Every time Google releases a new ad extension, updates or expands the features of an existing one, it’s hard not to get caught up in the excitement.

Google naturally sells the benefits of each extension and agencies like ourselves always strive to highlight the benefits they might bring to our clients. However, that doesn’t mean every ad extension is for you and it certainly doesn’t mean you want to be using all of them. So today’s quick tip is to take it easy on the ad extensions.


Stick to the rule of 3

We always suggest going with no more than three ad extensions and really focusing on those most relevant to each ad or campaign. Sometimes one ad extension is more effective than many. Normally, Google will only show three ad extensions anyway but four will show on occasion and ads soon start to look overcrowded.

It’s not only a question of how many display, it’s the importance of choosing the right ad extensions for each given ad. You can always run ads with different extensions to compete against your initial choice. The key is to pinpoint the ones that encourage users to click the most.


Which extensions should I go for?

Some extension work for businesses and campaigns of all types. Sitelink and callout extensions would be a good example of this. The rest, like app and review extensions will be better suited to different types of business or campaign goals.

Don’t assume because you have a local presence that you have to use location extensions on every ad, for example. Or that you need to use review extensions every time simply because you qualify for them. You’ll naturally cover a range of campaign goals as a business and the most effective ad extensions for those can vary a lot. Sometimes less is so much more.

Go for too many extensions and users can end up glossing over your ads because they’re overcrowded or they look the same as every other ad. So keep an eye on your competitors and be sure your choice of extensions makes your ad stand out first, but also entice users to click.