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Ad Extensions

 

AdWords Ad Extensions

More Reasons To Click Your Ad

By including additional business information with your ad, such as your address and phone number, more website page links, or a third-party review, ad extensions offer customers even more reasons to click your ad. Ad extensions appear with your ad on Google, and in some cases across the Google Display Network. There’s no cost to add extensions to your campaign but, as always, you’re charged for clicks on your ad, as well as certain user interactions with ad extensions, such as clicking the call button.

Most ads with extensions appear above search results. This placement often has higher costs-per-click (CPCs) than CPCs for ads that appear beside search results.

Most ad extensions are created at the campaign level. You can set up extensions while creating your campaign for the first time, or create new ones within an existing campaign. Certain types of extensions are upgraded with additional features, for instance, the ability to be created at the ad group level, or to show on your ads without any setup.

Choosing an ad extension type

Pick an extension based on what action you’d like people on the web to take when they see your ad, and what type of information you’d like to promote.

Example

Let’s say you own a bicycle repair shop in Tokyo and Rie, a customer riding a bicycle near your store, gets a flat tire. When she searches for “bicycle repair” on her mobile phone, she’ll see your ad with a location extension and phone number. She can click the phone number to call you right away for help, or click your address to find her way to your location.

Here are the ad extensions you can use to give customers more information about your business:

Location extensions

Help nearby consumers find or call your nearest storefront. Learn more

Location extension example

Call extensions

Connect users to your business directly by phone. Learn more
An example of an ad with a call extension

Sitelinks

Promote more pages within your site beyond your main ad landing page. Learn more
This is an example of an ad with sitelink extensions.

Social annotations

This is an example of an ad with a social annotation

Seller ratings

Show your online business ratings in your ad. Learn more
Example of an ad with seller rating extensions

App extensions

Show a link to your mobile or tablet app right below your ad. Learn more
This is an example of an app extension

Review extensions

Showcase your positive reviews and accolades beneath your ad. Learn more
Review extension example

Automatic offer extensions

Promote deals mentioned in your ad text

How automatic offer extensions work

Keep in mind

The following ad extensions are available globally:

  • Sitelinks
  • Call extensions that don’t use a Google forwarding number
  • Social annotations
  • Review extensions (English language only)

To find out if other extensions are available in your location, visit the article for that extension, linked to above.

Understanding your costs

You can add any or all of this extra information to your ads at no extra cost. Yes, free! AdWords only charges you for each click within the ad and its extensions, up to two clicks per impression. You aren’t charged for clicks on review extensions.

We’ll charge you the same amount each time a customer clicks any link on your ad, regardless of whether the link clicked is the headline of your ad or the link promoting your deal. You can decide the maximum amount you’d like to pay for a click by setting a cost-per-click (CPC) bid.

Ad extensions offer more opportunities for your customers to click on and within your ad, but you won’t be charged for more than two clicks per ad impression. Clicks on some extensions (social and seller rating extensions) aren’t charged at all and Adwords has processes in place to filter out any duplicate or invalid clicks that we detect.

Understanding your bidding and targeting options

You can choose to show your ads on the Google Search and Display Networks. Most ad extensions can only appear on Google.com and some Google Search Network sites, such as Google Maps (for location extensions), so when you set up your campaign you’ll need to set a cost-per-click (CPC) bid.

Creating an ad extension

While you can create any ad extension following the general steps described in this article, each ad extension has its own unique set up, reporting, and best practices. Visit the article for the extension you’d like to create to learn more (links for each extension are available above).

Keep in mind

Don’t see the extension you’re looking for? Some extensions are available only for certain campaign types that have “All features” enabled. You can switch your campaign to “All features” at any time. Keep in mind that doing so may hide or deactivate some features that affect ad serving

Certain types of extensions, such as social annotations, are created automatically and don’t require the steps below to manage them.

Creating the first extension in a campaign

Here’s how to create the first extension in a campaign using the campaign creation page:

  1. Sign in to your AdWords account at https://adwords.google.com
  2. On the Campaigns tab, click the + Campaign button and select the type of campaign you’d like to create.
  3. You’ll be taken to the Settings tab of your new campaign.
  4. Under Ad extensions, check the box next to the ad extension type you’d like to add to your new campaign.
    • If you’ve already created an ad extension in another campaign in your account, you can choose to use that existing extension (this is known as shared extensions). This saves you the time and effort of manually creating the same extension for a new campaign.

Using a shared extension

When you create a new extension during campaign setup, or later when you add an extension to an existing campaign, you’ll be offered the option to skip some extra steps by using an existing extension. You can also share multiple types of extensions. For example, if you have call and sitelink extensions in one campaign, you can share extensions for both types in a new campaign.

See an example: Adding an existing location extension setting to a new campaign.
  • Editing shared extensions: When you edit a shared extension, the change will apply across all the campaigns that share the extensions. If you only want to change one extension for one of the shared campaigns, you should create a new and separate extension.
  • Deleting shared extensions: If you have at least one campaign remaining with the extension, deleting the extensions from other campaigns will simply mean that those campaigns will not be sharing extensions. If you have only one campaign with the extension and delete the extension, this change is permanent and your extension settings will not be saved.
  • Using filters for shared location extensions: Filters are included as part of this extension type.

    Example

    Let’s say you create a location extension for Campaign “Men’s Shoe Sale” linking to a Google Places account, and share it with another Campaign “Women’s Shoe Sale.”

    The Google Places account has information of two brands of shops, HappyShoes and SunnyShoes, and only HappyShoes are having a sale. If you create a filter for “Men’s Shoe Sale” so that your ads will be accompanied only by the addresses of HappyShoes, “Women’s Shoe Sale” will be updated to use the same filter.

  • Location extensions — sharing manual addresses: With location extensions, you can either attach a Google Places feed or manually enter addresses. These manual addresses are also shareable among campaigns. However, there’s currently no way to define a set of manual addresses and share this set among campaigns. You can share more than one manual address across a campaign, but you’ll need to do this one at a time for each manual address.

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