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Definition ad extensions in advertising

Ad extensions are additional pieces of information that expand a text ad in order to provide more context and create a more compelling ad. These extensions can include phone numbers, site links, locations, callouts, and more. They enhance the visibility and functionality of ads on search engines and can improve click-through rates by offering users more reasons to interact with the ad.


Ad extensions are commonly used in pay-per-click (PPC) advertising campaigns on platforms like Google Ads and Bing Ads. They help advertisers provide additional value to potential customers and improve ad performance by making ads more informative and relevant.

Related terms

  • Pay-Per-Click (PPC): An online advertising model where advertisers pay a fee each time one of their ads is clicked.
  • Click-Through Rate (CTR): The ratio of users who click on an ad to the number of total users who view the ad.
  • Google Ads: An online advertising platform where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users.
  • Bing Ads: A platform similar to Google Ads that provides pay-per-click advertising on the Bing search engine.
  • Ad Rank: A value used to determine the position of an ad on a search engine results page, influenced by bid amount, quality score, and ad extensions.

Related questions about ad extensions

  • What are some common types of ad extensions used in PPC advertising?Common ad extensions include site link extensions, call extensions, location extensions, callout extensions, and structured snippet extensions.
  • How do ad extensions impact the performance of an ad campaign?Ad extensions can improve the visibility and click-through rate (CTR) of ads by providing additional information and making the ads more engaging and relevant to users.
  • Are there any additional costs associated with using ad extensions?
    There is no additional cost to add extensions to an ad, but advertisers are charged for clicks on certain extensions, such as call or location extensions, just as they would be for clicks on the main ad headline.
  • How can advertisers choose which ad extensions to use for their campaigns?
    Advertisers should consider their campaign goals, target audience, and the type of information that would be most useful to potential customers when selecting ad extensions.
  • What is the role of ad extensions in improving Ad Rank?
    Ad extensions can enhance Ad Rank by improving the ad’s relevance and expected click-through rate, which are key components in determining the ad’s position on the search engine results page.


Creatopy Team
Creatopy is the AI-driven creative automation platform that enables brands and agencies alike to build, optimize and personalize creatives at scale for various markets, channels and digital platforms.

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