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 on 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, then 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 click-through rate (CTR) of your ads. More clicks mean 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. Find out why extensions might not show with your ad.

Automated extensions: AdWords creates and displays the automated extensions formats (seller ratings, consumer ratings, social extensions and previous visits) when it predicts that they’ll improve your ad’s performance. No set-up 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 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 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 these clicks 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. Find out 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” sub-type. Find out 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
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 Mobile/Tablet
Desktop
Sitelinks
  • Search Network with Display Select – All features
  • Search Network only – All features
Globally Mobile/Tablet
Desktop
Callouts
  • 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 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
Social 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 extensions

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 on 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.

Brighton Ice Cream Parlour
Ad www.example.com
(01273) 123-4567
Our speciality is pistachio.
Students, buy 1 get 1 free.
100 King's Rd, Brighton

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

Sitelinks extensions

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

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

Callout 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 at ACME Electronics for laptops, smartphones, video games and more!
Free delivery • 24-7 customer service • Price matching

Automated extensions

Consumer ratings

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

Example Brokers
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

Social extensions

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

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

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. Find out more about seller ratings.

Sarah's Designer Shoe Shop
Ad www.sarah-shoes.co.uk
4.0 ★★★★ rating for sarah-shoes.co.uk
Free Delivery, Free Returns on a 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. These include: consumer ratings, previous visits, seller ratings and social extensions. (To learn more, use the links after each automated extension above.)
  • You manage addresses for location extensions with Google My Business: Set-up for location extensions is special. Find out more about creating and editing location extensions.

Here’s how to create new app extensions, call extensions, review extensions and sitelink extensions. You can add new extensions to multiple campaigns or ad groups simultaneously.

Choose ad extensions as you create a new campaign
  1. Sign into AdWords and click on + CAMPAIGN.
  2. Choose your campaign type and targeting options and set your bidding.
  3. Under “Ad extensions”, tick 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 on Save and continue and finish creating your campaign.
Add extensions to existing campaigns or ad groups
  1. From the Campaigns page, click on 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 on + 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 on Finished.
  6. Now, choose an existing extension, or click on 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 choose the extension that you want to bulk-edit from the View: drop-down menu above the statistics table.
  2. Select the boxes next to all the extensions that 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 extensions using spreadsheets:

Removing extensions

To remove extensions from your campaigns, just select the box to the left of the extension(s) and click on the Delete button. Removing an extension from one campaign won’t remove it from other campaigns.

Next steps

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