So you’ve got keywords with great quality scores, they’ve got statuses of above average expected clickthrough rate, above average ad relevance and above average landing page experience, and you’ve got great CTR which is giving you top of page position at very reasonable click costs. How can you make things even better?

How about ad extensions.

Ad extensions allow your ad to grab additional SERP real estate. With ad extensions you can include information such as a phone number, locations, links to other landing pages on your site and additional text that allows you to highlight key selling points as part of the ad, without interfering with the ad text itself.

We recommend using as many ad extensions as you can – but keep in mind these only appear if your ads are appearing in the top three ad positions, that is above the organics.

Location extensions: Pretty simple. This extension allows you to add location data about your business to your ad. Essential if you are targeting local customers. You must have a Google Business or Google Places account take advantage of this extension.

Sitelinks: give you additional links to pages beyond the destination landing page in your ad. You can send traffic to your About Us or Contact Us pages. Or add links to more information about the product or service you are offering. Or links to accessories or related products.

Call extension: makes it easy for customers to call your business phone number directly from your ad and for you to measure the phone calls that your ads generate.

Call Outs extensions: sort of linke Sitelinks but without the hyperlink. Again these can be used to to enhance your ad message or highlight key selling points.

Review extensions: allows you to link to third party reviews.

App extensions: allow you to link to your mobile or tablet app from your text ads.

As ad extensions are used in Google’s ad rank formula they can be the difference between your ad appearing at the top of the page…and your ad not appearing at the top of the page.