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.