Even if you don’t know PPC like an expert, you have probably heard of the elusive ‘Quality Score.’ Simply, quality score (QS) is the grade between 1 and 10 that Google gives your keywords; 10 being absolutely perfect. It is determined primarily by the number of clicks v impressions on your ads, your Click Through Rate (CTR). You want a higher QS because it will lower your cost per click.
Ad Extensions improve the click-appeal of your advert and increase usability for your potential visitor, as well as increase the amount of real estate your ad takes up compared to your competitors. They are one of the top recommendations I make during account reviews and are also listed in my 8 Spring Cleaning Necessities, meaning they aren’t used as frequently as they should be.