What is an Ad Extension and How Can It Help Your Business?

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Want to give your prospective customers more reasons to click on your ads? Ad extensions do just that.  These extra pieces of information – such as your business address, website or phone number – can be added to your pay-per-click ads to better serve your customers’ needs.

Google and other search engines will tend to rank ads with extensions higher than ads without. Why? Google values the quality of an advertisement when calculating its rankings. Since ad extensions provide more information to a customer, they are viewed as superior ads.

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Ads in higher positions  have higher visibility and lead to higher click-through rates. Below are some of the types of ad extensions you can use to provide more value to both your customers and your advertisements.
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Call extensions place a small button on the side of your ad that allows customers to directly call your business from mobile devices. A call extension would work great if your business requires customers to make phone calls to either purchase products or schedule services.

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Location extensions show the address of your business and help nearby customers find you. This type of extension works well if your  business has multiple locations and you want your customers to know when they’re in close proximity.
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Review extensions show your business’s positive reviews from third-party sites directly in the advertisement. If your business has great reviews or provides a product or service that many consumers research before purchasing, this extension would be useful for you.
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Callout extensions let you show additional descriptive text about what your business offers directly underneath your ad. If your business runs any special offers and wants to share them with your customers, callout extensions would be ideal for your ads.
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Sitelink extensions provide links to different pages of your website. They give your customers quicker access to the content  they want to see as it pertains to your ad.
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Google offers several other extensions that your business can use. Have a mobile app? The app extension links directly to the app store where customers can download it.  Want to show off the 5-star rating of your e-commerce site? A seller rating extension shows the overall rating of your online business. Have high quality survey results to share? A consumer rating extension highlights your survey results.  All of these extensions serve  specific purposes, so it’s important to identify what exactly your customers might want to see before adding an extension. By doing so, you stand to serve better ads that produce higher value.