Delivering engaging search ads is a crucial part of successful advertising on Google. One way to help ads stand out is by adding ad extensions. Ad extensions give customers an additional way to engage with ads. This engagement can lead to higher conversion rates. Google’s research shows that your ad’s click-through rate can increase by 20% when four sitelinks are shown. Recently, Google announced an update to improve callout, sitelink, and structured snippets ad extensions.

Starting in mid-March, Google will be changing how dynamic callout, dynamic sitelinks, and dynamic structured snippets will work within Google Ads. These automated extensions will now be shown alongside your manually created callout, sitelink, and snippet extensions, as well as new ad extension reporting for the automated extensions.

What does this mean for advertisers? Firstly, if you decide you’d like to utilize automated extensions, you must opt into them. If you decide to opt-in and have created two manual sitelinks previously, Google can now use machine learning to automatically create two more sitelink extensions to run with them to improve your ads performance. 

This new update will also allow for more use of your ad extensions created at a higher level. Previously, if you created an extension on an ad group level, it would prevent extensions created from a campaign or account level from showing up in your ad.

Additionally, you will now have the ability to view reports for the automated extensions at an individual level. With this, you can pause or remove the extensions Google created as you see fit. For advertisers, this makes it much easier to review and manage the performance of each extension that Google creates.

Google recommends consolidating extensions that make sense at an account level in preparation for this update. Google’s tips for future ad extension success? Continue to proactively review and monitor your extensions at an account and campaign level.

At LSM, we are constantly utilizing ad extensions for our clients’ Google advertising and look forward to this new update to continuously improve the performance and engagement of ads on Google Search.