The Complete Comprehensive Google Ad Extension Guide

PushON | August 18th 2014

Following on from our previous blog entry regarding the newest extensions rolled out by Google, we concluded that although the PLAs and Dynamic sitelink extensions add another string to your bow, Google is ultimately interested in its bottom line. However with our latest blog still fresh in the memory, and your PPC appetite suitably whetted, we thought what better time to guide you on a full whistle-stop tour of all the faithful ad extensions an advertiser has at its disposal?

Social Annotations

We’re in the world of social networking, so anybody who’s anybody has some form of social network profile – and any time a business can be seen on social networking, it develops a much more believable and credible relationship with its target audience.

Therefore, linking your Google+ page with your ads allows for endorsements to be shown from your Google+ followers. Obviously, this demonstrates to the consumer how cool and hip your business is with the amount of ‘likes’ or followers their business page has – which is absolutely crucial in the world of social networking!

For more info to help you enable these, check here.

Seller Rating Annotations

Basically, this extension comes in the form of shiny orange stars. Essentially, Google bases seller ratings on customer reviews from Google Shopping, Google Certified Shops and feeds from independent review sites (check here for a list of some of the aggregated site Googles views).

A study by Google found that when a customer sees these stars attached to the ad, brand credibility is impacted exponentially and CTR improves by as much as 10% on average.

These are fast becoming a staple in the world of extensions and while we may not have seen CTRs jumping by Google’s touted 10% we have certainly seen positive results when we’ve used them and you certainly don’t want to be the last kid on the block not to have them!

Consumer Rating Annotations

The whole concept introduced by Seller Ratings was further enhanced with the use of Consumer Rating Annotations. An example is shown below:

These annotations break down certain aspects of the business and give a score out of 10, as rated and evaluated by the lovely consumer, for the consumer!

These are judged against a business’s peers as the ratings are all relative to your own specific industry’s averages.

You can read further into Consumer Rating Annotations here.

App Extensions

With every year heralded as ‘year of the mobile platform’ in the PPC world, it’s no wonder Google is making use of the on-the-go functionality of mobile. Essentially, app extensions are visible to mobile users and when they see an ad promoting an app, they can click to download directly from Google Play or the iTunes App Store.

If you’re feeling more inventive, you can even deep-link a specific page inside the app, and consumers who already own the app can be brought to a specific section where a conversion can easily be made.

The use of these ads makes it simple for the consumer to discover your app and strengthen the relationship between consumer and brand. Direct app downloads make life easier for the consumer and after all, isn’t that what PPC should be about?

For more information on these and how to start using them, check here

Call Extensions

Call extensions are exactly what you think they would be. They encourage phone calls from the consumer by way of displaying a business phone number with your ad – or you can display a clickable call button with your ad.

Now, the great thing about these extensions is that on mobile devices they cost no more than a standard headline click. If you’re in PPC, you’ll know that any time a consumer can be prompted (or gently pushed) in the direction of your business, they’re more likely to convert. So, gently prompt away with call extensions!

For more information regarding Call Extensions, click here.

Location Extensions

Don’t make finding your business a game of ‘Where’s Wally’ for the consumer: dynamically attach your business address to your ads! Location extensions are useful when you have multiple stores and want to attract customers who are just around the corner. They are a helpful way of directing business to your store. These ads are visually striking;

Providing a plethora of information, these ads plant your address in the consumer’s mind – all you have to do is watch it blossom into more conversions!

And with Google recently releasing upgrades to these it’s now even easier to get started. All you need to do is begin by linking your Google My Business account to your Adwords.

For full details on how to set these up, follow this link.  

Review Extensions

Sometimes, you just want to shout from the rooftop about how great your business or product is, but sometimes, a much more refined approach is to say, ‘Don’t take our word for it – here’s what our very satisfied customers have to say.’ Essentially, these extensions allow for your existing customers or review companies to give you a glowing review in a pithy snippet;

Here’s some more information on using this extension.

Previous Visit Annotations

If a consumer is logged in to Google, these annotations display how many times the consumer has clicked through to your website before from search results and search ads. It’s clearly a visual prompt to suggest to the consumer that she enjoyed this business and that she’s visited X amount of times. (However, it does have the potential to say to the consumer, “You’ve visited this page far too many times recently!”)

If you wish to review this extension further, click this link.

And the old classic: Sitelink Extensions

Where would all these fancy aforementioned sitelinks be without old faithful, the one that started it all, the one that was there from the beginning? Of course, sitelink extensions are the most common extension you’ll see on a PPC ad; they allow you to take the consumer to other pages within your site aside from your main landing page.

These obviously give you, the advertiser, greater control of where you shepherd your consumers. You can also display certain aspects of your business or certain deals. Essentially they allow you to communicate more information to the customer. Furthermore, making use of sitelinks allows your ad to stretch and be more visible than a competitor’s ad – a sneaky trick of the PPC trade!

Here’s some further reading surrounding the olde worlde sitelink extensions.

Brand Extensions – Updated on 27/10/14

We’ve tentatively named these ‘Brand Extensions’ from what little information we can salvage; as is the Google way, they’ve slipped under the radar thus far, and are presumably in Beta – seemingly available only to high spending clients. What we can deduce from what little information there exists surrounding these extensions on the web, is that they benefit E-Commerce clients, whereby Google will scrape the client’s website and collate the list of Brands that that client offers. As previously stated, this is clearly only available in Beta to who Google deems to offer enough Ad Spend, examples of this extension can be found below;

What is unclear currently, is whether Google crawls your website and scrapes Brand or Category data and inputs this into the extension itself or you pick and choose autonomously. What will strike those in the know though, is how bloated the ads within PPC are becoming, and not too dissimilar in appearance to Organic results, a strategy which Google is always toying with. Therefore, to that end, to benefit from the extra real estate in terms of page space, you need to be in the top spots. Trite as the general theme may be, to benefit from a little exclusivity from Google, you need to be bringing the big bucks to the party.


As previously stated, PPC is also about options and customisability in relation to meeting your clients’ needs and your business goals. However, it is also about testing and tweaking to arrive at what works optimally – crucially in the form of turning those impressions into clicks and ultimately clicks to conversions. Therefore, with a wealth of ad extensions with which to mix your game and to differentiate yourself from the competition, there’s a plentiful supply of weaponry you can draw upon to entice customers and to prompt and navigate them to certain pages or products of your service.

We hope this information aids you in your PPC strategies.