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If you are already into pay-per-click advertising, you must be aware of the undisputable potential of AdWords as an advertising channel. If not, AdWords is one of the most popular yet efficient ways to market your business, attract new customers and spur growth.

And as if the platform wasn’t enough for online advertising, there are a number of powerful extensions belonging to AdWords that make your advertising campaigns even more effective and worth your money.

That said, this in-depth guide will familiarise you with different types of AdWords extensions while explaining how each extension can be used to boost the functionality of your advertising campaigns and drive maximum ROI.


Ad extensions are a means to add extra bits of useful information to your ad text to make your ad campaigns more relevant and accessible.

Typically, ad copy includes basic headlines, a brief description related to the business and URL. But with AdWords ad extensions, advertisers can include more useful information like contact details, customer reviews and ratings, call buttons etc.

Interestingly, this extra information if added correctly, helps your advert to drive more clicks thus reducing cost per click while encouraging more valuable user interactions like calls.

Here’s what an ad with and without extension look like;

Ad without extension

Ad without extension

Ad with extension

Ad with extension

How do AdWords Ad extensions make a difference?

By providing additional information through ads, Ad extensions give your ads greater visibility on the search results page while encouraging users to reach you directly through the search results. Furthermore, ads with extensions tend to produce more clicks and spur more user interactions than basic ads.

Enhanced prominence, greater appeal and search visibility, higher clicks and more valuable user interactions ultimately contribute to high return on investment.

Not to mention, ad extensions come with no extra cost. Clicks on the ads equipped with extensions are charged as usual. This means you only pay when someone downloads your app using the provided app extension or calls you through the provided call extension. You are charged no more than two clicks for every expression on each ad and its extensions.

Moreover, it is important to note that adding an extension to your ad doesn’t necessarily mean it will show up with your ad all the time. There are some factors that decide whether or not your extension will show up. We will talk about these factors later in this article. Let’s first move on to the types of extensions offered by AdWords.

Manual Extension VS Automated Extension

AdWords extensions are categorised into two types: manual and automated.

Manual extensions are the ones that advertises choose and set up on their own. These extensions allow you to add customisable information to your ad copy. Besides including useful information about your product or service, you can display certain type of all to actions in your manual extensions such as click to call and download app.

Listed below are different types of manual extensions you can include in your ad campaigns;


Location extensions tell your customers about your physical business location. This extension is useful for those companies who want their customers to know that they have a physical storefront. This extension also features a map to your location or the distance to reach your store. This is perfect for companies who have stores and display rooms.


  • Affiliate Location Extensions

With this extension, you can see nearby stores (retail chain stores) that sell your product. Affiliate location extensions help customers find stores nearest to them that carry your product. When someone searches product similar to your product, your advertisement will show up with the closest affiliated store listed. It will appear either as a map or an address. If you are using you’re a mobile phone, you can click on the address to pull directions.

  • Call extensions

Call extensions are effective and simple. By using these extensions, you can add your contact number to your ad, and offer mobile users the option to click to call. If you want to include a contact number in your ad, then nothing serves your purpose better than the extension.

If you have indicated your business goal is to get customers to call you, then chances are that AdWords might set up automated call extensions. In this extension scheduling is crucial. You can schedule the extension to show during the business hours when someone can answer the phone.

Call extensions

  • Message extensions

Message extensions is an exceptional feature for mobile devices that allows the user to send a bespoke message straight to your phone. It is a great function specially for small business owners. Customers can use message extensions if they want to ask for a quote or anything rather than clicking on your advertisement and looking for the information. Users are required to just click ‘send’ or write a message whenever a pre-populated message appears. Once users hit send, it will go as a text message to your mobile and then you will be charged Cost-per-click as if it was a click on your advert.

Message extensions

  • Sitelink Extensions

Sitelink Extensions are links you will find under your PPC search advert that enable you to take users to a different landing page on your website. This is an amazing function to use if you are running a brand campaign. Unlike SEO, you will have total control over what you wish to show to your customers. For instance, if you want your customers to know about your new offering, you can use a sitelink extension with a brief description to show this.

Sitelink Extensions

  • Price Extensions

Price extensions work great when you want to make your prices stand out without using any of the character limit within your advertisement. This simply means you can concentrate on product or service description with your ad text and allow the extension to do the rest.

Price Extensions

  • Structured Snippet Extensions

Structured Snippet extensions enable advertisers to showcase unique features of their offerings. Google offers a wide array of classifications from a service catalogue to specific types of products. These extensions can be tricky owing to polices and requirements of Google. If your extension gets disapproved, Google will notify you. So, you are required to ask for further information on how to gain approval.

Structured Snippet Extensions

  • Call out extensions

Call-out extensions play key role in your advertisement that are used to reflect the key selling points of your business. You use call out extensions to add more value to your advert.

Some examples of call-outs you can use include:

Do you run business 24/7? Do you offer high quality products? Do you pride yourself on your offerings? Are you a family run business? These are the kinds of call-outs you can use just to increase value of your advert.

You must make clear that why one should click on your advert and choose you over your competitor?

Call out extensions


If you want people to download your app, you can use these extensions. App extensions enable you to link an ad to your app download. The link will show below your text ad and direct people directly to your app download. App extension is compatible with both iOS and Android – though only will appear at a time. Based on user’s device Google will determine which store should be used.


Automated extensions, on the other hand, are automatically added by AdWords to improve your ad’s performance. Since these extensions are automatically picked by Google based, they involve less effort on the advertiser’s part.

Automated extensions can further be categorised into the following types:


Like manual sitelinks, these are the high-quality links to your website pages that are automatically added by AdWords below your ad text.

The difference is that instead of you (Advertiser) manually choosing which links should appear as your ad extension, it is Google that pulls links that relate most to a certain search query and add them to your ad.

Linked to the conversion-focused pages of your website, sitelink extensions allow people searching on Google to find what they are looking directly from your ad.


These are again the extensions (like manual callouts) that include additional information promoting any unique features or special offers related to your ad such as 24/7 support, free shipping and 50% discount. Google extracts the information it deems most relevant to your ad from existing website copy or focused landing pages.

Dynamic callouts highlight unique offerings and specialities of your business using a single phrase, which helps to draw maximum user attention and entice the user to click on your ad.


These ad extensions automatically include additional information about your business or offerings which are deemed most relevant by Google, to your ads.

These informational snippets appearing with your help users to know more about your business and services on the search page only while encouraging them to click on the ad in the quest for detailed information.


These automated extensions showcase customers reviews and ratings for related products with your ads to help people make careful purchasing decisions.


Google pulls seller ratings from a range of reliable sources that aggregate business reviews. Not only do these rating extensions improve your ad performance but they also help to drive more qualified leads, which ultimately means high conversion.


These extensions include a short note informing the user if they have ever visited your website before. This note typically include how many times the user visited a website and when was the last time they visited.



These extensions add to your ads customer ratings that are gathered from Google certified consumer surveys and trusted review sources.

Automated consumer ratings are shown as multiple categories rated on a scale of 1 to 10 instead of as start ratings.


Keep in mind that be it manual or automated, you don’t have any control over whether or not your extension will show up as mentioned earlier. The most control you have when it comes to extensions, is simply enabling and setting up manual extensions. You can also set device preference and ad schedule in case of manual extensions. But again, regardless of your settings, Google will decide which of the two; either enabled or automated extensions should show for an individual search.

This brings us to factors that affect whether or not an extension will show with your ad.

Factors that affect the visibility of your ad extensions

  • Ad rank- This depends on varied aspects including the quality of your ad and your bids. You are required to meet a minimum Ad rank score for extensions to show.
  • Position of your ad- Ads in higher positions have more chances for their extensions to show up than the ads in lower positions. Besides, AdWords system generally doesn’t allow low ranking ads to get more incremental clicks from extensions than they would get at a higher position. To gain a higher position, you must pay for it with good bids amounts and improve your ad quality.
  • Other ad extensions enabled – Google provides advertisers with the highest performing combination of extensions. However, you won’t be able to find a combo of extensions that receives higher click-through rate (CTR) than the expected CTR of an ad placed in higher position.

In addition to the visibility of ad extensions, it is important that your ad acquires a good position on search engine result page for your ad extensions to be more effective.

So, how is your ad position determined?

Google conducts an ad auction to decide which ads to show and at what positions they should appear on search results page.

AdWords uses Ad rank as a key factor to determine where your ads should position and whether they should show up in search results at all. The rank of your advertisement determines the position your ad will earn in the auction.

Your Ad rank is a score dependent on your bid, ad relevance, auction time measurements of expected CTR, landing page experience, and the impact of extensions and other ad formats.

So, to improve your ad position, you will need to increase your bid, improve your advertisement quality and enhance your computer and mobile landing page experience.

The Final Word

Extensions offer an easy and valuable way to add relevant information to your ad and boost more click-throughs. These additional bits of information enable you to communicate more value to your customer in terms of offering relevant information which you might miss out to mention in your ad text.

Moreover, Ad extensions make your ad more authentic by including your business details such as contact number or the business location in the ad copy. Not to mention, using ad extensions improves your ad rank, which means your ads are more likely to show on higher positions when equipped with ad extensions.

Now that you have gained a basic understanding of types pf ad extensions and their benefits, it is only advisable to include extensions in your ads to reap maximum return from your par per click advertising budget.

Furthermore, working with an AdWords management expert will help you get a better idea of which extensions will work best for your advertising campaigns. Renowned as a leading PPC advertising company in Australia, InBound Leads assist online marketers and advertisers in building and running successful PPC campaigns. The dedicated team of certified PPC experts at Inbound Leads holds extensive knowledge and expertise, which they harness to deliver high quality AdWords management services and PPC advice.