Why parts of your ad aren't showing
Ad extensions for your text ads, such as call extensions, location extensions, seller ratings, review extensions, and sitelinks, let you show extra information about your business. Sometimes, however, the extensions you enabled don't show in your ads. For example, when you enable several extensions for an ad, there's a chance we might not be able to show all of them.
We consider several factors when determining whether to show an ad extension, including:
- The position of your ad on the Google search results page (for example, some extensions only show in ads above search results).
- Your Ad Rank, which combines your bid, the quality of your ad and landing page, and the expected impact of extensions and other ad formats. If your Ad Rank isn't high enough, your extension may not show.
- Your keyword's quality and maximum cost-per-click (max. CPC)
- Other ad extensions enabled in your campaign (for example, when you enable several extensions, there's a chance we might not be able to show all of them).
Because ads above search results typically cost more than ads beside or below search results, and because your Ad Rank (factoring in your extensions) determines whether or not your ad is eligible to be displayed with ad extensions, you may need to increase your bid or your Quality score (or both) in order for your extensions to show.
Below are ad extensions you can enable, reasons why they might not be showing, and what you can do to correct the problems.
Seller ratings usually appear in your ad next to your business's URL. If there's an existing ad extension plus box for product extensions or location extensions, for example, or sitelinks on the ad, then seller rating extensions will appear next to your display URL.
A few conditions you'll have to meet to make sure your ratings show:
- Your campaign must be opted in to Google search
- The customer must be searching on Google.com, Google.co.uk, Google.de, Google.fr, or Google.nl.
- You must be an advertiser that provides customers with paid goods or services, or one that enables the buying or selling of products or services by way of a marketplace.
- Your business must have at least 30 unique reviews, each from the past 12 months, and a composite rating of 3.5 stars or higher on Google Shopping.
- At least 10 of these reviews must be in the customer's Google interface language.
- Google Shopping seller ratings consist of an aggregate ratings score with snippets of customer reviews from third-party sites and Google Wallet.
Sitelinks are extra links that can appear in ads that show in the top and bottom positions of Google search results. Sitelinks appear below the ad text in addition to the display URL. For desktop-based ads, you should see an additional 1-3 lines that contain 2-6 links. For mobile ads, you should see no more than four sitelinks.
Keep in mind that your ads won't always show sitelinks. Also, when your ads show sitelinks, the format that appears could vary.
We consider several factors when determining what types of sitelinks we'll display with your ad, and whether we'll display sitelinks at all. These factors include the following:
- Your keyword's quality and max. CPC bid.
- The position of your ad on Google search result pages.
- The landing page of your ads and sitelinks.
- Other ad extensions that are enabled in your campaign.
- The search term used by a potential customer.
- The relevance of other ads on the page.
The following best practices will help increase your chances of showing sitelinks:
- Your sitelink URLs within a campaign or ad group must each direct to a unique landing page, with unique content. Sitelinks within a campaign that point to the same content won't show.
- Your ad should have one of the positions directly above or below Google search results.
- Your keyword should have a very high Quality Score.
- Your sitelink URLs must direct customers to pages that are relevant to your product or service.
- Add the maximum amount of sitelinks you can to your campaign. Your campaign needs a minimum of two approved sitelinks with different landing pages in order for sitelinks to appear with your ads.
- Keep sitelinks text short.
When you add a phone number to your ad and enable call extensions, your phone number will be displayed on desktop search and appear as a clickable button on mobile devices. For legacy campaigns, your call extension will be displayed on desktop search only if you are using a Google forwarding number. For campaigns that have been upgraded to enhanced settings, your call extension can show on desktop even if you are not using a Google forwarding number. Keep in mind that your ad group will have to receive a minimum number of clicks to be able to show a Google forwarding number. There is no minimum click requirement to show call extensions, but extensions may not show all the time due to space, quality, and other constraints.
If you've enabled call extensions with a Google forwarding number (currently available to customers in the US and UK), you can get detailed reporting on calls dialed to that number. However, to show a forwarding number, your call extensions need to get a minimum number of clicks in a four-week period.
Location extensions can appear for people that are near the physical address that you've targeted, or have included your targeted location in their search term (such as "pizza new york").
If your location extensions aren't appearing, check that the extension is eligible to appear in the location where the search is being made. For example, if your location extension doesn't appear for users in Milan, make sure that you've included Milan in your target radius. If you're not located in the location that you've targeted, you can use the Ad PreviewTool to see what your ad will look like in Google search results in other countries or regions, without gaining impressions.
Additionally for ads showing on high end mobile devices, call extensions cannot show alongside location extensions if the 'Show only the link to my phone number' option is checked in the call extensions settings. In these cases, only the phone number will show as indicated by the choice to only show a link to the phone number.
Also, remember that location extensions don't appear for ads on the Display Network.
You can add location extensions at either the ad level or the campaign level. However, ads with ad-level location extensions will only appear:
- For someone who's located within the target radius
- For someone whose search term includes a location (such as "pizza new york") near your target radius.
If neither of these conditions are met, then unfortunately your ad won't appear at all, with or without the location extension.
If your ads are in a campaign that has campaign-level location extensions, your ads can appear without the extension. If someone searches for one of your keywords but isn't within the location extension's target radius, and the search term doesn't include location terms near your target radius, your ad can still appear for customers who are within your campaign's targeted location.
We recommend using location extensions at the campaign level to help you save time and simplify your campaign management. With campaign-level location extensions, you can use the same text ad or set of ads for all locations within a campaign.
If you have location extensions and call extensions enabled for the same ad, nearby customers will see the address of your business as listed in the location extension, and the clickable phone number as listed in the call extension.
For the best mix of local targeting and broad reach, we suggest enabling both location extensions and call extensions on your ads. Call extensions are best for you if you have a national service center, or if your business isn't tied to a specific physical location.
Review extensions are attributed quotes -- exact or paraphrased - from a positive review, award, or accolade that can appear beneath your Search ads. As with all extensions, many factors go into deciding when and where a review appears.
Reviews appear on the Google Search Network with desktop and tablet devices. Reviews won’t show with Display Network campaigns, or on mobile devices.
As with all extensions, reviews won’t show every time. There are a variety of factors that trigger whether your review can show, including your bid, ad relevance, available space on the search results page, and other extensions.
Only a single review will appear with your ads at a time. If you submit multiple reviews, only the first approved review will serve with your ads. You can use the same review for multiple campaigns or ad groups.
All reviews must be approved by Google before they can run. Make sure the reviews you submit meet our review extensions policies. We recommend that you verify your review’s approval status. To do so, go to the “Ad extensions” tab and select “Review extensions” from the “View” dropdown menu. The “Status” column, tells you whether your reviews are “Approved” or “Disapproved.” If a review is marked as “disapproved,” check our review extensions policies to locate the issue you need to resolve before your review can show.
It’s your responsibility to ensure that you’re allowed to use a specific review in your ads. The publisher of a review being used by an advertiser can request its content be removed from review extensions by filling out the Review extensions publisher opt-out form. Once the form is submitted, it takes approximately 1-2 business days for the publisher’s content to be removed.