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About extensions

Extensions expand your ad with additional information—giving people more reasons to choose your business. They typically increase ads’ click-through-rate by several percentage points.  Extension formats include like call buttons, location information, additional links, additional text, and more.

This article gives an overview of extensions in general. To learn what each extension type does, and how to pick the right extensions for you, jump to Select extensions to use.

 
 

How they work

To maximize the performance of your text ads, AdWords selects which extensions to show in response to each individual search on Google. For that reason, it’s a good idea to use all the extensions relevant to your business goals.

By adding more content to your ad, extensions give your ad greater visibility and prominence on the search results page. That means you tend to get more value. Ad extensions often increase your total number of clicks, and can give people additional, interactive ways of reaching you—as with maps or calls.

Many extension types require a bit of set-up—those are manual. Some extensions are added automatically when AdWords predicts they’ll improve your performance—those are automated. No setup is required for automated extensions, so they don’t show up among your options when you’re creating manual extensions. Learn more about automated extensions.

When extensions show

Adding an extension won’t guarantee that it will show with your ad all the time. Extensions show with your ad when:

  • The extension (or combination of extensions) is predicted to improve your performance.
  • Your ad’s position and Ad Rank is high enough for extensions to show. To show extensions, AdWords requires a minimum Ad Rank. (Ad Rank calculations factor in your extensions).

Learn more about When extensions show. You can keep track of when your extensions show by Seeing extension performance. Finally, you can find instructions to Make your extensions more likely to show.

Cost

There's no cost to add extensions to your campaign. Clicks on your ad (including your extension) will be charged as usual. (The exception is clicks on review extensions and seller ratings, which are not charged.) So you’re charged a click when someone calls you from your call extension, or when someone downloads your app from your app extension. AdWords charges no more than two clicks per impression for each ad and its extensions. Learn more About extensions and actual cost-per-click.

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Enhance Your Ads with the Right Extensions

Get Google's guide to ad extensions. What should you be doing to take advantage of the most beneficial extensions for your account? View the guide now.