Make Ads Relevant with Search Ad Extensions (Full set)

Knowledge check Hiroko is a digital marketing manager for an online bicycle store that sells bikes and cycling gear. She wants to use as many ad extensions as possible. Which three ad extensions would you recommend for her? 1. Callout extensions 2. Location extensions 3. Sitelink extensions 4. Structured snippets

1. Callout extensions 2. Location extensions 3. Sitelink extensions 4. Structured snippets The three extensions that Hiroko should be using are the universal ones: sitelink extensions, structured snippets and callout extensions.

Which ad extensions can serve automatically? 1. Sitelink, location, and call extensions 2. Message, callout, and structured snippets 3. Sitelink, callout, and structured snippets 4. Promotion, callout, and sitelink extensions

1. Sitelink, location, and call extensions 2. Message, callout, and structured snippets 3. Sitelink, callout, and structured snippets 4. Promotion, callout, and sitelink extensions

Why do search ad extensions matter? Select the best answer. 1. They guarantee higher engagement for advertisers. 2. The cost-per-click on ad extensions is lower than on a search ad headline. 3. They increase engagement and influence ad quality. 4. They increase ad quality and drive lower conversion costs.

1. They guarantee higher engagement for advertisers. 2. The cost-per-click on ad extensions is lower than on a search ad headline. 3. They increase engagement and influence ad quality. 4. They increase ad quality and drive lower conversion costs.

Match the marketing goal to the correct ad extension. Sitelinks, call extensions, structured snippets, location extension. 1. You operate many retail stores and want potential customers to see the distance from their location to your stores. Select... 2. You're interested in directing people to specific pages on your website. Select... 3. You're focused on driving phone calls to your business. Select... 4. You want to describe the features of a specific product your business offers before customers click on the ad. Select...

1. You operate many retail stores and want potential customers to see the distance from their location to your stores. Location Extension 2. You're interested in directing people to specific pages on your website. Sitelink extension 3. You're focused on driving phone calls to your business. Call extension 4. You want to describe the features of a specific product your business offers before customers click on the ad. Structured snippets

What are Message extensions? Benefits, When to use & Tips

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. Benefits 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 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. When to use Message extensions are a great fit when you want to give customers an alternative to calling. They provide an initial touchpoint to generate leads, book appointments, and start the sales process. Make sure you have a system in place to respond to messages, either via email forwarding, SMS contact center software, or a mobile phone. Tips Optimize your message extensions: Have a clear call-to-action such as "Text us to get a quote." Put together a prefilled message text that makes users excited to contact you. This is the message text 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.

How are ad extensions served?

All available extensions in the ad extensions section are designed to co-trigger. At any given time, up to four extensions can show for a particular query or device. In fact, Google Ads shows one or more extensions with your client's ad when it calculates that the extension (or combination of extensions) will improve campaign performance, and when the Ad Rank is high enough for it to appear.

What are App extensions? Benefits, When to use & Tips

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. Benefits By giving the option to install the app via the extension, you increase your app's visibility and grow your installation base. Users interested in your app can directly download it from your ad. When to use Tips and best practices great if you have an app 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. Tips 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.

Callout extensions: Highlight value-adding attributes

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. Benefits of callouts 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). Why should you use callout extensions? Callout extensions are short snippets of text and can serve multiple marketing objectives such as: Drive store sales: Free pickup in store; no lines at checkout Online conversions: 365-day returns; free shipping over $25; 24/7 customer service Brand awareness: Zero-waste policy; organic material only Tips and best practices 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 (for example, "4.7-inch LED display" vs. "large LED display" and "34 MPG max mileage" vs. "great fuel economy"). Think bullet points: "Free shipping" is much sharper than "We have free shipping." Sentence case beats title case (e.g., "100% silk" vs. "100% Silk").

Dynamic callout extensions

Dynamic callout extensions Dynamic callouts are automatically generated callouts that can serve 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 "stores nationwide"). Up to six dynamic callouts can show with a specific ad, depending on the customer's device and content.

Dynamic sitelinks

Dynamic sitelinks Dynamic sitelinks are automatically generated sitelinks that can serve with search ads. They're optimized 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 show with a specific ad, but this depends on the customer's device at the time.

Dynamic structured snippets

Dynamic structured snippets Dynamic structured snippets are features that automatically surface useful, structured custom information. This data shows for relevant queries as an additional line of nonclickable 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 serve. The content is generated from a variety of resources, such as your website and data from internal resources. These snippets can show with text ads in any position on Google Search. A minimum of two snippets will show, but there is no maximum number; it just depends on how many the page width can support.

Fully automated extensions

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.

What are Affiliate Location extensions? Benefits, When to use & Tips

Give directions to retail partner locations (available in select 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. Benefits Drive store 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 store visits: Affiliate location extensions are one of the requirements if manufacturers want to report store visits. When to use Affiliate location extensions are ideal for manufacturers. They help consumers find their products at select retailers, while still providing the option to visit their website and purchase online. Tips Maximize 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 they see your ad. This can be done via the Advanced Locations Settings in Google Ads.

What are Location extensions? Benefits, When to use & Tips

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. Benefits Drive store sales: By helping users find a nearby store, 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 there is a store 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 store location. This increases the ad's visibility and the chances that the user will visit the store. Report store visits: Location extensions are one of the requirements if advertisers want to report store visits. When to use Location extensions are great if you have physical stores that you can drive foot traffic to, or for otherwise encouraging customer visits. Tips Keep information updated: Location extensions are served via the Google My Business (GMB) account. Make sure information such as address and phone number are updated. Adapt bids: Bid more aggressively for users who are close to your stores to ensure they see your ad. This can be done via the Advanced Location settings in Google Ads.

Google Consumer Surveys

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

Google Customer Reviews (GCR)

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. To learn more about the program, visit the Help Center.

Google-led shopping research

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.

What are Call extensions? Benefits, When to use & Tips

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. Benefits 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 call extensions should appear, aligned with your business's (or call center's) opening hours. Outside the designated times, the ad won't show the call button (mobile) or phone number (desktop) when it is displayed. When to use 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. Tips 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 they receive from your call center. Make sure your staff is trained to answer questions about the services or products that your extensions are associated with.

Knowledge check It's 6am, and you're sitting in an airport in Singapore, looking through email on your laptop. You realize you forgot to book a hotel for your trip to New York to see the Statue of Liberty.

Intent: I need to book a hotel room Device: I'm on my laptop Interest: I love architecture and New York Time: It's 6:00 a.m. Location: I'm sitting in the Singapore airport

Checking the performance of automated extensions

Learn how to check the performance of an automated ad extension in the Google Ads interface by interacting with the hotspots on the image. All accounts receiving any traffic for these extensions will automatically receive reporting.

Knowledge check Which ad extensions can serve automatically? Message extensions Callout extensions Sitelink extensions Structured snippets

Message extensions Callout extensions Sitelink extensions Structured snippets

What are Price extensions? Benefits, When to use & Tips

Price extensions let you showcase your services and range of products alongside their respective prices. They're available globally in several languages and currencies. Benefits Price extensions provide a better customer experience by setting clear expectations from the very first touchpoint. When to use 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 Center for price extensions to see which languages and currencies are available. Tips 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.

What are Promotion extensions? Benefits, When to use & Tips

Promotion extensions allow you to quickly and prominently display information about your promotions without having to update every single ad. Benefits Promotion extensions show below your ads in an eye-catching format. When to use Promotion extensions are great for highlighting special offers and sales and can include monetary or percentage discounts for your products or services. Tips 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). Check out the Help Center 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 you want them to show.

Why does this matter to users?

Providing relevant ad extensions encourages users to make more informed decisions and take action. 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, clickthrough rate, and prominence of the ad format. More qualified leads Giving users relevant information up front often translates into more qualified leads. Because users know what to expect when they arrive on your website, they're more likely to fulfill the action fostered by the ad.

What do users want?

Relevant information Users search on Google because they're looking for an answer to a specific query. This is the core of Google's mission. Information based on their moment Users are now consulting multiple sources across multiple devices and have become more demanding and impatient to get results. To help users, Google has to quickly provide results that meet their intent, interest, location, and more. Ads that contribute to their experience Ads are a part of the Google ecosystem and follow the same rules. They have to be relevant to provide a good user experience and encourage users to take action.That's why, in order to respond to user behavior and demand, we offer various ad extensions that provide the right users with the right information at the right moment.

Seller ratings (stars) extension

Seller ratings are 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.

StellaService

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

Advertiser-provided extensions

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

Structured snippets: Give a glimpse of what's offered

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. Benefits of structured snippets 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. When should you use structured snippets? 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 Tips and best practices Focus on the essential: Make sure the headers selected provide information that's useful and attractive to users. Ideally, four values should be added to each header, but be sure 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 "sneakers" are a type of shoe.

Structured snippets vs callout extensions

Structured snippets highlight specific aspects of the products or services offered. While callouts highlight what makes a whole business unique.

Universal extensions: How many & why are they important?

There are three extensions every marketer should be using to enhance their text ad: sitelinks, callout extensions, and structured snippets.

Third-party review sites

Third-party sites aggregate user reviews.

Ad extensions best practices

Use the right number of extensions Enable as many ad extensions as what 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. At 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.

What are automated ad extensions?

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

Sitelinks

additional links that appear just under the text of your search ads, directing users to specific pages of your website. Benefits of sitelinks Increased engagement: Adding sitelinks can boost the average clickthrough 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 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. Why should you use sitelinks? 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 store sales: Store hours and locations; find a store Making online conversions: Special discounts; new offers; men's shoes; subscribe now Raising brand awareness: Our values; learn more about our business story Tips and best practices Add as many sitelinks as you can: You should ideally implement 8 to 10 active sitelinks per campaign. Make sure you have enough content on your website to have at least two sitelinks, otherwise the sitelinks won't show. 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.