Ad Extensions are extra snippets of relevant information about your business that can be added to your AdWords text ads. Using Extensions can expand your ad with additional information—giving people more reasons to choose your business.
They typically increase an ad’s click-through-rate by several percentage points. Extension formats include call buttons, location information, links to specific parts of your website, additional text, and more.
How Extensions 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 and prominence on the search results page – that 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 with maps or calls.
Many extension types require a bit of set-up – those are manual. Some extensions are added automatically when Google Ads predicts they’ll improve your performance – those are automated. No setup is required for automated extensions, so they don’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 will show all the time. Extensions show with your ad when:
- The extension (or combination of extensions) is predicted to improve your 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).
Learn more about When extensions show. To keep track of when your extensions show See extension performance. Finally, you can find instructions to Make your extensions more likely to show.
Additional Cost ?
There’s no cost to add extensions to your campaign. Clicks on your ad (including your extension) will be charged as usual. (The exception is clicks on seller ratings, which are not charged.) So you’re 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 two clicks per impression for each ad and its extensions. Learn more About extensions and actual cost-per-click.
Extension Library
There are two categories of Ad Extensions: Automatic and Manual. It’s important to note that ad extensions don’t always show, so be sure to keep the most important information in your text ad.
Manual Extensions
Manual ad extensions require you to manually fill out your business details (automated extensions do not). They are considered more powerful than automated extensions because of their customizability and reporting simplicity.
Automated Extensions
Automated extensions are a great time-saving tool for the marketer who does not have time to develop a full strategy for their ad extensions across an account. Just remember, you have no control over what Google is going to show to the user on the search results page.
Google automatically pulls data from various sources and based on algorithm predictions will inject an ad extension when it thinks the extension will improve the ad’s performance based on the users search.
As with all things AdWords, monitor performance and make adjustments if the automated extensions are not helping you meet your goals. You can always opt in and out of specific automated extensions.
There are many types of automated extensions that may be added to your text ads, but there are only three that stay automated: seller ratings, previous site visits, and consumer ratings.
Extension Descriptions
Manual Extensions
Sitelinks Extension
Location Extension
Affiliate Location Extension
Structured Snippets Extension
Call Extension
Callout Extension
Application Extension
Price Extension
Promotion Extension
Review Extension – Discontinued January 2018
Message Extension – Discontinued January 2020
Automated Extensions
Seller Rating Extension
Previous Visit
Consumer Rating Extension
Dynamic Sitelinks
Dynamic Structured Snippets
Social Extension – Discontinued December 2015
Bonus
Ad Extension Cheat Sheet
Sitelink Extension
Sitelink extensions are simply additional text links that can show up with ad copy. Ideally, you should leverage these to add supporting information to the primary ad copy in the ad group. These are essentially functioning as in-site navigation, but directly in the SERPs.
For instructions on how to set up sitelink extensions, see Add sitelink extensions.
Notice how this Nike Ad uses sitelinks to add add more information. Strategically using this extension could allow searchers to see all of your various offerings up front so their click is more relevant to their needs.
- Update easily: Change link text and URLs whenever you want, keeping them up-to-date for sales and special offers. You don’t need to make new ads or edit them to include sitelinks.
- See detailed data about your clicks: Find out how many clicks occurred on your ad when sitelinks appeared. Break down the statistics by campaign, ad group, or ad. Segment your statistics to see the number of clicks that occurred on the individual sitelink versus another part of the ad (for example, the headline, other sitelinks, or another extension).
- Use conversion tracking for landing pages: Set up conversion tracking for the landing pages people visit when they click the sitelinks below the ad. You should optimize your landing pages for a “light” conversion events (such as a website visit or an “add to cart”).
- Edit your sitelink extensions without losing data: Edit your sitelink extensions without resetting their performance statistics.
- Customized sitelinks for mobile: Create mobile-optimized sitelinks to show on mobile devices.
- Schedule with start and end dates: Specify the dates, days of week, or times of day your sitelinks are eligible to show.
How they work
You can add sitelink extensions at the account, campaign, or ad group level. You specify the link text (what shows to people) and the URLs (the pages they click to).
In some cases, Google might supplement your sitelinks with descriptions that you’ve provided about those pages. Either you can add those details yourself when creating or editing sitelinks, or Google can automatically use information within your account related to individual sitelinks (for example, from various ads in your account). By showing additional information with your sitelinks, your ads can be more relevant to potential customers.
If you create a sitelink at a more granular level, that sitelink will always trump the higher level sitelink extensions. For example, If you create sitelinks for an ad group, that sitelink will serve over campaign-level sitelinks by default. It’s important to ensure that a new sitelink is associated at the correct level in order for it to serve. You can also choose to show no sitelinks for an ad group.
Keep in mind that extensions can be associated to any ad group or campaigns, or to the entire account. This means that a single extension can have multiple associations. You can learn more to find out why your sitelinks aren’t showing.
How they appear
Sitelink extensions appear in a variety of ways, depending on the device, position, and other factors. Sitelink extensions are compatible with search campaigns and video campaigns on YouTube.
- Sitelink extensions appear in ads at the top and bottom of Google search results.
- You need at least 2 sitelinks extensions for the sitelinks to appear in the ad. The number of sitelinks that can appear are different depending on where people see the ad:
- Desktop: Your ad can show up to 6 sitelinks. Sitelinks may appear on the same line or fill up to 2 lines of your ad.
- Mobile: Your ad can show up to 8 sitelinks. These sitelinks appear side-by-side on a single line in a carousel format. People can swipe left or right on the carousel to browse your various sitelinks. If your ad appears in the very top position, your sitelinks are eligible to show in a prominent row, with only one sitelink on each line.
Location Extension
Location extensions show your storefront address and hours of operation in your search ad. These are absolutely essential if you’re looking for more in-store foot traffic. In order to set up location extensions, you must connect a ‘Google My Business Account” to AdWords, which we recommend all advertisers do anyways.
For instructions on how to set up location extensions in your Google Ads account, go to Use location extensions. You can remove location extensions at any time, go to Remove location extensions.
They also enable your business to show up on Google Map search results that it might not ordinarily appear in. (Below you’ll see an example where Domino’s and Grinders take advantage of this strategy.)
When to use
Location extensions encourage people to visit your business.
Example
Clara, a bakery owner, wants to draw foot traffic to her storefront. She adds a location extension to her campaign. Now, when people nearby search on mobile for one of her keywords (“best bakery nearby” or “fresh bread”), her extension is eligible to show and may give bread-lovers:
- the distance to her location, and its city (mobile)
- her location’s street address (computer)
- a clickable “Call” button
- a tappable or clickable access to a details page for her location—with information such as hours, phone number, photos, and directions.
Where they show
Location extensions can show your business information in various formats—on mobile devices and on computers – on the Search Network, Display Network, and Google Maps.
- On the Search Network, ads with location extensions can appear as a standard text ad with your location and phone number. On mobile, a clickable “Call” button may show in place of your phone number.
- On Search Partners, your location extensions can appear beside, above, or below search results on Google Maps, including the Maps app.
Affiliate Location Extension
Affiliate Location extensions are useful for brands who sell products at multiple locations (even nationwide). They help potential customers find the best retail chains to buy your products.
Note: Affiliate location extensions are currently only available for retail chains and auto dealers located in select countries. To see which countries are eligible, Create an affiliate location extension.
For instructions on how to set them up, jump to Use affiliate location extensions.
How they work
Here’s how affiliate location extensions could help you win new customers on the Search Network:
- Someone searches on Google for a product
- Your ad shows with your affiliate location extension
- The person sees the nearest store that sells your product, either as an address or on a map
- On mobile, the person can tap to get directions to the store
- The person heads right to the store and buys your product
When to use
If you’re a manufacturer who sells products through major retail chains, you can use affiliate location extensions to help people find nearby stores that sell your product. If you want to advertise your own business location, use location extensions instead.
Easy to setup
To set up affiliate location extensions in Google Ads, navigate to the Extensions page and add a new affiliate location extension at the account level, specify the retail chains where your products are sold, and we’ll take care of the rest.
Once you’ve added affiliate location extensions at the account level, the retailers you’ve selected become eligible to show across all campaigns and ad groups in that account. To customize which affiliate location extensions show for specific campaigns or ad groups, create a new affiliation location extension for the desired campaign or ad group. In contrast to standard location extensions, affiliate location extensions don’t require you to link to a Google My Business account.
Structured Snippets Extension
Structured Snippets extension allows you to create a list within an ad extension. Simply pick the Header type you want to start the list, then add in values below with 25 characters each.
For instructions, jump to Use structured snippets.
How they show
When your structured snippet extension appears with your ad on a computer, it can show up to 2 headers at a time, while ads that show on mobile and tablet devices will only show one header.
Google Ads algorithmically decides the best header or combination of headers to show, so it’s best to add as many headers as possible that are relevant to your business.
Here’s what an ad with structured snippets might look like on a computer:
Notice how tirerack.com was able to include the 7 brands of tires in their ad.
Key Benefits
- Help people instantly find out more about your products and services: Structured snippets give visitors a preview of the nature and range of your products and services, before they click on your ad.
- Improve your return on investment: The additional information that appears with your ads can increase your ads’ relevance and clickthrough rates. This may help you improve your return on investment by attracting clicks from visitors who are more likely to be interested in what you have to offer.
- Customizability: You can add structured snippets at the account, campaign, or ad group levels. Specify the dates, days of the week, or times of day your structured snippets are eligible to show.
How structured snippets work
You can add structured snippets at the account, campaign, or ad group level. You choose where to add them, decide what type of information potential customers will find most valuable, and schedule when you’d like them to appear. Consider your products and services, select from a list of predefined headers (like “Product” or “Service category”), and then add specific, supporting details as values.
Here’s a list of available headers:
- Amenities
- Brands
- Courses
- Degree programs
- Destinations
- Featured hotels
- Insurance coverage
- Models
- Neighborhoods
- Service catalog
- Shows
- Styles
- Types
It’s important to make sure your header and values match, as a mismatch is the most likely reason your snippets will be disapproved. You might think of values as examples of their corresponding headers. For example, “Costa Rica” is a destination, “WiFi” is an amenity, and “Downtown” is a neighborhood. Values for the Style header should be variations of a fairly specific category, like sandals or high heels, while values for the Type header can be variations of broader categories, like light fixtures or shoes.
There’s no cost to add structured snippets extensions, but you’ll be charged as usual for clicks on your ad.
Best practices
Keep these best practices in mind when creating or optimizing structured snippets:
- Provide enough information. Aim to include at least 4 values per header.
- Optimize for mobile users. Create shorter snippets to appeal to customers on-the-go.
- Increase your options. Add more than one header-value set. Having multiple sets of structured snippets provides more options and increases the likelihood that a relevant extension will show with your ad.
- Pick the right format. Unlike callout extensions, which can highlight a single unique aspect of your business in a few words, structured snippets should provide a complete group of products or services that your business provides.
Call Extension
Call Extensions allow you to add your phone number on your ad. They’re popularly known as click to call extensions because, on mobile, people can tap or click a button to call your business directly.
Example
You own a pizzeria in downtown Chicago, and add a call extension to your campaign promoting deep-dish pizzas. If a visitor to the windy city searches for “Chicago pizza” on her phone, and one of your ads is triggered, this visitor can click through to your website to read your menu, or tap the call button on your ad to get straight to your ordering line.
Google Ads may set up automated call extensions when your website has a phone number and your business goals include getting people to call you.
For instructions, go to Use call extensions.
Note: Call extensions are the easiest way to add phone numbers to existing ads. If you attempt to include a phone number elsewhere in your ad text, it may lead to the disapproval of the ad, so if you would like to include a phone number, it is best to use a call extension. You can also create call-only campaigns. For more on call-only campaigns, go to About call-only campaigns.
How it works
Here are key points to know about call extensions:
- Phone or website: When your call extensions show with your ad, people see your number or when their device can make calls—a clickable call button. People can also click on your ad to go to your website.
- Business hours: You can set numbers to show only when your business can take calls.
- A call is a click: Clicks on your number are the same cost as headline clicks (a standard CPC).
- Easy conversion tracking: You can count calls as conversions by simply turning on call reporting in your account. Available on the Search Network only, call reporting uses Google forwarding numbers to give you detailed conversion information.
Account levels
You can add call extensions at the account, campaign, or ad group. Call extensions can run on any Search campaign, ad group or ad. Some restrictions apply on the Display Network. If you create call extensions at different levels (account, campaign, or ad group), the most specific will be used. So when you add call extensions to an ad group, those extensions show instead of your campaign- or account-level call extensions. Likewise, campaign-level extensions override account-level extensions.
Note: Call extensions won’t serve with every impression.
Like other ad extensions, call extensions don’t show with every ad impression. When the ad auction runs, an algorithm determines whether to show the call extension, and any other extensions to show next to it, based on historical performance and other factors. It is completely normal for call extensions to show for only a subset of total ad impressions. However, you can do bid adjustments to show your call interaction ads more often. Learn more about bid adjustments for interactions.
Device preferences
Extensions with a checked box for Mobile are given preference on mobile devices, but are still eligible to show on computers and tablets.
Eligible numbers
Vanity numbers, premium numbers, and fax numbers aren’t acceptable numbers for call extensions. Phone numbers will be verified to confirm they represent the business being promoted. Learn more about advertising policies for using call extensions.
When disclaimers might appear with your call extensions
Call extensions can be used with toll-free, standard, mobile, shared-cost, or non-standard cost numbers. If you use a shared-cost or non-standard cost number with your call extension, your extension will include a disclaimer saying that additional charges may apply. Here’s more information about both types:
- Shared cost phone numbers use a billing method where calls to an international phone number are partially paid for by the recipient.
- Non-standard cost numbers may not be included in a typical phone plan, so additional charges to your customer may apply.
Callout Extension
Callout extensions let you include additional text so you can show more detailed information about your business, products, and services. Compared to Sitelinks – Callout extensions do not link to your website.
Campaign types: Callout extensions can be added to Search Network campaigns and Search Network campaigns that have opted into the Display Network.
Note: Depending on the character spacing, browser, and device you’re using, you can show up to 10 callouts.
Best practices
Keep these best practices in mind when you’re creating callout extensions:
- Keep text short: Shorter text means more callouts can show in your ads. Think of a callout as a bullet point, rather than a complete sentence. Try “Free shipping” instead of “We have free shipping.”
- Be specific: Give customers detailed information so they can decide if you have what they’re looking for. Try “34 MPG max mileage” instead of “Great fuel economy.”
- Character limits: Callout text is limited to 25 characters in most languages, or 12 characters in double-width languages (like Chinese, Japanese, and Korean).
Callout extensions at the ad group level
- By default, an ad group uses callouts you’ve created at the account level.
- If you create callouts at the campaign or ad group levels, those will override any callouts at the account or campaign levels, respectively.
- You can also disable a callout for an ad group. This removes any callout you created in the ad group and stops any campaign-level callout from showing with those ads. In other words, no callout will show for the ad group.
Application Extension
App Extensions allow you to add a mobile app download button next to your Search Ad. People click either on your ad headline to go to your site, or on the link to your app.
App extensions are a great way to provide access to your website and your app from a single ad as shown with this Smith’s ad.
Note: If your primary goal is to drive app downloads, app promotion ads (which link to apps exclusively) might be the better option.
How it works
App extensions showcase your mobile or tablet app by showing a link to your app below your ad. Clicking this link leads you to your app’s description in the app store (Google Play or the Apple App Store). Clicking on your ad’s headline will still lead to your website.
Key Benefits
- Flexibility: You can add app extensions to accounts, campaigns, and ad groups.
- Detailed reporting: See how many clicks you receive on each part of your ad when an app extension appeared, such as clicks to your ad’s headline compared to clicks on the app extension. Break these statistics down by campaign, ad group, or ad.
- “Smart” detection of app store and device: If you create an extension for each app store, we’ll show the store link that corresponds to the customer’s device. So someone on an iOS device will see your Apple App Store link. We’ll also show the app extension link that corresponds to a customer’s device type, so if your app only runs on tablets, we won’t display that app extension link to a customer using a mobile phone.
- In-place editing: Edit your app extension without resetting its performance statistics.
Keep in mind that only one app extension can be displayed per text ad (unlike sitelinks, with which you can add multiple links to different pages of your site). You can still create multiple app extensions, one for each app or each app store.
Account levels
You can add app extensions at the account, campaign, ad group, or ad level. If you create app extensions at different levels (account, campaign, or ad group), the most specific will be used. So when you add an app extension to an ad group, that extension shows instead of your campaign- or account-level app extensions. Likewise, campaign-level extensions override account-level extensions.
What app extensions cost
App extensions are free to add, and you’re only charged for clicks. Clicks on an app extension of an ad cost the same as clicks on the headline of that ad. In other words, you’ll be charged the same amount no matter which link is clicked on the same ad.
Price Extension
The price extension showcases your products and services with transparent pricing directly in the ad.
Price extensions appear below your text ad on desktop and mobile, and give you more space to tell people details about what your business offers. They show as a set of up to 8 cards that people can view to see different options and prices. From your price menu, people can go directly to the item that interests them on your site.
For instructions, go to Use price extensions.
Before you begin
Price extensions may show on both computers and mobile devices.
Price extensions link directly to your site, so it’s important to make sure your site is optimized for computers and all mobile devices. Learn how to Create an effective mobile site.
Example
Let’s say you own a hair salon. You could add more generic price extensions for “Haircut,” “Hair Coloring,” and “Treatments” to campaigns with more general keywords. Or you could add extensions to more targeted ad groups. Your “Hair Color” ad group might include extensions extensions like: “Partial Color,” “Full Color,” “Full Color + Conditioning,” and “Semi-permanent Gloss.”
Extensions let you give people a sense of the breadth or range of what your business offers.
What price extensions do
- Surface your offerings. Price extensions showcase your business’s offerings in an interactive format users can scroll through.
- Make shortcuts to conversions. When people click or tap a specific item on your price menu, they go directly to it on your site.
- Increase your impact—with minimal work. You won’t need to make new text ads or edit your old ones.
Why they’re easy, yet powerful
- Easily updated. Change your item names and description whenever you want, keeping them up-to-date for sales and special offers. And good news—you can edit your price extensions without resetting their performance statistics.
- Flexible and customizable. You can add price extensions to an account, campaign, or ad group, depending on which ads you want them to show with. You can also specify the dates, days of week, or times of day your price extensions are eligible to show.
Tips
- Transparent pricing may decrease traffic, overall, but use CPA as your guiding metric. Fewer clicks for the same number of conversions means you’re driving more qualified traffic.
- Use unique final URLs for increased ad relevance.
- Price extensions only appear when your ad rank is #1.
- Use price extensions in conjunction with other extensions like Call extensions and Location extensions to drive more qualified calls and visitors.
- List a minimum of 3 items you want to feature. Having at least 5 is a best practice.
How billing works
The cost of a click on a price extension equals the cost of a click on the title or display URL of the ad it shows with. Price extension clicks are charged when a person clicks on any of the price extension items. However, clicks on the mobile drop-down to expand the carousel are not charged.
Price extensions give people more opportunities to click, but you won’t be charged for more than two clicks per impression. Plus, if someone quickly clicks on more than one link while viewing an ad, this may get treated as a duplicate or invalid click and you won’t get charged for the second click.
Promotion Extension
Promotion extensions can add more value to your Search Network text ads by highlighting your coupons, deals, and sales offerings. They’re usually paired with a price tag icon, which helps your ad take up more real estate and really stand out above your competitors on Google Search.
For setup instructions, go to Use promotion extensions.
How they show
Promotion extensions show below your ad in an easy to read format that catches the eye of your potential customers.
The special occasion you select, for example, “Back-to-school” or “Mother’s Day” appears as a bold label next to your promotional text.
The extension also displays up to 2 lines of text that includes details of your promotion. Potential customers can easily spot the sale in your promotion extensions as they stand out from the main ad text. When someone clicks or taps on the extension, they go directly to the special offer that interests them on your site.
Promotion extensions can show your offers in various formats—mobile and desktop—on the Search Network. They appear in ads at the top and bottom of Google search results.
When to use
Use promotion extensions to attract customers that are searching for special offers and sales relevant to your business. Holidays or special events such as Back-to-school sales and Black Friday are great times to use promotion extensions.
Use promotion extensions to include monetary or percent discounts for your products or services. You can also include any requirements needed for your promotion such as coupon or discount codes for a specified time period or a spending limit.
Key Benefits
- Update easily: Select from a list of pre-populated occasions. You don’t need to make new text ads to keep them up-to-date for sales and special offers that occur at different times.
- Edit your extension without losing data: Edit your promotion extension without resetting its performance statistics.
- Mobile preference: Choose if you prefer to show your promotion extensions on mobile devices.
- Flexible scheduling: Choose to show your promotion extensions within the date of the occasion or specify dates, days of week, or times of day your promotion extensions are eligible to show.
Account levels
You can add promotion extensions at the account, campaign, or ad group level. If you create promotion extensions at different levels (account, campaign, or ad group), the most specific will be used. So when you add promotion extensions to an ad group, those extensions show instead of your campaign- or account-level promotion extensions. Likewise, campaign-level extensions override account-level extensions.
Cost of clicks
Promotion extensions are free to add – you’re only charged for clicks from people viewing your ad. The cost of a click on a promotion extension equals the cost of a click on the headline in the same ad. In other words, you’ll be charged the same amount no matter which link in the same ad someone clicks.
Promotion 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. However, if someone quickly clicks on more than one link while viewing an ad, this gets treated as a second click and you won’t get charged.
Use occasions for your promotions
There are plenty of National Holidays and special occasions to schedule promotional ads. Think how you could tie in one of your products/services with a “holiday” campaign.
- AdWords has a ton of pre-selected promotions that go on all-year, including Mother’s Day, Christmas, Labor Day, and Cyber Monday.
- You may select one of four promotion options:
- Monetary Discount: $10 off every purchase!
- Percent Discount: 15% off today!
- Up to monetary discount: Up to $10 off!
- Up to percent discount: Up to 15% off!
- You can schedule promotion extensions within AdWords for custom holidays and promotions that are unique to your business
- You won’t lose any historical data if you create a new promotion extension!
- Be sure to create a cohesive landing page experience that also promotes the discount code. If you want to get real fancy, restrict just AdWords ads to a certain code to ensure your conversion tracking is actually leading to deals captured and sale made.
Seller Rating Extension
Seller ratings are automated ad extensions that use a five star scale. They show the quality of your service and satisfaction of your customers. These extensions are free and appear with your normal search ad. You’ll never be charged for seller ratings.
When triggered, the extension will display review stars in your ad, which helps you gain trust from prospects as well as helping your ads to stand out.
You can opt-out of the seller ratings extension here.
Where ratings come from
Where do these ratings come from? AdWords uses several sources like:
- Google Customer Reviews, a free program that collects post-purchase comments on behalf of merchants.
- Aggregated performance metrics from Google-led shopping research. Some of the qualifiers may be sourced through this shopping research.
- Ratings from Google Consumer Surveys, a market research platform which we use to collect data for certain domains and businesses.
- Shopping reviews for your store domain, which include comments from the various independent sources listed below.
How to check if you have a seller rating
To find out if you have a seller rating for a specific country, edit the following URL to replace “{yourwebsite}” with your homepage URL:
https://www.google.com/shopping/ratings/account/lookup?q={yourwebsite}
You’ll be able to view information about your store as well as a seller rating if your site meets the minimum seller rating thresholds. A country selector will allow you to view this information per country. Use the dropdown menu to see your seller ratings in different countries.
- If Google doesn’t have information for your store or if you don’t meet the minimum seller rating thresholds, a seller ratings page may not load for your homepage. Additionally, an invalid URL value or the wrong home page may prevent a seller ratings page from loading.
- Having a seller rating associated with your domain does not necessarily mean your seller rating will show on ads, since seller ratings on ads depend on auction dynamics and other factors.
Previous Visit Extension
Previous visit extension includes a short annotation notifying the searcher if they have visited the advertisers site before. They only show on desktop and laptop devices, and the searcher must be signed into a Google account in order to trigger the extension.
You can opt-out of the previous visit extension here.
Consumer Rating Extension
Consumer rating extensions are ratings generated from certified Google sources and Google Consumer surveys, usually shown with multiple categories scored out of 10. They highlight industry-specific ratings for your business, which are based on consumer ratings.
The ratings can highlight things like prices, selection, fees, customer service, discounts, ease of bookings, and much more.
You can opt out of the consumer rating extension here.
Dynamic Sitelink Extension
The dynamic sitelinks extension is another automated extension that will add links to your ad. Similar to manual sitelinks, they add relevant sitelinks to your search ads and can boost your advertising impact and value. Here’s how:
- They connect people to what they’re looking for on your site. They link directly to conversion-focused sections or pages of your website that promote user action.
- They’re automatic. There’s no need to create a new text ad or set up a new sitelink.
Also, once you’re opted into dynamic sitelinks, Google Ads can automatically provide descriptions for your existing sitelinks.
How they work
When someone searches on Google for a particular term, dynamic sitelinks may show them several relevant deep links with your text ad.
Dynamic sitelinks have the same format as manual sitelinks—sitelinks that advertisers set up themselves. Manual sitelinks will always show instead of dynamic sitelinks, if available and if the extension is applicable for the ad.
Dynamic sitelinks only show when they’re expected to boost your ad’s performance. You can, however, opt out of having them show with your ad. Learn how to remove extensions.
Dynamic Structured Snippets Extension
Dynamic structured snippets are another automated extension that Google will add to your ads automatically. It works in a similar way to Callout Extensions, and will display relevant features below your ad copy that you would not otherwise have room to include.
How they work
When people search for information on Google, they may see ads and search results for similar or related web pages. To help people decide whether your site contains information they’re interested in, your ads may now include additional information about the products and services offered on your site.
The information that appears for your ad’s snippets reflects categories of content found on your site.
When they might show with your ads
Your ads may show dynamic structured snippets automatically when your ad is eligible and your landing page has a matching category for a search.
Dynamic structured snippets are eligible to show with your Search ads. If you want to opt out of this feature, you can remove extensions.
Example
When someone uses Google to search for electronics, they might see an ad for the Acme Electronics with dynamic structured snippets. These snippets may display additional details about the content found on the landing page for the ad, like specific electronics brands or subcategories.
Ad Extension Cheat Sheet
| Ad Extension | Good for… | Clickable | Use it if… |
| Location Extension | Helping prospects find your business. | Yes | You’d like to help people find your business. |
| Affiliate Location Extension | Helping prospects find stores that sell your products. | Yes | You sell products through retail chains. |
| Callout Extension | Sharing bite-sized pieces of information about what makes your business unique. | No | You use Adwords. |
| Call Extension | Inviting prospects to call you (without the use of call-only ads) | Yes | You rely on phone calls as a form of conversion. |
| Message Extension | Inviting prospects to text you. | Yes | You would like the opportunity to interact directly with prospects. |
| Sitelink Extension | Bringing prospects to specific pages on your website (that aren’t your landing page). | Yes | You use Adwords. |
| Structured Snippet Extension | Structured Snippet Extension Highlighting similar aspects of your products and services in small groups. | No | You can group your products and services into defined categories. |
| Price Extension | Showcasing and linking to specific products. | Yes | You see pricing as a competitive advantage. |
| Promotion Extension | Highlighting sales and promotions (seasonal or otherwise). | No | You’re running a seasonal promotion or have a promo code to share with prospects. |
| App Extension | Promoting your downloadable app to mobile users. | Yes | You’d like to promote app downloads. |