What are the most effective ad extensions for improving your PPC campaign?

If you want to boost your PPC campaign performance, you need to use ad extensions. Ad extensions are additional pieces of information that enhance your ads and make them more relevant, useful, and attractive to your target audience. They can help you increase your click-through rate, quality score, and conversions. But which ad extensions are the most effective for your PPC campaign? In this article, we will explore six types of ad extensions that can improve your PPC campaign results.

1 Sitelink extensions

Sitelink extensions are links to specific pages on your website that you want your potential customers to visit. They can help you showcase your products, services, offers, or other important information. For example, if you are selling shoes, you can use sitelink extensions to direct users to different categories, such as men's shoes, women's shoes, or clearance. Sitelink extensions can help you increase your ad relevance, user engagement, and conversion rate.

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Ravi Gupta

Get More Traffic More Customers More Revenue With SEO | ROI | 0 to 1M+ Organic Traffic in 12 Months
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Enhance your PPC campaign with these 9 effective ad extensions: Sitelink Extensions: Direct users to specific pages on your site. Callout Extensions: Highlight key features or benefits. Structured Snippet Extensions: Showcase product or service categories. Call Extensions: Include click-to-call buttons for mobile users. Location Extensions: Display business addresses and maps. Price Extensions: Showcase product or service prices. Review Extensions: Highlight positive reviews and ratings. App Extensions: Promote mobile apps with download links. Promotion Extensions: Feature special offers or discounts. Utilize these extensions to boost ad visibility and engagement for better PPC results.

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Sripathi (Sri) Ramadurai

Director of Product Management @ Yahoo
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Adding these extensions will bloat the Ad and lose it's message. What is the hierarchy of engagement on these extensions, in your opinion?

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Shiromani Pandey

Senior Media Activation Manager at GroupM (WPP) | Linkedin's Top Search Engine Marketing (SEM) Voice
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The Sitelink extensions has consistently been my preferred choice for expanding ad space and offering users more options. By incorporating Sitelink extensions, I have the flexibility to include additional links to specific pages on my website that I deem relevant to the campaigns. This not only enhances the visibility of these links but also provides a more comprehensive experience for users.

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2 Callout extensions

Callout extensions are short phrases that highlight your unique selling points, benefits, or features. They can help you differentiate your business from your competitors and persuade users to choose you. For example, if you are a dentist, you can use callout extensions to emphasize your experience, quality, or special offers. Callout extensions can help you increase your brand awareness, credibility, and value proposition.

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Shiromani Pandey

Senior Media Activation Manager at GroupM (WPP) | Linkedin's Top Search Engine Marketing (SEM) Voice
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In addition to the Sitelink extension, I also have a strong affinity for the Callout extension, especially when it comes to promoting service offerings or product-related brands. This extension allows us to showcase unique offers or highlight specific features that we want to emphasize. It's a valuable tool for creating additional space and conveying key messages effectively.

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3 Call extensions

Call extensions are phone numbers that you can add to your ads to encourage users to call you directly. They can help you generate more leads, sales, or bookings, especially if you have a local or service-based business. For example, if you are a plumber, you can use call extensions to let users contact you easily and quickly. Call extensions can help you increase your customer service, convenience, and conversion rate.

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4 Location extensions

Location extensions are your business address and directions that you can add to your ads to help users find you. They can help you attract more local customers, foot traffic, or store visits, especially if you have a physical location or operate in a specific area. For example, if you are a restaurant, you can use location extensions to show users where you are and how to get there. Location extensions can help you increase your local presence, visibility, and loyalty.

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5 Structured snippet extensions

Structured snippet extensions are predefined categories of information that you can add to your ads to showcase more details about your products or services. They can help you provide more relevant, specific, and useful information to your potential customers. For example, if you are a travel agency, you can use structured snippet extensions to display different destinations, types, or amenities. Structured snippet extensions can help you increase your ad quality, user interest, and conversion rate.

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6 Price extensions

Price extensions are menus of your products or services with their prices that you can add to your ads to let users compare and choose. They can help you display more options, value, and transparency to your potential customers. For example, if you are a gym, you can use price extensions to show different membership plans, fees, or benefits. Price extensions can help you increase your ad appeal, user satisfaction, and conversion rate.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Umer Mushtaq Dogar

Advisor | $110MM+ annual spend | Process Excellence | LUMS
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Other useful extensions are: a) Lead Forms - Ideal for B2Bs and, leadgen in B2C space b) Dynamic Image Extensions (account level) - Ideal for products where visuals are important, can also increase CTRs c) App Extensions - For increasing app downloads d) Promotion Extensions - For highlighting sales and promotion e) Review extension f) Product flyer extension

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Sophie Logan

PPC Lead at Beauhurst | Paid Media Specialist | Platinum Google Ads Product Expert | Top 50 PPC Influencer 2023
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A note on the terminology used here: In Google Ads these are now called 'Assets' not extensions. They are still called Extensions in Microsoft Advertising.

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What are the most effective ad extensions for improving your PPC campaign?

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1 Sitelink extensions

2 Callout extensions

3 Call extensions

4 Location extensions

5 Structured snippet extensions

6 Price extensions

7 Here’s what else to consider

Search Engine Marketing (SEM)

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What are the most effective ad extensions for improving your PPC campaign?

1

2

3

4

5

6

7

1 Sitelink extensions

2 Callout extensions

3 Call extensions

4 Location extensions

5 Structured snippet extensions

6 Price extensions

7 Here’s what else to consider

Search Engine Marketing (SEM)

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