There are several available additions to your ads beyond the 140 characters and spaces known as Ad Extensions. Ad Extensions can be used to supplement your ad copy and give you an extra opportunity to show extra information about your business to potential customers. The usage (or non-usage) of ad extensions is one of the factors Google takes into consideration as they determine your ad rank.
An ad extension gives your ad more prominence on the search results page, improves your visibility, and gives visitors more opportunities to reach your website. AdWords shows one or more of your extensions with your ad when it calculates that the extension will improve your performance, (however a specific extension is not guaranteed to show 100% of the time). You are charged as usual for clicks if the ad itself or one of the extensions is clicked on.
There are a few different objectives that having ad extensions can help you meet.
Drive Phone Calls
• Call Extensions: This is used primarily for mobile searches and gives people a button which will help drive phone calls. On a desktop device, the call extension will add your phone number to your AdWords ad.
Find Your Business Location
• Location Extensions: This is used to help your customers find your nearest location. For Location Extensions to work, your Google My Business page needs to be linked to your AdWords account.
Spotlight Various Parts of Your Website
• Sitelink Extensions: These extensions add links to other pages on your site. The below ad shows an example of what these sitelink extensions look like.
Below is the documentation from Google themselves on the required steps for adding ad extensions to your AdWords account.
The implementation of ad extensions tend to lead towards higher click through rates, which presents you more favorably in Google’s eyes when Quality Score is calculated. In addition, the extensions will help give additional information in for your prospective customers.
No matter which of these extensions is applicable to your business, this is one quick step to make your ads stick out better today than they did yesterday.