Extending a helping hand through ad extensions. Ad extensions are a no-cost way for advertisers to expand their ad real estate, and provide additional information and opportunities for searchers to engage with an ad outside of the ad copy itself. Additional information within extensions may include links to key pages on the advertiser's site, top services offered, pricing and promotions.
There are eight types of ad extensions:
- Structured snippet
How does Google aim to show the most relevant ads to each searcher? They take all ad elements into account, including what they know about the user, during its internal auction where they determine which ads serve to whom.
Pro-tip: It is a best practice to apply as many ad extensions as possible to each campaign to maximize your chances of having extensions serve. However, you'll want to apply extensions on a campaign by campaign basis to ensure you only apply extensions that are relevant to each campaign. Ready for an example? Good. You wouldn't necessarily want a "Birthday Flowers" sitelink on a "Sympathy Flowers" campaign. Instead, sitelinks such as "Funeral Wreaths" would be more appropriate.