How to use ad extensions in Google Ads to increase CTR?
Posted: Tue Jan 21, 2025 5:25 am
What are components in Google Ads ads?
Ad extensions (components) in the Google Ads advertising structure play a significant role and directly affect, among other things, the obtained CTR, average CPC and the overall ad quality score. These are information tags available in the Google Ads panel, which are displayed together with ads. They can describe, for example, a company or product, influencing the interactivity of users with the ad. They can be used to inform a potential customer about the company's address, phone number (in the form of a button) or current promotions. The more ad components set - the potentially better the CTR result. According to data from Google, advertising components (e.g. graphical) can increase the click rate (CTR) by as much as 10-15% - that is why it is worth taking care of, among other things, graphical components and others, because they all have a positive impact on the ad quality score and the obtained CTR.
Manual and automatic adjustment components – what are the differences?
Google Ads advertising includes two types of advertising components:
1. Automatic components created by Google include:
dynamically created links to subpages
dynamically created information extensions
component with location
seller ratings (cannot be added manually)
dynamic explanations
company information
dynamic image component
2. Manual components that the user can create themselves:
components with links to subpages
components with information extension
components with explanation
components with image
telephone connection component
localization component
component with contact form
components with associated location
components with prices
application installation component
component with promotion
Automatic components are created by Google when the advertiser does not implement manual components for ads. In such a case, Google Ads generates automatic components based on the marketing website, which are added to the ads. This is not an ideal solution, because the advertiser does not have complete influence on the displayed extensions and the belize telemarketing data information contained in them. It may happen that the information on the website is no longer up to date - so this error can be additionally duplicated in the content of the ad (e.g. promotion information, delivery cost, etc.) - therefore it is best to set the components yourself . It should be noted that the ability to create automatic components by Google can be disabled in the advertising account settings.
Importantly, ad extensions can be set at the account, campaign or ad group level . Depending on the campaign structure (e.g. ad group division), you can adjust the appropriate components – e.g. if a given group advertises trips to Italy, you should focus only on components describing this country (information about offers, attractions, prices of optional trips, etc.). Thanks to such division, a higher correlation will be maintained between the content of the ad and the intention of the user looking for trips to Italy. This will affect the higher relevance of the displayed ad and translate into a better CTR result.
How to set up advertising components in Google Ads?
You can add ad components in the Google Ads panel at the campaign settings level.
Advertising components
The ability to use a given advertising component depends on the selected campaign type. Additionally, to be able to display some components, the following requirements must be met:
Location – You must connect your Google Ads account to an active Google My Business listing to display your location with your ads.
Company Name, Company Logo – in this case, the advertiser must pass Google Ads account verification.
Applications – the advertiser must have an active mobile application to which they can direct traffic
In addition, graphic extensions (company logo, graphic file) must meet the appropriate criteria regarding dimensions, format and quality of the graphic in terms of its legibility . When adding graphic components, the copyright to the files must be confirmed.
Expanding locations and connections
Currently, we distinguish as many as 15 different ad extensions that can enrich the displayed ad with additional information that is useful to the user. Their display is often contextual and depends on various factors - for example, a user who is close to the company's headquarters may be shown a component with the location to encourage them to visit the stationary site.
Expanding locations and connections
However, a user looking for a service that requires a quick phone call – for example, ordering a taxi – will most likely be shown a component with a phone. Thanks to this, there is a high probability that the user will make a phone call after viewing the ad.
Component with phone
The above ad extensions – location and connection – can not only increase the CTR, but also effectively increase the number of conversions obtained . From the perspective of advertising activities conducted in the Google search engine, these are some of the most important advertising components, especially in the case of Google Ads advertising for local businesses .
Measuring the effectiveness of call extensions and locations
An important element of the advertising process is the ability to analyze the results of advertising activities. The results of the discussed location and connection components can be analyzed in the Google Ads panel.
Telephone call report
Thanks to this component, the advertiser will find out how many telephone calls were made, their duration and how many views they received as part of the advertising broadcast.
Ad extensions (components) in the Google Ads advertising structure play a significant role and directly affect, among other things, the obtained CTR, average CPC and the overall ad quality score. These are information tags available in the Google Ads panel, which are displayed together with ads. They can describe, for example, a company or product, influencing the interactivity of users with the ad. They can be used to inform a potential customer about the company's address, phone number (in the form of a button) or current promotions. The more ad components set - the potentially better the CTR result. According to data from Google, advertising components (e.g. graphical) can increase the click rate (CTR) by as much as 10-15% - that is why it is worth taking care of, among other things, graphical components and others, because they all have a positive impact on the ad quality score and the obtained CTR.
Manual and automatic adjustment components – what are the differences?
Google Ads advertising includes two types of advertising components:
1. Automatic components created by Google include:
dynamically created links to subpages
dynamically created information extensions
component with location
seller ratings (cannot be added manually)
dynamic explanations
company information
dynamic image component
2. Manual components that the user can create themselves:
components with links to subpages
components with information extension
components with explanation
components with image
telephone connection component
localization component
component with contact form
components with associated location
components with prices
application installation component
component with promotion
Automatic components are created by Google when the advertiser does not implement manual components for ads. In such a case, Google Ads generates automatic components based on the marketing website, which are added to the ads. This is not an ideal solution, because the advertiser does not have complete influence on the displayed extensions and the belize telemarketing data information contained in them. It may happen that the information on the website is no longer up to date - so this error can be additionally duplicated in the content of the ad (e.g. promotion information, delivery cost, etc.) - therefore it is best to set the components yourself . It should be noted that the ability to create automatic components by Google can be disabled in the advertising account settings.
Importantly, ad extensions can be set at the account, campaign or ad group level . Depending on the campaign structure (e.g. ad group division), you can adjust the appropriate components – e.g. if a given group advertises trips to Italy, you should focus only on components describing this country (information about offers, attractions, prices of optional trips, etc.). Thanks to such division, a higher correlation will be maintained between the content of the ad and the intention of the user looking for trips to Italy. This will affect the higher relevance of the displayed ad and translate into a better CTR result.
How to set up advertising components in Google Ads?
You can add ad components in the Google Ads panel at the campaign settings level.
Advertising components
The ability to use a given advertising component depends on the selected campaign type. Additionally, to be able to display some components, the following requirements must be met:
Location – You must connect your Google Ads account to an active Google My Business listing to display your location with your ads.
Company Name, Company Logo – in this case, the advertiser must pass Google Ads account verification.
Applications – the advertiser must have an active mobile application to which they can direct traffic
In addition, graphic extensions (company logo, graphic file) must meet the appropriate criteria regarding dimensions, format and quality of the graphic in terms of its legibility . When adding graphic components, the copyright to the files must be confirmed.
Expanding locations and connections
Currently, we distinguish as many as 15 different ad extensions that can enrich the displayed ad with additional information that is useful to the user. Their display is often contextual and depends on various factors - for example, a user who is close to the company's headquarters may be shown a component with the location to encourage them to visit the stationary site.
Expanding locations and connections
However, a user looking for a service that requires a quick phone call – for example, ordering a taxi – will most likely be shown a component with a phone. Thanks to this, there is a high probability that the user will make a phone call after viewing the ad.
Component with phone
The above ad extensions – location and connection – can not only increase the CTR, but also effectively increase the number of conversions obtained . From the perspective of advertising activities conducted in the Google search engine, these are some of the most important advertising components, especially in the case of Google Ads advertising for local businesses .
Measuring the effectiveness of call extensions and locations
An important element of the advertising process is the ability to analyze the results of advertising activities. The results of the discussed location and connection components can be analyzed in the Google Ads panel.
Telephone call report
Thanks to this component, the advertiser will find out how many telephone calls were made, their duration and how many views they received as part of the advertising broadcast.