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Google Ads Extensions: Structure Snippet, App, and Message

Structure Snippet Extension

Structure snippet extensions are very similar to callout extensions but structured with a parent category.

For example, Stitchfix’s ad extensions are structured with a parent category “Styles”, and it lists some main subcategories under styles. 

Using this extension will give potential visitors more context and information about your product. Google actually does favor this extension over the callout extension because it is more organized and structured.

It is better to use the structure snippet extension for practical product and services information. Save the callout extensions for benefits and promotions.

App Extension

If you are advertising apps and trying to get app downloads, the app extension is a good choice. You can use the app extension to send clicks directly to the app in the App store. 

For example, when I search “book hotels” on Google, it shows me the Expedia ad which has an app extension. It has a call to action message “Download Now! Earn 2x Expedia Points” and an install button to click. When I click the button, it leads me to the App store Expedia app landing page. 

If someone wants to directly download the app and click on an app extension will cost the same as a click on a headline.

Since people are using their mobile phones all the time, using an app extension is a very good way to reach mobile users. They can download your app anywhere at any time. 

Message Extension

The message extension gives users the ability to send you a text message. 

( Image from wordstream )

It allows you to choose the option of clicking on the ad and going to the landing page, messaging the business via your text message app on your phone. It is very useful for local businesses such as travel agencies, hotel services, insurance companies, and etc.

You can set up three or four message extensions with a separate call to action to test different ideas and see which one gets the most text message actually sent. 

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