You can ad some extras to your ad when you create it. One of these extras is called a sitelink extension. A sitelink will help you increase the number of times people click on the ad, and thus increases the click-through-rate. The sitelinks you add link to pages within the entire website itself. A popular sitelink to add is "About Us" which will link the user to a webpage that briefly explains the company or organization. Later on as your ads have performed, you can see which sitelinks work the best, so you can revise your sitelinks if needed. Sometimes, the notification button will make extension suggestions as well.
Another valuable extension is called callouts. This is just extra text below the add that offers more general insight to the company or link you are advertising. A popular callout would be considered "free shipping." The callouts should be enticing information that will inspire a consumer to clink on the advertisement.
Any information that you put in your advertisement needs to be well thought and planned. Information should not contradict itself, but it also needs to be unique enough to differentiate itself from other companies as well as common enough for it to pop up in a search. The more relevant information you can add to an advertisement, the better luck you will have that someone will click it!
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