• Martin Röttgerding

    Hi Ginny,

    Wow, you’re quick with this post! But I believe there’s a mistake:

    “In addition to serving extensions according to context, Google says it
    will automatically show the highest performing extensions and formats,
    or those expected to yield the greatest click through rates.”

    This sounds like there are three criteria here: context, performance, and expected CTR. However, the ad auction is about giving the best spots to the ads that make Google the most money. How much money Google can make from an ad is derived from two factors: how much Google can earn IF there is a click (a.k.a. the bid) and the probability that a click actually happens (a.k.a. click-through probability, or in layman’s terms, expected CTR or just CTR).

    Google doesn’t exactly emphasize this, but those three things from above basically all mean the same. Performance is measured in CTR and considering context means considering CTR in that context.

  • http://www.itfreelancing.net/ Pankaj

    Hi Ginny,

    You said “In addition to serving extensions according to context, Google says it will automatically show the highest performing extensions and formats,
    or those expected to yield the greatest click through rates.”

    So it means we don’t have to add our extension with our ads, as Google will do it automatically for us???

  • http://www.skiusainc.com/ SKI USA

    This is good news if you look at the point of view of both people paying for ads as well as those clicking on it…

  • http://www.skiusainc.com/ SKI USA

    No Pankaj it means that you will have to ad extensions to your ad but Google will serve the extensions which it thinks is best that goes with the user query and its intent.

  • Ginny Marvin

    That’s exactly it, you still need to set them up — and probably add some you’re not already using. Essentially Google is telling advertisers to set up every extension and format that’s relevant to their businesses rather than pick and choose based on how they think an extension/format will affect performance. Google will automatically serve the extension or format, or combination, it determines most relevant to the context and intent of the query and that is expected to yield the best click through rate.

  • Ginny Marvin

    That’s exactly it, you still need to set them up — and probably add some you’re not already using. Essentially Google is telling advertisers to set up every extension and format that’s relevant to their businesses rather than pick and choose based on how they think an extension/format will affect performance. Google will automatically serve the extension or format, or combination, it determines most relevant to the context and intent of the query and that is expected to yield the best click through rate.

  • Ginny Marvin

    Hi Martin, You’re right, and what I should have written is “meaning” instead of “or” in that sentence to make that point clearer. Highest performing in this context = best CTR. Context = Relevance and determines if a particular extension will show for a particular query. Thanks for pointing that out — I’ll add an update to be sure that’s clear to future readers. Really appreciate your feedback!

  • Jaap

    Hi,

    Will this change also affect the Ad Rank of ads on the right side of SERP? So when two ads with same bid and quality are competing for position 5 will the one with extensions be shown?