Enhance your ad with extensions

See how a business like Main Street Flowers uses sitelinks, call, offer, and location extensions to enhance its ads. By adding extra pieces of information about the business to their ads, they're giving customers more reasons to click.

Ad extensions create more reasons to click your ad

Ad extensions are a type of ad format that show extra information (“extending” from your text ads) about your business. Some can be added manually and others are automated.

Improved visibility: Ad extensions tend to improve your ad’s visibility. They often appear above the search results, rather than along the sidebar. If two competing ads have the same bid and quality, the ad with greater expected impact from extensions will generally appear in a higher ad position than the other.

Better return on investment: Extensions can help improve the clickthrough rate (CTR) of your ads. More clicks means more customer traffic.

How ad extensions work

AdWords shows one or more extensions with your ad when it calculates that the extension (or combination of extensions) will improve your campaign performance, and when your Ad Rank is high enough for it to appear. Adding an extension won’t guarantee that it will show with your ad, but you can keep track of when your extensions are appearing on the Ad Extensions tab. Learn why extensions might not show with your ad.

Annotations are automated: AdWords creates and displays the annotation formats (seller rating annotations, consumer ratings annotations, social annotations, and previous visit annotations) when it predicts that they’ll improve your ad’s performance. No setup is required. Seller ratings, consumer ratings annotations, and previous visit annotations aren’t listed on the Ad Extensions tab.

What ad extensions cost

There's no cost to add extensions to your campaign, but you're charged as usual for clicks on your ad, as well as for certain interactions that extensions provide. For example, you're charged for clicking on a download button (app extensions), on a call button (call extensions), on a directions icon (location extensions), and so on. Clicks on review extensions, social annotations, and seller rating annotations are an exception: we don’t charge you for these. AdWords charges no more than two clicks (per impression) on each ad and its extensions.

The cost of these clicks are set in the same way as headline clicks: the most you'll pay is what's minimally required to keep your extensions and ad position. Learn more about actual cost-per-click (CPC).

Where extensions can be shown

Ad extensions appear with ads on the Search network, and depending on the extension might also appear with ads on the Display network. Check the table below to see which extensions need you to choose the “All features” subtype. Learn more about how to choose the right campaign type.

International availability depends on each extension.

Extension Campaign type Available Devices
App extensions
  • Search Network with Display Select - All features
  • Search Network only - All features
Globally Mobile/Tablet only
Call extensions
  • Search Network with Display Select
  • Search Network only
  • Display Network only
Globally Mobile/Tablet
Desktop
Consumer ratings annotations
  • Search Network with Display Select - All features
  • Search Network only - All features
US, UK, Canada Mobile/Tablet
Desktop
Location extensions
  • Search Network with Display Select
  • Search Network only
  • Display Network only
Globally Mobile/Tablet
Desktop
Previous visit annotations
  • Search Network with Display Select
  • Search Network only
Globally Mobile/Tablet
Desktop
Review extensions
  • Search Network with Display Select - All features
  • Search Network only - All features
Globally (in English only) Mobile/Tablet
Desktop
Seller rating annotations
  • Search Network with Display Select - All features
  • Search Network only - All features
US, UK, DE, FR, and NL Mobile/Tablet
Desktop
Sitelink extensions
  • Search Network with Display Select - All features
  • Search Network only - All features
Globally Mobile/Tablet
Desktop
Social annotations
  • Search Network with Display Select - All features
  • Search Network only - All features
Globally Mobile/Tablet
Desktop

Types of ad extensions

App extensions

Show a link below your ad text that sends people to the app store or begins downloading your app. Get started here.

This is an example of an app extension

Call extensions

Let people click a button to give you a phone call. Give your ad a call button.

An example of an ad with a call extension

Consumer ratings annotations

Show off what customers appreciate with high-quality survey data. Learn more about consumer ratings.

Location extensions

Help people nearby find your nearest storefront or give you a call. Add a map pin, navigation assistance and a call option to your ad.

Location extension example

Previous visit annotations

Show people if they've clicked through to your website from Google Search results before. See how previous visit annotations work.

Previous Annotations Example

Review extensions

Showcase positive, third-party reviews from reputable sources. Start adding reviews.

Review extension example

Seller rating annotations

Show your online business ratings with your ad. Learn more about seller rating annotations.

Example of an ad with seller rating extensions

Sitelink extensions

Add links to help people find what they’re looking for. Choose your sitelinks.

This is an example of an ad with sitelink extensions.

Social annotations

Show how many Google+ followers you have. Add social annotations.

This is an example of an ad with a social annotation

Creating new ad extensions

Each extension has different setup instructions, reporting methods, and best practices: follow the links above to learn how to use a particular extension. The extensions called "annotations" don't require any setup (social annotations and previous visit annotations, for example), if you meet certain criteria.

Expand the links below to see what creating extensions looks like in general, either when you create a new campaign, or add extensions to an existing campaign.

Choose ad extensions as you create a new campaign
  1. Sign into AdWords and click + Campaign.
  2. Choose your campaign type and targeting options and set your bidding.
  3. Under “Ad extensions,” check the boxes next to the extensions you’d like to include. You’ll be prompted to fill out more information, depending on the extension—a phone number for call extensions, for example.
  4. Click Save and continue and finish creating your campaign.
Add extensions to an existing campaign
  1. From the Campaigns page, click the Ad Extensions tab.
  2. Choose the type of extension you’d like to add from the View: drop-down menu on the far left.
  3. Click + Extension and pick the campaign you’d like to add it to from the “Choose…” drop-down menu that appears. After you've added the extension, its performance data will appear here, within the View: Extension screen.

Managing ad extensions

Here are the basic ins and outs of using your extensions. For a more in-depth look at how to understand your ad extension performance, check out this introduction to the Ad Extensions tab.

Using existing extensions

Once you create an extension for one campaign, you can often reuse it for other campaigns. Just look for the “Select extension” drop-down menu as you’re adding a new extension.

Editing extensions

Most extensions can be edited by choosing the extension’s name under the View: drop-down within the Ad Extensions tab, and clicking on the pencil icon next to the entry of your choice. You can manage your location extensions within your Google Places account. See here for more about managing location extensions.

Removing extensions

To remove extensions from your campaigns, just check the box to the left of the extension you want to get rid of, and click the Remove button. Removing an extension from one campaign won’t remove the extension from other campaigns.

Next steps