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Performance Marketing
Ad Extensions
Learning Outcome
4
Apply suitable Ad Extensions based on campaign goals
3
Identify and differentiate various types of Ad Assets
2
Explain how Ad Extensions impact Ad Rank and performance
1
Understand the concept of Ad Extensions in Google Ads
The Sharma Jewellers Ad Analogy
Ramesh Sharma owned a jewellery shop in Jaipur’s Johari Bazaar
and ran a simple Diwali classified ad
The Sharma Jewellers Ad Analogy
It worked, but not well enough
His nephew Karan suggested improving it
The Sharma Jewellers Ad Analogy
By adding:
Shop address with a landmark
1.
Phone number
2.
4 product categories
3.
Diwali offer
4.
Timings
5.
The Sharma Jewellers Ad Analogy
The bigger, more informative ad increased footfall by 3x that Diwali.
The basic ad worked, but added information made it powerful. In Google Ads, Ad Extensions (Ad Assets) do the same — more space, more information, and more reasons to click at no extra cost.
Moral:
The Power of Ad Extensions in Action
Dr. Mehta (HealthFirst) & Dr. Sharma (CareWell) both ran Google Search Ads in Pune for “skin specialist in Pune” with the same ₹8,000/month budget and similar copy.
The Power of Ad Extensions in Action
Dr. Mehta’s Ad With No Extensions:
Headline: Skin Specialist in Pune
Description: Book your appointment today. Experienced dermatologist available.
The Power of Ad Extensions in Action
Dr. Sharma’s Ad With Extensions:
Besides Headline and Description there is also:
• Sitelinks: Book Appointment | Treatments | Reviews | Location
• Callouts: Free Consultation | NABH Certified | Sunday OPD
• Call: +91 98XXXXXXXX • Location: Koregaon Park (2.3 km)
• Treatments: Acne | Pigmentation | Hair Loss | Anti-Ageing | Laser
The Power of Ad Extensions in Action
Dr. Sharma’s ad took 3x more space on the SERP, showing address, call option, pages, and treatments without even clicking.
The Power of Ad Extensions in Action
Result:
CTR 5.9% vs 1.4% with the same budget and keyword.
What are Ad Extensions in Google Ads?
Ad Extensions are additional information added to search ads to make them more useful and visible — at no extra cost.
How Ad Extensions impact Ad Rank
Ad Rank = Bid + Quality Score + Extensions impact
Improves CTR (Click Through Rate)
Increases ad visibility and prominence
Enhances user relevance & usefulness
Helps reduce CPC (Cost Per Click)
Sitelink Assets (Sitelink Extensions)
Core Concepts (Slide 6)
Core Concepts (Slide 6)
Core Concepts (Slide 7)
Core Concepts (.....Slide N-3)
Summary
4
Help drive more clicks, leads, and conversions
3
Different types support different user actions and goals
2
Improve visibility, CTR, and Ad Rank performance
1
Ad Extensions enhance ads with additional useful information
Quiz
Which platform is mainly used for professional networking and B2B marketing ?
A. Facebook
B. Instagram
C. LinkedIn
D. Snapchat
Quiz
Which platform is mainly used for professional networking and B2B marketing ?
A. Facebook
B. Instagram
C. LinkedIn
D. Snapchat
Quiz-Answer
Which platform is mainly used for professional networking and B2B marketing ?
A. Facebook
B. Instagram
C. LinkedIn
D. Snapchat
Performance Marketing - Ad Extensions
By Content ITV
