Ad Extension Series – What Is An Ad Extension?

Whenever we search for something on a major search engine like Google or Bing, organic and paid search results appear on our screens next to each other. We’ve all seen the different formats that appear. Organic search results tend to be fairly standard in form and provide a two-part headline, URL, and some content from the website. On the other hand, paid search ad formats vary a little more. Sometimes, paid ads look just like an organic result with the small “Ad” label next to the URL operating as the only thing designating it as a paid result. But, sometimes other things appear in the ad along with the ad text called ad extensions. Ad extensions add extra information to your ad, expanding its size and usefulness. Information commonly provided by extensions can range from a phone number, link to a page within your site, a list of the services you provide, or more. Although ad extensions won’t appear alongside your ad every time the ad is shown, they will show when the ad’s rank is high enough on the page or when it has been estimated the extension will improve your ad’s performance. When extensions are applied to your ad, it gives the ad more visibility and often increases the number of clicks and conversions your ad receives. According to AdWords, adding ad extensions could result in a 10-15% increase in CTR. But, there are many different kinds of ad extensions that you can apply to your ads. For more information on these ad extensions types, stay tuned for the rest of this series.

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