Building Successful PPC: Implementing Ad Extensions

TImothy Johnson, Small Business Solutions / PPC Team Lead
Implementing Ad Extensions Hero

AdWords offers several types of ad extensions that can be used to provide useful information to customers. This includes phone numbers, directions, additional products/services, and more.

Ad Extensions are simple to set up and do not cost anything extra. Expect a click-through rate boost when using these too. The differentiation of having them helps your ads stand out from your competitors’ and tends to entice more clicks.

In this post, we’ll explore a few key ad extensions, the features they provide, and how to implement them into your campaigns.

Sitelink extensions

Sitelink extensions allow advertisers to display a short list of links to internal pages of their website that customers might find useful directly in the ad.

Sitelink extension example

The extra links make the ad bigger, allowing you to take up more real estate in the SERP. This provides more exposure to customers. Sitelinks also provide customers with additional options so they can get what they need from your site with fewer clicks and less work on their end.

Adding sitelinks is quick and simple. First, select a campaign, click the Ad Extensions tab and select Sitelink Extensions from the View drop-down menu.

Where to find sitelinks

You can create new sitelinks by clicking the +New Sitelink button. You’ll need to set up a link headline and a destination URL.

Create anywhere from two to six for each campaign. It’s a good rule of thumb to stick with an even number to ensure they format neatly.

Call extensions

Call extensions are a great resource if your business relies on phone calls for leads. AdWords doesn’t allow phone numbers directly in ad text. Thankfully, call extensions give us the same capability. You can also optimize call extensions by scheduling the time of the day you want to run them (i.e. business hours).

Set up is simple. First, select Call Extensions from the View drop-down menu. Then enter your business phone number and you’re done.

There is one more key feature within call extensions that we recommend setting up. Google forwarding phone numbers. This is a unique forwarding number provided by Google that allows you to track the phone calls that come from AdWords.

Setting up call extensions

The additional tracking is powerful information. The downside is that Google can tell when customers are calling those numbers which means they can charge you per call (same as the cost of a click). But in our opinion, it’s worth the small cost.

Location extensions

Location extensions allow you to list your business’s address in your ads. There are a couple of different ways you can get your address to show. If you have a Google My Business account, you can link that up so your ads will pull information directly from there. If you don’t have an account, you can manually add new addresses.

To add locations, select Locations from the View drop-down menu. If you have Google My Business, you should link your account to the campaign by clicking Addresses and selecting the correct account.

If you don’t have Google My Business (we highly recommend you do for most businesses), you can select Manually Entered Addresses and +New extension. From here, you can enter your business information and apply it to all the campaigns.

Setting up location extensions

If entered correctly, the address should appear as it does below:

Location extension example

There are other, less-used and more advanced ad extensions within AdWords too. To learn more, a great resource is Google’s AdWords Help Center.

Check out the rest of the six-part series:
PRIMER: What is PPC – Pay Per Click Marketing Explained


Small Business PPC Services - Portent

TImothy Johnson, Small Business Solutions / PPC Team Lead

Timothy Johnson

Small Business Solutions / PPC Team Lead
Small Business Solutions / PPC Team Lead

As Portent's PPC team lead, Tim manages both the agency's PPC efforts as well as the Small Business Solutions team. He is dedicated to working with clients to maximize the results of their advertising budgets, constantly looking for out-of-the box paid search strategies to meet–and exceed–their goals. Tim carries full Google Ads, Microsoft Advertising, and Google Analytics certifications.

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