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15 Minutes to Better Ad Extensions – An Advanced Setup Checklist

15 Minutes to Better Ad Extensions – An Advanced Setup Checklist

Ah, Cyber Monday – almost as many sales on the web as leftover turkey sandwiches in the fridge.

Even though Thanksgiving 2014 is in the books, one thing the PPC specialists at Forthea are especially thankful for today is…Ad Extensions.

Ad Extensions encompass a set of add-ons that have truly changed the face of advertising in Google. For us, it’s hard to imagine what life was like before extensions were a thing (for a great visual of the types of ad extensions available today, check out this recent post by our very own Jon Bowers).

By now, most advertisers have adopted the use of at least some ad extensions within their campaigns, due to both their value to searchers and confirmed positive impact on Ad Rank. But in our experience, there are still many businesses online who are, sadly, missing out on all that extensions have to offer.

So in the spirit of good ole Saint Nick, we’ve created an advanced setup checklist below for the top five manual extensions. At a minimum, we recommend advertisers should review this list at least once every quarter. Although, with so much potential for promotions at a seasonal, weekly, daily, and even hourly basis, a quick monthly check is best.

Today, be sure to put on your Santa hat and check that all your Ad Extensions are looking nice.

1. Sitelink Extensions:

□ Specific extensions created at the Ad Group level?
□ Both Desktop & Mobile versions in use?
□ Two lines of description text included?
□ Start/End dates leveraged for future or time-sensitive promotions? (if applicable)
□ Custom Ad Scheduling for promotions specific to time of day and/or day of week? (if applicable)

2. Location Extensions:

□ Synced with correct ‘Google My Business’ Account?
□ Location settings correct?
□ Best device options in use? (All Devices OR Desktop and Tablet Only OR Mobile Only)

3. Call Extensions:

□ Phone number is up to date?
□ Google forwarding phone number selected?
□ Website and phone number displayed? (recommended for most cases)
□ Both Desktop & Mobile versions in use?
□ Start/End dates leveraged for future or time-sensitive promotions? (if applicable)
□ Custom ad scheduling for promotions specific to time of day and/or day of week? (if applicable)
□ Phone Call Conversions set as Calls from ads for reporting?

4. Review Extensions:

□ Correct format selected (Paraphrased or Exact Quote)?
□ Start/End dates leveraged for future or time-sensitive promotions? (if applicable)
□ Custom Ad Scheduling for promotions specific to time of day and/or day of week? (if applicable)

5. Callout Extensions:

□ Created for specific campaigns and/or ad groups?
□ Both Desktop & Mobile versions in use?
□ Start/End dates leveraged for future or time-sensitive promotions? (if applicable)
□ Custom Ad Scheduling for promotions specific to time of day and/or day of week? (if applicable)


Davis Baker
Davis is the PPC Team Lead at Forthea and a digital advertising veteran of six years. Outside of the office, you can find Davis running, riding his dirt bike, or searching for the perfect cup of coffee (freshly ground and brewed with a French press. Anything less just won't cut it).

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