Extensions expand your ad with additional information, giving people more reasons to choose your business. These may increase an ad's clickthrough rate by several percentage points. Extension formats include call buttons, location information, links to specific parts of your website, 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, go to Select extensions to use.
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How they work
To maximize the performance of your text ads, Google Ads 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 on the search results page. This means you tend to get more value from your ad. Extensions often increase your total number of clicks and can give people additional interactive ways of reaching you, such as through maps or calls.
There are 2 types of extensions: manual and automated extensions. Manual extensions require a bit of set up while automated extensions are added automatically when Google Ads predicts these will improve your ad performance. No setup is required for automated extensions so these won'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'll 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. Keep track of when your extensions show and measure your ad extension performance.
- Your ad’s position and Ad Rank is high enough for extensions to show. To show extensions, Google Ads requires a minimum Ad Rank (Ad Rank calculations factor in your extensions).
There's no cost in adding extensions to your campaign. Clicks on your ad, including your extension, will be charged as usual while clicks on seller ratings won't be charged. You'll be charged for a click when someone calls you from a call extension or when someone downloads your app from an app extension. Google Ads charges no more than 2 clicks per impression for each ad and its extensions. Learn more About extensions and your actual cost-per-click.