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Understand AdWords Ad Extensions

What are AdWords Ad Extensions?


Ad extensions allow advertisers to show additional information with ad copy, which makes your ad copy more valuable. Adding ad extensions to your ads makes your ads more catchy, informative and relevant for users. These extensions allow us to give a handful of information to users even before they click your ad. Showing additional information with ad copy such as a phone number, features, specifications, etc. makes your ad copy more visible and valuable to the customer, which then enhances CTR and ad positions.


How do Ad Extensions work?


Google AdWords shows ad extensions along with your ad copy when AdWords system analyze that ad extensions that you have added in your campaign will improve the performance of your ad. One or more than one ad extensions can be shown with your ad when ad rank is good. It can happen that you have created ad extensions and still your extensions are not showing up beneath your ad because Google AdWords requires a minimum ad rank. In this case, it is recommended to raise bids for your keywords and improve the quality of your ad. Read: Why are AdWords Ad Extensions not showing up?


AdWords ad extensions can be added manually and also there are some automated ad extensions. We can create and add manual ad extensions in AdWords Interface but we cannot create automated ad extensions. Google automatically shows these extensions along with ad copy when Google AdWords system analyze that these extensions can improve ad performance and are eligible to show. If you do not want to show any automated ad extension, you can opt out.


How much do we need to pay for AdWords Ad Extensions?


For some of the AdWords ad extensions you are charged standard cost per click same as you are charged for ad headline click. Not all extensions are chargeable. Cost of AdWords ad extensions are calculated same as your headline click. You are charged per click when user click additional links beneath your ads (Sitelink), download app button (App), get directions button (Location), get message button (Message), click on call button (Call) and more. Google do not charge you anything for click on review and seller ratings extensions. Some ad extensions such as structured snippet and callout extensions are not clickable hence they are not being charged.


 Relation between AdWords Ad Extensions & Ad Rank


Ad extensions are part of Ad Rank calculation along with Max. CPC and quality score of your ads. If you add all eligible ad extensions to your business in your ad, you can get clicks for a lower cost per click. It is recommended to add all eligible ad extension to improve ad rank. Ad extensions help improve your ad rank and thus improve the performance of your ad. Based on your ad rank, Google determines which ad extensions are eligible to show with your ad.


 AdWords Ad Extensions & Campaign Type


Most of your ad extensions will be eligible to show up when you set your campaign sub type to “All Features.” Ad extensions  can appear on Search Network campaigns and some of the ad extensions also can appear on the Display Network campaign type. All ad extensions are eligible to run on Search Network only & Search Network with Display Select Campaigns, but only call extensions and location extensions can be shown on Display Network Only campaigns.


Source: This article is originally posted on here.

about Neha Gupta

I live in New Delhi, India. I have been working on Paid Advertisement since 2010. I am Independent Paid Advertising Consultant & Also Providing Part Time Google AdWords Training. I am a keen learner & look forward to learning new things/strategies every day at the same time I like to help others to the best of my knowledge.

harsh p
April 2017

Can you explain how Seller extention work and how can I impliment into my account?

Neha Gupta Top Contributor
April 2017

 Hi @harsh p


Please read the following link to learn about seller Rating ad extenstion which is automated: