Make ads relevant with search ad extensions

Question 1

What do users want?

Answer 1

Relevant information, Information based on their moment and ads which contribute to their experience

Question 2

Why does this matter to users?

Answer 2

Increased engagement - Using ad extensions that make sense increases the likelihood of matching a user’s moment and addressing their signals, like intent, device, interest, location etc. As a result, your ads will be more relevant and draw higher engagement.
Better ad quality - Ad formats will impact Ad Rank. When calculating the expected impact of formats, we look at factors such as relevance, click-through rate and prominence of the ad format.
More qualified leads - Giving users relevant information upfront often translates into more qualified leads. Because users know what to expect when they arrive on your website, they’re more likely to fulfil the action fostered by the ad.

Question 3

What are sitelinks?

Answer 3

Sitelinks are additional links that appear just under the text of your search ads, directing users to specific pages of your website.

Question 4

Why should you use sitelinks?

Answer 4

Sitelinks direct to specific pages of your website, and they can serve most marketing objectives as long as the site contains related content. It’s important to remember that the link in the sitelink can’t be the same as the headline links. Purposes include:
Driving shop sales: Opening hours and locations; find a shop
Making online conversions: Special discounts; new offers; men’s shoes; subscribe now
Raising brand awareness: Our values; learn more about our business story

Question 5

Benefits of sitelinks?

Answer 5

Increased engagement: Adding sitelinks can boost the average click-through rate (CTR) for an ad, including in searches for one of the advertiser’s brand terms.
More conversions: By sending users directly to the right page, you reduce the number of steps that they need to perform for an action that you value.
Easy to manage: Add and update sitelinks at the account, campaign or ad group level without the need to bid separately or add separate keywords. The system automatically displays the best-performing or most relevant sitelinks for each query.

Question 6

Tips and best practices for sitelinks?

Answer 6

Add as many sitelinks as you can: You should ideally implement eight to ten active sitelinks per campaign. Make sure that you have enough content on your website to have at least two sitelinks, otherwise the sitelinks won’t be shown.
Select the right landing pages: Link directly to popular or high-converting sections of your website.
Guide the user: In the sitelink title, clearly mention what users will find on the landing page.

Question 7

What are Callout extensions: Highlight value-adding attributes?

Answer 7

Callout extensions are short, specific (25-character) snippets of text. They can be used to highlight information about value-adding attributes of the business, products or services.

Question 8

Why should you use callout extensions?

Answer 8

Callout extensions are short snippets of text and can serve multiple marketing objectives such as:
Drive shop sales: Free pick-up in the shop; no queues at the checkout
Online conversions: 365-day returns; free delivery over $25; 24/7 customer service
Brand awareness: Zero-waste policy; organic material only

Question 9

Benefits of callout extensions?

Answer 9

Boosts engagement: In our tests, this added information drove a ~10% increase in CTR. Callout extensions are a powerful way to highlight value-added attributes about a particular product or service.
Easy to implement: Just add 25 characters for most languages, or 12 characters for double-width languages (like Chinese, Japanese and Korean).

Question 10

Tips and best practices for callout extensions?

Answer 10

Be brief: Keep your callouts as short and specific as possible, and include at least six of them in your campaigns.
Be appealing: Consider callouts that are unique offerings and can apply at a high level to your whole business.
Be concrete: Focus on specific info (e.g. ‘4.7-inch LED display’ vs ‘large LED display’ and ‘34 MPG max mileage’ vs ‘great fuel economy’).
Think bullet points: ‘Free delivery’ is much sharper than ‘We have free delivery’. Sentence case beats title case (e.g. ‘100% silk’ vs ‘100% Silk’).

Question 11

What are structured snippets?

Answer 11

Structured snippets allow you to describe features of a specific product or range of products or services offered by the business before users click on the ad

Question 12

Why should you use structured snippets?

Answer 12

Get more qualified leads: When you give users specific information about what you’re offering before they visit your website, they’ll be more likely to convert after clicking.

Question 13

Benefits of structured snippets?

Answer 13

Structured snippets are great to highlight specific aspects of your products or services. Examples:
Amenities: Wi-Fi, breakfast, pool, gym, spa
Types: Loose-fit jeans, tapered-leg jeans, relaxed-fit jeans
Destinations: Las Vegas, New York, Tokyo, Rome, Cancun, Paris

Question 14

Tips and best practices for structured snippets?

Answer 14

Focus on the essential: Make sure that the headers selected provide information that’s useful and attractive to users. Ideally, four values should be added to each header, but make sure that you have enough content on your website for at least two values.
Be relevant: The values that apply to each header must make sense in the context of the chosen header. For each value, is it true to say ‘[value] is a [chosen header]’? For example: ‘Wi-Fi’ is an amenity, and ‘trainers’ are a type of shoe.

Question 15

What are location extensions?

Answer 15

Give directions to the business: Location extensions let you show your business address, phone number and a map marker alongside your ad text. On mobile devices, there’s a link with directions to your business.

Question 16

Why should you use Location extensions?

Answer 16

Location extensions are great if you have physical shops that you can drive foot traffic to, or for otherwise encouraging customer visits.

Question 17

Benefits of location extensions?

Answer 17

Drive shop sales: By helping users find a nearby shop, you improve the chance that they’ll visit you and make purchases in person.
Drive online sales: Many users feel more confident buying online if they know that there is a shop close to them (in case they’d like to exchange or return what they’ve bought).
Increase performance: On average, ads with location extensions see a 10% boost in CTR.
Boost visibility: Add a bid modifier for users who are close to a shop location. This increases the ad’s visibility and the chances that the user will visit the shop.
Report shop visits: Location extensions are one of the requirements if advertisers want to report shop visits.

Question 18

Tips and best practices for location extensions?

Answer 18

Keep information updated: Location extensions are served via the Google My Business (GMB) account. Make sure that information such as address and phone number are updated.
Adapt bids: Bid more aggressively for users who are close to your shops to ensure that they see your ad. This can be done via the Advanced location settings in Google Ads.

Question 19

What are affiliate location extensions?

Answer 19

Give directions to retail partner locations (available in selected countries): Affiliate location extensions allow product manufacturers to drive visits to retail partners that sell their products. The format displays the headline and URL for the manufacturer’s website, ad text for the manufacturer’s product and the nearest retailer.

Question 20

Why should you use affiliate location extensions?

Answer 20

Affiliate location extensions are ideal for manufacturers. They help consumers find their products at selected retailers, while still providing the option to visit their website and purchase online.

Question 21

Benefits of affiliate location extensions?

Answer 21

Drive shop sales: By helping consumers find a nearby retailer that sells your product, you improve the chance that they’ll visit you and make a purchase in person.
Drive online sales: Consumers have the option to visit the manufacturer’s website and purchase online if they don’t have time to visit the retailer.
Report shop visits: Affiliate location extensions are one of the requirements if manufacturers want to report shop visits.

Question 22

Tips and best practices for affiliate location extensions?

Answer 22

Maximise local reach: In the Google Ads interface, select retail chains or automotive dealerships to highlight all of the nearby locations where consumers can find your products.
Adapt bids: Set higher bids for users who are close to retailer locations to ensure that they see your ad. This can be done via the Advanced locations settings in Google Ads.

Question 23

What are call extensions?

Answer 23

If you’re looking to get calls from customers, use call extensions. These extend ads with a phone number, allowing mobile users to directly call your business.

Question 24

Why should you use call extensions?

Answer 24

Use call extensions if you do business over the phone and value phone calls as much as you value clicks to your website. Users have the option of calling from the ad or clicking through to your website.

Question 25

Benefits of call extensions?

Answer 25

Convenience: Generate calls directly from your ads and provide customers with a more convenient way to reach you.
Qualified leads: Drive greater response and a higher number of qualified leads by increasing the options available to consumers for connecting with you.
Flexible scheduling: Specify what dates, days of the week or times of day that call extensions should appear, aligned with your business’s (or call centre’s) opening hours. Outside the designated times, the ad won’t show the call button (mobile) or phone number (desktop) when it is displayed.

Question 26

Tips and best practices for call extensions?

Answer 26

Measure the impact: Enable phone call conversions reporting in account settings to assess which campaigns, ad groups and keywords are most effective at driving call conversions.
Provide great service: Once customers call you, success mainly depends on the service that they receive from your call centre. Make sure that your staff are trained to answer questions about the services or products that your extensions are associated with.

Question 27

What are app extensions?

Answer 27

App extensions are great if you have an app to promote. This format gives you the option of driving traffic to your website or the app store from a single text ad.

Question 28

Why should you use app extensions?

Answer 28

It’s a good idea to use app extensions if you have an app that you want to promote because the format gives you the option of driving traffic to your website or the app store from a single text ad. This is also the only way to guarantee an app impression based on a keyword.

Question 29

Benefits of App extensions?

Answer 29

By giving the option to install the app via the extension, you increase your app’s visibility and grow your installation base. Users who are interested in your app can download it directly from your ad.

Question 30

Tips and best practices for app extensions?

Answer 30

Be clear: Your headline link should direct to your website while the app extension links to the app store. Don’t link your headline to the app store as well, as this is redundant and may create a confusing user experience.
Show it: Implement the extension to serve on both brand and generic keywords.
Be inclusive: Don’t limit the extension to keywords oriented to driving mobile app downloads, since users still have the option to click through to the website.

Question 31

What are price extensions?

Answer 31

Price extensions let you showcase your services and range of products alongside their respective prices. They’re available globally in several languages and currencies.

Question 32

Why should you use price extensions?

Answer 32

This structured way of highlighting information makes it easier for people to compare their options and decide if they’re interested in your products or services. Check the Google Ads Help Centre for price extensions to see which languages and currencies are available.

Question 33

Benefits of price extensions?

Answer 33

Price extensions provide a better customer experience by setting clear expectations from the very first touch point.

Question 34

Tips and best practices for price extensions?

Answer 34

Be granular and relevant to user queries.
Make sure that the descriptions relate to the headers.
Don’t use promotional copy in descriptive lines.
Don’t repeat headlines and description lines.

Question 35

What are promotion extensions?

Answer 35

Promotion extensions allow you to quickly and prominently display information about your promotions without having to update every single ad.

Question 36

Why should you use promotion extensions?

Answer 36

Promotion extensions are great for highlighting special offers and sales and can include monetary or percentage discounts for your products or services.

Question 37

Benefits of promotion extensions?

Answer 37

Promotion extensions are shown below your ads in an eye-catching format.

Question 38

Tips and best practices for promotion extensions?

Answer 38

Select special occasions and events: You can select from a list of prepopulated occasions to have your promotion extension appear with a bold label (e.g. back to school, Black Friday, Boxing Day). Visit the Help Centre for all available occasions.
Flexible scheduling: Choose to show your promotion extensions within the date of the occasion, or specify the dates, days of the week or times of day that you want them to show.

Question 39

What are message extensions?

Answer 39

Adapt to a new communication style: Message extensions are a mobile-only format that enables clients to easily connect with a growing segment of users who prefer to text.

Question 40

Why should you use message extensions?

Answer 40

Message extensions are a great fit when you want to give customers an alternative to calling. They provide an initial touch point to generate leads, book appointments and start the sales process. Make sure that you have a system in place to respond to messages, either via email forwarding, SMS contact centre software or a mobile phone.

Question 41

Benefits of message extensions?

Answer 41

Convenience: Consumers can interact with your business on their own terms. Message extensions ensure that your business doesn’t miss an opportunity to connect with customers when it’s not a good time to call.
Prequalification: Give users the chance to ask questions, review products, talk pricing and engage in other ways that they can’t on your website.
Ability to generate leads: Receive messages from users, and put them in a queue to call later when it’s convenient for them.

Question 42

Tips and best practices for message extensions?

Answer 42

Optimise your message extensions: Have a clear call to action such as ‘Text us to get a quote’. Put together prefilled message text that makes users excited to contact you. This is the message text that users will see in their SMS app before sending.
Schedule your message extensions to show when someone is available to provide answers.
Provide great service: Reply to texts in a professional and timely manner.

Question 43

Ad extension best practises?

Answer 43

Right number of extensions - Enable as many ad extensions as makes sense for your business. You should have at least three, but it’s highly recommended to have four since in any given auction, an ad can show a maximum of four ad extensions. As a minimum, always enable sitelinks, structured snippets and callouts., Keep them fresh and updated - Change the link text and URLs whenever you have something new to communicate, such as sales or special offers., monitor performance - We recommend that you monitor the performance of ad extensions at the ad group level to see how they’re increasing performance by capturing relevant traffic and queries.

Question 44

What are automated ad extensions?

Answer 44

Very similar to advertiser-provided ad extensions, automated ad extensions give consumers relevant information upfront, which can often translate into more qualified leads.
Every Google Ads account gets opted in to all the automated ad extensions that they’re eligible for. The content for automated extensions is carefully generated by machine learning and supported by a dedicated team within Google.

Question 45

What are fully automated extensions?

Answer 45

Fully automated extensions are directly populated by Google and don’t require any action on your part. These extensions are shown automatically when Google predicts that they will improve ad performance.

Question 46

What are advertiser-provided extensions?

Answer 46

Strictly advertiser-provided extensions are not automatically generated, but Google recommends implementing the optimal amount for the business in order to achieve as many impressions as possible. Advertiser-provided extensions will always supersede automated ones.

Question 47

What are dynamic sitelinks?

Answer 47

Dynamic sitelinks are automatically generated sitelinks that can be served with search ads. They’re optimised to direct consumers to relevant pages contextually on your website.
Available in one- and two-line formats, they look the same as advertiser-provided sitelink extensions. Between two and six dynamic sitelinks can be shown with a specific ad, but this depends on the customer’s device at the time.

Question 48

What are dynamic structured snippets?

Answer 48

Dynamic structured snippets are features that automatically surface useful, structured custom information. This data is shown for relevant queries as an additional line of non-clickable text in the form of a header: Value 1, Value 2 and Value 3. A one-line or two-line version of this automated extension may be served.
The content is generated from a variety of resources, such as your website and data from internal resources.
These snippets can be shown with text ads in any position on Google Search. A minimum of two snippets will be shown, but there is no maximum number; it just depends on how many the page width can support.

Question 49

What are dynamic callout extentions?

Answer 49

Dynamic callouts are automatically generated callouts that can be served with search ads. The text for dynamic callouts is generated from existing content on your website (like the landing page of the ad creative). Or, if the system can find a match on the landing page for certain high-value phrases, these can be used as a callout (e.g. ‘get a free quote’, ‘book online’ or ‘shops nationwide’). Up to six dynamic callouts can be shown with a specific ad, depending on the customer’s device and content.

Question 50

What are Seller ratings (stars) extension

Answer 50

Seller ratings is an automated extension that lets users know if your business is highly rated for quality service. Google receives data from the following data sources, which can be used to generate a seller ratings score.

Question 51

What is google customer reviews?

Answer 51

Google Customer Reviews is a free service that helps your business collect feedback from customers who’ve made a purchase on your website. With just one click on your checkout page, customers can choose to receive a survey to rate their experience. The ratings from these customer surveys apply to your seller ratings eligibility.

Question 52

What is StellaService?

Answer 52

StellaService is an independent company that evaluates the customer service performance of certain online businesses.

Question 53

What is google-led shopping research?

Answer 53

Google-led shopping research evaluates the customer service performance of certain online businesses. It follows its own methodology and processes, which may bear similarities to StellaService.

Question 54

What are google consumer serveys?

Answer 54

Google Consumer Surveys is a platform that collects ratings for certain domains and businesses. Surveys are run and managed by Google

Question 55

What are third-party review sites?

Answer 55

Third-party sites aggregate user reviews.