Whether you locally advertise your business, advertise UK wide or worldwide, all AdWords account should be using ad extensions.

What are ad extensions?

Ad extension is a search network campaign option that allows to add extra information to your adverts in order to improve the relevancy of your ads, being more compelling or simply fill out the space to be more visible in search results. Google has introduced them a while ago but it’s often an overlooked element of an Adwords account that we suggest when optimising our clients’ account.

What type of ad extension exist?
Various ad extensions are available:

Sitelink Extension

The Sitelink extension is allows to promote an extra keyword or key phrase, including a link pointing to any page you want within your website.

Advantages of Sitelink extensions:

• Stand out from the crowd
• Take more space of the search result page / increase your ad visibility
• Allows a linking to different landing.

Inconvenient of Sitelink extensions:

• No particular inconvenient a part from costing as much as a normal cost-per-click when a user clicks on any sitelink.

Callout Extension

The Callout Extension has been recently released by Google. Primarily, the callout extension allows you to promote extra bit of information unique to your business, your USPs (Unique Selling Points) such as “Next Day Delivery”, “Sales Now On!”, “UK’s specialist”, “50% off” etc…

Advantages of Callout extensions:

• Stand out from the crowd
• Take more space of the search result page / increase your ad visibility
• Extra bit of information displaying your USPs. (Unique Selling Points)

Inconvenient of Callout extensions:

• No particular inconvenient but in order for your callouts to be displayed, as a rule of thumb, you have to have at least 3 callout extensions set up per campaign in your Adwords.

Review Extension

The review extension is a great additional feature for E-commerce website (as well as local business) with physical store location. This extension is useful when advertising a specific product f category.
This extension can display either a paraphrased review or an exact quote from third-party website.

Advantages of Review Extensions:

• Great for E-commerce sites
• Build trust with users
• Can help to increase the CTR of a product/service page

Inconvenient of Review Extensions:

• You’ve got to have genuine reviews…

These 3 extensions can be extremely powerful to build brand awareness, users trust as well as helping Click-Thru-Rate and ultimately your conversion rate.