How do ad extensions impact CTR?

Ad extensions can have a significant positive impact on Click-Through Rate (CTR) by making ads more prominent and informative. Here's how:

Increased Visibility: Ad extensions add additional information to your ads, such as phone numbers, site links, or location info. This extra content makes your ad take up more space on the search results page, increasing its visibility. The more visible your ad is, the higher the chances that users will notice and click on it, boosting CTR.

More Relevant Information: Extensions help provide more specific and relevant details to users. For example, a sitelink extension can direct users to a specific page on your website (like a product category or a promotion). If users see exactly what they're looking for in the extension, they're more likely to click, improving CTR.

Better User Experience: Extensions like callout and structured snippet extensions can highlight unique selling points or offer promotions (e.g., free shipping or discounts), which makes your ad more appealing to potential customers. This helps improve the ad's effectiveness and leads to more clicks.

Enhanced Credibility: Some ad extensions, such as reviews or location extensions, add credibility to the ad by showing real-world information, like customer feedback or proximity to the user. This can help build trust and increase the likelihood of a click.

Higher Ad Rank: Google's ad ranking system takes ad extensions into account. Ads with extensions are more likely to get a higher Quality Score, which can result in a better position on the search results page. Ads in better positions generally get more clicks, raising CTR.

In summary, ad extensions give your ad more prominence and offer users more information, leading to higher CTRs. However, the exact impact can vary depending on the type of extensions used and how well they align with user intent.