicking on the number displayed would allow visitors to connect to you directly. This works even better if your website isn’t fully customized for mobile devices yet and the main call to action on your landing age is calling your number. This contact number of yours will be displayed at the top and highlighted in blue, indicating that it’s clickable.
You can even set up the call extensions feature in such a way that it appears only at certain times of a day; hence, displaying it only when you’re certain somebody can answer the phone.

How to add Call Extensions?

  • Select a Campaign
  • Click on the Ad extensions tab
  • Select Call Extensions option from the drop down menu
  • Add in your phone number.

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When you’re setting up new call extensions, you have the option of choosing from a small variety of features available. One of the main features is Google forwarding phone numbers. This feature allows you to access the call reporting which then allows you to track your Adwords conversions, as Adwords generates a forwarding number which is shown in your ads instead of your contact number. When you opt for this feature, Google charges you per call a user makes.

A location extension is quite similar to the call extensions feature. Instead of a contact number, this extension allows you to display your business address in your ads. Local brick-and-mortar businesses can benefit greatly from this ad extension as it can increase the foot traffic to their business quite easily.
The location extension feature works in different ways. If you’ve made a Google Places account for your business, then you can put that link up as it will allow Google to take information directly from Google Places. However, if you haven’t yet set up a Google Places account for your business, you can manually add your business address in.
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How to add the Location Extension?

  • Select a Campaign
  • Click on the Ad extensions tab
  • Select the Locations option available in the drop down menu
  • If you have a Google Places account then link that account to your ad campaign.
  • If you don’t have a Google Places account, then select the ‘Manually Entered Addresses’ option and click +New extension.
  • Enter in your business address.


Visuals are one of the oomph factors that turn a boring copy into a great one; therefore, adding images to an ad copy is always a good idea. They not only increase the visibility of your ad, but also encourage visitors to click on it. They’re effective also because of the fact that very few Adwords advertisers make use of this extension; hence it allows those who do use this extension to immediately stand out.
Upon activating this extension, three images pop up above your ad which features your brand. However, unlike other extensions it doesn’t immediately start running; it will only work if your ad gets one of the top positions in the search result and even then you’ll need to have a talk with your Adwords accounts representative to effectively set this extension up.


This extension can easily increase your ad’s visibility and the CTR rate. However, for it to work, your Adwords account needs to be linked to your Google+ page so that the number of your fans and followers can be displayed. The process for getting qualified for this extension is a tricky:
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  • You need to have a verified URL from Google+
  • The domain in your ads and the domain of the Google+ page you’re linking the ad to must match.
  • Your Google+ must have over 100 followers.


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If your product or service is displayed on a renowned review website – such as Shopzilla, Yelp, etc. – Google will gather all these results and give you a rating out of 5 stars. However, in order to use this extension, you must have at least 30 unique reviews in the past 12 months and a rating of 3.5 or above. Once you do get qualified for this extension, it can help boost your CTR and conversions quite easily. Just ask your customers to leave reviews for your product, and let Google rate you.

You have no control whatsoever on this extension. It is controlled solely by Google. If you add this extension to your ad, your prospective customers will be informed when they last viewed your website and the number of times they visited it.
Using ad extensions can greatly increase your ads visibility and boost your CTR. So, make sure you don’t miss out on them!

That’s it for today. Stay tuned for the next post in this series to learn more about optimizing for , exploring strategies that display your ads more often, taking advantage of dynamic keyword insertion, and more.

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