Why Do Search Ad Extensions Matter? Everything You Need To Know

Search ad extensions like sitelinks and callouts are the best way to get your company's message in front of potential customers. Extensions can help you highlight an offer, a phone number, or a special deal - and increase CTR.

Why Do Search Ad Extensions Matter? Everything You Need To Know

Ad extensions provide additional information about your business or website in the search results. Extensions make your ad stand out and help you get more clicks and valuable user interactions. Google allows you to include ad extensions to increase the clickthrough rate for ads.

Implementing Google ad extensions increases CTR anywhere from 10-15%, as per Google data. You should always add Google ad extensions to your ads and test what works best for you.

Can you answer why do search ad extensions matter?

i- The CPC on ad extensions is lower than on a search ad headline – NO

ii - They guarantee higher engagement for advertisers - NO

iii- They increase ad quality and drive lower conversion costs – NO

iv- They increase engagement and influence ad quality – YES

Ad extensions are one of the Ad Rank components, and ad extensions have a positive effect on your CTR and the overall quality of your ads.

The standard format of ads includes a headline, short description and website URL. With extensions, you can include more information, like sitelinks, phone numbers, reviews, location, etc. These extensions can result in better chances of conversion and, therefore, a better return on investment for you.

The good part is that it is automated, leaving you free to focus on other tasks. So let's discover more about AdWords automated ad extensions.

What are Google Ads Automated Extensions?

Why do search ad extensions matter? Manual extensions can help you create more effective ads and lead to better performance for your ads overall. Automated extensions performed by Google Ads are typically aimed at achieving successful ad campaigns.

How do Ad Extensions Work?

When a user search query triggers your ad, Google Ads will take multiple factors into account about that user and the keyword intent. If Google predicts the ad extension will likely enhance your ad's performance, then the extension will be created automatically and displayed with your ad. The default setting has automated extensions enabled, so you should disable them if you don't want to use them.

Performance check

When you analyze your campaign performance, it's best to look at the total number of conversions that occurred. That includes automated extensions from AdWords campaigns. To see what AdWords automated extensions drive conversions, check their performance in the tab for ad extensions. When looking at the data, you'll see which automated extensions have been driving conversions.

Benefits of Ad Extensions

There are many benefits of using ad extensions. They help advertisers to extend the reach and impact of their ads.

  • Improved Visibility

  • Improved Ad Rank

  • Greater incentive for users to click on the Ad

  • Higher Clickthrough Rate (CTR)

  • Improved return on Investment (ROI)

  • Better quality Ad copy

  • Improved Quality Score

Types of Automated Ad Extensions

Let's take a look at the different types of extensions you can use in Google Ads.

Automated Call Extension

call extension example

If you have a business phone number, Google Ads can generate call extensions. This will allow your phone number to show up when your ad gets an impression on mobile devices, and viewers will be able to click the extension and call your business.

Dynamic Sitelink Extension

sitelink extension example

Similar to manual sitelink extensions, these additional links are included below your text ad to guide people to the right place on your website. This Google AdWords ad extension is based on popular pages on your site related to the user's search query and can make it easier to find what they're looking for.

Dynamic Structured Snippet Extension

Google ads can show additional site details with your ad. This is displayed in the form of a snippet, and it gives people a quick idea of what you offer, which leads to better ad performance.

Dynamic Callouts

A dynamic callout extension is like a snippet, but it's not clickable. The callout doesn't incur any additional cost to use.

Automated Location Extension

location extension example

An extension like this can provide your physical address, a map to help navigate there, and information like opening hours. People can then click the extension to get more details from your website.

Automated App Extension

app extension example

With this simple extension, people are one click away from downloading your app. It's only available on mobile devices. 

Automated Message Extension

When you include a phone number in an automated call extension, Google will also enable the 'message extension'. This allows users to reach you via text message when they click the extension.

Seller Rating Extension

rating extension example

The seller rating extension will show a review of your online store next to your display URL. Adding seller ratings to your ads can help you stand out from the competition and convey the value of your products or services. This is a cost-effective way of boosting clickthrough rate (CTR).

Price Extension

price extension example

People looking at your ads can see the exact price of the product you are selling. This could help them decide whether they want to buy it or not. You can advertise discounts to bring in more customers or conversions as well.

Why Do Search Ad Extensions Matter?

Search ad extensions matter because they increase engagement and influence ad quality.

Ad Extensions Attract More Clicks

Ad extensions can make your ads more prominent and increase the number of clicks on that ad.

Why do search ad extensions matter? Advertisers will look for ways to improve their CTR (clickthrough rate), and the best way to do this is by implementing extensions. The ad extension will provide additional value and maximize your chance of conversions.