Adwords Manual Ad Extensions 2018 Step by Step | 365 Lessons

Adwords Manual Ad Extensions 2018 Step by Step | 365 Lessons

ad extensions in adwords 2018

What is an ad extension?

Ad Extensions are extra snippets of relevant information about your business that can be added to your AdWords text ads. These can include your business’ location, phone number, business ratings, and more.

There are two categories of Ad Extensions: Automatic and Manual Ad Extensions. It’s important to note that ad extensions don’t always show, so be sure to keep the most important information in your text ad. More on that later.

How are manual extensions different from automated extensions?

In short, manual ad extensions require you to manually fill out your business details. Automated extensions do not.

As you will learn below, Manual Extensions are much more powerful because of their customizability and reporting simplicity. Let’s get started!

Manual Ad Extensions in AdWords

Manual Ad Extensions are customizable add-ons to your search ads that provide additional details about your product or service. When people refer to Ad Extensions, they usually mean Manual Ad Extensions. These powerful snippets of bonus information can display anything from specific click-to-call buttons to store location info. Now let’s break down every extension and identify which ones are the most effective for YOUR business.

Ad Extension Best Practices and Breakdown 

  1. AdWords Sitelink Extensions

Sitelink Extensions are additional links that you can add to your search ad. These allow searchers to see all your various offerings up front so their click is more relevant to their needs.

Rules & Smart Tips:  

  • 75 characters maximum.
  • Shoot for a title 25 characters or less.
  • Sitelink extensions on desktops allow up to 6 sitelinks, while mobile allows only up to 4.
  • These are best used with branded campaigns or when Broad Match Keywords are used. This allows you to cast a wide net and still come away with a great haul.
  • Be concise with your description. Make one selling point and move on.
  • If you’re running a highly targeted campaign like one using the 1-per rule, don’t use sitelinks. They will pull away from your main call-to-action.
  • Create mobile-optimized sitelinks to maximize your mobile ad performance.
  1. AdWords Location Extensions

Location Extensions show your storefront address and hours of operation in your search ad. These are absolutely essential if you’re looking for more in-store foot traffic. In order to set up location extensions, you must connect a ‘Google My Business Account” to AdWords, which we recommend all advertisers do anyways.

Rules & Smart Tips: 

  • Location Extensions are most powerful with granular geotargeting around your store’s location. For example, validate your “Buy Local XYZ” ad with a location extension proving your proximity.
  • Not necessarily for brick and mortar – combine a location extension with a callout extension to advertise “in store returns” or “free in-store fittings.”
  1. Affiliate Location Extensions

Affiliate Location Extensions is most useful for large brands who sell products nationwide. They help potential customers find the best retail chains to buy your products. Currently, this feature includes the largest chains in the United States, United Kingdom, Australia, Germany, Canada, Brazil, Netherlands, and France.

Rules & Smart Tips: 

  • Add your affiliate location extensions on the extensions page. Upon enabling it on the account level, Google will run it for you.
  • Unlike standard location extensions, advertisers do not need a ‘Google My Business’ account.
  1. Structured Snippet Extensions

Structured Snippet Extensions provide advertisers three additional header lines of text to highlight key aspects of your business, including:

  • Amenities
  • Brands
  • Courses
  • Degree Programs
  • Destinations
  • Featured Hotels
  • Insurance Coverage
  • Models
  • Neighborhoods
  • Service Catalog
  • Shows
  • Styles
  • Types

Rules & Smart Tips: 

  • You may add up to 13 different types of values to your structured snippets, so be sure to utilize the diverse amount of content options by adding at least 4 values per header.
  • Keep it under 25 characters.
  • Keep your headers short, sweet, and easy to understand at a glance. Mobile users will appreciate you.
  1. AdWords Call Extensions

Call Extensions allow you to show your phone number on your ad. They’re popularly known as click to call extensions because, on mobile, users are able to click your ad to dial your business.

Rules & Smart Tips:

  • Choose the right keyword match types that suggest that the user is ready to take the leap and convert over the phone.
  • BE ABSOLUTELY SURE to set up an Ad Schedule Bid Adjustment to make sure you and your staff are around to actually field your call.
  • Make sure you’re taking them to the right phone line. Check your search terms report to ensure that your ad isn’t triggering for customer support searches. It’ll cost you money, it’ll waste your sales team’s time, and it provides a bad user experience. Triple Bad!
  • Use call extensions on desktop to get calls for free. If a person calls your number from your search ad but does not click, you will only be charged for an impression.
  • Track all call activity by setting up call conversion tracking in AdWords with your very own Google Forwarding Number.
  • If you want to show an ad that ONLY features a click-to-call CTA, create a Call-Only Campaign, a subset of Mobile-Only Campaigns.
  • Turn call reporting on and be sure t create a custom conversion, so you can keep track of all the calls that are coming in.
  1. Message Extensions

Prefer text over a phone call? Message extensions provide a button on mobile devices that prompts your potential customers to contact you via text message.

Rules & Smart Tips:

  • Message extensions may be added automatically for mobile users.
  • You may create a message extension across multiple campaigns and ad groups.
  1. AdWords App Extensions

App Extensions allow you to add a mobile app download button next to your Search Ad. It attaches your thumbnail icon, name, and a customizable call to action button beneath your text ad as seen above with Amazon.

Rules and Smart Tips

  • Create a remarketing list of mobile site visitors to remarket your app on Search and Display using Display Remarketing and Remarketing Lists for Search.
  • Be sure to set up iOS conversion tracking and Android app conversion tracking.
  1. AdWords Callout Extensions

Callout extensions are similar to Sitelink Extensions, without the clickable links. They allow you to provide additional detail and relevance to your ad while maintaining a laser-focused call-to-action.

Rules & Smart Tips:

  • Provide additional selling points to set yourself apart from the competition.
  • Improve CTR and conversion rate (mentioned above).
  • This is a great area for general business attributes that set you apart like “Free Shipping” “Free Returns” “x day trial” “Money Back guarantee” and Seasonal Offerings.
  • You can decide which callouts appear for different search terms.
  • Great for broad match keywords.
  • 25 character limit.
  1. AdWords Price Extensions

Google released Price Extensions from beta in July 2016. This mobile-only ad extension showcases your products and services with transparent pricing directly on the ad.

Price & Smart Tips:

  • Transparent pricing may decrease traffic, overall, but use CPA as your guiding metric. Less clicks for the same number of conversions means you’re driving more qualified traffic.
  • Use unique final URLs for increased ad relevance.
  • Price extensions only appear when your ad rank is #1.
  • Use price extensions in conjunction with other extensions like Call extensions and Location extensions to drive more qualified calls and visitors.
  • List a minimum of 3 items you want to feature. Having at least 5 is a common best practice.
  1. Promotion Extensions

Promotion Extensions advertise coupons, deals, and sales offerings. They’re usually paired with a price tag icon, which helps your ad take up more real estate and really stand out above your competitors on Google Search.

Price & Smart Tips:

  • AdWords has a ton of pre-selected promotions that go on all-year, including Mother’s Day, Christmas, Labor Day, and Cyber Monday.
  • You may select one of four promotion options:
    • Monetary Discount:  $10 off every purchase!
    • Percent Discount: 15% off today!
    • Up to monetary discount: Up to $10 off!
    • Up to percent discount: Up to 15% off!
  • You can schedule promotion extensions within AdWords for custom holidays and promotions that are unique to your business
  • You won’t lose any historical data if you create a new promotion extension!
  • Be sure to create a cohesive landing page experience that also promotes the discount code. If you want to get real fancy, restrict just AdWords ads to a certain code to ensure your conversion tracking is actually leading to deals captured and sale made.

AdWords Review Extensions : Discontinued

Okay if you’re a big nerd like me, you’re welcome to read a little about this nice piece of advertising history. Review Extensions used to allow your customers to speak for you by annotating your text ad with a review from a Google Trusted Site. However, as of January 2018, review extensions do not show for advertisers and previous performance data will be deleted along with it. In order to save your data, download your extensions report by going to the extensions page on Google AdWords and click “Ads & Extensions.” No worries – there are plenty other extensions you can use instead, such as sitelinks, callouts, and structured snippets.


How to Set Up Ad Extensions in the New AdWords Experience

  1. Open Google AdWords.
  2. Select your campaign or ad group.
  3. On the left-hand side, select the ‘Ads & Extensions’ tab.
  4. On the top menu, click on ‘Extensions.’
  5. Click the giant + sign to create a new extension.
  6. Select the extension that you want to create. Hovering over each extension will prompt a short blurb that describes what the extension does.
  7. Fill in all the necessary criteria. Google will provide a preview of the ad extension on the right side as you create your ad.
  8. Hit save! Congrats, you’ve added a new extension!

How to Set Up Ad Extensions in the Old AdWords Experience

  1. From your AdWords Dashboard Select the campaign or ad groupyou would like to add your location to. Ad extensions can be added at the campaign or ad group levels. It is important to remind you that ad extensions are only available for Search Network Only and Search with Display Select Text Ads.
  2. Select the  Ad Extensions tab
  3. Click theView:  drop-down menu & select  [Your Preferred Extension]
  4. Click the  EXTENSION  button
    • Follow the Extension-Specific Tutorials
    • Select Done
  5. Your extension should be approved within 24 hours

How to Edit Your Extensions in Bulk

  1. From your AdWords dashboard, select the campaign or ad group you would like to view.
  2. On the left-hand side, click ‘ads & extensions.’
  3. Select the Ad Extensions tab at the top.
  4. Check the boxes of the extensions you want to edit.
  5. Click ‘Edit Extension.’
  6. Make your edits and voila! You’ve edited your extensions in bulk.