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Dan Blau, Senior Digital Advertising Analyst
by Dan Blau, Senior Digital Advertising Analyst

With over 5 billion different searches performed daily, being able to include as much information as possible is vital to a dealership's success. Ad extensions are now a standard feature when performing a search on any of the main search engines.

While it may seem ad extensions are just extra text and images cluttering the top of your Search Engine Results Page (SERP), these additional features can be extremely helpful and valuable to driving additional traffic to your site.

Ad extensions offer a unique opportunity within paid search ads, allowing you to point potential customers to more specific landing pages to help them find what they are looking for more efficiently.

These sub-links can simultaneously help improve user experience and increase an advertiser’s conversion rate ultimately improving ROI. It is vital to your success as an advertiser to understand the importance and power behind Google ad extensions, especially with Google’s recent announcement of incorporating ad extensions into their Adwords ad ranking algorithm. Bing and Yahoo also have ad extensions available, but have less of a variety than Google has to offer.

We will explore the full list of options later, but first here are some of the main reasons to adopt ad extensions into your strategy: 

  • Take advantage of multiple landing pages: Display Information rich shortcuts and improve user experience by pointing users directly where they want to go on your website instead of guessing with just one landing page for each ad.
  • Easy to manage: Ad extensions can be made independent from your ads so you don’t need to recreate them every time you want to use them.
  • Reporting: Break down the analytics to see where most clicks are occurring in your ads
  • Mobile Extensions: Create custom extensions just for mobile devices.
  • Scheduling: Use start and end dates to push a temporary promotion.
  • Cost: Often extension clicks cost the same amount as a standard ad click.


Now that you know some of the benefits we should review the different types of ad extensions that are offered within Google AdWords, Yahoo Advertising and Bing Ads.

  • Sitelink Extensions: The most common type of ad extension offers extra links to multiple landing pages giving searchers a better user experience. Offered on Google, Yahoo and Bing.

  • Location Extensions: Allow you to easily share your company’s location for users searching your brand who also happen to be nearby when they perform their search. The link will convCallExtensionseniently go to your location’s profile within the Maps feature. Offered on Google, Yahoo and Bing.
  • Call Extensions: Inserts a clickable phone number within your ad so customers can call you directly without even visiting your site. Make sure to use a separate calltracking number to keep analytics on this data.Offered on Google, Yahoo and Bing.
  • Seller Rating Extensions: Easily highlight your high ratings on Google by showing your star rating in your ad with a link to your reviews. One thing to keep in mind with the Seller Rating Extensions is that you cannot simply turn these on, as there are some qualifications to meet to enable them. Your business must have at least 30 unique reviews all within the past year and have an overall rating of 4 stars or higher on Google Shopping. Offered only on Google.
  • App Extensions: Display a link directly below your ad text that send people to the app store or directly to start download your app to the mobile device. Offered only on Google.

There are several other ad extensions available, but these are currently the ones that have the most beneficial uses for advertisers in the automotive industry to capitalize on new opportunities.


Get started implementing your ad extensions so you can improve your visibility and start improving your ad performance. Try experimenting with different types of extensions and test out multiple landing pages with varying descriptions to see which ones get the best results.

You can learn more about ad extensions at this Google Support page or by reaching out to your Cobalt Digital Advertising Analyst. 

About the Author

Dan Blau, Senior Digital Advertising Analyst Senior Digital Advertising Analyst Dan Blau joined Cobalt in 2011 and helps dealers maximize their online advertising dollars. He has five years of experience in digital marketing and social media, and his professional motto at Cobalt is, “Relevancy Rules!” Dan’s first car was a 1995 turquoise Toyota Tercel. In winter 2012-2013, he spent a lot of time at nearby Snoqualmie Pass as a ski instructor, but admits he’s actually a better snowboarder.

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Tags: Ad, Ad Extensions, Advertising, Automotive, Digital, Extensions, Marketing, SEO, Search, Site Extensions


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Comment by Alexander Lau on May 6, 2014 at 11:19am

Yes, been doing this forever for our clients. 

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