SEO – 3 changes coming to Google Ads automated extensions

SEO - 3 changes coming to Google Ads automated extensions

Google Ads has announced three changes to the way automated extensions – a type of ad extension that is created dynamically for your ad when it’s “predicted to improve your performance.”

Here’s what’s changing in Google Ads automated extensions:

1: Automated and manual extensions can be shown together. Starting in mid-March, automated extensions can be shown with manually created extensions. So if you have created two sitelinks manually, Google ads can show two dynamic sitelinks, for a total of four sitelinks. 

2: Reporting. In the coming weeks, Google Ads will provide a report for “Automatically created” extensions. You can view these in the table view of the Extensions page. 

The Google Ads Extensions page.

3: Can be added at ad group, campaign, or account level. Also starting in mid-March, sitelinks, callouts, and structured snippets from higher levels in your account can serve with extensions of the same type from lower levels. Here’s a before and after from Google Ads that illustrates what this change looks like:

Google Ads before and after: how sitelinks will be served.

Why we care. In a keyword: click-through rate. Google said in their announcement that when four sitelinks advertisers can see a 20% higher CTR. As always, results will vary. So make sure to check the performance data of your automated extensions. You can always pause or remove any underperforming extensions.

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About The Author

Danny Goodwin is Senior Editor of Search Engine Land. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo.

Prior to joining Search Engine Land, Goodwin was Executive Editor at Search Engine Journal, where he led editorial initiatives for the brand. He also was an editor at Search Engine Watch. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.

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