Types Of AdWords Ad Extensions

We wrote the previous article to Understand AdWords Ad Extensions. In this article, we are discussing types of Ad Extensions. It includes all Automatic and Manual Ad extensions which are globally rolled out by Google till day.

Types of AdWords Ad Extensions

Manual AdWords Ad Extensions

Manual Ad extensions which can create and add in AdWords interface to show beneath ad. Some of the ad extensions are chargeable and some are free. We can start and stop showing ad extensions in the campaign. We can also measure reports of ad extensions in AdWords.

Sitelink Extension allows you to add additional links to your ads which will take the user to specific pages of your website such as testimonials, brochure, features, and specifications, contact us etc. Maximum six sitelinks can show on computer/tablets and maximum four sitelinks show on mobile device.  You are charged a standard cost per click when user clicks on sitelink similar to ad headline click. You can add link text which appears with the ad and final URL where user land after clicking sitelink. You can also add description line for sitelink, adding description is optional. The link text can be 25 characters and less. Two Description lines can be added of 35 characters each. You can also set a start date and end date for sitelink ad extensions and can also schedule sitelinks. If you want to show specific sitelink on a mobile device, you can choose mobile as a preference. More on Sitelink Extension.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Account Level
Campaign Level
Ad Group Level
Globally Desktop
Mobile
Tablet
Yes

Callout Extension allows you to show additional information along with your ad. Callouts are not clickable, hence no final urls are required here. You just require adding plain text in callout field such as free shipping, 24*7 delivery, same day delivery, free demo etc. It is a great extension to use to show additional information with ad. Callout extensions are not chargeable.  Each callout can be 25 characters including spaces. You can also set start date and end date for callout ad extensions and can also schedule callouts. If you want to show specific callouts on a mobile device, you can choose mobile as a preference. More on Callout Extension.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Account Level
Campaign Level
Ad Group Level
Globally Desktop
Mobile
Tablet
No

Structured Snippet Extension: Similar to callout extension, structured snippet ad extensions are not clickable and not chargeable. Structured snippets allows you to highlight additional aspects of products and services you are advertising. To add a structured snippet in your ad, you need to select predefined header. You can add up to 10 values for a header that you have selected. Each value can be of 25 characters including spaces. You can also set a start date and end date for the structured snippet and can also schedule. You can give structured snippet mobile preference if you wish show specific structured snippet ad extension on mobile device. More on Structured Snippet.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Account Level
Campaign Level
Ad Group Level
Globally Desktop
Mobile
Tablet
No

Call Extension let you add your business phone number in ad copy which allow user to click on call button and call on your business phone number straight away from mobile device. And on desktop it displays phone number with your ad. When user click on call button from mobile, standard cost per click is charged similar to headline click. More on Call Extensions.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Display Network Only
Campaign Level
Ad Group Level
Globally  Mobile/Tablet
Desktop (Search and Display Networks on Mobile/Search Network only on Tablet and Desktop)
Yes

Message Extension allow user to send you sms. Message extension is new and the user can send you sms with just one tap on ad. Great extension which increase the engagement with user and gives user another option to contact you. This extension appears on mobile devices which are capable of sending and receiving messages. You are charged standard cost per click when user taps on message icon. To use this extension, you need to provide business name, working phone number, extension text (this appear on ad such as Get Details, Text us etc.) and message text (it is pre-populated text which appears on user mobile after they tap on message icon such as I need more information, Please text me back, Please text me and send me quotes etc.). You can set scheduling and can also set start and end date for message extension. More on Message Extension.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Campaign Level
Ad Group Level
Globally Mobile Yes

Location Extension allows to show locations with your ad. You can show multiple locations with your ad. To use location extension you need create and link Google My Business with Google AdWords. Your address, phone number, ratings and working hours can appear with your ad. If you want users to visit your store, this extension is essential. On mobile device user can call directly from mobile and can also click on get directions button. You can click on location icon and can see the details. Clicks on call, get directions and details are charge standard cost per click similar to ad headline cost per click. More on Location Extensions.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Display Network Only
Account Level Globally Desktop
Mobile
Tablet
Yes

Affiliate Location Extension helps you find new customers if you are a manufacturer and you sell products through retail chains. With the help of Affiliate location extensions your customers are able to find nearby stores that has products that you sell. More on Affiliate Location Extensions.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Display Network Only
Account Level Globally Desktop
Mobile
Tablet
Yes

Price Extension allows you to showcase range of product and services along with prices. You can add headline, prices, final URL to price extension. It is a great extension which will show set of up to 8 cards that people can swipe and can see different product/services and prices. User can click on product/services they want and land on website. You can set start date, end date and can also schedule. Price extensions are charged standard cost per click similar to ad headline click. More on Price Extensions.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Account Level
Campaign Level
Adgroup Level
Globally Desktop
Mobile
Tablet
Yes

App Extension helps you encourage user to download your app. Using app extension, you can show “download app” option along with search ad. When your goal is to drive mobile app downloads this is a great option. App extensions allows you show download app option on mobile and tablet devices. Click on app extension cost you standard cost per click similar to headline ad click. You can set start date, end date and can schedule you app extension. You can exclude tablets as device preference if you do not want to show app extension on tablet.  More on App Extensions.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Account Level
Campaign Level
Adgroup Level
Globally Mobile
Tablet
Yes

Review Extension allows you to showcase reviews from third party website to your search ad. Positive reviews makes a strong impact on users. By adding positive review, awards, and rankings etc. can be very beneficial for search ad performance. You are not charged for click on review extension. You are required to add Text (paraphrased or exact quote which will appear on your ad), source (third part website name) and source URL (third party website page URL where review is written, it is clickable) to your review extension. You can set start date, end date and schedule your ad extension.  More on Review Extensions.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Account Level
Campaign Level
Adgroup Level
Globally in the following languages: EN/GB/AU, DE, FR, ES/419, JP, PT/BR, IT, and NL Desktop No

Automated Ad Extensions

We cannot create and add automated ad extensions within AdWords Interface. These extensions are automatically shown by Google when eligible. You can opt out of automated ad extensions if you do not want these to appear with your search ads. You can see automated ad extensions reports within AdWords interface.

Dynamic Sitelink automatically appear beneath your text ads based on relevancy of user search query and your website pages. When you have already added manual sitelink extension in your ad, manual sitelinks will appear beneath ad. Clicks on dynamic sitelinks are not chargeable. If you do not wish dynamic sitelink to appear with your ad you can disable them. More on Dynamic sitelinks.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Automated By Google Globally Desktop
Mobile
Tablet
No

Dynamic Callouts are automated generated callouts that will appear beneath your ad.  Google will automatically highlight information of your product and services. Dynamic callouts are not chargeable. When you have manually added callouts in your account, they will override dynamic callouts. And manual callouts will appear along with ad. If you do not wish to show dynamically generated callouts with you ad, you can opt out. More on Dynamic Callouts.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features Automated By Google Globally – EN Desktop
Mobile
Tablet
No

Dynamic Structured Snippet showcase additional details about your product and services on your website. Dynamic structured snippet appears when your website landing page are matched with search and ad is eligible to show extension. Up to two lines of snippet text can appear and are not chargeable. If you do not wish to show dynamic structured snippet, you can opt out. More on Dynamic structured snippet.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Automated By Google Globally – EN Desktop
Tablet
No

Previous Visits showcase small annotation that says you have visited this site.  This extension is not chargeable and you can opt out if you do not wish to showcase this extension. This appears when user clicks on organic search result once or clicked on search ad twice. More on previous visits.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Automated By Google Globally Desktop
Mobile
Tablet
No

Seller Ratings showcase your store ratings along with your search ad. Mostly, seller ratings are appear for advertisers with more than 150 unique reviews and 3.5 or higher rating. Seller ratings are not chargeable and you can opt out if you do not wish to show seller ratings with your search ad. More on seller ratings.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Automated By Google US, UK, DE, FR, AU, NZ, JP, and NL Desktop
Mobile
Tablet
No

Consumer Ratings: Based on consumer survey consumer rating highlight industry specific ratings. Consumer ratings are not clickable and not chargeable. Click on Ratings will take you to more details page of survey scored. You can opt out if you do not wish to show this extension. More on Consumer Ratings.

Campaign Type Can be added At Available Device Cost
Search Network Only – All Features
Search Network with Display Select Only – All Features
Automated By Google US, UK, Canada, Australia Desktop
Mobile
Tablet
No

Longer Ad Headlines: Google shows longer headlines by combining Ad headline with Ad description line 1 if description line is a complete sentence or phrase. You can opt out if you do not wish to show longer headlines.

How to opt-out of Automated Extensions?

Click to Ad Extensions tab > From View dropdown select Automated Extensions Report

Now collapse “Automated Extensions options (Advanced)” by clicking + icon. As shown in the below screenshot, you can check mark and select extensions you do not wish to appear with you ad.

 

Types Of AdWords Ad Extensions

Promotion Extension

Please Read more on Ad Extensions on Google Help Center. Also you can see in help center how does ad extensions shows along with your ad.

 

About Neha Gupta

I am Neha Gupta, SEM Expert – Paid Advertisement Consultant | Google AdWords Top Contributor| Google AdWords Trainer! I am Independent Paid Search Consultant and Google AdWords Trainer in Delhi. I currently reside in Delhi, India, and love traveling.

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