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Best How-To Guide for Google Ad Extensions and Multimedia Extensions


Image Ad Extensions AI Digital Art by Prisi.la 10.5.23
Image Ad Extensions AI Digital Art by Prisi.la 10.5.23

These extensions are best for affiliate promotions:


Call Extensions

Call extensions display a phone number prominently alongside your text ad. This makes it easy for users to call the merchant and complete a purchase. Higher merchant call volume equals more conversions.


To set up call extensions:

  • Verify your business phone number in Google My Business. This links your number to your account.

  • In your Google Ads account, go to Ads & Extensions > Extensions.

  • Click +Extension and select Call.

  • Choose which campaign or ad group you want to add the call extension to.

  • Google will automatically populate your verified phone number. You can add a call tracking number here as well.

  • Set a call extension headline and call text. These provide context to searchers about what the call is regarding.

Sitelink Extensions

Sitelink extensions enable affiliates to include links to deeper affiliate landing pages in their ads. This provides more options to send traffic to pages optimized for conversions.


To utilize site link extensions:

  • In your Google Ads account, go to Ads & Extensions > Extensions.

  • Click +Extension and select Sitelink.

  • Add up to 10 site links and descriptions. Target relevant landing pages.

  • Choose which campaign or ad group you want to add the site links to.

  • Google will automatically pull site links from your account, or you can manually enter them.

  • Use compelling descriptions to inform searchers where the links go.

Location Extensions

Location extensions showcase the merchant's business locations and driving directions. This drives foot traffic to physical stores, increasing in-person sales.

To set up location extensions:

  • Verify your business address in Google My Business. This links your locations to your account.

  • In your Google Ads account, go to Ads & Extensions > Extensions.

  • Click +Extension and select Location.

  • Google will automatically populate verified locations. Choose which to display.

  • Add location extensions at campaign or ad group level as needed. Multiple stores can be shown.

  • Extensions will display the business name, address, directions button, and map pin.

Callout Extensions

Callout extensions highlight important information about your business, such as key services, product features, promotions, etc. You can have up to 10 callouts per ad.

To create callout extensions:

  • In your Google Ads account, go to Ads & Extensions > Extensions.

  • Click +Extension and select Callout.

  • Add up to 10 callout descriptions. Keep them short and descriptive.

  • Choose which campaign or ad group you want to add the callouts to.

  • The callouts will then appear separated by dots beneath your ad text.

Structured Snippets

Structured snippets pull specific information from your website to add more details to your ad. Data like reviews, prices, or events can be shown.

To add a structured snippet extension:

  • Ensure the data you want to use is marked up properly on your site pages. This allows Google to pull the info.

  • In your Google Ads account, go to Ads & Extensions > Extensions.

  • Click +Extension and select Structured Snippet.

  • Select the type of data you want displayed. Google will automatically pull eligible data.

  • Choose where to add the extension and save. The data will then populate below your ad.

Location Extensions

Location extensions display your business address, map pin, and directions prominently in search results. This helps drive in-store traffic.

To set up location extensions:

  • Verify your business address in Google My Business. This links your locations to your account.

  • In your Google Ads account, go to Ads & Extensions > Extensions.

  • Click +Extension and select Location.

  • Google will automatically populate verified locations. Choose which to display.

  • Add location extensions at campaign or ad group level as needed. Multiple stores can be shown.

  • Extensions will display the business name, address, directions button, and map pin.

Affiliate Location Extensions

Affiliate location extensions showcase a map pin for nearby retail stores that sell your products. This targets foot traffic.

To utilize affiliate locations:

  • Build out a retail affiliate program and have store locations readily available.

  • In your Google Ads account, go to Ads & Extensions > Extensions.

  • Click +Extension and select Affiliate Location.

  • Paste or upload a spreadsheet with affiliate store names, addresses, etc.

  • Choose the campaign or ad group to apply extension to.

  • Map pins for nearby stores will be displayed dynamically based on searchers' location

Google Ad Multimedia Extensions

In addition to ad text extensions, Google offers multimedia ad extensions that utilize images, videos, and more.


Image Extensions

Image extensions let you add visual imagery to your text ads. Relevant, high-quality images can capture attention and communicate your brand.

Image Requirements:

  • File type: JPG, PNG, GIF (static)

  • Aspect ratio: 1:1 (square) or 1.91:1 (landscape)

  • Minimum size: 300 x 300 pixels (square) or 600 x 314 pixels (landscape)

  • Maximum size: 1200 x 1200 pixels (square) or 1200 x 628 pixels (landscape)

  • File size: 5MB limit

  • No borders, logos, or text overlays

  • Subject clearly centered

To add image extensions:

  • Have images fully meeting the requirements above

  • In your Google Ads account, go to the Assets tab

  • Click +Image and select your desired visuals

  • Choose which campaign or ad group to add them to

  • Images will appear to the left of your ad text

Video Extensions

Video extensions enable you to attach a video thumbnail and playback button to text ads. When clicked, the video pops out and plays inline.

Video Requirements:

  • Uploaded directly through Google Ads

  • Aspect ratio: 16:9

  • Length: Less than 15 seconds

  • File size: Under 10MB

  • No audio allowed

To implement video extensions:

  • Have a short video ad meeting the requirements ready

  • In your Google Ads account, go to Assets tab

  • Click +Video and select the video file

  • Choose where to attach the video extension

  • Thumbnail, title, and play button will appear next to your ad

Why are Ad Extensions Important?

Ad extensions help your text ads accomplish the following:

  • Get more prominent visibility in SERP listings

  • Provide more detailed information to searchers

  • Share multiple relevant data points about your business

  • Give users clearer calls-to-action to click and convert

  • Direct searchers to appropriate pages or actions faster

Implementing a variety of carefully tailored ad extensions makes your text ads more informative, engaging, and effective. The right extensions can significantly boost your Google Ads performance. Test different options to determine which extensions work best for your account and niche.


Example Affiliate Use Cases for Ad Extensions

Here are example use cases of how affiliates can effectively employ ad extensions:

Product Review/Comparison Affiliate

  • Callout Extensions: Highlight unique product features, capabilities, etc.

  • Structured Snippet Extensions: Pull in merchant product ratings and reviews.

  • Sitelink Extensions: Drive clicks to specific product content pages.

App Affiliate Promoting Mobile Games

  • App Extensions: Showcase the game's app store imagery, ratings, etc.

  • Image Extensions: Use compelling gaming visuals and characters.

  • Call Extensions: Include developer's support line for app issues.

Coupon/Discount Code Affiliate

  • Promotion Extensions: Advertise deal details, coupon codes, etc.

  • Countdown Extensions: Display urgency with expiration countdowns.

  • Sitelink Extensions: Link to coupon claim pages.

Travel Affiliate Promoting Hotels

  • Location Extensions: Showcase addresses of hotel properties.

  • Image Extensions: Highlight enticing hotel photos.

  • Call Extensions: Make reservations numbers visible.

Retail Affiliate Promoting Products

  • Product Listing Extensions: Feature actual merchant inventory.

  • Price Extensions: Advertise real-time product pricing.

  • Image Extensions: Display product photos tied to inventory.


Why Ad Extensions Are Valuable for Affiliates


The genius of ad extensions lies in their ability to transform basic text ads into dynamic, multi-dimensional promoters for affiliate offers. Through bold imagery, strategic calls-to-action, and real-time deal details, extensions empower affiliates to create cascading visual stories that stop searchers in their tracks. By artfully highlighting the most compelling merchant selling points, extensions enable affiliates to instill urgency in consumers to click and convert before limited-time promotions expire. With each extension strategically crafted to capture attention and drive action, affiliates can turn their ads into virtual salespeople for affiliate products and offers. Ad extensions provide the tools for affiliates to break through the ad clutter, engage audiences, and maximize earnouts.


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Disclaimer: This article showcases a digital art image produced by Generative AI, inspired by the author's creative vision. The author offers genuine insights, complemented by AI-curated information for educational purposes.


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