This chapter looks at a couple easy ways to make your ads more competitive. You can do this by adding extra links and information to the ads, through ad extensions. There are a variety of extensions you can use; we’ll look at a couple that I’ve found helpful to get started: site links and callouts.
Search Results and Ad Extensions
To get a sense of what ad extensions
can do for you, take a look at a sample search result (and try it yourself to see if you get something similar). Remember, the ads appear typically at the top and bottom of the page (red arrows at the top), and the “organic” ...
