Use Dynamic Data Sitelink Extensions To Automate Product And

While bids are an essential component of PPC ad performance, paying more for ads won’t deliver any long-term performance gains. First and foremost, Google rewards ads that have sầu a good user experience.

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So how can you make sure your ads are worthy of users’ attention? Well, with Google ad extensions.

Using the right ad extensions for your audience puts a spotlight on your ad, improves the ad experience, & increases click-through rates — without spending a single cent more from your PPC budget.

After we break down what to lớn expect from extensions, we’ll show you when and how to lớn use each extension type.

Let’s dive in.

What Are Google Ad Extensions?

Google Ad extensions vị exactly what the name implies — they extover your ad. Ad extensions append additional information about your business to lớn the main body of your text ad. For example, this ad from Lucidchart:


Everything highlighted in the box includes ad extensions — they communicate more information about the software, including sản phẩm highlights, relevant liên kết, and pricing.

Google serves extensions with your ad automatically, depending on the context of the tìm kiếm. These extra morsels of information in the ad extensions add value to the user & persize well because they match user signals lượt thích intent, location, or device.

Now you know that Google ad extensions tell users more about your sản phẩm, what other benefits are there lớn using them?

Benefits lớn Using Ad Extensions

Ad Extensions have a ton of benefits for you. Here are a few of the top perks:

1. Maximized Ad Text

Before a customer clicks on an ad, there are a few things they may want to know. For instance, they may want to know your location or phone number.

But regardless of what extra information users might want to know, it’s unwise to fill your ad text with details like tương tác information. It’s too many wasted characters! And it wastes time manually entering all of that extra information.

By contrast, ad extensions are easy. You’ll enter this information just once, & you can enable them for any ad group or campaign you think could benefit. (We’ll go over the how a little later.)

2. Increased SERPhường Real-Estate

Probably the most obvious statement about Google ad extensions is that they take up more space. Take a look below:


The first ad takes up six whole lines all by itself, & they even have a “more” option with a drop-down.

Although the second ad takes up four lines instead of six, extensions with link, location, & hours add variety và color to lớn the ad.

Finally, the third ad only used the phone number extension. While this is valuable, the ad is less impactful overall by contrast.

The takeaway: Google ad extensions are không lấy phí real estate on the SERPs, và Google will use up to 4 of them at any given ad auction. Start taking up as much room as possible!

3. More Qualified Leads

Google ad extensions give a lot more information lớn the user up-front.

Armed with more information, only those who believe they’re a good fit for your business will engage with the ad. Most poor-unique leads will see that they’re not a great match for you and self-disqualify.

In addition khổng lồ buying intent, users who clichồng on extension ads will more likely convert on post-clichồng landing pages since they know what to lớn expect once they lvà on your site. In other words: relevant extensions = an informed, empowered user = user action.

4. Better Ad Quality

Ad extensions improve sầu ad chất lượng, & by extension, ad rank. One aspect of ad rank is the expected impact of ad formats (relevance, CTR, and prominence of the ad format).

From Google directly, having ad extensions will automatically increase your Ad Rank. Google favors them because it allows Google khổng lồ offer a better variety of ad formats và include more relevant information for the searcher.

In summary, since ad extensions are larger ads designed for relevance và improve expected CTR, Google rates the format as a whole more favorably.

So a higher CTR means a higher ad rank và a higher ad rank…

5. Could Save You Money

If you’ve sầu followed along to this point, then you’ll know that using ad extensions will raise your ad rank and can take up more space on the page.

Both of these factors increase your Click Through Rate, which impacts unique score positively. Fortunately, all of this culminates in a lower cost-per-clichồng (CPC).

The lower your CPC, the less you’re paying per click. And the less you’re paying per click, the less you could potentially pay per conversion. The less you’re spending for a lead, the more money you’re making for less.


Do you get it? Good. Let’s move sầu on.

What Are The Types of Google Ad Extensions?

Each extension type is a building bloông chồng of extra information about your business. Currently, there are 10 quality manual ad extensions you can use for your ads, including:

Sitelinks*Callout extensions*Structured snippets*điện thoại tư vấn extensionsLead khung extensions (beta)Location extensionstiếp thị liên kết location extensionsPrice extensionsApp extensionsPromotion extensions

*Sitelink, callout extensions, & structured snippets are universal extensions. Universal extensions are ad extensions that Google recommends every advertiser use.

Of course, you can use as many extensions as makes sense for your business… but which types make sense for your business?

Let’s learn a little more about each ad extension type, so you know when khổng lồ use them.

1. Siteliên kết extensions

Sitelinks extensions add additional link under the main text ad in tìm kiếm. These liên kết direct users khổng lồ other pages on your site you want them to visit.


In the example above sầu, users can clichồng on the main branded link in the header or visit Pricing và Packages or Success Stories directly. These links make users take fewer steps khổng lồ get what they’re searching for, decreasing friction & bounce rate and encouraging conversions.

Sometimes, sitelink drop the descriptions và just show the links headlines:


When you add siteliên kết as an extension, follow these best practices:

More is more: Siteliên kết won’t show unless you have enough nội dung on your site for two. You should mix up 8-10 active sầu sitelinks in each campaign.Link-page match: Your sitelinks title should describe the page nội dung. No ambiguous titles. And don’t sover people lớn your home-page và title the siteliên kết “Services.”Best performers: Link directly to pages that convert or persize well.Your site only: Extensions should go to your website; don’t try to sneak another domain inkhổng lồ your ad.

Great pages for siteliên kết include contact us pages, testimonial pages, và pricing/offers pages. For eCommerce sites, you have sầu many more options for sending customers khổng lồ category pages or specifics pages.

2. Callout extension

Nope, not “throw her under the bus” Hotline out — “shout it from the rooftops” Call out.

In other words, callout extensions are 25-character snips of text describing the most exciting and valuable qualities of your business, products, or services.

So if you have miễn phí in-store piông xã up, miễn phí shipping, or pride yourself on your ethically sourced materials, callout extensions are for you.


Remember to follow these callout extension best practices:

Short và sweet: You only have 25 characters — make it count! And use 6 per campaign.Use fragments: Google made these intentionally short, so it should be scannable. “Comfortable treatment” rather than “We provide comfortable treatment.”Broad appeal: All callout extensions need to apply khổng lồ the entire offering you advertise for.Numbers and specifics: “Locations Nearby” is shorter but not as concrete or compelling as “3 convenient locations.”

For more information on callout extensions, check out our in-depth guide.

3. Structured snippet extension

If callout extensions highlight your business’s best big-picture elements, structured snippets zoom in on specific sneak-peaks you want users khổng lồ know about an offered sản phẩm or range of products and services.


The main benefit of structured snippets is more qualified leads. Why? Because when people already know about specific information on what you want to lớn give sầu them, they’re primed lớn convert once they cliông chồng and lvà on your site.

Use structured snippets to lớn communicate specific amenities, types or categories, & destinations or locations. Additionally, follow these best practices:

Prioritize value: only include information that truly attracts or helps new customers. Use at least 2, ideally 4, structured snippets per headline.Header-Snippet match: don’t just copy-paste a menu of general snippets every time. Match the amenity, type of hàng hóa or service, or location to the headline you are advertising with.How to save ad text with structured snippets

Instead of using ad text space to lớn list details about what you offer, like “chiropractic services, mát xa therapy, spinal decompression, injury services,” compile that các mục into lớn a service catalog and apply it lớn all your ads. Google lets you apply up lớn ten types of one category:


We’ve sầu compiled this cheat sheet below for each header type, the extension name and mô tả tìm kiếm, good examples, & bad examples.


4. Hotline extension

The hotline extension is a lifesaver for businesses that want calls from customers. You can put your phone number directly in the ad, so the friction between a lead and your business is basically zero.


A Call extension works well for this Attorney’s office, which generates leads from miễn phí consultation calls.

On mobile, Điện thoại tư vấn extensions allow users khổng lồ Call you directly with a single cliông xã.


This option makes it more convenient for people lớn reach you and usually generates more qualified leads.

And if you’re not available 24/7 khổng lồ take calls? No worries. gọi extensions allow you lớn specify your availability schedule down lớn the hour. They won’t show up outside of those times.

Just remember to:

Enable phone điện thoại tư vấn conversations reporting so you can measure performance.Provide a great experience on your kết thúc. If customers Điện thoại tư vấn you & get a lackluster response from the front desk (this includes waiting khổng lồ return their Điện thoại tư vấn for more than an hour), that’s on you! The success of all calls — but especially ones you pay for — will depkết thúc on how well you train your staff. You got this!

If you’re looking for more detail in your phone tracking, we recommover CallRail or Invoca as great tools.

5. Lead form extension

We were all sad when Google retired Message extensions from Google Ads at the start of 2020, but we’re hoping lead form extensions will persize just as well.

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Lead khung extensions are the newest size of Google Ad extensions and are still in Beta. Like the old message extensions, lead size extensions allow users on the SERPs khổng lồ contact your business in just a few clicks, directly on your ad.

That’s right. A potential customer doesn’t even have sầu to lớn navigate khổng lồ your site. They’re able lớn submit information from a customized khung directly on your ad, & you can contact that lead as soon as possible. Currently, you can get information like:

NameEmailPhone NumberCityZIPhường or Postal CodeState / ProvinceCountryCompany NameJob titleWork emailWork phone number

That’s a lot of valuable information, and lead gen companies everywhere should hop on the Lead Form extension train whenever possible.

6. Location extension

A location extension is a must-have sầu for any brick-and-mortar that requires the customer to come khổng lồ you.

If you get lost as much as I vị, you’ve sầu probably needed this extension type before. It drops a business address, phone number, & maps with the ad text. On sản phẩm điện thoại, you get a link that opens up a maps phầm mềm.


Obviously, location extensions are not for online-only businesses. However, if you vì operate out of a brick-and-mortar location(s), this extension type can increase the likelihood that users will find, visit you, & make in-person purchases.

When you use location extensions, make sure you:

Keep tương tác information và addresses up-to-date.Use bid modifiers for users near your business’s location. Competitive bids for users already in the area increase the odds that your ad is served, & location extension is seen.

Note: be aware that you might not benefit from a location extension if you offer a service where you travel lớn the customer’s location. It might hurt performance, as people will assume they have sầu to visit you to get your service.

Keep an eye on how your conversions perkhung before and after adding a location extension.

7. Affiliate location extension

An affiliate refers to lớn an individual or other organization officially connected to another. In this case, you use affiliate location extensions khổng lồ direct users khổng lồ other locations that are authorized to lớn sell your sản phẩm.

Let’s say you want lớn sell a line of essential oils facemasks through your trang web. However, you also sell your sản phẩm with a retail partner — lượt thích Sephora. You want users to lớn know that they can buy your sản phẩm through that location. You’d then links the stores that your sản phẩm is available at as an ad extension.

This will allow the customer to make an online purchase or visit that Sephora location to lớn purchase. The biggest advantage here is that you’re giving customers options — khổng lồ buy online from you or in-store near them.

Affiliate location extensions are best for manufacturers.

8. Price extension

Has a mechanic shop ever tried lớn rip you off on an oil change price? They tried with me — and failed because I saw a price extension ahead of time.

The primary value of price extensions is not to lớn prevent your employees from deceiving customers but setting clear expectations. They insize users about pricing up front, and an informed user means that when they decide lớn reach out or show up to your store or website, they’re more ready lớn book an appointment or buy from you.


Again, pricing transparency increases trust và prepares users who clichồng on your ad for the content on your trang đích. They’ll have a higher conversion or purchase intent.

Use price extensions if you:

Have sầu variable pricing or tiered servicesMultiple service packagesLots of SKUs or options

Like structured snippet extensions, Google gives you a range of options khổng lồ choose from for the type of sản phẩm or service you’re selling.


And if your price isn’t exact, no worries. You can add price qualifiers to the extensions:


In the original bike example, we can see that they’re using the “from” price qualifier to lớn advertise their lowest-priced bikes.

When you organize your account, add these ad extensions at the chiến dịch or ad group level to make them as granular as possible.

9. App extension

If you offer a mobile tiện ích, pop this Google ad extension on here.

I mean, manually opening & searching an application on your phone is a pain. App extensions make your app more visible và make it easy for interested users to tải về directly from the text ad.


One other great thing about ứng dụng extensions is that it’s the only way lớn traông xã ứng dụng downloads based on your từ khóa.

When you use an phầm mềm extension, make sure you vày these three things:

Link your headline text to your trang web and the ứng dụng extension khổng lồ the app store.Add ứng dụng extensions with branded và generic keywords.Include more từ khoá than just the ones trying to lớn get tiện ích downloads.

10. Promotion extension

One of the more frustrating things as a company is lớn have a promotion, các mục it everywhere you can think of & have no one use your code or apply for the promotion.

Sure, you just got some full-priced sales, but who knows how many people didn’t purchase because they didn’t see your promotion?

This company won’t have that problem:


Against all the other competitors on the page, they were the only ones with a promotion extension, & 60% off sounds pretty good.


Google is pretty flexible with how you run this extension. Choose lớn show the extensions on specific dates, days, or hours, or piông chồng pre-populated sự kiện tags, lượt thích back-to-school or Blaông chồng Friday. They’re easy khổng lồ toggle on & off, và you won’t have sầu lớn make a new ad to vị so.

11. BONUS: Automated ad extensions

These extensions aren’t on the menu of ad extensions you can enable manually. Google runs three types of automated extensions when it thinks the extension will help your ad perform better (how nice!)

Automated ad extensions include:

Dynamic extensionsSeller ratings

If you want lớn check on the performance of your automated ad extensions, click on Extensions in the Overview tab and navigate to lớn the All dropdown:


There, Google will show you the automated extensions it’s running for you, & you can see the stats for each one.


If you’d like khổng lồ opt-out of the automated ad extensions, you can vì chưng so by going lớn More > Advanced Options và turning them off there.


Considering that ad extensions don’t cost anything extra and Google is hand-picking these for you, it’s a good idea to keep them on. Ad Extensions vị help performance.

Let’s take a look at each type of automated extension:

Dynamic extensions

There are three types of dynamic extensions: dynamic sitelinks, dynamic structured snippets, và dynamic callout extensions.

Honestly, the most significant difference between these three types of extensions and their manual twin is that Google generates the information automatically.

For dynamic structured snippets and callout extensions, Google will populate the extensions using data from your trang web and internal sources, and existing content (lượt thích landing pages) on your site, respectively.

Seller ratings

Also known as stars extensions, seller ratings are the second type of automated ad extensions. They connect to lớn various Google-approved rating systems and use data there to lớn generate a seller rating score và 5-star rating inhỏ.


Data sources for seller rating extensions include:

Google Customer Đánh Giá (GCR)StellaServiceGoogle-let shopping researchGoogle Customer SurveysThird-buổi tiệc ngọt Reviews sites

If you haven’t mix up ratings for your business, get on that. Ratings & nhận xét increase trust & purchases by consumers.

How to Create Ad Extensions

Now that you have an idea of which ad extensions you want to lớn use for your business let’s learn how lớn phối them up in Google Ads.

From your Google Ads dashboard, cliông chồng the Ads & extensions option on the left navigation bar. Select Extensions, then the All dropdown.


Under All, you’ll see which manual ad extensions are available to lớn you. Select that type, and hit the + button.


Once selected, there are some universal settings you’ll have lớn choose for all extension types.

We’ll dive sầu into those settings now.

Set Up The Add lớn Extension Level

When you select what ad extension you’d lượt thích to add, you need lớn choose which cấp độ the extension should apply: account, campaign, or ad group màn chơi.


Pro Tip: you should add extensions at the campaign or ad group level for the best results.

Work through your extensions on a campaign-by-chiến dịch or ad-group-by-ad-group level. This includes ad extensions that you’d lượt thích to use across your entire trương mục. Basically, adding them at the individual level helps ensure they’ll be shown more frequently.

You can toggle between campaigns and ad groups by opening the far left navigation bar. When you add extensions, customize them khổng lồ be specific lớn each chiến dịch or ad group.

Create New or Use Existing Ad Extensions

The second step lớn adding an extension is lớn create a new extension or use an existing one.


This is a huge time-saver for you. When you choose khổng lồ use existing ad extensions, you’re shown a menu of all the ad extensions you have sầu in your tài khoản. For example, with this sitelink extension, all I have khổng lồ vì is kiểm tra which link I want to lớn include.


If you choose khổng lồ create a new extension, you’ll need to lớn fill out any text, liên hệ information, description lines, or URLs Google prompts you to lớn include.

Use Advanced Extension Options

Finally, there are Advanced Options. Don’t skip them, friend; that’s a rookie mistake.

Let’s pop open the tab và take a look:


Starting with device preference, you’ll always, always want to select Smartphone. Here’s what Google has to say about the device preference: