Deliver more engaging Search ads with improvements to ad extensions

February 11, 2022

Ad extensions give people more information about your business and make it easier to engage with your ads. In fact, advertisers can see a 20% increase in click-through rate on average when 4 sitelinks show with their Search ads.1 To help you deliver more engaging ads, we’re rolling out several new improvements that make sitelinks, callouts, and structured snippets easier to manage.

Engage more people with automated extensions

When you opt in to automated extensions, Google Ads will create extensions on your behalf and show them with your ad if they’re predicted to improve your performance. Previously, dynamic sitelinks, dynamic callouts, and dynamic structured snippets weren’t eligible to show with your ad if you provided manually-created sitelinks, 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 sitelinks that are eligible to show, Google Ads can now show two dynamic sitelinks as well, showing your ad with four sitelinks in total.

As part of this update, you’ll now be able to view reporting for these automated extensions at an individual level in the Extensions page of Google Ads. As you review performance, you can pause or remove each automated extension as needed. This will make it easy to review and manage the extensions that Google Ads creates on your behalf. 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.

Screenshot showing extensions and the source (Advertiser or Automatically created)
Review and manage “Automatically created” extensions

Best Practice: Opt into dynamic sitelinks, dynamic callouts, and dynamic structured snippets to give the system more opportunities to show extensions with your ads. You can pause or remove an individual extension that was automatically created if you don’t want it to show with your ads anymore.

Show more of the ad extensions you create

When you create sitelinks, callouts, and structured snippets, you can add them at the ad group, campaign, or account level. Previously, if you created these ad extensions at a more granular level, they would prevent higher level extensions of the same type from serving. For example, even if you had only one sitelink at the ad group level, your campaign level sitelinks wouldn’t be eligible to serve.

Starting mid-March, when sitelinks, 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 machine learning select from the best extensions in your account and can help you show a more engaging ad. To prepare for this change, we recommend that you consolidate extensions to a level that makes sense for your account and ensure they’re relevant for any subsequent levels.

Diagram showing before and after of sitelink level changes between account, campaign, and ad group
Serving example for sitelinks before and after the update

Learn more about ad extensions in the Google Ads Help Center.

Posted by Natalie Wertz, Product Manager & Chalmers Wang, Sr. Product Manager, Google Ads



1. Google internal data, Global, 10/24/2021 - 11/24/2021

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