Improve Your PPC Ads with Ad Extensions

Improve Your PPC Ads with Ad Extensions

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Ad extensions can improve a Google PPC campaign by adding extra information about the business to your ads and thus giving customers more incentive to click. An ad extension is a format that shows additional information extending from text ads – some are automated, while others are added manually.

Benefits of ad extensions

Ad extensions can ensure your ad has more prominence on the search results page. Not only do they improve an ad’s visibility, they can also increase the total number of clicks. This is an invaluable way for visitors to find out more about your business, while improving the click-through rate (CTR) of the ads. Thanks to the additional information, visitors often feel more inspired to interact and it is more likely that they will follow the link to your website or make that call.

How ad extensions work

When Google AdWords calculates that an extension will improve your site’s performance, it shows one or more extensions. Having an ad extension doesn’t guarantee that it will show with your ad, as AdWords calculates when your Ad Rank is high enough for it to appear – although it’s easy enough to keep track of when your extension is appearing via the Ad Extensions tab within your account dashboard.

AdWords requires a minimum Ad Rank before it will show extensions, hence you may need to increase your ad quality or your bid – or both – so that your extensions will show. As a leading provider of digital marketing services, Page1 can help you to better understand ad extensions and how they can help you to achieve optimum success.

Automated extensions

With no set up required, AdWords creates automated extensions formats when it predicts that they will improve your ad’s performance.

There’s no one-off payment to introduce ad extensions, although you will be charged for ad clicks as usual. There will also be a charge for some interactions provided by the extensions, such as clicking the call button (call extension), the download button (app extension) and the directions icon (location extension). AdWords doesn’t charge for clicks on review extensions or seller ratings.

Clicks on extensions are charged in the same way as headline clicks and you will pay no more than the minimal requirement to retain your ad position and extensions.

Cost per click (CPC)

Ad extensions make ads more prominent and valuable but you’ll never pay more than your maximum CPC – it is the most cost-effective way to get more clicks.


With proper management, AdWords can be extremely beneficial to your company. Our relationship with every client is a true partnership and looking after our customers’ needs is our number 1 priority. Find out more by contacting Page1 – our bespoke packages will be tailored to your requirements.

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