Google has announced new improvements to ad extensions for advertisers designed to simplify management. Sitelinks, callouts, and structured snippet extensions will be updated soon.
According to Google research, ad extensions provide users with an additional way to interact with an ad, sometimes increasing click-through rate (CTR) by 20% when four sitelinks are shown in an ad.
Let’s take a closer look at the update.
Automatic extension of eligibility
Ginny Marvin, Official Ads Liaison for Google Ads, Announce Automatic extensions will be eligible to appear alongside extensions you manually add. This change will roll out sometime in mid-March.
This Ad extensions Content that will be eligible to be displayed with manual expansion includes:
- sitelinks
- callout
- structured snippets
This change to automatic extension eligibility helps your ad take up more space on the SERPs. Previously, the automatic extensions described above could not be displayed when creating manual extensions.
what does this mean? For example, if your ad creates two manual sitelinks, your ad will only show those manual extensions. With this update, your ads can now show both of your manual extensions as well as your automatic extensions.
Remember, your account must be opted in for automatic extensions to appear.
Auto Scaling Report
In addition to automatically expanding eligibility, Google is also working on updates to reporting.
Reports can now be viewed at an individual level in the Google Ads Extensions page.
At this personal level, you can pause or delete any automatic extensions. This makes it easier to manage your campaigns.
You can also easily identify which extensions were created manually or automatically by Google.
Manually expand visibility
Google already allows you to create extensions at a more granular level (account, campaign or ad group). However, the more granular these extensions are created, this will prevent extensions created at a higher level from being ineligible to serve.
Higher level qualifications will change with the new update in March.
Campaign or account-level extensions can appear in your ad if they are expected to improve performance. The predicted performance boost comes from Google’s machine learning algorithm.
If you’ve created hyper-specific ad extensions at the ad group level, it’s a good idea to review any campaign or account-level extensions that may be eligible to appear in your ad. If there are any extensions not related to these ad groups, you’ll need to restructure them in a way that makes sense for your account.
generalize
Changes to auto-extensions allow easier management and viewing of auto-extensions that are being created.
Updates to manual extension visibility may improve performance, but you must proactively review extensions at the account or campaign level. If your campaigns have more granular extensions, this may in the near future result in more manual work to ensure that all of your ad extensions are most relevant to users.
Featured image: K.unshu/Shutterstock
