Optimize Your Google AdWords With Ad Extensions

Published by Algorithmic Global on

Successful advertising is all about capturing the target market at the right place and at the right time. In our last post, we covered the basics of an AdWords account by addressing the different account levels in Google AdWords. As a quick recap, the levels of AdWords are in this exact order, account, campaign, ad group, and keywords.

To take an AdWords account to the next level, an advertiser must optimize its account to the fullest to gain a high ad rank. There are two main formulas all advertisers must consider, and its the ad rank and quality score formula. 

Last year in October 2019, Google announced a change to Ad Rank. In addition to max CPC bid and quality score, Ad Rank will now factor in the anticipated impact from ad extensions. Because Ad Rank is critical in determining whether a company ad is shown, businesses must focus on applying extensions to its ads to appear at the top of the search network.

Businesses must utilize the following extensions to optimize their AdWords account. The ad extensions are call, location, callout, structured snippets, and site links. 

Call Extensions

Call extensions are a type of ad extension that allows advertisers to include additional information about their businesses in their text ads. In the case of call extensions, this additional information is your business phone number.

Location Extensions

Location extensions can help people find your locations by showing your ads with your address, a map to your location, or the distance to your business. People can then click or tap your extension to get further details about your location on your location page, which includes the most relevant business information all in one place. Location extensions may also include a phone number or call button so that users can quickly call your business.

Callout Extensions

Callout extensions are small snippets of text that appear with your search ads and highlight additional features or benefits of your products/services. A callout extension is eligible to appear with a companies ad on a computer or mobile device. Callouts also show in a variety of ways, depending on the device and other factors. While callout extensions on a computer are separated by dots and listed on a single line, callouts on mobile and tablet devices wrap in paragraph form. Ads with callout extensions can show at the top and bottom of Google search results.

Structured Snippet Extensions

Structured snippets allow your ads to highlight specific aspects of your products and services. These ad extensions provide context on the nature and variety of your products and services before visitors click through to your site. Each snippet contains a header and list of features you would like to highlight.

Sitelink Extensions

To add more links to your ads, you can create site link extensions. Sitelink extensions take people to specific pages on the companies site (for example, a particular product or store hours). When someone clicks or taps on your links, they go directly to what they want to know or buy.

Although ad extensions are an advanced feature, a business will learn that they are quite easy to set up. They can significantly increase a business click-through rate, ad rank, quality score for higher conversion rates, and most importantly, ad space. Apply these best practices to optimize your next Google Adwords account.


  1. https://support.google.com/google-ads#topic=7456157
  2. https://searchengineland.com/new-adwords-ad-ranking-formula-what-does-it-mean-174946


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