google adwords extensions

If you run AdWords campaigns, you’d be using ad extensions as well. That means you probably have got a few go-to extensions that you know well and use often. But isn’t it tiring to read through all the Google documents on extensions every time you wish to upgrade your arsenal and try something new?

Ever wished to have all of the basics at one place for a quick check? We’ve heard your heart and constructed a comprehensive list of all the extensions available in AdWords, with their breakdown as for how they work and what you need to get them going.

So let’s dive in!

Callout Extensions

What They Are: Supplementary, non-linking text that can be displayed below the ad text to provide detailed information about the products and services you offer.

Where to Apply Them: The callout extensions can be set at the ad group or campaign level.

Requirements & Restrictions:

  • A minimum of 2 callouts per campaign or ad group needs to be added to be eligible to display,
  • A callout should not exceed the limit of 25 characters.

Detailed Information: About Callout Extensions

Sitelink Extensions

What They Are: Sitelinks are links to additional pages on your website (different from the ad’s landing page) that you want to get displayed below the ad text.

Where to Apply Them: The sitelinks can be set at ad group, campaign, or account level.

Requirements & Restrictions:

  • A minimum of 4 site links are needed to be added to be eligible to display,
  • The linking text of the site link should not exceed the limit of 25 characters,
  • You can add 2 description lines, and the text should not exceed the limit of 35 characters per line.

Detailed Information: About Sitelink Extensions

Location Extensions

What They Are: Location extensions shows information about your business in addition to your ad text like the business address, phone number, and other details

Where to Apply Them: The location extensions can be set at the ad group, campaign, and account level

However, be extremely careful with this if you have multiple locations and are advertising location specific products and services

Restrictions & Requirements:

  • You need to set up a Google My Business page and link it to your AdWords account,
  • You need to get verified the linked phone number,
  • You also need Google My Business page to link the location extensions, and to the AdWords account as well,
  • The content for the extension is fetched directly from your Google My Business page. All the business information is managed there, instead of AdWords.

Here is the list of what all can be fetched:

  • Business address
  • Working hours
  • Phone number
  • Google reviews and ratings

Detailed Information: About Location Extensions

Structured Snippets

What They Are: Using structured snippets, you can highlight the specific aspects of your products and services in the ads.

These extensions provide a context of the nature and variety of your products/ services before the visitors click through to your website.

Where to Apply Them: The structured snippets can be set at the ad group, campaign, and account level

Requirements & Restrictions:

  • Each snippet contains a header (chosen from a preset list in AdWords),
  • A minimum of 3 ‘values’ (text) per header can be added,
  • The character limit is 25 per value,
  • There is no minimum number of the snippets required for eligibility,
  • A maximum of 2 snippets can be displayed at once (with the header and the values).

Detailed Information: About Structured Snippets

Call Extensions

What They Are: Using call extensions, you can add phone numbers to your ads, using which people can call your business directly.

This means more customer engagement with your ads and more chances for you to get (and track) conversions.

Where to Apply Them: The call extensions can be set at the ad group or campaign level

Requirements & Restrictions:

  • Official phone number in use,
  • You can also use Google forwarding number instead of your business’s actual number to track phone conversions.

Detailed Information: About Call Extensions

Review Extensions

What They Are: Review extensions allows enriching your ad by displaying third party reviews of your product/ service under it

Where to Apply Them: The review extensions can be set at the ad group, campaign, and account level

Requirements & Restrictions:

  • The reviews must include:
  • The review (a paragraph or a quote),
  • The source of the review,
  • The URL where the review can be found,
  • The review cannot be more than a year old,
  • The character limit for the review and source fields collectively, is 67.

Detailed Information: About Review Extensions

App Extensions

What They Are: App Extensions links to your apps’ pages in the app store, or directly downloads the apps from the ad

Where to Apply Them: The app extensions can be set at the ad group, campaign and account level

Requirements & Restrictions:

  • The app should be live on Google Play Store or Apple App Store,
  • It is important to add the URL for the app’s location within the store,
  • The linking text of the extension should not exceed the limit of 25 characters,
  • Multiple app extensions can be added to an account; however, only 1 is visible at a time.

Detailed Information: About App Extensions

Price Extensions

What They Are: Price extensions are additional information that are shown underneath your text ads, showcasing your products and services and how much they cost

Where to Apply Them: The price extensions can be set at the ad group, campaign, and account level

Requirements & Restrictions:

  • It is displayed only on mobile devices,
  • You can list a minimum of 3 and maximum of 8 products/ services per extension,
  • The character limit for the product/ service header and description is 25 each,
  • You can set a unique final URL for each product/ service; however, it’s not compulsory,
  • Qualifiers such as ‘up to’ or ‘from’ can be displayed with more flexibility,
  • Each product/service does need a final URL, but they may all be the same if need be.

Detailed Information: About Price Extensions

A Note on Automated Extensions

Since these extensions are auto-generated by AdWords, they neither require any setup nor any information to be entered manually. However, you should know about the different automated extensions and how they are generated.

And remember, just like everything else in life, there are no guarantees with ad extensions too. You may show up in the top results, have everything loaded in place, but still not display any extensions. The site links may appear, but it may lack descriptions you set to display with them. If you have concerned clients or need to ease your own mind, it can be heartening to point directly the documentation from Google, as they tend to say it as the best:

  • There are numerous factors that affect if your review should be shown, including the ad relevance, your bid, and available space on the search results page and other extensions.
  • There are no additional costs to use these extensions. The prices for the clicks on the ads with extensions are based on the same formula used for determining the cost-per-click of any ad. And in many cases, having robust ads completed with amazing extensions can improve the click-through-rate (CTR) and the ad rank, thus decreasing the cost-per-click (CPC).

Happy advertising!

Prince Bansal is a young, energetic and quality oriented Digital Marketing professional at Seasia Infotech and is known for his immense knowledge for marketing strategies. He often writes about mobile development, technology, and business-related topics.

Leave a Comment

Your email address will not be published. Required fields are marked *