AdWords ads are an immense opportunity to increase conversions and clicks on Google, but within a very limited amount of space, and with stringent character limits.

AdWords extensions are useful tools to increase visibility on search, customer trust, store perception, and ad revenue.

Below are 4 ad extensions which advertisers generally overlook which help increase revenue for PPC ads.

Overlooked AdWords Ad Extensions

AdWords extensions increase your store and product visibility on search by highlighting store information within your PPC ad such as your store address, phone number, Google rating, value propositions and promotions, or additional links within your website.

Extensions are an easy way to distinguish your ad on search, and increase conversions for your online store. Google recently included ad extensions as part of their algorithm to quality score, so leveraging the most relevant ad extensions within your campaigns and ad groups is more essential than ever to drive down your cost-per-click.

Watch the video below with Search Analyst Roman Fitch to consider some high ROI extensions that many AdWords advertisers aren’t leveraging:



1) Callout Extensions

This September, Google expanded link space within AdWords to include callout extensions, a new extension similar to  Google’s sitelinks (link to pages deeper within a website) which highlight store value propositions but aren’t clickable.

AdWords callout extensions

Callout extension are useful for promotions, offers, campaign extensions, and brand promotion.

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2) Review Extensions

Review extensions are dependent on third 3rd party reviews within the last 12 months which link to an outside site including Google Trusted Stores, Better Business Bureau, Press releases or other websites that feature a review of your business (not your products).

PPC review extension

Review extensions highlight product information that will boost store trust and increase conversions. These must be setup within the AdWords account by the advertiser.

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3) Seller Ratings

Seller Ratings aren’t something which AdWords advertisers can set up or can control, but rather Google automates these to appear based on outside store variables. However, seller ratings are unique in that they feature top and side search placements, unlike sitelinks, callouts, and review extensions. AdWords PPC review extensions

To be eligible for Seller ratings, sellers need to sign up with third party review aggregators. Sellers can accrue rating through sites like Ekomi and ResellerRatings.The full list of review sources can be found

The full list of review sources can be found here. *Note- Reviews from these sources cannot be used in Review Extensions

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4) Consumer Ratings

Similar to seller ratings, consumer ratings are aggregated from consumers who participated in Google Surveys after shopping on your site. The survey categories can be industry specific, and whatever categories you’ve scored the highest in are what Google will show. Like Seller Ratings, Consumer Ratings extensions are automated by Google and cannot be created within AdWords.

Google shoppers review sellers based on their service, brand, and shipping price on a 1-10 scale:

Adwords extensions consumer ratings

To accrue consumer ratings, advertisers should sign up for Google surveys to populate reviews.

In addition to the above AdWords extensions, be sure you’re getting the most visibility and the highest conversions for your ads with other key extensions:

For more information on  AdWords Extensions, visit Google’s tutorial.

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About the AuthorMary Weinstein is the Director of Content at CPC Strategy, and an expert in Retail Search, Google Shopping and Digital Marketing. A NY native, Mary spends her time educating online merchants, hiking and drinking copious amounts of coffee. You can also find her work on SEW, SEMRush, MOZ and Practical Ecommerce. See all posts by this author here.