PMG Digital Made for Humans

Ad Extensions: Why They Matter

2 MINUTE READ | September 20, 2017

Ad Extensions: Why They Matter

Author's headshot

Emily Denney

Emily Denney has written this article. More details coming soon.

ad extensions and why they matter

In the past, we’ve written about ad extensions and how they improve ad rank, but why else do they matter and just how important are they?

From a high level, we know extensions improve ad quality and therefore performance. Why? According to Google, they “make ads more useful and engaging to users… [driving] additional clicks.” In our experience, they also help advertisers stand out from the competition.

Extensions can come in all shapes and sizes. Call extensions provide a phone number for users to contact the business, review extensions showcase kudos given by other entities, callout extensions highlight various offerings or value propositions, and the list goes on.



Regarding ad density, sitelinks take up a significant amount of real estate and allow room for great detail and customization, particularly in the landing page department, while also helping to boost performance. We’ve seen cases where dropping from four sitelinks to three causes a drastic CTR decrease.

Google recently raised the sitelink stakes by doubling the number eligible to show on mobile from four to eight and changing from a list display to a carousel format.

For us, it means we always want to have at least eight sitelinks applied to and approved in the account (it often takes hours for the copy to go through and pass the review process). It also means our sitelinks need to grab users’ attention quickly as they scroll through the carousel.

Stay in touch

Bringing news to you

Subscribe to our newsletter

By clicking and subscribing, you agree to our Terms of Service and Privacy Policy

Whatever the vertical, ad extensions provide depth and enhance the relevancy of ads by showing pertinent details and quickly directing users to the information they’re looking for. While the way sitelinks in mobile searches has changed, their level of importance remains high.


Related Content

thumbnail image

SEO & Paid SearchAI & MarketingData & TechnologyB2B MarketingPlatforms & MediaDigital Marketing

Google Performance Max Campaigns Now Available to All Advertisers

4 MINUTES READ | November 2, 2021

thumbnail image

Consumer TrendsSocial MediaSEO & Paid SearchPlatforms & MediaDigital Marketing

Third Quarter Big Tech Earnings Shed Light on Privacy Impact

5 MINUTES READ | October 28, 2021

thumbnail image

Campaigns & Client WorkSocial MediaProgrammatic AdvertisingCreative DesignStreaming & VideoStrategyDigital MarketingCompany News

PMG Partners with Old Navy to Create a Fully Inclusive Shopping Experience with BODEQUALITY

4 MINUTES READ | August 20, 2021

thumbnail image

Consumer TrendsSEO & Paid SearchAI & MarketingData & TechnologyPlatforms & MediaDigital Marketing

Google Doubles Down on Automation, Consumer Privacy at Google Marketing Live

5 MINUTES READ | June 4, 2021

thumbnail image

SEO & Paid SearchAI & MarketingData & TechnologyB2B MarketingPlatforms & Media

Google Simplifies Smart Bid Strategies

2 MINUTES READ | April 23, 2021

thumbnail image

SEO & Paid SearchAI & MarketingData & TechnologyB2B MarketingPlatforms & MediaDigital Marketing

Google Paves the Road Ahead for Responsive Search Ads

3 MINUTES READ | February 18, 2021

thumbnail image

SEO & Paid SearchAI & MarketingB2B MarketingPlatforms & Media

Google Phases Out Broad Match Modifiers

4 MINUTES READ | February 4, 2021

thumbnail image

Consumer Trends

The Road to Recovery for the Travel Industry

5 MINUTES READ | November 19, 2020

thumbnail image

Company NewsDigital Marketing

Price Glomski Talks to Hospitality Technology

1 MINUTE READ | October 28, 2020

thumbnail image

SEO & Paid SearchPlatforms & MediaDigital Marketing

The United States of America v. Google & What Comes Next

5 MINUTES READ | October 22, 2020

thumbnail image

Social MediaSEO & Paid SearchStreaming & VideoData & TechnologyPlatforms & Media

A Closer Look at the Congressional Big Tech Market Power Report

6 MINUTES READ | October 19, 2020

thumbnail image

SEO & Paid SearchData & TechnologyPlatforms & Media

Auction Time versus Intraday tROAS Bidding Strategies

4 MINUTES READ | October 5, 2020

ALL POSTS