Ad extensions in AdWords have been around for a couple of years now but it amazes me how many advertisers still don’t use them. Seeing as Google recently added conversion tracking to ad extensions, I thought it would be a good idea to take a fresh look at the different ad extensions currently available.

In a nutshell, ad extensions are a cool way of getting searchers to interact with your ad in many different ways at no extra cost. If a searcher clicks on an extension, the advertiser gets charged for the click in the usual way. You select these at campaign level so they will apply to all ad groups within a campaign.

All of these extensions require a bit of background work to set up which I will outline. The sitelinks menu can be accessed in the AdWords interface as shown below -

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