Why Search Ad Extensions Matter | Optimise Marketing Efforts

search ad extensions

In today’s digital landscape, businesses face the challenge of standing out from the crowd and capturing the attention of potential customers. With so much competition, every slight advantage counts. That’s where search ad extensions come in. 

These powerful tools can significantly impact the success of you’re Google Ads campaign, enhancing visibility, relevance, and engagement. 

In this article, we’ll explore the various types of search ad extensions, their impact on ad performance, best practices for implementation, common mistakes to avoid, and future trends in search ad extensions.

Key Takeaways From This Article:

  • Importance of Ad Extensions in Digital Marketing
  • Types of Search Ad Extensions
  • Best Practices for Implementing Ad Extensions
  • Common Mistakes to Avoid When Using Ad Extensions

What are Search Ad Extensions?

Search ad extensions are an incredibly useful tool for improving the visibility of digital marketing campaigns. They are small snippets of additional information that can be added to a search engine results page (SERP) listing, enabling businesses to optimise their marketing efforts and stand out from competitors. 

Companies can leverage search ad extensions to enhance their presence on a SERP and provide potential customers with relevant information, such as phone numbers and reviews. This powerful tool offers greater flexibility in how businesses showcase their services or products – far beyond what an ordinary listing could offer.

For example, if a company was promoting its new mobile app, it could add an app download link directly in the SERP listing so that users don’t have to navigate away from the page in order to get the app. This simplifies the user journey and can help increase conversions. 

Search ad extensions allow businesses to add relevant keywords or phrases to their listings, further improving visibility and click-through rates.

By offering more information and interactive elements, search ad extensions make your ads more appealing, persuasive, and engaging. Let’s delve deeper into the purpose, types, and benefits of search ad extensions.

“Ad extensions provide the additional spice your account needs to shine” – WordPress

Importance of Ad Extensions in Digital Marketing

Ad extensions have become an essential tool in the world of digital marketing, allowing businesses to enhance their online presence and engage with potential customers in new and exciting ways. These add-ons provide users with extra information about a company’s products or services, such as location details, call buttons, and additional links, that can’t be included in a standard ad.

With ad extensions, businesses can reach their customers more effectively. Not only do they align with a user’s search intent for higher relevancy and visibility, but click-throughs and conversions also increase as people are presented with useful information that answers their questions better. Even more so: improving an entire campaign’s quality score leads to improved ad rankings at lower marketing costs – making these helpful extras well worth it.

Ad extensions can be a powerful advantage for businesses, giving them an edge over competitors and providing an opportunity to reach their target audience. By carefully considering customers’ needs and desires, ad extension campaigns that stand out from the crowd can be created – offering engaging experiences with tangible results.

“advertisers can see a 20% increase in click-through rate on average when four sitelinks show with their search ads,” – Search Engine Land

Types of Search Ad Extensions

Sitelink Extensions

Sitelink extensions are additional links that appear below your main ad, directing users to specific pages on your website. They provide an excellent opportunity to showcase various products, services, or informational pages.


  • Increased ad visibility
  • Higher CTR by offering multiple relevant options to users
  • Improved user experience by guiding users to specific pages

Best Practices:

  • Use concise and descriptive sitelink titles
  • Keep URLs short and clean
  • Regularly update sitelinks based on performance and relevance

Call Extensions

Call extensions allow you to include a clickable phone number within your search ads, making it easy for users to contact your business directly from the search results page.


  • Simplified user experience by enabling direct calls from the ad
  • Increased potential for immediate conversions
  • Better tracking of call-related conversions

Best Practices:

  • Use a local or toll-free number for a professional appearance
  • Schedule call extensions to appear during your business hours
  • Monitor call performance and adjust strategies accordingly

Location Extensions

Location extensions display your business address, phone number, and a map marker within your ad, guiding users to your physical location.


  • Stronger local SEO, attraction of local customers and increased foot traffic
  • Improved user experience by providing essential contact information
  • Enhanced ad appearance for better visibility

Best Practices:

  • Ensure your Google My Business listing is accurate and up-to-date
  • Use location targeting to display location extensions to relevant users
  • Monitor location extension performance and adjust targeting as needed

Callout Extensions

Callout extensions are short, non-clickable phrases that highlight your unique selling points, promotions, or key features.


  • Enhanced ad appearance with additional information
  • Emphasise unique selling points to stand out from competitors
  • Increased CTR through persuasive messaging

Best Practices:

  • Keep callouts concise and impactful
  • Use sentence case for readability
  • Test various callouts to identify the most effective messaging

Structured Snippet Extensions

Structured snippets provide a way to showcase specific aspects of your products or services, such as types, brands, or styles, in a list format.


  • Enhanced ad appearance with detailed information
  • Improved user experience by highlighting specific product or service features
  • Increased relevancy and CTR

Best Practices:

  • Use relevant headers for your structured snippets
  • Include a minimum of three and a maximum of ten values per snippet
  • Regularly review and update structured snippets for optimal performance

Price Extensions

Price extensions showcase your products or services alongside their respective prices, making it easy for users to browse and compare offerings directly from the search results page.


  • Streamlined user experience with price transparency
  • Increased ad visibility and prominence
  • Potential for higher conversion rates

Best Practices:

  • Use competitive pricing to attract users
  • Regularly update prices to reflect current offerings
  • Monitor price extension performance and adjust strategies as needed

App Extensions

App extensions allow you to promote your mobile app within your search ads, providing users with a direct link to download the app from their device’s app store. An important factor in mobile SEO.


  • Increased visibility for your mobile app
  • Streamlined user experience by offering a direct download link
  • Higher potential for app installs and user engagement

Best Practices:

  • Use a high-quality app icon for a professional appearance
  • Optimise your app store listing for improved discoverability
  • Monitor app extension performance and adjust strategies as needed

Promotion Extensions

Promotion extensions highlight special offers, discounts, or sales events within your search ads, making it easy for users to access limited-time deals.


  • Increased ad visibility and prominence with promotional information
  • Attraction of price-sensitive users looking for deals
  • Potential for higher conversion rates during promotional events

Best Practices:

  • Use clear and concise language for promotional messaging
  • Schedule promotion extensions to align with your sales events
  • Regularly review and update promotions to ensure relevance

The Impact of Search Ad Extensions on Ad Performance

The implementation of search ad extensions can have a significant impact on the overall performance of your advertising campaigns:

  • Improved click-through rates (CTR): By providing users with additional relevant information and options, search ad extensions can lead to higher CTRs.
  • Enhanced visibility and prominence: Ad extensions can make your ads more visually appealing and prominent, increasing the likelihood of user engagement.
  • Higher ad quality scores: Google rewards ads that provide a better user experience with higher quality scores, which can lead to improved ad positions and lower cost-per-click (CPC).
  • Increased conversions and return on investment (ROI): By making it easier for users to engage with your business, ad extensions can lead to higher conversion rates and a better overall return on your advertising investment.

Best Practices for Implementing Ad Extensions

To make the most of search ad extensions, follow these best practices:

  • Align ad extensions with campaign goals: Choose ad extensions that align with your campaign objectives, such as driving website traffic, increasing phone calls, or promoting special offers.
  • Regularly review and update extensions: Keep your ad extensions fresh and relevant by regularly reviewing and updating them based on performance and changes in your business.
  • Ensure relevance and consistency across ad groups: Make sure your ad extensions are relevant to the specific ad groups they are assigned to, ensuring a consistent user experience.
  • A/B test and measure ad extension performance: Test different combinations of ad extensions to identify the most effective mix, and use performance data to inform your ongoing strategies.

Common Mistakes to Avoid When Using Ad Extensions

Avoid these common mistakes when implementing search ad extensions:

  • Using too many or too few extensions: Finding the perfect number of extensions is key. Too much choice may leave users feeling swamped, while too few could miss out on vital opportunities to capture their attention.
  • Ignoring mobile-specific ad extensions: Make sure your mobile ad strategy is tailored to user demands. Don’t forget about call and app extensions – they help you cater specifically for the needs of your mobile audience.
  • Neglecting to optimise for local searches: If your business has a physical address, leveraging location extensions and targeting can help you reach nearby customers searching for exactly what you offer. 
  • Overlooking ad extension performance data: Keep an eye on your ad extension performance data. With regular reviews and revisions, you can maximise the effectiveness of your strategies.

From Facebook ads to copywriting, our marketing professionals can help with any part of your digital advertising process.

Future Trends in Search Ad Extensions

As the digital marketing landscape continues to evolve, search ad extensions are likely to undergo changes and developments to better serve both advertisers and users. 

Some trends to watch for include:

  • Evolving ad extension features and capabilities: As user behaviour and expectations shift, search engines will likely adapt and update ad extension features to remain relevant and effective.
  • The role of AI and automation in ad extension management: Artificial intelligence and automation technologies have the potential to revolutionise ad extension management by streamlining processes, optimising performance, and reducing manual effort.

Staying up-to-date with the latest trends and developments in search ad extensions can help ensure your advertising campaigns remain cutting-edge and effective in an ever-changing environment.

Final Thoughts

Search ad extensions are a powerful tool in the digital marketer’s arsenal, offering numerous benefits including increased ad visibility, improved CTR, higher ad quality scores, and a better overall ROI. By understanding the various types of ad extensions, implementing best practices, and avoiding common mistakes, you can harness the full potential of these features to optimise your marketing efforts and achieve greater success.

Stay ahead of the curve by keeping an eye on future trends and developments in search ad extensions, and continually refine your strategies to ensure your advertising campaigns remain effective and competitive in an ever-evolving landscape.

For more help with your ads take a look at our Google ads service, or for professional help with your search ad extensions contact us today.

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