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Mobile Advertising exam study guide

3.2 Ad extensions

An ad extension is a type of ad format that shows extra information about your business “extending” from the text. Some extensions can be added manually and others are automated.

See how a business like Main Street Flowers uses sitelinks, call, and location extensions to enhance its ads. By adding extra pieces of information about the business to their ads, they're giving customers more reasons to click.

The most common types of mobile extensions are call, location, sitelink, and app.

Call extensions
What call extensions do
  • Encourage phone calls to your business by showing your phone number on your ad
  • Display a clickable call button with your ad (on high-end mobile devices)
  • Costs the same as a headline click (standard CPC)
  • For call-only campaigns, ads appear only on devices capable of making calls
How you benefit
  • Adding a phone number to your ad makes it easy for people to call you on the go
  • You can share a phone number across ads within an ad group or entire campaign
  • Clicks on call-only ads exclusively drive calls to your business
  • You can set numbers to show only when your business can accept calls
  • You can count calls as conversions. Learn more about call conversions
  • Call extensions can typically increase clickthrough rate by 6-8%
Location extensions
What location extensions do
  • Show your business address, phone number, and a map marker with ad text
  • On mobile, they include a link with directions to your business
  • Clicks on ads with location extensions have a standard cost per click
How you benefit
  • Location extensions encourage people to visit you in person
  • You can add multiple addresses manually or by linking your account to Google My Business
  • On average, ads with location extensions have a 10% boost in clickthrough rate
  • You can target ads around your business addresses
Sitelink extensions

What sitelink extensions do

  • Beneath the ad text, show links to specific pages on your website (and in addition to the main landing page), helping customers find what they're looking for on your site with just one click. Sitelinks appear in ads at the top and bottom of Google search results. You can edit link text and URLs, and see how ads that contain sitelinks perform, on the Ad extensions tab.

  • Ads on search results pages displayed on desktop computers and tablets can show 2-6 links in addition to the display URL. Ads on search results pages displayed on mobile phones with full Internet browsers can show up to four additional links (not available for WAP phones).


Site extensions show on all devices by default, but there are two ways you can customize sitelink extensions for mobile and desktop and tablet devices:

  • You can create mobile-specific sitelinks. For example, if you have mobile-specific product pages on your website and want to use a mobile-preferred sitelink to direct users there, create your mobile-preferred sitelink and check the “Mobile” box next to “Device preference” in the “New sitelink” window.

  • You can limit which devices your sitelink extensions can appear on at the campaign or ad group level. For example, if you want the sitelinks for a specific campaign to appear only on desktops and tablets, edit the extension settings at the campaign level and select “Desktop and tablet devices only” next to “Show this extension on.”

App extensions

What app extensions do

  • App extensions allow you to link to your mobile or tablet app from your text ads. Clicking on this link can either lead to your app’s description in the app store (Google Play or the Apple App Store) or simply begin downloading.

  • People click either on your ad headline or on a link to your app.

  • Note: Clicking on your ad’s headline will still lead to your website.

  • This is a great way to provide access to your website as well as to your app. If your primary goal is to drive app downloads, app promotion ads (which link to apps exclusively) might be the better option.

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