How to Enhance Ads with Extensions

Ad Extensions in Adwords have a wide range of benefits. At their core, ad extensions are a type of ad format that highlight extra information – thus “extending” your reach beyond what straightforward text ads are capable of accomplishing. Some ad extensions can be added manually depending on your goals, while others can be automated to help you save time.

TYPES OF AD EXTENSIONS

Manual ExtensionsCampaigns
AppsSearch Network* Display Select (all features), Search Network only (all features)
CallsSearch Network* Display Select, Search Network only, Display Network only
Locations Search Network* Display Select, Search Network only, Display Network only
SitelinksSearch Network* Display Select (all features), Search Network only (all features)
ReviewsSearch Network* Display Select (all features), Search Network only (all features)
CalloutsSearch Network* Display Select (all features), Search Network only (all features)
Automated ExtensionsCampaign Type
Consumer Ratings Search Network* Display Select (all features), Search Network only (all features)
Previous VisitsSearch Network* Display Select, Search Network only
Seller RatingsSearch Network* with Display Select (all features), Search Network only (all features)
Dynamic Sitelink ExtensionsSearch Network* Display Select (all features) Search Network only (all features)
Dynamic Structured Snippets Search Network* Display Select (all features) Search Network only (all features)

BENEFITS OF AD EXTENSIONS

The primary benefit of ad extensions is that they help give your ad more prominence in a search results page. This, in turn, brings with it two additional benefits, including:

• Your ads have improved visibility, meaning that more people will see them more often.
• Your ads will inherently hold more value, as ad extensions are a great way to increase the total number of clicks that each ad is capable of seeing. As ad extensions make it easier for people to find out valuable information about your business, they in turn help improve the ad’s clickthrough rate (CTR) at the same time.Learn more about the use of Expanded Text Ads coming to

(Expanded text ads increase the click-through rate as well. Learn more about the use of Expanded Text Ads coming to Google AdWords in 2017.)

Using these techniques also provides significant ad extension quality score benefits, which will only serve to increase the return on investment for your campaigns even further.

Adding Extensions to New Campaigns

First, sign into your AdWords account. Click the “+ Campaign” button to continue.

• Next, specify your campaign type and the targeting options you would like to use. You can also use this window to set up your bidding parameters.
• Check the boxes next to the specific extensions you would like to include under the portion of the screen labeled “Ad Extensions.” You can fill out additional information, like a phone number to call or an e-mail address to use, depending on the extension you’re using.
• Once you’re finished adding information, click the option labeled “Save and Continue.”

Adding Extensions to Existing Campaigns

If you want to add extensions to your existing campaigns, the process is just as easy. Once you’ve logged into your Adwords account and have selected the “Campaigns” page, click the tab labeled “Ad Extensions” at the top of the screen.

• Find and select the particular extension you would like to use from the “View” menu, which is a drop-down menu located just above the table labeled “Statistics.”
• Select the place where you’d like to add your new extension using the “+ Extension” button. You can specify whether you want your extension to be available to all campaigns, specific ad groups, specific campaigns and more.
• If you’ve decided to choose either the “Ad group extension” or “Campaign extension” option, you will now have the ability to specify which of those two groups you want to utilize by clicking on them in the window on the screen. Once you’ve selected your campaigns or ad groups, click the button labeled ‘Done” to continue.
• You can now choose which extensions you want to use by clicking the “+” button next to the listing. Once you have done so, all relevant performance data will appear in the window currently on screen.

If you’re looking for new and inventive ways to improve your Adwords performance, you’ve come to the right place. Evolve Digital Labs AdWords Grader provides AdWords optimization insight in just a few clicks. Get your AdWords graded.

How Relevant Are Your Keywords?

Performance
Learn which Keywords are helping your campaigns.

Is your AdWords ROI Enough?

Optimize
Get help with AdWords. Grade AdWords Campaigns.