Google Ads allows advertisers to add extensions at three distinct levels: Account, Campaign, and Ad Group. Understanding the hierarchy and functionality of each level is crucial for optimizing your advertising strategy.
Account-Level Extensions apply across your entire Google Ads account. When you…Google Ads allows advertisers to add extensions at three distinct levels: Account, Campaign, and Ad Group. Understanding the hierarchy and functionality of each level is crucial for optimizing your advertising strategy.
Account-Level Extensions apply across your entire Google Ads account. When you create an extension at this level, it becomes eligible to show with any ad in any campaign within that account. This approach is ideal for universal information like your main business phone number or location that remains consistent regardless of the specific product or service being advertised.
Campaign-Level Extensions are applied to specific campaigns and will only appear with ads within that particular campaign. This level offers more targeted customization. For example, if you run separate campaigns for different product lines, you can create unique sitelink extensions pointing to relevant landing pages for each campaign.
Ad Group-Level Extensions provide the most granular control. These extensions only display with ads in the specific ad group where they are assigned. This precision allows you to match extensions closely with tightly themed ad groups and keywords. For instance, if an ad group focuses on running shoes, you can add callout extensions highlighting features specific to that product category.
The hierarchy follows a bottom-up priority system. When extensions exist at multiple levels, Google Ads will prioritize the most specific level first. Ad group extensions take precedence over campaign extensions, which in turn take precedence over account extensions.
Best practices suggest using account-level extensions for broadly applicable information, campaign-level for product or service category distinctions, and ad group-level for highly specific messaging that aligns with particular keyword themes. This tiered approach maximizes relevance while minimizing management overhead. Regularly reviewing performance data at each level helps identify which extensions drive the best results and where adjustments may improve click-through rates and overall campaign effectiveness.
Extension Levels: Account vs Campaign vs Ad Group Extensions
Why Extension Levels Matter
Understanding extension levels is crucial for Google Ads certification exams and real-world campaign management. Extensions enhance your ads with additional information, and knowing where to apply them determines which ads display which extensions. This knowledge directly impacts your Quality Score, ad relevance, and overall campaign performance.
What Are Extension Levels?
Extension levels refer to the hierarchical placement of ad extensions within your Google Ads account structure. Extensions can be applied at three distinct levels:
1. Account Level Extensions applied here are eligible to show with any ad across your entire account. This is ideal for information that applies universally, such as your main business phone number or company-wide promotions.
2. Campaign Level Extensions set at this level only appear with ads within that specific campaign. Use this when you have campaign-specific offers, locations, or messaging that differs from other campaigns.
3. Ad Group Level The most granular option, these extensions only show with ads in that particular ad group. This allows for highly targeted messaging that matches specific keyword themes.
How Extension Levels Work
Google Ads follows a hierarchy system when determining which extensions to display:
- Ad group level extensions take priority over campaign and account level extensions - Campaign level extensions take priority over account level extensions - The most specific applicable extension will be served
This means if you have sitelinks at all three levels, the ad group sitelinks will be chosen first when available and eligible.
Best Practices for Each Level
Account Level: Use for consistent brand information like main phone numbers, universal callouts, and structured snippets that apply everywhere.
Campaign Level: Apply when running seasonal promotions, targeting different geographic regions, or promoting distinct product categories.
Ad Group Level: Reserve for highly specific extensions that match the exact intent of keywords in that ad group.
Exam Tips: Answering Questions on Account vs Campaign vs Ad Group Extensions
1. Remember the hierarchy: Ad Group beats Campaign, Campaign beats Account. Questions often test whether you understand this priority order.
2. Think about specificity: When a question asks where to apply an extension, consider how broadly or narrowly the information applies. Universal information goes to account level; specific information goes to ad group level.
3. Watch for scenario-based questions: If a question describes a business with multiple product lines, the answer likely involves campaign-level extensions for each product line.
4. Look for keywords like 'all ads' or 'entire account': These phrases typically indicate account-level extensions as the correct answer.
5. Consider management efficiency: Questions about reducing workload or simplifying extension management often point to higher levels (account or campaign) as answers.
6. Remember that lower levels override higher levels: If a question asks what happens when extensions exist at multiple levels, the most granular level wins.
7. Practice identifying use cases: A phone number for customer service across all products suggests account level. A phone number for a specific department suggests campaign or ad group level.
8. Understand that extensions are optional at each level: You do not need to create extensions at every level; choose based on your business needs and campaign structure.