Understanding social extensions

Google can show how many Google+ followers your business has with your ads. These social extensions can automatically appear with your ad if:

  • Your business has a Google+ page (you can create one using Google My Business).
  • Your Google+ page has a verified URL.
  • The domain of your Google+ page also matches the domain of your ad's landing page. This means you can link to different pages, but they should be part of the same website.

How social extensions work

AdWords ads that appear on Google and some search partners are eligible to show social extensions when our system can link them to an active and verified Google+ page. We’ll show the number of Google+ followers and +1s when it looks like they could improve campaign performance. Here's what they look like:

Anna's Pet Supplies
Ad www.example.com
Variety of hamster wheels, personally chosen by Anna!
Anna's Pet Supplies has 136,864 followers on Google+


Anna owns a pet supply store and creates a Google+ page for her business. She also creates an AdWords campaign with some ads. When 100 people follow her store’s Google+ page, her ads show a social extension that says her page has 100 followers.

How social extensions work with AdWords features

  • Pricing: There's no cost to add social extensions to your campaign, but you'll be charged as usual for clicks on your ad. You won't be charged when a person clicks a +1 button or a link to your Google+ page.
  • Network: Annotations for ads appear across all AdWords ad formats, on Google and some search partners. However, extensions aren’t currently supported on the Display network. Learn about social extension policies.
  • Reporting: You can segment your performance data by "+1 annotations" to see how your ads perform when they're shown with different types of social extensions.
  • Advertising guidelines: Please be sure to follow the standard advertising policies, including the social interaction incentives policies outlined within the AdWords Policy Center. Certain business types aren't eligible to show social extensions.

How social extensions can show for ads in a campaign

Your ads can be eligible to show social extensions without any setup if they meet the following requirements: See the requirements:
  • Your Google+ page: Your Google+ page has to be linked to your website and have a significant number of followers, meaning a minimum of 100 for most companies. Follow these instructions to link your Google+ page and your website if they aren't already linked. This will allow social extensions to appear, and it'll also help your Google+ page and website be discovered in Google search.
  • Your ad's landing page: The domain of your ad's display URL has to match the website URL you've added to your Google+ page.
    • For example, an ad that has a URL of www.happysnacks.com/low-carb will match with a Google+ page that displays the website URL of www.happysnacks.com because they share the same domain.
    • If you have the same site with different top-level or second-level domains for different countries, contact us and ask us to match these. For example, your ads lead to google.fr and google.co.uk, but your Google+ page displays the URL google.com

Keep in mind

Social extensions may not show all the time on your ads and are only available on desktop devices (not mobile or tablet). Whether or not they show depends on many things, including:

  • The size of the browser window
  • Other extensions or information showing with your ad
  • Your ad with social extensions extension was disapproved

You can opt out of showing social extensions on the ads associated with your Google+ page by using this form (currently available in English) or contacting us.

Performance reports for social extensions

Note: We've recently released the automated extensions report, a new way to see performance data for ads that contain a type of automated extension within AdWords. If you've previously used the "+1 annotations" segment to see performance data for your social extensions, this reporting option will soon be removed from AdWords.

The automated extensions report

Let's say you'd like to see how your ads with social extensions perform, like the number of clicks or impressions that occurred when they appeared with your ad. You can review your performance data with the automated extensions report.

Monitor your automated extensions performance

You can analyze the performance of ads that contain a type of automated extension from the Ad extensions tab. The "Clicks" column counts clicks on your ad headline when your automated extensions appeared with it.

Here's how to see your performance data:

  1. Select a campaign with automated extensions. Then, click the Ad extensions tab.
  2. Choose View: Automated extensions from the View drop-down menu.
  3. You'll see a statistics table that contains data on the performance of your ads when the automated extension appears.
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