Ad Extensions

Ad Extensions are what make your ads stand out.  They provide additional information that may only be relevant to certain types of businesses or campaign goals. Commonly used ad extensions include site links, callouts, call numbers, and location extensions. Site links provide the top sections of your website that appeal to people. For instance, a site link for Noodles and Company could be "Find Nearest Location" or "Full Menu". These are likely site locations people are looking for when they search for the resultant. In this way, site links make the website faster and easier to access. The following is an example of site links that Nike has utilized for its ad:

Another common extension is the callout feature, which i have previously talked about. Callouts are helpful because they provide additional detail that easily grabs attention. It is important to always add callouts to adds because they are free and lead to higher CTR and quality scores. This picture highlight how callouts look in a search result. Callout phrases like "Over 10 Years of Experience" serve to attract potential clickers. This particular ad contains site links beneath the callouts as well:

Lastly, adding a call and location extension, allows customers to effortlessly contact or reach the company or store. These extensions are especially needed to complete conversions. The examples below show the call button extension for DSW and the location link for the ice cream shop. If the call button is clicked, the consumer will have automatically dialed DSW's contact number. Likewise, if the location link is clicked, Google maps will begin directing the consumer to the ice cream location.