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Improving conversions with Google Adwords – The 2020 update

What is Google AdWords?

This question was probably new ten years back, but now, the term ‘AdWords’ has emerged as the lifeline of digital marketing, and rightly so. AdWords is an online advertising service by Google that helps marketers to use certain keywords to create campaigns that makes them visible in SERPs. AdWords campaigns help generate leads and drive traffic towards your site. And every digital marketer knows how crucial that is!

But, what if despite your efforts and all the AdWords tricks up your sleeve, your PPC strategies fail to generate leads and traffic? No leads and no traffic, no revenue my friend.

No, no, you don’t need to scratch your head. I’ll tell you why.

It’s because you aren’t using AdWords to its full potential. Using AdWords alone won’t get you anywhere – you need to combine it with AdWords extensions.

For those of you who haven’t heard about AdWords extensions, these are merely the various add-ons to AdWords that allow you to tweak and add the desired changes to your AdWords campaigns.

If that’s not good enough for you, here’s why you should consider using AdWords extensions. Extensions allow you to enhance your ad by incorporating more information to it, thereby, encouraging people to click on your ad and check out your website. In short – extensions help boost an ad’s click-through-rate to a great extent.

There are different extensions that serve different purposes and since marketers tend to use these extensions according to their unique needs, the sponsored results on Google differ from one another.

For instance, take a look at this:



Then there’s also this:



As I said earlier, different marketers use different extensions in their own unique way, but not everyone can ace it. If you wish to get the AdWords right, you need to ensure that you’re using all the appropriate extensions for your business such as those that can boost your ROI and click-through-rate.

Let’s get to the point now, shall we?

Here’s a list of AdWords extensions that you should be using to improve your conversions and boost your ROI in 2020!

1. Sitelink extensions

When it comes to extensions, this is the first extension that you should know about. These little extensions can be typically seen under your primary site link. These sitelink extensions, as the name suggests, are the links to the other relevant pages on your website such as products, product prices, your blog, and so on.

Take a look at this:


See how clearly and neatly your Zomato search lists out four other choices making it easier for you to decide where you want to click?

This is highly beneficial when users look you up by using your brand name.

Thus, when you incorporate sitelink extensions, your users no longer need to go to your homepage and keep clicking their way to their destination – they can directly choose from the search options and get what they are looking for.

Pro tip:

  • Keep your sitelink title under 25 characters and the description under 75 characters. Make sure they’re optimized for mobile devices as well.
  • Sitelink extensions work best when compiled with broad match keywords as it allows you to cast a more extensive net.

2. Location extensions

Next in line are location extensions, which as the name suggests, display the details of the location of your store or primary branch office, the normal operation hours, and other such relevant information.


See how location extensions make it so easy to locate stores?

Many online businesses think that just because they are conducting their business online, they do not need to specify their location or address. However, that’s only gonna work adversely for your business. I mean, how are people going to know if your business is legitimate if you aren’t even gonna provide them with the address of your workplace?

Location extensions, thus, function as a visible proof of the authenticity of your brand. Also, sometimes netizens tend to look up brands by just the location, such as, ‘five star restaurants in Delhi’.


In such cases, don’t you think your address would help put you on the map?

Pro tip:

  • Go for dynamic location insertion which allows you to add cities dynamically into your AdWords ads. This will help you to create and run highly targeted and location-relevant ads and campaigns.
  • Try not to insert your phone number in the location extension as phone numbers copied from location extensions often lack a forwarding number.

3. Call extensions

What do you do when you want to get more information on a product or a service offered by a company/brand?

You Google the brand name, look for their phone number, and you call them up.

This is how a call extension looks like:


Look, we put up the call option for you so that you can connect with us whenever you please!

Incorporating your contact number in your ad is essential as it allows potential customers to connect with you instantly. Customers don’t have to spend their time browsing through your website looking for a way to contact you – they can just call you and get what they want in a jiffy.

And, that folks, is why you need callout extensions in your life!

Pro tip:

  • While setting up the call extension, make sure you also incorporate the Ad Schedule Bid Adjustment so that your staff can always be around to deal with phone calls as and when they come in.
  • You can also track user call activity by using the AdWords call conversion tracking option clubbed with your Google Forwarding Number.

4. Callout extensions

As the marketing gurus have said time and again, a strong call to action is a great way to get your audience tuned to you, here I am reinstating it – give your audience a reason to look at you! Create a solid callout that speaks to them.

Essentially, marketers use callout extensions to grab the attention of the online audience. They include catchy phrases with which people can relate to. For instance, Pixabay has included the phrases ‘free images’ and ‘discover and download for free’ to attract the attention of people:


You can use callout extensions to highlight and promote anything you want, whether it is a product or a limited period offer, it can be anything.

And remember, with attractive and catchy phrases you’ll not only gain the online audience but also their clicks.

Pro tip:

  • Use the callout extension to highlight all your important offers and services such as ‘Free Returns’, ‘Free Shipping’, ‘30-day Trial’, or whatever your strategy is.
  • Keep the phrases concise. Maintain the 25 character limit.

5. App extension

You are probably aware of the fact that people around the world prefer mobile apps to websites. The primary reason behind this is that browsing on an app on a mobile device is way smoother and convenient than doing the same on a website.

In fact, there was an estimated USD 462 billion revenue generated by mobile apps in 2020.

Taking advantage of this wave of change are some of the biggest players in the market like Amazon, Facebook, Shopify, eBay – all have well-functioning mobile apps now. Furthermore, 2017 stats suggest that 51% of people who purchase products through their smartphone are doing so via an app instead of a website. The numbers have rocketed even more as 2020 rolls around!




Thus, if you are running an online business, you better start using the app extension right away.

App extensions usually lie a few lines below your main ad.

Pro tip:

  • You can make your job easier by creating a list of mobile site visitors to whom you wish to remarket your app.
  • When using app extensions, make sure you set up and optimize app conversion tracking for both iOS and Android.

6. Promotion extensions

Promotion extensions can be effectively used to brag about hot deals, coupons, and offers, all of which are extremely appealing to the online consumer. After all, who doesn’t love a discount?

If you’re someone who offers seasonal discounts such as the end of season sale discounts or clearance sales, you should definitely make use of promotion extensions.


Who wouldn’t love to get tops for 30% off!

It is a known fact that people prefer buying those products which they can purchase at a discounted price.



Pro tip:

  • AdWords comes with a host of pre-listed promotion tags including Mother’s Day, Christmas, etc. So, make sure you use these to your benefit.
  • With promotion extensions, you can schedule promotions for holidays and unique promotions that your business offers exclusively.  

7. Structured snippets extensions

Let me tell you one of the golden rules of marketing – any chance you get to promote and talk about your business, grab it!

Structures snippets extensions give you the opportunity to talk about what your business sells, product styles, and how you can help address their individual concerns, among other things.

Look at this ad:


The ad very clearly highlights the various styles it has to offer, thereby allowing potential customers to understand your brand and products even before they visit your website. Clever, huh?

Check out- SEO Agency that delivers!

Pro tip:

  • You can add as many as 13 varying texts and tags to your structured snippets. So, make sure you mix and match them well according to your business.
  • Keep the snippets short and simple.

Now, waste no more time and get cracking on these awesome extensions! Tell us your thoughts in the comment section or email to us at

Author avatar
Shriya Garg
Shriya is the co-founder and CEO at ContentNinja. She started her first blog when she was 12 years old, and coded her first website by the time she was 14. An avid reader and writer, she published her first book when she was 16 years old and has sold over 10,000 copies since. When she's not fielding client calls, Shriya can be found cleaning cat hair from her clothes.