Three updates to automated ad extensions are now live! Here’s what they include. Updates are coming to
- Sitelink
- Callout and
- Structured Snippet Extensions
Google announced some exciting changes to their ad extensions that will make it easier for advertisers. With the latest updates, sitelinks are getting a redesign and callouts can now take advantage of new structured snippets features.
According to Google’s research, ad extensions provide users with an additional way to engage with ads, with a 20 percent increase in click-through rates (CTRs) when four sitelinks are shown in ads.
Automated Extension Eligibility
Google Ads Liaison Ginny Marvin announced that automated extensions will be able to show alongside manually added extensions. Mid-March will see the implementation of this change. Among the ad extensions that will show alongside manual extensions are:
- Sitelink
- Callout and
- Structured Snippet Extensions
With this change to automated extensions eligibility, your ad will be able take up more real estate on the SERP. Previously they were not eligible when manual ones were created – it’s all ahead of us.
What were the consequences of this?
For example, if two manual sitelink extensions were created for your ads, your ads would only show the manual extensions. In this update, your ad would now be able to show both manual and automated extensions at the same time.
If you want your account to show, you must opt into automated extensions.
Automated Extension Reporting
Google is also improving its reporting capabilities along with automated extension eligibility. The Extensions page of Google Adwords now allows you to view reports at an individual level.
With this individual level, you can pause or remove any automated extensions. This makes it easier for management of your campaigns.
Also, you’ll be able to see which extensions were created manually or automatically by Google.
Manual Extension Viewability
With Google, you can create extensions at a more granular level (account, campaign, or ad group). The higher the granularity of these extensions, however, the less likely it is that extensions created at a higher level would be ineligible to serve.
New updates will be released in March that will affect higher-level eligibility.
Extensions associated with campaigns or accounts can be shown in your ads if they are predicted to improve performance. The performance improvement is predicted by Google’s machine learning algorithm.
If you have created hyper-specific ad extensions at the ad group level, you should review any campaign- or account-level extensions that may be eligible to show in your ads. If any extensions are not relevant to the ad groups, you should reorganize them in a way that makes sense for your account.
In Conclusion
With the changes coming to automated extensions, extensions can be managed and managed more easily.
You may be able to take advantage of new features that will boost your performance, but it’s important you review all ad extensions at an account or campaign level. If there are more granular campaigns in the future and they need manual updating too then this could create quite some work for us.
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