Ad Extensions

Ad extensions can be extremely helpful to increase the number of clicks to your ads as well as raise the CTR. This occurs because it is a way of getting peoples' attention. The way you can set up an ad extension is by going into Google Adwords and clicking the Ad Extensions tab. After getting to the Ad Extensions tab, you can click the selection drop down menu, and choose either Sitelinks Extensions or Callout Extensions.

To add a sitelink or callout, click the + Extension button. Then you can select a campaign or ad to add it to. The reason for sitelinks is because it can help you highlight sections of your site which you want to target and have viewers look at. On the other hand, callouts are useful to increase CTR and add extra text beneath the ad. Often it is set as value propositions, like "free shipping". What I recommend doing is to try both extensions out to see how it can boost your CTR and increase your overall campaign.