12 Adwords Ad Extensions Your Competitors Wish They Knew

What if I told you you could generate 63% more traffic to your website and increase your conversion rate by 12% just using Adwords ad extensions?

Sounds pretty good right?

Now what If i tell you you can do that in the next 10 minutes?


But the truth is that most advertisers are still not using all 12 Adwords ad extensions to get these off the chart results.

What are Adwords Ad Extensions?

Adwords Ad extensions allow you to extend you advert and show other relevant information alongside your advert on Google.

For example here are 6 common Adwords ad extensions that you probably see on a regular basis.

Adwords Ad extensions allow you to get users to what they want faster whether that be to a certain URL on your website, download your app, find directions to you closes shop or simply call you without having to visit your website.

Now only this but they allow you to occupy more space on the first page of Google which means your ad has a better chance of being clicked.

Not only this but they help:

  • Increase your CTR
  • Increase your conversion rate
  • Increase your Quality Score

Pretty impressive to say you can implement them within a few minuites.

Where are Adwords Ad Extensions Located?

Adwords ad extensions are located within the advert extensions tab of your Adwords account.

All of the manually created Adwords ad extensions can be accessed by using the view dropdown.

Along with these manual Adwords ad extensions there are also 4 automated advert extensions that Google apply.

  • Consumer ratings extensions
  • Seller ratings extensions
  • Dynamic sitelink extensions
  • Dynamic structured snippet extensions

All of these can be viewed within the “automate ad extensions report”.

1) Sitelink extensions

Sitelink ad extensions allow you to add underneath your advert that direct users to the most relevant landing page on your website. Here is an example of Acme using this feature.

This Adwords ad extension allow you to occupy more space on the first page of Google and increase the chance of your adverts being clicked on.

You can also add two lines of description to your ad extensions to create what are known as expanded sitelink extensions. Here is an example of Nike using this feature.

Expanded sitelink extensions will only show however in some searchers and are most commonly seen when users are searching for your brand.

Sitelink extensions are very effective at increasing the likelihood that somebody will click on your advert.

Data from Google suggest that sitelink extensions increase CTR by 20% for non branded searchers (where a user makes a search that does not contain the name of your brand) and CTR by up to 50% when users search for your brand.

Sitelink extensions take just a few minutes to setup to say they can increase CTR by as much as 50%.

You simply need to add a “link text” this is simply what you want the sitelink to say and the final URL which is the web address where users will be sent to if they click on your sitelink.

If you just want to run the on mobile you can select that as a device preference. Once you have done this add a description that will show alongside your ads in some searches (mainly branded searchers).

As will all Adwords ad extensions you have several advanced settings such as scheduling, mobile URLs and ad parameters that you can use.

2) Callout Extensions

Callout Extension allow you to add features and benefits below your advert that you were unable to include within your ad copy. Here is an example of Zuility using this Adwords extension effectively.

Data from PPC Hero showed that by implementing Callout extensions you can expect to see increases of CTR by as much as 32%. However in most cases when we have implemented this ad extension we have seen CTR increase by around 5-10%.

Setting up callout extensions is quick and easy. Enter your callout extension (up to 25 characters) and your done!

As usual you have all of the different advanced settings.

3) Structured snippet extensions

Structured snippet extensions allow you to show additional features alongside your advert. Here is an example of Acme travel using them effectively.

This Adwords ad extension allows you to occupy more space on the first page of Google and allows you to display features and benefits that you would.

According to data from Google they have seen increases in CTR between 9 and 12% when Vodaphone implemented this Ad extension.

To set this extension up select the language you want your extension to appear in and then select a header. You have a wide choice to choose from the following. (Amenities, Brands, Courses, Degree programmes, Destinations, Featured hotels, Insurance cover, Areas, Service catalogue, Shows, Styles, Types).

Once you have done this enter at least 3 values which can be up to 25 characters long. The values will be what you want to display. For example I have selected the header model and then entered different models of Jaguar cars.

As usual you have the advanced Adwords ad extension settings that allow you to schedule your extension and set a device preference.

4) Message extensions

Message extensions allow searchers to text you to request more information on mobile devices. Here is an example of reservation counter using this feature.

Before you setup this type of Adwords ad extension you ned to make sure that you have a business phone number you can receive texts on.

Once you have this all you have to do is enter you business name and telephone number as shown below to get started.

The extensions text will be the text that appears alongside your advert. In the example by reservation counter at the top of this section you can see they have used the extensions text “Got any questions? Send us a text”.

The message text is simply the message that will be pre populated within the searchers phone for when they come to text you.

5) Price extensions

Price extensions allow you to show the price of your products alongside your adverts. Here is an example of price extensions being used effectively.

Google provide you a lot of flexibility to customise this Adwords ad extension. You can change the language that pice extensions are written in.

The type, for example if they are products, services or events. The currency that they are in and the price qualified, for example “from” $1000 or “up to” $1000 for example.

The header appears above the price and the description appears below. Over 20 characters length your headline will start to become truncated as you can see below where I have added the service “ppc management service”.

The unit setting allows you to specify if it is the cost per day, week, hour or night for example. If none of these apply you can leave this setting bank.

The final URL is simply the web address where the product or service can be found.

As with all of the other Adwords ad extensions you can use scheduling as well as URL parameters using the advanced settings.

6) Call extensions

Call extensions allow users to call you directly from your advert to help you generate more phone leads. The appearance of call extensions changes depending on the device that the user is browsing on. Here is what call extensions look like on desktop devices.

Here is what Call extensions look like to users browsing on mobile devices. Here a searcher can simply click on the call button and it will call your business.

Call extensions can literally be setup in about 30 seconds flat.

All you have to do is select the country that your phone number is from and enter it and you are good to go.

You can if you want (we would recommend it) use call reporting that allows you to track which calls are generated from people clicking on the “click to call” button showed above and register it as a conversion in Adwords.

You can also if you wish select “mobile only” if you only want your ads to be shown on mobile devices.

7) Review extensions

Review extensions allow advertisers to display strong independent 3rd party reviews alongside of their adverts to gain trust and increase conversion rates.

Here is an example of Opentable using review extensions effectively.

According to case studies by PPC Hero and Netmedia planet review extensions increase CTR by between 7 and 11%.

Review extensions are on the harder side to get approved compared to other types of Adwords ad extension.

You need to make sure that the review that you are trying to use is from a reputable 3rd party such as an award or certification as opposed to a customer review.

You can then choose ether to quote it directly or paraphrase it, this is where a lot of people usually go wrong To help you out you can check out this detailed guide to review extensions that has several examples of what is and what is not acceptable.

Once you have done this add the name of the source, for example if the review was by Gartner you would add “Gartner” as the source.

Finally you will want to enter the source URL which is the web address where you can find the review.

8) App Extensions

App extensions allow you to display your app alongside your adverts so users can download it from IOS or Android without having to visit your website.

Here is an example of an advertiser using app extensions effectively. Here is an example of Amazon using this feature effectively.

This Adwords ad extension can be setup in a few simple steps.

Select when your app is hosted, whether it be Android or IOS. Then type the name of your app in the App ID box and click “look up app and you should see your app appear.

Once you have done this you have the option of changing the link text. This is the text that users viewing your app will see. For example in the advert above Amazon use “get the Amazon mobile app” as their link text.

For more advanced users you might want to set a device preference if you just want to it be shown on mobile and desktop devices or use a schedule to only show you Adwords ad extension at certain times of the day or on certain days of the week.

9) Seller rating extensions

Seller ratings extensions allow you to display review stars below your advert to help you gain trust with searchers and make your ads stand out. Here is an example of Customink using seller rating extensions effectively.


To show seller ratings extensions you will need to acquire 150 reviews on any one of these Google approved review platforms.

This can be done by emailing your existing customer base simply asking for a review.

Once you 150 ratings you should start to see this extension appear alongside your ads.

Data from Google Shows that Seller Ratings extensions increase CTR on average by 17% and data from Trustpilot shows that they increase conversion rates by up to 12%.

Seller ratings appear automatically alongside your adverts once you have 150 verified reviews with one of Google’s approved 3rd party review providers.

We like to use Reviews.co.uk because it is cost effective and simple to use. You can compare the different providers using this comparison chart but together by CPC Strategy.

10) Consumer ratings

Consumer ratings are similar to seller rating extensions and allow you to show your customers satisfaction out of 10 for your things such as your service, delivery speed and ease of returns.

They help build trust with searchers and increase that chances of users converting.

Here is an example of plus size women swimwear brad Marisota using this extension effectively.

This Adwords ad extension requires no setup and are calculated by Google using Surveys which you might have seen as you browse online and look like the example below.

The ratings categories will be different depending on your type of business, for example if you sell insurance it might have a “claims handling” rating as opposed to delivery speed for instance.

11) Dynamic sitelink extensions

This is an automated extension that Google will add to your adverts automatically. It works in a similar way to sitelink extensions and will direct users to the most relevant page on your website.

Here is an example of Easton Sport using dynamic sitelink extensions.

You do not need to do anything to enable dynamic sitelink extensions, Google will show these automatically.

To review the performance of your dynamic sitelinks navigate over to the “automated extensions report”.

12) Dynamic structured snippet extensions

This is an automated extension that Google will add to your adverts automatically. It works in a similar way to callout extensions and will display relevant features below your ad copy that you did not have room to include.

Here is an example of Acme Travel using dynamic structured snippet extensions.

You do not need to do anything to enable dynamic structured snippet extensions, Google will show these automatically.

To review the performance of your dynamic structured snippets navigate over to the “automated extensions report”.


There you have it, you now know everything that you need to know to generate 63% more traffic to your website and increase your conversion rate by 12% using Adwords ad extensions.

Almost every time I audit an account I find at least one ad extension missing and it’s so frustrating as You would be hard pressed to find an easier way to significantly increase your CTR by 10%+ in under 5 minutes.

Ad extensions truly are low hanging fruit within Adwords that you need to take full advantage of.

Got any questions? Ask them below and I’ll get right back to you!

wesley parker
About wesley parker

Wesley is Founder and CEO at Clicteq. He currently manages a £6 Mil Adwords portfolio across a range of different sectors. He regulally features in leading search publications such as Search Engine Journal, Econsultancy and Certified Knowledge. You can follow him on Twitter or connect with him on Linkedin

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