October 12 2022


Site Extensions for Paid Search Ads

Site extensions are opportunities to add more information to paid search ads in Search Engines and possibly take up more of the search landscape. Below you will see two ads rich in extensions. On both the desktop and mobile versions, variations of site links can be seen. All these combined lead to a large ad that takes up a large amount of real estate in the search landscape.



Google’s search ads can be built upon by adding ad extensions. Previously, we reviewed the different types of ads found on Google. Below, we go into more depth about site extensions and how they can be used.

Sitelink extensions are an opportunity to add more links to different pages on the advertiser’s website. Recommended extensions include links to your most popular products or services pages, a link to your Contact Us page, or a link to your About Us page.

Image Extensions

Image extensions bring a visual aspect to an otherwise text-heavy landscape. With image extensions, advertisers can add a visual representation of their product or service to their ads. 

Callout Extensions

Callout extensions offer advertisers the ability to call out things that make their business special. It can be special offers, achievements, certifications, and anything else that may set them apart. For example, for TopSpot’s industrial B2B clients, calling out certifications like “ISO 9001” could be beneficial. 

Location Extensions

Location extensions are linked to a Google My Business profile and can feature the locations, store hours and phone number. These extensions are helpful when trying to drive foot traffic to your business and are especially relevant for mobile users.

Call Extensions

Call extensions show users how to contact you by phone on a desktop ad, and provide mobile users the option to click to call directly from the ad. This can significantly increase click-through rates (CTR) and conversion rates of ads.


Structured Snippet Extensions

Structured snippets allow advertisers to expand on specific aspects of their products and services. With structured snippets, an advertiser chooses one of the 13 predefined headers and adds details specific to their product or service after. The predefined headers are Amenities, Brands, Courses, Degree Programs, Destinations, Featured Hotels, Insurance Coverage, Models, Neighborhoods, Service Catalog, Shows, Styles, and Types. 

Price Extensions

Price extensions appear below text ads on desktop and mobile. They are a small button that once clicked expands into a set of up to 8 cards that display different options and prices. The desktop version takes on more of a chart shape, while the mobile has more of a swiping carousel shape. 

Promo Extensions

Promotion extensions highlight sales and promotions the advertiser is currently offering. Not pictured, these extensions sometimes contain promo codes that can be entered at checkout for online purchases.


App Extensions

App extensions are found on mobile devices and serve as links to download the advertisers’ ads. Above are two examples of how these may appear in a mobile landscape. 

Seller Rating Extensions

Seller rating extensions are an automated extension type that showcases advertisers with high ratings. These extensions show on text ads, shopping ads, and free listings. For these extensions, Google gathers seller ratings from reputable sources for business reviews. For these to appear, a business must have an average rating of 3.5 stars or more and a URL domain that matches the domain the ratings are for. 

What Does This Mean for Me?

Site extensions are a great way to maximize your business’s space in the search landscape while also providing users with as much information as necessary for them to make a decision. Talk to your TopSpot Team today about how to best utilize these ad types and extensions.

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