A Guide to AdWords Ad Extensions

By Terrance G Kern on November 4, 2018

Adwords Ads Extensions

If you want your ads to outdo the competition,  improve your Quality Score (QS) and click through rate (CTR), then it’s time you mastered AdWords and extensions. This is one of the main pillars of the success of AdWords advertising.

What are Ad Extensions?

Ad extensions are extra snippets of crucial information about your business, which you can add to AdWords text adds. They include the phone number of your business, its location, and ratings among others.

Difference between Manual and Automated Ad Extensions

Manual ad extensions need you to manually fill your business details, while automated extensions will not. Manual extensions are highly customizable and have a reporting simplicity, and thus are more powerful than automated extensions.

Manual Ad Extensions

These are add-ons you can customize to your search ads to give extra details of your product and service. Manual extensions have bonus information and can display anything ranging from store location info to specific click-to-call buttons. Below is a breakdown of each extension and an analysis of the ones that are most suitable for your business.


  • AdWords Sitelink Extensions


These are extra links you may add to the search ad to allow you to see your entire offerings up front to make clicks relevant to their needs.

Tips for Enabling Sitelinks in AdWords

  • A minimum of 75 characters
  • 25 or fewer characters shoot for a title
  • Desktops allow a maximum of 6 sitelinks but mobile allow a minimum of 4
  • Have a precise description- create one selling point and proceed.
  • They are most suitable when using broad match keywords or when doing branded campaigns.
  • To maximize mobile ad performance, create sitelinks that are mobile-optimized.
  • When using 1-per rule, avoid using sitelinks as they might pull away from the primary call-to-action.


  • AdWords Callout Extensions


These resemble sitelink extensions but lack links that are clickable. They enable you to give extra detail and relevance to the ad as you maintain a call-to-action that is laser-focused.

Tips and Rules for Callout Extensions

  • The character limit is 25
  • You can use this to market your business  attributes that make you unique such as “money back guarantee,”  “free returns,” and “x day trail”
  • This does well with broad match keywords
  • To set yourself apart from competition. Give additional selling points
  • Improve conversion rate and CTR
  • Chose the callouts to appear for different search terms


AdWords Location Extensions


These extensions are responsible for showing the address of your storefront and hours of your search ad’s operation. They will work best especially if you want more in-store foot traffic.

Tips for Enabling AdWords Location Extension

  • These extensions work best with granular geotargeting the location of your store. Validate your ad with a location extension that proves your proximity.
  • Combine a call out extension with a location extension for advertising “free in-store-fittings” and “in-store returns.”- This is not necessarily meant for brick and mortar.


  • Affiliate Location Extensions


Affiliate location extensions are highly used by large brands to help customers find the best retail chains for buying products.

Tips for Enabling Affiliate Location Extensions

  • Advertisers do not require a ‘Google My Business’ account as is the case for standard location extensions.
  • Add this this on the extensions page. Once you enable it on your account’s level, leave it for Google to run it from you.


  • Structured Snippet Extensions


These give advertisers three extra header lines of the text highlighting crucial aspects of your business such as:

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

Rules/ Tips of Structured Snippets Extensions

  • Use at least 25 characters
  • You can add to a maximum of 13 types of values to your structured snippets. With this, utilize the diverse amount of content options by adding a minimum of 4 values per header.
  • Make sure your headers are short, sweet, and easily understandable for mobile users.

AdWords Call Extensions



AdWords call extensions will help you show the business telephone number on the ad. Upon clicking on your ad, a mobile user can directly dial your business.

Rules and tips for AdWords Call Extensions

  • Use the right keyword match types
  • You can get calls for free by using call extensions on desktop.
  • Ensure the ad directs users to the right phone line.
  • Have an Ad Schedule Bid Adjustment to ensure someone in your business is around to field your call.
  • If you are intending to show an ad only featuring a click-to-call CTA, create a Call-Only Campaign.
  • Set up call conversion tracking to track all activity


  • Message Extensions


These extensions come with a bouton on mobile devices to prompt potential customers to reach you through a text message.

Rules and Tips for Message Extensions

  • You can create message extensions across multiple ad groups and campaigns.
  • These can be automatically added for mobile users


  • AdWords App Extensions


App extensions enable you to include a button for downloading a mobile app close to the search Ad.

Rules and Tips for App Extensions

  • Set up Android app and iOS conversion tracking
  • Have a mobile site visitors’ remarketing list for remarketing the app


  • AdWords Price Extensions


This extension is useful in showcasing transparent pricing of products and services on the Ad directly.

Price Extension Tips

  • To get more visitors and qualified calls, use price extensions alongside location and call extensions.
  • Price extensions appear only if the ad rank is #1
  • Have at least three items you intend to feature.
  • While transparent pricing could reduce some traffic, utilize CPA as the guiding metric. You will get fewer clicks with a similar number of conversions, which means you will be driving traffic that is more qualified.
  • Utilize final URLs that are unique for more ad relevance


AdWords Promotion Extensions


If you want to advertise deals, sales offerings, and coupons, you should use promotion extensions. They have a price tag icon to make your ad outdo competition on Google Search.

Promotion Extension Tips

  • Have a cohesive landing page experience to promote the discount code.  
  • You can schedule promotion extensions for holidays and unique promotions
  • By creating a new promotion extension, you will not lose historical data
  • They come with a number of preselected promotions going all year round such as Christmas, Labor day, Mothers Day, and Cyber Monday.

Steps for setting up Ad Extensions in the New AdWords (Step illustration photos required)

  1. Go to Google AdWords
  2. Choose your ad group or campaign
  3. Click on the ‘Ads & Extensions’ tab on your left-hand side
  4. Click ‘extensions” on the top menu
  5. To create a new extension, click the giant + sign
  6. Choose the extension you intend to create- you can hover over each extension to prompt a short to describe what each extension does.
  7. Fill in all required details
  8. Click “Save.” Congratulations! You have successfully created a new extension.

Tips for Setting up Ad Extensions in the Old AdWords Experience (Step illustration photos required)

  1. Go to the AdWords dashboard and choose the ad group or campaign you want to add your location too.
  2. Chose “Ad Extensions”
  3. On the menu, click “View” and choose “Your Preferred Extension”
  4. Click the Extension button and follow the Extension-Specific Tutorials, and click “Done.”
  5. Wait for 24 hours to get your extension approved.

Editing Extensions in Bulk

  1. Go to AdWords Dashboard and choose the ad group or campaign you want to view.
  2. Click “ads & extensions” on the left side
  3. On the top, chose the Ad Extensions.
  4. Look on the boxes for extensions you intend to edit and click “edit extension”

AdWords’ Automatic Ad extensions

Google at times pulls data from different sources automatically to create your ad’s extension. You can’t control these extensions and if you want more control, then it will be best if you replace them with manual ad extensions.

Automated Ad Extensions Include:

  • Automated sitelink
  • Automated call
  • Automated message
  • Automated callout
  • Automated location
  • Previous visit
  • Dynamic callout
  • Seller ratings
  • Structured snippets

How to remove automatic extensions in AdWords (Step illustration photos required)

  1. Go to Google AdWords and Open your Search campaign
  2. On the ads and extensions tab on your left-hand side, click “Extensions” tab.
  3. By checking the box to the Ad’s left, chose to add extension on ad.
  4. Click Remove.

Get Started!

As you run ad campaigns, keep your extensions as relevant as possible. You don’t have to guess what works best. Create many extensions, and Google will choose and display the best performing combinations. All the best as you get started!

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