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Whether it’s a sprinkle of sugar or salt atop a warm meal, a splash of color on your accent wall, or a bonus gift with a purchase, everyone loves a little something extra.

Lucky for us, Google gives advertisers a little something extra too: ad extensions. Ad extensions provide the additional spice your account needs to shine. Today, we’re treating ourselves to four of our favorite ad extensions. I’ll be walking through everything you need to know to best take advantage of these extensions, including what each one is, and tips and best practices for each.

Sitelink extensions

Sitelink extensions are one of the most common Google ad extensions. These extensions are additional links that show below your ad on the SERP. In a way, I like to think of Sitelinks as a “mini ad” since their setup and purpose is like that of an ad.

They have four available spaces for you to fill in. The first is the actual link text (a.k.a. “Sitelink text” in the platform) that tells the viewer what they could be clicking on, so think of it like an ad’s headline. The second and third spaces are the description lines that allow up to just 25 characters for you to add further context to your link. Lastly, you’ll have to of course add in the final URL.

Any advertiser looking to increase their click-through rates. Sitelinks help you to drive traffic to your website since they allow the viewer an additional opportunity to click on something. Think of it like running 5 different ads within 1 ad. 

These can also be useful if you have additional landing pages on your site you want to point viewers to. For example, “About” pages, “Contact Pages,” or “Testimonial” pages are commonly used as sitelinks. 

These extensions are especially valuable because they take up precious real estate in the ads section of the SERP. Instead of just having your one ad, you’re taking up almost double the space.

Callout extensions

Google Ads callout extensions are also popular due to their sweet and simple nature. These extensions are just quick blurbs of text (and I mean quick—you’re only allowed up to 25 characters) that appear after your ad descriptions.

On the SERP, they don’t look any different from your description text. This Google Ads extension type is just a way for you to add additional text you may not have had room to add otherwise. It helps you to “call out” things you might not have previously mentioned, like “BBB A+ Rated” or “Family Owned & Operated.”

Google Ads callout extensions are an excellent fit for any business out there, regardless of your goals. They help build out your ad so it looks more robust on the SERP, and allow you to fit in more keywords to help boost your ad rank.

Try not to make your callout extensions too repetitive. Since callout extensions appear right after your descriptions, you don’t want to tire your audience by saying the same thing twice.

Structured snippet extensions

Structured snippet extensions are like callout extensions, but with a twist. These provide a quick list or catalog of offerings you may have. They appear similar to callout extensions in that they show right next to your ad description text and don’t look any different from the viewer’s perspective.

To set up a structured snippet extension, you have to pick a “Header” language and category. This is templated text that will automatically appear before your chosen structured snippet listings. After, you’ll be able to add up to 10 25-character values.

While you can finesse structured snippets to fit most businesses, they’re most commonly used by advertisers looking to promote products or services due to the templated heading choices.

Make sure your structured snippets are clearly conveying what you’re offering. For example, instead of listing “bundles available” you might want to list out what specific items go into that package instead.

Call extensions

Call extensions are made to drive calls to your business. It attaches a phone number of your choice to your ad. For mobile ads, the extension will appear below the ad. For desktop, it will show next to your display URL.

This allows viewers to know your number without having to click on a landing page, so people will be able to make calls directly to your business via this Google Ad extension.

Even if your business doesn’t primarily rely on calls, I still recommend that most advertisers take advantage of this Google Ad extension. It’s an additional way to create a higher quality ad with more chances of pulling an interaction from the viewer.

Ad extensions are special tidbits of Google luxury since they don’t take a ton of time or resources to create, and they only help your ad quality grow. So, go ahead and treat yourself to Google Ad extensions. And if it all seems a bit too overwhelming, you can always reach out to us for a free consultation.

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