Enhance your ad with extensions

See how a business like Main Street Flowers uses sitelinks, call, 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.

Similar to higher ad positions, ad extensions give your ad more prominence on the search results page. This additional prominence has two main benefits:

  • Improved visibility: Ad extensions tend to improve your ad’s visibility.
  • More value: Ad extensions often increase your total number of clicks by improving the click-through rate (CTR) of your ads. They provide valuable ways for users to learn more about your business or interact with your ad, such as making a phone call to your business or providing more links to your website.

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 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. Since AdWords requires a minimum Ad Rank (factoring in your extensions) before showing extensions, you may need to increase your bid or your ad quality (or both) in order for your extensions to show. Learn more about why extensions might not show with your ad.

Automated extensions: AdWords creates and displays the automated extensions formats when it predicts that they’ll improve your ad’s performance. No setup is required, so the option to create automated extensions doesn't appear in the drop-down menu of 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 and seller ratings 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 clicks on extensions are set in the same way as headline clicks: the most that you'll pay is what's minimally required to keep your extensions and ad position. Learn more about actual cost-per-click

Ad extensions and your cost per click (CPC)

Just as ads in higher positions usually have a higher actual CPC, ads with extensions also often have a higher actual CPC due to competition for prominence on the search results page. However, you can often get more clicks for less money by using ad extensions, as opposed to increasing your position.

Your actual CPC for ads with extensions is calculated the same way as for ads without extensions – you pay just enough to beat the Ad Rank of the advertiser with the next highest Ad Rank or the minimum Ad Rank necessary to appear in that position. The Ad Rank for your ads with extensions is adjusted for the expected impact of ad extensions and other ad formats by taking into account the relevance, click-through rates and the prominence of your extensions. The more prominence your ad receives, the more impact ad extensions will have on your Ad Rank. This means that a moderate amount of prominence may have little or no impact on your actual CPC, but a large amount of prominence may have a larger impact on your CPC. Learn more about actual cost-per-click (CPC).

When and where extensions can be shown

AdWords shows your extensions depending on a number of factors:

  • 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. AdWords requires a minimum Ad Rank (factoring in your extensions) before showing extensions. So, you may need to increase your bid or your ad quality (or both) in order for your extensions to show.
  • The position of your ad on the Google search results page. Here are a few things to keep in mind:

    • There’s a limited amount of space available above Google search results for ad extensions, and ads in higher positions get the first opportunity to use this space for extensions.
    • There’s a limit to the number of extensions each of the lower positions may receive, and in general, you won’t be able to get more prominence from ad extensions than you would from moving up an ad position. For example, let’s say that your ad is currently in position two. Imagine that moving up to position one would give you 30% more prominence, but adding a second extension to your ad would give you 40% more prominence. If that’s the case, you wouldn’t be eligible for the second extension and would need to raise your bid or quality (or both) to move up to position one in order to get more clicks. Keep in mind that this limit doesn’t apply to the top ad above search results since there’s no prominence to gain from a higher position. 
    • Some extensions only show in ads above search results.
  • Other ad extensions that you’ve enabled. In each auction, we'll generally show your highest performing and most useful combination of eligible extensions and formats.

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” sub-type. Learn more about how to choose the right campaign type.

Note: International availability depends on each extension.

Manual Extensions

See a list of manual extensions
Extension Campaign Type Available Devices
Apps
  • Search Network with Display Select – All features
  • Search Network only – All features
Globally Mobile/ Tablet only
Calls
  • Search Network with Display Select
  • Search Network only
  • Display Network only
Globally Mobile/ Tablet
Desktop (Search and Display Networks on Mobile/Search Network only on Tablet and Desktop)
Locations
  • Search Network with Display Select
  • Search Network only
  • Display Network only
Globally Mobile/ Tablet
Desktop
Reviews
  • Search Network with Display Select – All features
  • Search Network only – All features
Globally in the following languages: EN/GB/AU, DE, FR, ES/419, JP, PT/BR, IT and NL Desktop
Sitelinks
  • Search Network with Display Select – All features
  • Search Network only – All features
Globally Mobile/ Tablet
Desktop
Call-outs
  • Search Network with Display Select – All features
  • Search Network only – All features
Globally Mobile/ Tablet
Desktop

Automated Extensions

See a list of automated extensions.
Extension Campaign Type Available Devices
Consumer ratings
  • Search Network with Display Select – All features
  • Search Network only – All features
US, UK, Canada, Australia Mobile/ Tablet
Desktop
Previous visits
  • Search Network with Display Select
  • Search Network only
Globally Mobile/ Tablet
Desktop
Seller ratings
  • Search Network with Display Select – All features
  • Search Network only – All features
US, UK, DE, FR, AU, NZ, JP and NL Mobile/ Tablet
Desktop
Dynamic sitelink extensions
  • Search Network with Display Select – All features
  • Search Network only – All features
Globally Mobile/ Tablet
Desktop
Dynamic structured snippets
  • Search Network with Display Select – All features
  • Search Network only – All features
English (Global) Tablet
Desktop

Types of ad extension

Manual 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

Location extensions

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

Amherst Ice Cream Parlour
Ad www.example.com
(413) 123-4567
Our speciality is pistachio.
English majors, buy 1 get 1 free.
100 Dardanelles Rd, Amherst MA

Review extensions

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

Mushroom Foraging Tours
Ad www.example.com
Find chanterelle, porcini, oyster mushrooms with a fungi guide!
"So impressed. Brought home a kilo of ceps." – exampleblog.com

Sitelink extensions

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

Walter's Bakery for Dogs
Ad www.example.com
Artisanal Biscuits and Cakes. Doesn't your dog deserve it?

Call-out extensions

Add descriptive text to your ad to help people learn more about what you have to offer. See how callout extensions work.

Acme Electronics
Ad www.example.com
Shop ACME Electronics for laptops, smartphones, video games and more!
Free postage • 24-7 customer service • Price matching

Automated extensions

Consumer ratings

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

Example Brokerage
Ad www.example.com
Explore The Advantages of Our Brokerage Account
Ratings: Selection 9.5/10 – Sign Up 10/10 – Fees 9/10

Previous visits

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

Aunt Lynne's Jewellery
Ad www.example.com
Dangly earrings, bangles and rings. All handmade!
You've visited example.com 7 times. Last visit: today


If social presence remains important to your business, you can continue highlighting this information using sitelinks or callout extensions.

Dynamic structured snippets

Dynamic structured snippets show additional landing page details automatically with your ad on Google search. See how dynamic structured snippets work.

Dynamic structured snippet example ad

Seller ratings

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

Sarah's Designer Shoe Store
Ad www.sarah-shoes.com
4.0 ★★★★ rating for sarah-shoes.com
Free Delivery, Free Returns on Large Selection of Discount Shoes

Creating new ad extensions

  • Automated extensions don’t need set-up: Some available extensions are automatic, and will appear with your ad if you meet certain criteria. To learn more, use the links after each automated extension above.
  • Manage addresses for location extensions with Google My Business: Setup for location extensions is special. Learn more about creating and editing location extensions.

Here’s how to create new manual extensions. You can add new extensions to multiple campaigns or ad groups at once.

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”, select the boxes next to the extensions that you’d like to include. You’ll be prompted to fill in 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 existing campaigns or ad groups
  1. From the Campaigns page, click the Ad extensions tab.
  2. Choose an extension from the View: drop-down menu above the statistics table.
  3. Next to the + EXTENSION button, choose where you'd like to add your new extension. Make your selection based on whether you want your new extension to be available for all your campaigns, specific campaigns or specific ad groups.
  4. Click +EXTENSION.
  5. (Optional) If you chose “Campaign extension” or “Ad group extension”, choose the campaigns or ad groups that you want to add the extension to by clicking on them. Your chosen campaigns or ad groups will be listed under “Selected campaigns” or “Selected ad groups”. Click Done.
  6. Now, choose an existing extension, or click the option to add a new extension (for example, “+ New app”).
  7. After you've added the extension, its performance data will appear here, within the current view.

Editing ad extensions

Here's how to edit your extensions. To learn about your ad extension performance, check out this introduction to the Ad extensions tab.

Editing extensions in bulk

You can bulk-edit all extensions except location extensions and annotations that appear automatically for your ad (for example, seller rating annotations). Here’s how:

  1. Click the Ad extensions tab, and and choose the extension you want to bulk-edit from the View: drop-down menu above the statistics table.
  2. Check the boxes next to all the extensions you want to edit at once.
  3. Click the Edit button next to the + EXTENSION button, and make your changes.
Editing extensions with uploaded spreadsheets

You can bulk edit app, call, review and sitelink extensiosns using spreadsheets:

Removing ad extensions

Manual extensions

To remove a manual extension from your campaign, check the box to the left of the extension(s) and click Delete. Removing an extension from one campaign won’t remove the extension from other campaigns.

Automated extensions


To disable an automated extension: 

  1. Sign into your AdWords account.
  2. Click the <strong>Ad extensions</strong> tab.
  3. Click the “View” dropdown and select Automated extensions report. 
  4. Click Automated extension options (advanced).
  5. Click Edit next to “Show all automated extensions for this account”.
  6. Click Exclude specific automated extensions for this account
  7. Tick the box next to the automated extension that you’d like to disable. 
  8. Click Save.

Note

Disabling an automated extension will stop it from showing with any ads in this account.

Related links

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