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Select extensions to use

To expand your ads and show people more reasons to click, add extensions. Extensions add useful business data below your ad—locations, additional links, prices, and more. For that reason, extensions are recommended for just about every AdWords advertiser using text ads on Search.

This article lists the various extensions you set up yourself (“manual extensions”), and when to use them. For a list of extensions that may show without set-up, see About automated extensions. For general information about extensions, start with About extensions.

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Before you begin

Keep these best practices in mind as you choose and set up your extensions:

  • Use every extension relevant to your business—extensions are free to add and they’ll only show if they’re predicted to improve your ad's performance. For more information on when extensions show, see About extensions.
  • Consider adding 4 or more extensions. For example, you could add sitelinks, callouts, structured snippets, and one additional extension of your choice.
  • If it makes sense for your business, create extensions at higher account levels (for example, at the account or campaign level, when available).

Select extensions based on your goal

Select your extensions based on your primary advertising goal. Here are common advertiser goals and the extensions that can support them:

Goal: Get customers to buy from your business location

If you want to direct people to your physical locations (like stores or restaurants), here are extensions you may consider:

Location extensions

Encourage people to visit your business by showing your location, a call button, and a link to your business details page—which can include your hours, photos of your business, and directions to get there. If you want customers to visit your business location but to call a centralized line (rather than specific locations’ numbers), use call extensions with your location extensions.

To learn more, go to About location extensions.

Affiliate location extensions

Help people find retail chain stores that sell your products.

To learn more, go to About affiliate location extensions.

Callout extensions

Add additional text to your ad, like “free delivery” or “24/7 customer support.” Callouts can be used to encourage people to convert offline.

To learn more, go to About callout extensions.

Goal: Get customers to contact you

If you want people to call you or send you a text message query, use call extensions or message extensions:

Call extensions

Encourage people to call your business by adding a phone number or call button to your ads.

To learn more, go to About call extensions.

Message extensions

Encourage people to send you text messages from your ad. Available globally at the campaign or ad group levels.

To learn more, go to About message extensions.

Goal: Get customers to convert on your website

If you want to direct people to your website, use these extensions:

Sitelink extensions

Link people directly to specific pages of your website (like “hours” and “order now”).

To learn more, go to About sitelink extensions.

Callout extensions

Add additional text to your ad, like “free delivery” or “24/7 customer support.”

To learn more, go to About callout extensions.

Structured snippet extensions

Showcase information potential customers will find most valuable by selecting a predefined header (like, product or service category) and listing items.

To learn more, go to About structured snippet extensions.

Price extensions

Showcase your services or product categories with their prices, so that people can browse your products right from your ad.

Available in select countries. To learn more, go to About price extensions.

Review extensions

Add quotes or rankings from published sources.

Available on desktop in select languages. Learn About review extensions.

Goal: Get people to download your app

If you want to get people to download your app, use app extensions:

App extensions

Encourage people to download your app. Available globally for Android and iOS mobile devices, including tablets. Learn About app extensions.

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