How Are Manual Extensions Different from Automatic Extensions?

Manual and automatic ad extensions provide more content relevant to your business and to the intended goal for your campaign. When used correctly, they can increase your conversions and lower your cost per acquisition.

If you’re wondering how manual and automatic ad extensions are different, look no further. In this article we’ll cover the main differences between the two so you can decide which type is right for your business.

What Is an Ad Extension?

Ad extensions provide additional information to your ad to help generate more conversions. If you can offer up as many details as possible right away, chances are someone may feel more motivated to click on your link versus your competitor’s.

example of a manual or automatic extension

By providing more data about your company, customer ratings, and links to your website, you’re creating more opportunities and generating more ways to convert your lead.

Some of these extensions are manual, meaning you need to configure them yourself and determine what information you want to display. It has its benefits but there are also drawbacks to having this type of control.

Other ad extensions are automatic, which means you set basic criteria to follow and the extensions are populated under your ad without any intervention. Again, there are pros and cons to this as well.

The question is, what are the differences between manual and automatic ad extensions, and how can you make use of both to increase your CTR?

3 Differences Between Manual Extensions and Automatic Extensions

Let’s address the question head-on and cover the primary differences between these ad extensions. We’re covering not only the differences but appropriate steps you can take to make the most of them.

1. Types of Ad Extensions

The first difference between manual and automatic extensions is the type of extensions that are offered for each type.

Automatic Extension Types

Here are some examples of automatic extensions:

Automated Call Extensions

If your campaign indicates that the goal is to get more people to call your business, you could set up an automated call extension that will insert a call button or a phone number beside or beneath the ad text.

For this to work best, you want to avoid using broad match keywords with your call extension and instead, use exact match types to ensure you’re only receiving phone calls from the most qualified candidates. This will result in less wasted time on your end.