Enhance your ads with the right extensions

Manage your ad extensions in Google Ads

Know which extensions require upkeep and stay on top of them by following these ad extensions best practices.

Know which extensions require upkeep and stay on top of them.

Use case: You want to help people find what page they're looking for on your site with just one click Sitelinks extensions

Optimize the messaging in this space routinely, just as you do with ad text.

Make sure to have at least six active sitelinks for both desktop and mobile, but remember that you can go all the way up to twenty total per ad group or campaign. Sitelinks allow 25 characters for the link itself, and that space allows for testing. We’ve found that briefer sitelinks are generally the most effective, though, so try and keep them short and crisp. If certain sitelinks aren’t receiving a lot of impressions they’ve been passed over by the system, which means that you could probably work on improving those first.

Tip

Looking to test the text you use for your sitelinks? Try out different versions in a campaign experiment.

Use principles of ad copy writing as you create sitelinks. Think of distinct calls to action and benefits that relate to a user’s search and the page you’re directing them to. You can also take lessons from previous ad tests and apply them. For example, you can use losing (but still strong) ad copy as your sitelinks or their descriptions.

  • Sitelinks with Descriptions
Sitelinks with additional detail

You also have the option to add additional detail to your sitelinks, which is a great opportunity to prove value to customers before they click.

Keep in mind that this additional detail is only eligible to serve on desktops and tablets. Additional details also don’t show all the time. Many advertisers see this format most frequently on their brand terms where they’re the only ad above the results.

Use case: If you want to highlight specific information about your products and services on top of what you already mention in your ads and sitelinks

Callout extensions

Callout extensions essentially get you an extra line of ad text that tee up into tight, short snippets of text (25 characters or fewer). They aren’t clickable, so the focus of the ad will remain on your headline.

With callouts you’ll want to highlight features of your business or product. Identify what short snippets could enhance your existing ad text and make it more convincing. By focusing on standard features that you offer, such as no contracts or free shipping, you can open up that space in your ad text. Avoid repeating whatever you use in your callout in your ad text or your sitelinks. Make sure you're providing information a user wouldn’t otherwise have - if it’s in the ad your callout won’t serve.

A few things that you should keep in mind when using callout extensions:

  • Keep them short (think bullet points, not sentences)
  • Be specific (add concrete information like specific sizes or rates)
  • There’s a two callout minimum, and up to four can show at one time (depending on space)

Do it now: Show additional callout text below your ad


Use case: You want to provide context on your products and services before visitors click through to your site structured snippets

Structured snippets focus on attracting clicks from visitors who are more likely to be interested in what you have to offer. You can enable them at the ad group, campaign or account level. The most specific level will take precedence.

Just as you can create mobile-preferred sitelinks, you can create mobile-preferred structured snippets. Write shorter snippet values (think 12 characters or fewer) for campaigns that serve on mobile. Add as many relevant headers as possible for your business, and try to include at least 4 snippets for each of those headers. You’ll also need to keep your snippets informational instead of promotional.

Use case: You want to visually showcase your products and services.

Example image extension

Image extensions allow you to complement your ads with relevant visuals of your products and services to help people learn more about your business. When creating image extensions, try to include 3 unique visuals. You’ll want to make sure they’re relevant to the keywords, ads, and landing pages in your campaigns and ad groups.

To find what works best for you, you can experiment with different visual styles including product imagery, lifestyle imagery, and creative visualizations of abstract concepts.

Tip

When selecting your images, be sure to follow our creative guidelines.

 

Use case: You want users to fill out a lead form and share information with you.

Example lead form extension

Lead form extensions allow you to show a lead form directly in your ad, giving people an easy way to share information with you as they search. If you find yourself wanting to improve the quality of your incoming leads, try including more questions in your lead form to further qualify people. 

If you want to drive a higher volume of leads, you can choose to show a lead form every time someone taps the headline in your Search ad. Just be sure to make your ad as informative as possible since you’re asking users to submit a lead form before visiting your site.

Gif of example lead form

Use case: Phone calls are an important way for customers to connect with you Call extension

Start by scheduling call extensions when you have someone there to answer the phone. Don’t waste your money and your users’ time by generating a call you can’t accept. Once you’re driving calls, be sure to track conversions from them.

Decide whether receiving a call can be more valuable to you than a regular website click. This can be particularly true on mobile devices. Review how many conversions are generated from calls (via clicks on the call button) vs. website clicks (via clicks on your ad’s headline). If calls convert at a higher rate, use call extensions and adjust your bid strategy to maximize total conversions instead of just online conversions.

When using call extensions, plan on using Google forwarding numbers. This option provides you with details about the calls that you receive and allows you to track calls as conversions.

Phone calls have the added benefit of working with target CPA and ECPC bidding options. These options automate bidding - incorporating factors such as device, browser, location and time of day - to get the most conversions for your budget.

Do it now: Use call extensions

Tip

If calls are important for your business, check out our guide to driving calls in Google Ads.

Use case: You want to give people an idea of your prices before they visit your site.

Price Extension Example Visual.

Price extensions allow you to showcase multiple product categories or services along with their average prices in your ad. Helping people understand your prices early on can help you increase the quality of clicks your ads receive.

When setting up price extensions, be sure to link to landing pages that represent each product category or service. This will help reduce the number of pages visitors need to click through and get qualified customers to purchase faster.

Use case: You want to quickly highlight sales and special offers without having to update every ad.

Promotion Extension Example Visual

Promotion extensions are a great way to highlight sales and special offers without needing to take up character limits in your ad’s headlines and descriptions.

Take advantage of the optional “Occasions” feature to add a bold label next to your promotional text and make it stand out even more. You can choose from occasions like “Christmas” or “Mother’s Day”. Just take note that some occasions will cause your promotion extension to only show during certain dates.

Use case: You want to promote your physical business location to people nearby.

When you set up location extensions with your ads, you make it easier for your customers to call, visit your business or identify where your business is located.

There are two ways to enable location extensions in your account:

  1. If you sell products or offer services at major retailers, the easiest way is to add chain store locations directly to your account in Google Ads (recommended).
  2. If you don’t see your retailers in this list or prefer an alternative, you can also link to a Google My Business account.

Whichever way you choose, the locations you add are eligible to show with any Search, Display, or Video ad in your account. Location extensions can also show with image and video ads.

If you want to assign locations to particular campaigns or ad groups, set up filters when you create your location extensions.

Keep in mind that chain locations update automatically as stores open, move, or close; while updates to locations in Google My Business may take up to a day to reflect in your Google Ads account.

Use case: You want to drive users to your site, but you also want to give them the option of downloading your app App extension


The mobile app extension allows you to extend your text ads with a link to allow users to download your app from Google Play or the App Store. This extension can be used with both brand and generic keywords, and it can show alongside any of your other extensions. You just have to decide what your primary motivation is. If it’s site traffic, use app extensions. If it’s app downloads, use app install ads. Since a user’s operating system is automatically detected, you don’t have to worry about any compatibility issues. Target whichever operating system works for you and your app, and the system should take care of the rest.

Some Extensions Will Show Automatically

Tip

If you qualify for certain automated extensions they will appear alongside your ads without any action on your part, including the below in addition to dynamic versions of sitelinks and structured snippets.

Use case: Your company (not your individual products) has accrued numerous positive user reviews online Seller ratings extension

These ratings will show automatically if you meet the criteria listed here.

You can view your current active reviews by visiting https://www.google.com/shopping/ratings/account/lookup?q={xxxxxxx.com} (replace xxxxxxx.com with your domain). If you have a total rating lower than 3.5 stars, it won’t be shown on Search ads.

We want our users to find value in the ads we display, so you can rest assured that we want your ads to be engaging. If auto-enabled extensions are projected to hurt your performance we won’t show them.

If you would rather opt out of automated extensions entirely, that option is available to you.

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