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Adding Ad Extensions in Ad Builder


Ad Builder allows you to include valuable ad extensions when writing your PPC ad copy from SEMrush.

Extensions are a great way to boost your paid search performance, as they allow you to show additional pieces of information about your business. Not only do they require a minimal set-up time, they give your ads greater visibility and provide searchers with more reasons to click on your offer. 

What Determines When Ad Extensions Show
Types of Extensions Supported by SEMrush
UTM Tracking
How to Add Extensions in Ad Builder
Creating and Saving Ad Extensions
Optimize For Mobile Checkbox
Changing Your Ad Extensions
Exporting Your Extensions

What Determines When Ad Extensions Show

Extensions show with ads on the Search Network. However, adding extensions doesn’t guarantee that they will necessarily appear. There are several factors that determine when they show, including:

  • Your Ad Rank, as Google Ads requires a minimum Ad Rank to show your extensions.
  • The position of your ad on the Google SERP. Your ad’s position should be high enough for extensions to be displayed.
  • Any other extensions you’ve enabled. Google Ads will show your highest performing combination of extensions and formats.

When choosing and setting up your extensions, try to follow these practices recommended by Google: (1) use every extension relevant to your business, (2) when possible, add 4 or more extensions. For more information on different types of extensions and corresponding advertising goals, read “Select extensions to use.”

Types of Extensions Supported by SEMrush

With the extensions feature in our Ad Builder, you can easily create extensions for your advertising campaigns right in the tool. You can choose between different types of extensions based on your business goals. Currently, there are four extension types available for creation in Ad Builder:

  • Sitelink extensions. The most common type of extension. They enable you to show additional links below your standard ad text.

Sitelink Extension

  • Callout extensions. These extensions give you an additional non-clickable line of text to provide people with more information about your business and highlight the benefits of your product.

Callout Extension

  • Structured snippet extensions. Just like callout extensions, structured snippets are not clickable, but provide searchers with more details. An advertiser can show extra information by setting a header for the extension, chosen from a predetermined list of 13 categories (brands, models, service catalog, styles, etc.).

Structured Snippet Extension

  • Call Extensions. These extensions allow you to include a company phone number in your ads, helping people contact your business directly from your ad.

Call Extension

UTM Tracking: What Are UTM Codes and How Do They Work?

To better understand what happens after someone interacts with your ads, you can add in your own specific tracking code. A perfect way to track your results is to use UTM (Urchin Tracking Module) code, also known as UTM parameters. A UTM is a simple code that you can attach to your URL to track the success of your marketing activities. An example of UTM parameters is highlighted in the following URL in bold:

The UTM code has two elements: a UTM parameter that starts with utm_ and a unique tracking variable, such as traffic source, traffic campaign, etc. The first parameter always comes after a question mark (?) in a URL.

How to Add Extensions in Ad Builder

If you want to create ad extensions to your campaign you can do it right in the Ad Builder interface. After creating a campaign in the tool, go to the “Extension” tab and click the “New Extension” button.


Ad Builder Extensions

From the drop-down list, choose the type of extension you want to create. You can either add extensions manually or import pre-existing extensions from a file. There are several ways you can benefit from using ad extensions depending on their type:

  • By using site link extensions you can take up more advertising space and increase the chances that searchers will click your ad.
  • With callout extensions, you can promote the unique features of your brand or product with a few words.  
  • Since structured snippet extensions give potential customers more valuable information about your product, it’s a good way to communicate benefits and special offerings.    
  • Call extensions are the best way to encourage your potential clients to connect with you.

Choosing New Extension in Ad Builder

Creating and Saving Your Ad Extensions

By clicking on an extension type, you will be prompted to the corresponding ad extension’s template. Based on the type of extension, you’ll be able to customize certain elements of your ad. Let’s say you want to create a site link extension. In the pop-up template window, you can add a site link text (1), the URL address of the page on your website (2), description lines that provide additional details about your site link (3), and a tracking code (4). For any extension type, you can choose which campaign or ad group you want to create ad extensions (5).


Creating Sitelink Extension in Ad BuilderWhile filling in the required fields, you can preview what your ad extension will look like in the SERP on both desktop and mobile.

“Optimize For Mobile” Checkbox

Within the template, you can specify device preferences (mobile or all) for any of your ad extensions. By default, the device preference will be “all devices.” By selecting the “optimize for mobile” checkbox, you can determine your mobile-preferred ad extensions.


Optimize For Mobile Checkbox in Ad Builder

If your ad group has both mobile-preferred and regular ads, only the former will serve on mobile devices, and only the latter will serve on computers and tablets.

Changing Your Ad Extensions

Once you have your extensions created and saved, you can edit and remove them whenever you need.

Please note: your edits will be applied to all associations of this extension in your campaign. At the moment, there is no ability to change only one ad’s extension at a time.


Editing Extensions in Ad BuilderYou can also filter your saved extensions to search for specific extension types in your collection.

Exporting Your Extensions

To the right of your screen, you’ll see the “Export” button. By clicking it you can export your saved extensions – either all of them or selected ones. Export your ad extensions to a .CSV file, which you can then import into your Google Ads Editor account. On the Editor menu, select “Account” and then “Import.” You can either choose “From file” to select a CSV file or “Paste text” to copy and paste data from your file.  


Exporting Extensions from Ad Builder


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