Enhance your ad with extensions
- Understand how extensions work
- See where extensions can be shown
- Choose extensions suited to your business goals
- Set up and manage your 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 find out 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. Find out 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 a download button (app extensions), a call button (call extensions), 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 you'll pay is what's minimally required to keep your extensions and ad position. Find out more about actual 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. Find out 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 bear 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 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. Find out more about how to choose the right campaign type.
Note: International availability depends on each extension.
Manual ExtensionsSee a list of manual extensions
Desktop (Search and Display Networks on Mobile/Search Network only on Tablet and Desktop)
||Globally in the following languages: EN/GB/AU, DE, FR, ES/419, JP, PT/BR, IT and NL||Desktop|
Automated ExtensionsSee a list of automated extensions.
||US, UK, Canada, Australia||Mobile/Tablet
||US, UK, DE, FR, AU, NZ, JP and NL||Mobile/Tablet
|Dynamic sitelink extensions||
|Dynamic structured snippets||
Types of ad extensions
Show a link below your ad text that sends people to the app store or begins downloading your app. Get started here.
Let people click a button to give you a phone call. Give your ad a call button.
Help people nearby to find your nearest shop front or give you a call. Add a map pin, navigation assistance and a call option to your ad.
Students buy one get one free.
Showcase positive, third-party reviews from reputable sources. Start adding reviews.
Add links to help people to find what they’re looking for. Choose your sitelinks.
Add descriptive text to your ad to help people find out more about what you have to offer. See how callout extensions work.
Show off what customers appreciate with high-quality survey data. Find out more about consumer ratings.
Show people if they've clicked through to your website from Google Search results before. See how previous visits work.
Dynamic structured snippets
Dynamic structured snippets show additional landing page details automatically with your ad on Google search. See how dynamic structured snippets work.
Show your online business ratings with your ad. Find out more about seller ratings.
- Automated extensions don’t need set-up: Some available extensions are automatic, and will appear with your ad if you meet certain criteria. To find out more, use the links after each automated extension above.
- Manage addresses for location extensions with Google My Business: Setup for location extensions is special. Find out 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 simultaneously.Choose ad extensions as you create a new campaign
- Sign into AdWords and click + CAMPAIGN.
- Choose your campaign type and targeting options and set your bidding.
- 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.
- Click Save and continue and finish creating your campaign.
- From the Campaigns page, click the Ad extensions tab.
- Choose an extension from the View: drop-down menu above the statistics table.
- Next to the + EXTENSION button, select 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.
- Click + EXTENSION.
- (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 them. Your chosen campaigns or ad groups will be listed under “Selected campaigns” or “Selected ad groups” Click Finished.
- Now, choose an existing extension, or click the option to add a new extension (for example, “+ New app”).
- 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 ad: To find out about your ad extension performance, look at 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:
- 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.
- Select the boxes next to all the extensions that you want to edit at once.
- Click the Edit button next to the + EXTENSION button, and make your changes.
You can bulk edit app, call, review and sitelink extensiosns using spreadsheets:
- First, you'll download a template spreadsheet for each extension type.
- After you've made your changes to your spreadsheet, you can upload it to apply and save your bulk changes.
- Find out how to bulk-edit extensions using spreadsheets.
Removing ad extensions
To remove a manual extension from your campaign, tick the box to the left of the extension(s) and click Delete. Removing an extension from one campaign won’t remove it from other campaigns.
To disable an automated extension:
- Sign in to your AdWords account.
- Click on the Ad extensions tab.
- Click the “View” drop-down menu and select Automated extensions report.
- Click Automated extension options (advanced).
- Click Edit next to “Show all automated extensions for this account”.
- Click Exclude specific automated extensions for this account.
- Tick the box next to the automated extension you’d like to disable.
- Click Save.
Disabling an automated extension will stop it from showing with any ads in this account.