Create and manage Google ad extensions

 Ad extensions let you add extra information to your ads. Depending on the type, you can add extra text, more specific links to your website, links to an app store, and location information. Search ads with extensions typically get greater visibility and engagement. Depending on the terms used in a search, Google Ads will select which extension(s) to display with your ad.

Supported ad extensions

Create and manage the following ad extension types in AdEspresso:

Sitelink
Direct people to your website by adding extra links to an ad. At least 2 sitelinks must be added at a time at the campaign and ad group levels, up to 6.

Create these extensions at the ad account, campaign, or ad group level.

Learn more about sitelink extensions

Callout
Add additional text information to ads. Callouts have a 25-character limit, so they should be short and specific, to attract attention (e.g., “We have free shipping”). A minimum of 2 callouts must be added at a time at the campaign and ad group levels, up to 10.

Create these extensions at the ad account, campaign, or ad group level.

Learn more about callout extensions

Location
Promote physical locations by adding information like an address, directions, or phone number to your ads. This information is pulled from the locations you have listed in Google My Business.

Create one location extension per ad account, by connecting your Google My Business account. Select up to 20 location listings that can be used in your ads. Google will automatically add a relevant location extension depending on the campaign’s location targeting.

Learn more about location extensions

App
Promote app installs by adding a link to your app in the Apple or Google Play app store.

Create app extensions at the ad account level. Only one app extension link is included per ad, and the link is dynamically chosen based on the user’s device.

Learn more about app extensions

To create ad extensions at the ad account level

Location and app extensions must be created at the ad account level. Callout and location extensions can also be created at the campaign or ad group level (see below).

1. Click Search an account at the very top of the dashboard, and then select a Google ad account.
2. Scroll down to Account Settings, at the bottom of the ad account dashboard.
3. Click Ad extension associations.
   
4. Click Create ad extension, and then select a type to create:
   • Location -  Authorize the connection to Google My Business (GMB), and then select a GMB account connected to the ad account. Up to 20 locations will be available as location extensions. Then click Create extension.
   • Callout -  Enter your callout text. Click Advanced options to make it a mobile-specific callout. Then click Save.
   • Sitelink - Enter your sitelink text, description lines 1 and 2, and final URL. Click Advanced options to make it a mobile-specific callout. Then click Save.
   • App - Enter the app URL and link text, and then click Create extensions.

All ad extensions created at the ad account level are applied by default to each campaign. If callout or location extensions are created at the campaign level, they will override account-level extensions. Likewise, callout or location extensions created at the ad group level override the account and campaign levels.

Track the performance of your ad extensions, like how many clicks and impressions they get, in the ad account dashboard.

Ad extensions can be deleted, but not edited.

To create ad extensions at the campaign or ad group level

1. On the Campaign Settings step (2) of campaign creation, click an ad extension type. If location or app extensions are enabled at the account level, they will be applied to the campaign and listed here.
   
2. For callout or sitelink extensions, select whether to use account-level extensions, or select Use campaign-level extensions and then click New extension to create extensions specific to the campaign.
   
3. On the Set up ad group & ads step (3) of campaign creation, click Advanced Ad Group options to create and use ad extensions specific to the ad group, that will override any extensions applied at the campaign and account levels.