Ad Extensions

Google AdWords offers the following six types of ad extensions. They have the potential to complement a text ad with further information for potential customers. All ad extensions have in common that they do not impose any costs to the advertiser unless they are used by a potential customer.

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A call extension enables a potential customer to call the advertiser. A phone number is displayed directly inside the advertisement.

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A location extension is a means to inform the customer about the location of the advertiser’s store. This only makes sense for geographical targeting and if stores are available.

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Offer extensions enable the advertiser to provide a link to a special offer on his website. This is very helpful for temporary offerings.

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Sitelinks are links to certain parts of the advertiser’s website. Often advertisers link to subcategories of their site. A clothing store might link to men’s and women’s wear. Others link to subcategories of what the ad presents. This improves a user’s navigation experience.

Sitelinks are only visible for the 3 highest ranked ads.

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Social annotations link the ad to the company’s Google+ account. The annotation informs about the number of followers and is a link to the Google+ page of the advertiser. This only works if the same account is used for the Google+ appearance and for AdWords.

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Google collects user experience ratings for various retailers. These can optionally be displayed in the ad.

External Links:

  1. Ad Extensions