Why Your AdWords Ad Extensions Don’t Appear
We often get asked about Google AdWords Ad Extensions. People will hear a Google announcement about a new extension and ask if we’re currently using it for their account. Or they’ll ask if we are using an existing extension because they didn’t personally see it when they did a search themselves.
Adding an extension won’t guarantee that it will show with your ad all the time
A perfect example is the location extension. Your physical address can show up alongside your search ad like this:
Sometimes people will perform a search, and they will not see this location information. They then think it’s because the location extension is not enabled.
The truth is, extensions don’t always show. Google decides when to use certain extensions, and you can’t force a specific extension to show.
This is from the AdWords Support Site:
Adding an extension won’t guarantee that it will show with your ad 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, AdWords requires a minimum Ad Rank. (Ad Rank calculations factor in your extensions).
When you perform a search, and you don’t see what you’d like (such as your location information or your phone number), this does not mean the extension is disabled. It likely means that Google chose not to display it this particular time.
So from now on, when you see Ads without extensions, or people are telling you that your ads are not using certain extensions, remember, this is not necessarily true. They are likely enabled.