The structure of your AdWords account largely depends on your business type, domain and your end goal. Accordingly, you need to work out your keyword strategy that suits you. This is an important aspect while creating or restructuring your AdWords account.

For example, campaign with key terms just for a single product/service will have specific keywords (multi-word and specific to business activity or product feature with no generic or one-word keywords, which could trigger ads on undesirable search queries.

There need to be singular as well as plural variations to enhance the chances of your ads being shown for most relevant search queries. Similar keywords may be organized into different ad groups to ensure that the ad displayed will match the user’s query as precisely as possible. Also employ negative keywords so that ads are not shown on irrelevant search queries.

Now, let us get some insight on ad extensions functions and formats.

• Ad extensions will expand any standard type text ad with one or more lines, which give additional details like a phone number and address (location extensions as well as phone extensions), product images (product extensions), and more page links (ad sitelinks).
• Ad extensions assist users in finding out more about your brand and business in terms of its offerings with a greater ease. Ads appear very much as they do across Google as well as the Google Network. The only difference is the additional information that may also be shown on Google and its other properties in an enhanced format, such as Google Maps (for location extensions).
• The ad extensions that you use depend on how you wish to reach out to customers, and how you wish to extend their viewing or surfing experience. For instance, if you own an electronic goods repair shop in New York and a potential customer somewhere around your store searching for electronic goods repair shops or accessories to repair their laptop or desktop is obviously a local user whom you could reach more effectively and easily with location extensions. The user sees your text ad, apart from your local business address and contact number.
• There is no extra charge for incorporating ad extensions in the ads; just as with standard CPC bidding, you’re charged on basis of clicks on your ad, leading to your website, even if they happen to be on product images, additional links, or any other feature comprised in the ad extensions family.
• Location extensions appearing on Google Maps won’t cause any additional charge for clicks on the ads that expand the info windows on the relevant map interface. You will only be charged for clicks to your site from the info window. When a user clicks the contact ID/number on your ad, you will pay a fixed charge for a click.

Each format’s appearance and distribution will depend on the ad extension that you are using. Also bear in mind the fact that not all ad extension features are available in all countries.