Google Ads announced in February 2022 that there would be significant changes coming to its automated extensions. These updates are expected to improve its ad extensions features to make managing them easier.
Let us go over these three significant changes coming to the Google Ads platform and how they can affect your digital advertising campaigns.
Automated Extensions Eligibility
One of the first updates involves enabling automated extensions to show alongside manually added extensions. For instance, if you created two site links manually, Google Ads will also show two dynamic site links (automated extensions). That means you should now be able to see a total of four site links at the same time.
The ad extensions that will automatically show up alongside manual extensions include:
- Site links
- Callouts
- Structured snippets
This update to the automated extension eligibility should help your ads take up more real estate on the search engine results page (SERP). The automated extension eligibility update should be available around mid-March 2022.
It is worth noting that your account should have opted into automated extensions first for these changes to show up.
Automated Extensions Reporting
Aside from the automated extension eligibility update, advertisers should also expect a significant update coming to Google Ads’ reporting capabilities. Google Ads will now provide a report for automatically created extensions in the coming weeks.
That means reporting will now be viewable at an individual level in the Extensions page of Google Ads. This way, advertisers should be able to remove or pause any active automated extension.
The new way to view and manage automatically created Extensions.
This update will also make it possible to identify which extensions were created automatically or manually quickly. The primary goal of this update is to allow for easier campaign management.
Manual Extensions Viewability
It is already possible for advertisers to create extensions at a more granular level, such as the account, ad group, and campaign. However, not all of these extensions end up serving precisely the same type from lower levels.
The last major update to automated extension plans is to resolve this issue by updating higher-level eligibility. That means extensions like site links, callouts, and structured snippets from higher levels will now serve with the same type from lower levels.
Example of how sitelinks are served before and after the update.
Account or campaign-level extensions are also eligible to show up in your ads if they are predicted to improve performance. These predicted performances will come directly from Google’s machine learning algorithm.
Suppose you created a specific ad extension at the ad group level. In that case, it is now recommended to review any campaign or account-level extension that could be eligible to show in your ads.
Why These Changes Matter
As stated in their announcement, Google expects advertisers to see a 20% increase in click-through rate, especially when four site links show up with their Search ads. Overall, these updates for automated extensions will allow for easier management and visibility of created automated extensions.
These updates should also make it possible to have a higher lift in performance. However, it is still crucial for advertisers to proactively review their extensions at a campaign or account level.
If these updates and other aspects of Google Ads overwhelm you, it is best to seek assistance from trusted industry experts to help you make sense of everything. Pay Per Click Co. is a trusted SEO management company that helps businesses with PPC advertising and Google Ads management.
If you are interested in knowing more about how Google Ads can transform your business, contact us today. Our team would be glad to discuss your options.
