Here are four PPC ad extensions you should be using today.

1.Structured Snippets
Structured Snippets are one of the easiest ad extensions to create because they have a predefined “header” for information and are not linking to the website.Each snippets extension has a “heading” such as:

*Degree programs
*Featured hotels
*Insurance coverage
*Service catalogs

After selecting the header, enter the values – such as “free WiFi” or “pool” for amenities.These extensions also tend to show frequently on both platforms.Both PPC platforms allow for scheduling of a start/end date and a custom schedule.

2.Affiliate Location Extensions
These AdWords extensions are really interesting because they allow companies who sell through retail outlets to promote nearby stores where their product can be purchased.In the past, manufacturers would be limited to serving a reference page or locator page listing their resellers.Now, the ad can be shown with affiliate location extensions, showing locations by address or map with the ability to click for directions from mobile.

3.Price Extensions
These are a great alternative for advertisers that don’t have product feeds and can benefit from showcasing products and services with price points.Price extensions are presented in the search results below the main ad text and can be useful in attracting greater attention to the ad as well as driving to deeper content on the advertiser’s website.These extensions can be added to the account, campaign, or ad group level.Adding to the ad group level is a great place for more detailed items to be tailored to a subgroup.For example: “vacations in Europe” vs “French vacations”.Google has created a way to bulkupload price extensions into the account should manual entry be too time-consuming.In the ad extensions tab, under the price extensions view, advertisers can download a spreadsheet template under the edit menu.

4.Call Extensions
Call extensions serve a phone number with the ads.These aren’t new, but are more important than ever as mobile has become the primary device for many searchers.Advertisers who have avoided call extensions in the past should take a second look.Besides connecting searchers directly with the business by phone call, using the PPC platform’s forwarding numbers will show some call information, call conversions, and valuable search data on how people are finding the phone number.A phone call can be counted as a conversion, defined by the number of seconds a caller is on the phone call.The number of seconds should be defined based on each business’ unique phone behavior for closing callers.

Final Thoughts
Ad extensions can be critical to rise above the competition in search results with more visibility and strategic messaging.It’s important to review ad extensions and audit them on a scheduled basis (try quarterly) to ensure you are learning about new opportunities available and revisiting old ones.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.