Almighty settings or how to use extensions in Google Ads?

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An extension in Google Adwords — is additional information in your ads. With them, you give more useful information to your customer and make them stand out from other ads. This, in turn, significantly increases the CTR (click-through rate — click-through rate). This is what the entire list of extensions looks like:

Feature extensions in Google Adwords

Let's examine each of these in order.

1. Extension 'Additional link'

A very useful extension to increase CTR. You can add 4 extra links to your ads which will lead to contacts or other services. In order to add them you need to enter:

the link to the page itself.

  1. link text up to 25 characters;

  2. two descriptions up to 35 characters long;


Google Ads extension to increase CTR

Additional links are best pointed to those web pages on the site that might interest and be useful to a potential customer, such as:

  • to service pages — SEO promotion, SMM promotion, Android Development, Copywriting, etc.;

  • other information — Discounts & Promotions, Reviews, Contacts, etc.


this is how this extension will look in search results:

How Google Ads extension looks to increase CTR

2. Expansion 'Clarification'

With clarifications, you can provide additional information about your company or product, such as a warranty. Just like additional links, clarifications make your ad stand out and increase clickability.

Adding more information in refinements, Google Ads extensions

This is how the clarifications will look in the search results (in this case — these are the words “Best Price Guarantee. Free measuring. Free consultation. Peace of mind guaranteed”):


What the Google Ads extension looks like

3. The 'Structured Description' extension

The structured description — is a list of services, brands, models and more. Here's the full list:


Example to fill out:


And this is how it will look in the search engine:



4. Extension 'Phone numbers'

One of the most important extensions which allows you to add a phone number next to your listing. In the mobile version, there is also a "Call" button which, when clicked, allows the user to automatically call the company.

Many people use this feature because they don't want to go to the site itself or enter the number manually. It is not suitable for all types of businesses, but if you provide any services — we recommend it.


This is how this extension looks like from the phone:


And this is how it looks from the PC:



5. Extension 'Message'

It allows the user to send an SMS message, and is displayed, respectively, only on mobile devices. The tool is especially useful for people who prefer to text rather than call.


This is how internet users will see the extension in search engine results:



6. 'Address' extension

Displays your address, when you click on which the user is redirected to a page with detailed information about the company. To be more precise, the page will have photos, rating, working hours, location on the map and reviews. Besides there are 4 buttons: “Call”, “Route”, “Save” and “Site”.

This is how it looks in search:


The page that opens when you click on the address line:



7. 'Affiliate Addresses' extension

It will be useful for business owners whose products are sold in other stores. You can put the addresses on them, thus helping the stores and increasing your profits. A link will appear next to your listing with the addresses you provide.

Unfortunately, in Moldova the extension does not work yet. At the moment, it is only available in 19 countries: USA, UK, Australia, Germany, Canada, Brazil, Netherlands, France, Japan, Denmark, Italy, Switzerland, Sweden, Spain, Norway, Belgium, Austria, Singapore and New Zealand.

Will the given extension ever work in Moldova — it is unknown. We, as well as Hatico, can only wait and hope.




8. Extension 'Price'

It's useful because you can specify prices for your services even if there is no specific cost: just set "From".


The extension supports 9 types: brands, events, places, neighborhoods, product categories, product classes, service categories, service classes, services. The currency in this extension is not all, for example MDL is not yet introduced, but you can use dollars or euros.


Important to know! Using this extension greatly increases the size of your ad (in the mobile version), thus attracting more attention:


competitors will look “empty”.

This is how the "Price" extension is displayed on the PC:


Clicking the button "More" opens a menu like this:


Briefly and informatively about your key services and their cost.


9. Extension 'Link to application'

Оно полезно всем обладателям мобильных приложений. Под объявлением появится ссылка на ваше приложение в Google Play или App Store.

Да, расширение не заменит полноценную рекламу приложения, но как минимум люди будут знать о его существовании и смогут с легкостью перейти на страницу скачивания.


Если у вас нет приложения, то использовать этот функционал бессмысленно.


10. Expansion 'Promotion'

The name speaks for itself: you can specify discounts or promotions using this function. Unfortunately, just like the 'Prices' extension, it doesn't have all currencies, including MDL. But you can specify a percentage discount, for example:

List of currency supported by Google Adwords as of 2019:

  • AED (UAE Dirham)
  • AUD (Australian dollar)
  • ARS (Argentine Peso)
  • BGN (Bulgarian Lev)
  • BND (Brunei Dollar)
  • BOB (Bolivian Boliviano)
  • BRL (Brazilian Real)
  • CAD (Canadian Dollar)
  • CHF (Swiss Franc)
  • CLP (Chilean Peso)
  • CNY (Chinese Yuan)
  • COP (Colombian Peso)
  • CZK (Czech crown)
  • DKK (Danish Krone)
  • EGP (Egyptian Pound)
  • EUR (Euro)
  • FJD (Fiji Dollar)
  • HKD (Hong Kong Dollar)
  • HRK (Croatian Kuna)
  • HUF (Hungarian Forint)
  • IDR (Indonesian rupee)
  • ILS (Israeli New Shekel)
  • INR (Indian Rupee)
  • JPY (Japanese Yen)
  • KES (Kenyan Shilling)
  • KWR (South Korean Won)
  • MAD (Moroccan Dirham)
  • MXN (Mexican Peso)
  • MYR (Malaysian Ringgit)
  • NOK (Norwegian Krone)
  • NZD (New Zealand Dollar)
  • PEN (Peruvian New Sol)
  • PHP (Philippine Peso)
  • PKR (Pakistani Rupee)
  • PLN (Polish Zloty)
  • RON (Romanian Leu)
  • RSD (Serbian Dinar)
  • RUB (Russian ruble)
  • SAR (Saudi Riyal)
  • SEK (Swedish Krona)
  • SGD (Singapore Dollar)
  • THB (Thai Baht)
  • TRY (Turkish Lira)
  • TWD (New Taiwan Dollar)
  • UAH (Ukrainian hryvnia)
  • USD (United States Dollar)
  • VND (Vietnamese Dong)
  • ZAR (South African Rand)

Подведем итог

Extensions are very important for PPC advertising: they make your ads stand out from the competition. Using them, you make your ads more informative and useful for the Internet user, thereby increasing the CTR.

But do not include all extensions indiscriminately: they should improve the attractiveness of the ad, so always look at the final version before publishing. You can choose the best combination only by combining different extensions and tracking the effectiveness of their use.

Date of publication : 27.11.2019
Assessments: 0 ranking 0.00
Chitoroga Dmitri
Dmitri Chitoroga
Leader of SEO department. In Studio Webmaster I work since 2018. More than 6 years in SEO. I like analyzing people and what is happening in the world, also to follow the progress of something. Video games help me to relax. The most favorite one — Half-Life 2. But, this is not old school this is the classic of science fiction genre :)
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