Ad extensions include:
- Site Links (the blue links that give users more info as to the structure of your site. Useful site links include marketing messages)
- Call Out Extensions (Highlight your USP’s and Company Messages)
- Call Extensions (include your phone number)
- Location Extensions (include your address)
- Social Extensions (Link to your Google+ Page)
- Review Extensions (include any website reviews)
The aim of these is to give the user more information on the company they are choosing. In simple terms they make the ad bigger, increasing CTR and reducing CPC.