Mastering Google Ad Assets/Extensions To Boost Your CTR

Mastering Google Ad Assets (Extensions) To Boost Your CTR

At Blue Whale Media, we understand the importance of running effective Google Ad campaigns. One of the key elements that can significantly improve your click-through rate (CTR) is utilising Google Ad extensions (or as they’re called these days: Assets). Ad extensions allow you to provide additional information and enhance the visibility of your ads, leading to higher engagement and conversions. In this blog post, we will guide you through the various types of ad extensions available and how to use them effectively to boost your CTR.

What are the different types of Ad Extensions?

1. Sitelink Extensions

Sitelink extensions enable you to showcase additional landing pages or specific sections of your website, providing users with direct access to relevant information. By utilising sitelink extensions, you can increase the chances of users finding exactly what they are looking for, resulting in higher CTR. Make sure to choose compelling and relevant landing pages to maximise the impact of sitelink extensions.

2. Call Extensions

Call extensions allow users to directly call your business from the ad itself. This extension is particularly beneficial for businesses that rely heavily on phone inquiries or appointments. By adding a call extension, you are making it easier for potential customers to contact you, ultimately increasing the chances of conversion. Ensure that your phone number is prominently displayed and easily accessible to users.

3. Location Extensions

If you have a physical store or multiple locations, utilising location extensions is essential. This extension displays your business address along with a map, making it convenient for users to find your nearest location. By providing this information, you are increasing the trust and credibility of your business, as well as making it easier for potential customers to visit your store. Remember to keep your address and contact details up to date for accurate results.

4. Callout Extensions

Callout extensions allow you to highlight key features, benefits, or unique selling points of your products or services. This extension provides additional information about your business, enticing users to click on your ad and learn more. Use callout extensions strategically to showcase what sets your business apart from your competitors.

5. Structured Snippet Extensions

Structured snippet extensions allow you to provide more detailed information about specific aspects of your business, such as product categories, services, or brands. This extension enhances the relevance and value of your ad, giving users a better understanding of what you offer. Utilise structured snippet extensions to highlight the breadth of your offerings and attract a wider audience.

6. Price Extensions

Price extensions allow you to showcase the price range of your products or services directly in your ad. This extension is particularly useful for businesses that offer competitive pricing or special deals. By displaying prices upfront, you can attract users who are specifically looking for products within their budget, increasing the chance of conversion.

7. Promotion Extensions

Promotion extensions allow you to highlight ongoing promotions, discounts, or special offers in your ads. This extension creates a sense of urgency and encourages users to take immediate action. By showcasing your promotions, you can attract users who are more likely to make a purchase or engage with your business. Use promotion extensions to effectively communicate your offers and drive conversions.

How to Write the Best Google Ad Extensions for Click-Through Rate (CTR)

At Blue Whale Media, we understand the importance of creating compelling and effective Google ads. One way to enhance the performance of your ads is by utilising ad extensions. Ad extensions provide additional information and features that can increase your ad’s visibility and attract more clicks. In this blog post, we will share some tips on how to write the best ad extensions for a high click-through rate (CTR).

1. Use Keywords in Your Extensions

Including relevant keywords in your ad extensions can improve their visibility and alignment with users’ search queries. For example, if you’re a digital marketing agency, using keywords like “SEO,” “PPC,” or “web design” in your callout extensions can help users understand the specific services you offer. This not only enhances the relevance of your ad but also increases the chances of attracting clicks from users interested in those keywords.

2. Focus on Unique Selling Points

Highlighting your business’s unique selling points in your callout extensions and structured snippet extensions can make your ad stand out from the competition. Identify the key features or benefits that set your business apart and make sure to include them in your extensions. Whether it’s free shipping, 24/7 customer support, or a satisfaction guarantee, showcasing these unique selling points can entice users to click on your ad to learn more.

3. Create a Sense of Urgency

Promotion extensions are a great way to create a sense of urgency and encourage users to take immediate action. By showcasing ongoing promotions, discounts, or special offers in your ads, you can attract users who are more likely to make a purchase or engage with your business. Whether it’s a limited-time offer, a sale, or a discount code, including these promotions in your extensions can create a sense of urgency and drive conversions.

4. Provide Additional Information

Ad extensions provide an opportunity to provide additional information to users, which can make your ad more informative and appealing. For example, using sitelink extensions, you can include links to specific pages on your website, such as product pages, pricing information, or contact forms. This allows users to navigate directly to the most relevant information without having to go through multiple clicks. By providing easy access to additional information, you can enhance the user experience and increase the likelihood of clicks.

5. Use Call extensions for Direct Contact

If your business relies on phone calls for conversions, using call extensions can be highly effective. Call extensions allow users to call your business directly from your ad, without having to visit your website first. This can be particularly useful for businesses like restaurants, salons, or professional services where users may prefer to speak to someone before making a decision. By enabling call extensions, you make it easier for users to contact you and increase the chances of conversions.

6. Test and Monitor Performance

To ensure the effectiveness of your ad extensions, it’s important to regularly test and monitor their performance. Experiment with different types of extensions, messaging, and placements to see what works best for your business and target audience. Monitor the click-through rate (CTR) and conversion rate of your ads with and without extensions to determine if they are driving the desired results.

Additionally, keep an eye on the quality score of your ads. Google assigns a quality score to each ad based on factors like relevance, landing page experience, and expected click-through rate. Ad extensions can impact your quality score, so it’s essential to monitor this metric and make adjustments as needed.

By regularly testing and monitoring the performance of your ad extensions, you can optimise them for maximum impact and ensure that they are contributing to your overall marketing goals.


At Blue Whale Media, we are experts in digital marketing and can help you optimise your ad extensions for maximum impact. Contact us today to learn more about how our marketing agency in Chester can enhance your online advertising strategies.