Deliver more engaging Search Ads with Google’s latest extensions improvement
5 Min Read
In Google Ads, ad extensions gives people more information about your business and make it easier to engage with your Google Search ads. In fact, brands can expect to see a 20% increase in click-through rate on average when 4 site-links show with their Search ads.
In March 2022, Google will be rolling out several new improvements to site-links, callouts and structured snippets.
Engage more people with automated extensions
When advertisers opt in to automated extensions, Google Ads will create extensions on your behalf and display them with your ad if its AI believes it will improve campaign performance.
Previously, dynamic sitelinks, dynamic callouts, and dynamic structured snippets weren’t eligible to show with your ad if you provided manually-created site-links, callouts, and structured snippets. Starting mid-March, these automated extensions will now be eligible to show alongside their manually-created counterparts. For example, if your ad only has two manually created site-links that are eligible to show, Google Ads can now show two dynamic site-links as well, showing your ad with four site-links in total.
As part of this update, our clients able to view unique reporting for these automated extensions at an individual level in the Extensions page of Google Ads. As we review client campaign performance, we will be able to pause or remove each automated extension as needed.
This will make it easy to review and manage the extensions that Google’s AI creates on advertiser’s behalf. For those currently managing their Google Ads in-house, to see which automated extensions are shown with your ads, look for “Automatically created” extensions in the table view of the Extensions page in the coming weeks.
Above: How to view and manage automatically created extensions in Google Ads.
Show more of the ad extensions you create
When we create site-links, callouts and structured snippets, we can add them at the ad group, campaign, or account level. Previously, if advertisers created these ad extensions at a more granular level, it would prevent higher level extensions of the same type from serving.
For example, even if you had only one site-link at the ad group level, your campaign level site-links wouldn’t be eligible to serve.
As of mid March, when site-links, callouts, and structured snippets from higher levels in your account are predicted to improve your performance, they’ll now be eligible to serve alongside extensions of the same type from lower levels.
This change will help Google’s AI & ML select from the best extensions in your account and can help you show a more engaging ad. To proactively prepare for this change, Target will be consolidating each of its clients’ extensions to an appropriate level in relation to the size of each account, to ensure they are relevant for any subsequent levels.
Above: Serving example for site-links before and after the update.Source & Full Story: Google.