You may have noticed ad extensions without knowing exactly what they are doing. Ad extensions are an opportunity to make your ads more visible while showing more information to potential customers.
Not all ad extensions fit all of your campaigns. Therefore, it is important to be able to understand what the different extensions do. That way, you will be able to assess which extensions are appropriate for which campaigns.
Here we will review all the ad extensions that are being used. Ad impressions may not always make sense for your ad, but it is certainly an option to consider when optimizing and expanding your Google Ads account.
Ad extensions can be inserted at the following levels:
- Account
- Campaign
- Ad group
Extension with underside links
This extension will allow you to link to other pages on your website. In the ad below, the underside links are those inside the red box. In this case, it may be that a person has applied for "Wood pellets", but that he also wants loose wood pellets. With this extension, he can click on "Wood pellets in bulk" and get directly to what he is looking for. It can also be specific brands or something else. The intention is to make the ad more visible. At the same time, you can provide a better service when you can send potential customers directly to what they demand, even if you search widely.
On Desktop, between 2-6 subpage links can be displayed
Up to 8 subpage links can be displayed on Mobile or Tablet
Info extension
Here you have the opportunity to provide some info regarding your company or services. This is often very general info that creates value. This could be:
- E-branded Webshop
- Free delivery
- Customer service around the clock
- Price match
You need to choose the information extensions that show your branding and that make sense in relation to the ad. The most important thing is that it is unique information about the company that potential customers will find interesting.
The info extensions can look like this:
You can add all your ads to these extensions if the branding applies to all products. You can add info extensions at the account, campaign, or ad group level for flexibility if you wish.
Between 2-6 info extensions can be displayed on both mobile and computer.
Extensions with Websiteinfo
This extension can be used to highlight specific aspects of your products or services. If you sell clothes, you can, for example, create an extension with website info, where you mention the different brands that you offer. For example, if you sell travel, you can add destinations that you know are popular and that will pique people's interest.
Below it is shown what extensions with website info can look like. In this case, it is services that the company would like to highlight.
It is important here that you pay attention to relevance. For example, if you have added "E-labeled webshop" to info extensions, it is not appropriate to add it again with website info.
Call extension
This extension allows you to associate a phone number with your ad. This is especially important when it comes to mobile advertising. By adding this extension, potential customers have the opportunity to click on the phone number and call directly without having to enter the number first. You can also specify which time periods people can call within.
It can be added at: account, campaign and ad group level. We recommend adding it at the account level to ensure that all ads have the extension added. At the same time, you also avoid having to add a new call extension every time you create a new campaign or ad.
Below is an example of what a call extension looks like on a mobile phone:
