Which Ad Extensions Can Serve Automatically?

You already know that Google features free ad extensions, but sometimes, you don’t want to have to put in the effort to figure out when to use them. Google overcomes this by offering automated extensions.

What Are Automated Extensions?

Google’s automated extensions do not require you to input any information into the extension. Instead, Google Ads does so automatically. It then automatically displays the extension under your ad. Google will do this when its algorithms indicate the extension will improve the performance of your ad.

As you look at which ad extensions can serve automatically, keep in mind that some types can only appear on laptop or desktop computers. However, most can appear on any device.

Conveniently, you can combine these extensions that serve automatically with manual extensions.

How to See Your Automatic Extensions

If you are curious which ad extensions can serve automatically in your account at the moment, go to the left page menu and click on “Ads & Extensions.” Then, select “Extensions”. You can also adjust the automated extensions you have enabled by going to that page.

Do You Have to Pay Extra for Automated Extensions?

Google does not charge extra for extensions, including automated extensions. However, you will pay the same rate as you would if someone clicked on the extension itself instead of the ad. As an example, if you have a call extension and are using a pay-per-click model, someone using the extension to call your company would be charged as a click. You will only pay for up to two clicks on every ad, including extensions, per impressions.

With that background information in mind, which ad extensions can serve automatically?

Automated Call Extensions

Google can set up automated call extensions if one of your goals is to encourage calls. When these extensions appear on a mobile device, clicking the extension will bring the user to the phone application with your number already dialed.

Dynamic Callout Extensions

Dynamic callout extensions show people relevant information about your services and products. The goal is to help encourage people to go to your website. These extensions can grab information from your website, such as “certified technicians” or “20 years of experience.”

Dynamic Sitelink Extensions

Sitelink extensions are extensions designed to help people easily navigate to the part of your website that they want to go to. An example is when you see an ad for a business, and in addition to a link to the website, there are links and display text for things like About Us, Hours, and Delivery. These typically appear directly below the headline or other text and are separated by small dots.

Dynamic Structured Snippet Extensions

The structured snippets in your ads are extra descriptive text. They are designed to provide a better idea of your selection of services and products. An example would be “Services: [a list of services].”

Location and Affiliate Location Extensions

These extensions make it easier for browsers to find your brick-and-mortar location. They include your address, how far away your business is, or directions to your business. Affiliate location extensions are similar, but they show retailers that stock your products. For example, if you are a clothing brand, an affiliate location extension would show a nearby clothing store that sells your brand.

Users can click the extensions to get more information. The extensions also commonly include a call button or your phone number.

Add Your Location Information

Keep in mind that while this is one of the answers to which ad extensions can serve automatically, you should take a few minutes to ensure your location information is accurate. This is best done manually. If you don’t have locations in your account, Google will still try to use these extensions, but it will do its best to match your business with locations it knows. It will then use that information on your account. This leaves potential for error, which is why it is best to manually input your location data.

Seller Ratings Extensions

These extensions will automatically display reviews and rating information by Ads. The idea is that it shows users that your company is highly rated, which prompts them to expect good service. These extensions appear as a rating out of five. Both displayed as a number and as stars.

What Other Extensions Does Google Offer?

Remember that the answer to which ad extensions can serve automatically does not include all of the extensions. Google also offers various ad extensions that require you to serve them manually.

App Extensions

These extensions encourage viewers to download your mobile application. This type of extension is not available on desktops or laptops for obvious reasons. It is available on both smartphones and tablets, including iOS and Android.

Lead Form Extensions

These extensions encourage viewers to fill out a contact form with their lead information. Lead form extension is available for tablets and smartphones.

Price Extensions

These extensions will show your product categories or services, along with prices. This lets viewers see and compare products while still viewing your ad.

Which of the Extensions Should You Use?

Using Google’s ad extensions will almost always be to your benefit, especially because they are free. However, you don’t necessarily want to overcrowd your ad with extensions. This may overwhelm viewers or make your ad unable to fit in certain ad spaces. You can stick to the automated extensions and let Google decide when to use them. You can also choose your extensions based on your goals.

• If you want people to buy from your brick-and-mortar store, consider location, affiliate location, and callout extensions.
• If you want more people to contact you, opt for call extensions.
• If you want to increase website conversions, consider price, structured snippet, callout, or sitelink extensions.
• If you want to generate leads with contact information, consider lead form extensions.
• If you want more mobile application downloads, consider app extensions.

Either you use extension in your ad or not but remember your keywords should be of high intent with user search query. You can find best keywords by using PPCexpo Keyword Planner tool.

FAQ

Which Ad Extensions Can Serve Automatically?

Sitelink, callout, and structured snippets are ad extensions that can serve automatically.

Wrap Up

Now that you know which ad extensions can serve automatically, you can save yourself time and boost your ability to reach your goals by enabling them. Google will automatically determine if using the extensions is likely to help you reach your goals, so you don’t have to worry. When used properly, extensions can help you achieve any objective, whether it is to boost sales, gather information, or get more clicks.