Sitelinks, Callouts, Structured Snippets
Sitelinks
- What it does: Adds additional clickable links below your main ad.
- Purpose: Direct users to specific pages (e.g., Pricing, Contact, Categories).
- Benefit: Increases CTR by offering more navigation options.
Example:
- Main ad: “Buy Running Shoes”
- Sitelinks: “Men’s Shoes” | “Women’s Shoes” | “Sale Items” | “Store Locator”
Callouts
- What it does: Adds short, descriptive text (non-clickable) below your ad.
- Purpose: Highlight key selling points like “Free Shipping” or “24/7 Support.”
- Benefit: Builds trust and shows value—fast.
Example Callouts:
“Free Returns” • “Family-Owned Business” • “No Membership Required”
Structured Snippets
- What it does: Displays a predefined category with a list of values.
- Purpose: Showcase specific aspects of your product/service.
- Benefit: Adds detail and relevance to your ad.
Example Format:
- Header: “Brands”
- Values: Nike, Adidas, Puma, Reebok
Would you like help setting these up for your business? I can suggest some based on your niche!
Call, Location, Price, Promotion, Image extensions
1. Call Extension
What It Does:
- Adds a clickable phone number to your ad.
- On mobile, users can tap to call directly from the ad.
Benefits:
- Drive direct phone inquiries or leads.
- Ideal for businesses relying on calls to convert, like service providers, consultants, or local businesses.
Setup Tips:
- Use a Google forwarding number to track call conversions.
- Schedule it during business hours only to avoid missed calls.
2. Location Extension
What It Does:
- Shows your business address, a map, or distance to your location under your ad.
- Can appear on Search, Display, and YouTube ads.
Benefits:
- Increases foot traffic to physical stores.
- Encourages local trust and improves relevance for nearby users.
Setup Tips:
- Link your Google Ads account to your Google Business Profile.
- Make sure business info (address, hours) is up to date.
3. Price Extension
- What It Does:
Shows products or services with pricing details in a carousel format below your ad. - Each item includes a description, price, and direct link.
Benefits:
- Provides transparent pricing upfront.
- Helps qualify leads—great for ecommerce, services, SaaS, etc.
Setup Tips:
- Choose a category (e.g., brands, services, events).
- Add at least 3 price items, and keep pricing competitive.
- Ensure URLs lead directly to the related product/service page.
4. Promotion Extension
What It Does:
- Highlights special offers, discounts, or sales beneath your ad.
- Includes occasions like Black Friday, New Year’s, Back to School, etc.
Benefits:
- Grabs attention with eye-catching deals.
- Encourages faster clicks with urgency and value.
Setup Tips:
- Include % off, monetary discounts, or promo codes.
- Set start and end dates for limited-time offers.
- Use for seasonal campaigns or clearance sales.
5. Image Extension
What It Does:
- Displays relevant product or lifestyle images next to your ad text.
- Only available for top ad positions on Search.
Benefits:
- Visually stands out from competitors.
- Boosts engagement and improves CTR.
Setup Tips:
- Use high-quality, relevant images (product close-ups, lifestyle shots).
- Follow Google’s image ad policies (no text overlay, logos, or watermarks).
- Upload square images (1200×1200) or landscape (1200×628).
Final Tip:
Use these extensions together for maximum impact—they stack with your ad and provide richer user experiences.
Benefits and setup walkthrough
Benefits of Using Ad Extensions
1. Increased Visibility
- Extensions make your ads take up more space on the search results page, helping you stand out from competitors.
2. Higher CTR (Click-Through Rate)
- Extensions give users more reasons to click by showcasing offers, phone numbers, images, and more.
3. Improved Quality Score & Ad Rank
- Google rewards useful extensions with better placement and potentially lower CPC.
4. Better Conversion Rates
- By giving users more context (like pricing, store location, or call options), they’re more likely to convert.
5. Mobile Optimization
- Certain extensions (like Call or Location) are especially useful for mobile users who want to take quick action.
Step-by-Step Setup Guide for Each Extension
1. Call Extension
Setup:
- Go to your Google Ads dashboard.
- Click on the campaign or ad group.
- Navigate to the Assets tab.
- Click the “+” button, then select Call.
- Enter your business phone number.
- Choose if you want to use call reporting (recommended).
- Set a schedule for when the number is shown (e.g., business hours).
Save.
Make sure you enable call conversions to track performance.
2. Location Extension
Setup:
1. Link your Google Ads account with your Google Business Profile:
- Tools & Settings → Linked Accounts → Google Business Profile.
2. Once linked, go to the Assets tab.
3. Click “+” → Location.
4. Select your business location from the synced data.
5. Save.
Your address, phone number, and hours will now appear with your ads.
3. Price Extension
Setup:
1. Go to the Assets tab.
2. Click “+” → Price.
3. Select a type (e.g., Services, Brands, Categories).
4. Enter:
- Header (e.g., “Basic Package”)
- Description (e.g., “Great for small businesses”)
- Price (e.g., “$99”)
- Final URL
5. Add at least 3–8 price items.
6. Set a language and device preference.
7. Save.
Works best for service menus, packages, and product lines.
4. Promotion Extension
Setup:
1. Go to the Assets tab.
2. Click “+” → Promotion.
3. Choose a special occasion (optional) like Black Friday or New Year’s.
4. Set:
- Discount type (e.g., 20% Off)
- Item (e.g., “All Shoes”)
- Final URL
- Promo code (optional)
- Start/end date
5. Save.
Great for running time-limited offers and discounts.
5. Image Extension
Setup:
- Go to the Assets tab.
- Click “+” → Image.
- Upload square (1200×1200) or landscape (1200×628) images.
- Select images that match your ad group or campaign context.
- Add alt text for accessibility.
- Save.
Use lifestyle images or product close-ups. Avoid text overlays and logos.
Pro Tips for Extensions
- Use multiple extensions together (e.g., Call + Promotion + Sitelinks) to build strong, high-impact ads.
- Regularly review performance in the Assets report.
- Customize extensions at the account, campaign, or ad group level for more control.
- Keep the messaging in extensions aligned with the ad copy and landing page.
Learn more PPC course: